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Xerox University Microfilms 300 North Zeeb Road Ann Arbor, Michigan 48106 I I 75-3190 SEWARD, Janies Edwin, 1948- A RHETORICAL ANALYSIS OF FOUR SONGS IN THE RHETORIC OF THE UNITED STATES' INVOLVEMENT IN INDOCHINA, 1966-70. The Ohio State University, Ph.D., 1974 Speech Xerox University Microfilms,Ann Arbor, Michigan 48106 0 1974 JAMES EDWIN SEWARD ALL RIGHTS RESERVED THIS DISSERTATION HAS BEEN MICROFILMED EXACTLY AS RECEIVED. A RHETORICAL ANALYSTS OF FOUR SONGS IN THE RHETORTC OF THE UNITED STATES' INVOLVEMENT IN INDOCHINA, 1966-70 DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By James Edwin Seward, B.A., M.A. The Ohio State University 1974 Approved By Reading Committee: Dr. John J. Makay, Adviser Dr. James L. Golden Dr. Donald J. Cegala J /Adviser / Department of Communication ABSTRACT Popular songs have been the vehicles of expression of many issues during the late I960*s. Yet, a review of the literature indicates that there are few studies available on the subject of popular songs as rh eto ric. The writer's background has included professional experience at commercial radio sta tio n s, and in Che music industry. This background, combined with a study of con­ temporary rhetorical theories, led to the realization that some contemporary songs may, in fact, be rhetorical. Furthermore, it would seem that there would be a number of motivations for composing, recording, and disseminating a song, which would also contribute to the rhetorical situ­ ation under consideration. The study attempted to determine the rhetorical elements of four contemporary songs. The following questions served as a basic guide for the study: 1) What relationships exist between the recording industry and the radio industry? How does this seem to affect the dis­ semination of musical rhetoric on the radio? 2) How do the lyrics, the verbal element of the song, interrelate with the musical form to develop a to tal meaning? 3) What might be the basic motivational factors inherent in the composition, recording and d istrib u tio n of a song? i t This study examined four popular songs which were a part of the rhetoric surrounding the involvement of United States in Indochina during 1966 through 1970. The four songs were: "The Ballad of the Green Beret", "Ohio", "War", and "Stop the War Now". The rhetorical analysis utilized three methodo­ logical probes. The relationships between the radio and recording industries were examined with Paul Hirsch's "symbiotic analysis". The songs were described in terms of their lyrical and musical elements, using I.A. Richards' concept of interinanimation. Finally, the probable motives which were inherent in the composition, recording, production, and media d istrib u tio n of the songs were analyzed with Kenneth Burke's pentad. There were five basic conclusions drawn from the study. 1) Music may be legitim ately studied as a rhetorical indicator of the prevailing attitudes and opinions of a culture; 2) The symbiotic relationship be­ tween the recording and radio broadcasting industries has a definite rhetorical significance; 3) The interinanimistic analysis is a valid method for a rhetorical description of both the lyrical and non-verbal elements of a song; 4) The many motivational insightsCintrinsic to a pentadic analysis) which emerged from this study might not have i i i surfaced if the pentadic methodologies had not been used; 5) The four songs were representative of other songs of that time period, which were significant and viable forms of rhetorical expression. The study included a bibliography and a detailed discography, a listing of over 200 recordings that were referred to throughout the dissertation. Citations were alphabetized by the name of the performer who recorded the popular "hit version" of the song. It also included additional data on the composers, publishers, recording companies, and record catalogue numbers of the c ita tio n s. iv To My Mom and Dad v God knows that I love my music Ain't no one gonna change my tune. Ken Loggins and Jim Messina, "My Music" (Jasp erilla/ Gnossos/Portofino Music, A.S.C.A.P.) vi Acknowledgement s There are a number of people who offered help and encouragement throughout this study, and I would like to thank them for their assistance. Mrs. Mary Lounsbury, station manager of WNIA radio in Buffalo, offered encouragement throughout the study. She allowed me unlimited access to the WNIA record library and f i l e s , which was to be critica l for accurate documen­ tation of data about specific records. Stan Solloway, student director of WdUB-FM, the campus radio station of Denison University in Granville, Ohio, gave me taped copies of newscasts on May 4, 1970, the date of Kent State killings. Bob Allen, formerly of WCOL radio in Columbus, Ohio and now with WTVN-TV in Columbus, provided me with tapes of interviews of many rock artists he conducted while associated with WCOL. Dr. James Golden, Professor of Communication at The Ohio State University, encouraged me to pursue th is topic. It was in his "Theories of Rhetoric" class and "Contemporary Theories of Rhetoric" seminar that I was in itia lly en­ couraged to develop my thoughts. The two term papers that v i i resulted from these courses were to form the nuculeus of this study. A special voice of thanks goes to Mrs. Jane Roddy, my typist, who converted my chicken scrawlings into readable type. Finally, a geniune, sincere, and hearty thank you is extended to my adviser and friend, Dr. John J. MaKay, Associate Professor of Communication at Ohio State. I have worked with Dr. MaKay since 1971, and he has served as my major professor on both my master's and doctoral programs. He has guided me into an interdisciplinary approach to communication which is evident throughout this project. His enthusiasm and encouragement are gratefully acknowledged. viii VITA Name; James Edwin Seward B irth : May 31, 1948, in Buffalo, New York Schools Attended: Undergraduate: S tate University of New York a t Buffalo, Buffalo, New York, 1966-1970 (B.A., 1970). Graduate: The Ohio State University, Columbus, Ohio, 1970-1974 (M.A., 1972). Areas of Specialization Rhetoric and Public Address Communication In structio n Broadcasting Experience: Teaching and Administration. February, 1974 - Visiting Lecturer, Department June, 1974 of Speech Communication, Denison University, Granville, Ohio. September. 1970 - Teaching Associate/ June, 1974 Associate Director-Communication 105, Department of Communication, The Ohio State U niversity, Columbu , Ohio Experience: Broadcasting Summer, 1972 and Staff announcer, WHOK AM/FM Summer, 1973 North Memorial Drive, Lancaster, Ohio. 1967-1970, and Staff announcer, Music Director, Summer, 1971 Production Engineer, WNIA, 2900 Genessee Street, Buffalo, New York ix VITA (Continued) Experience: Guidance and Special Services August, 1970 Resident Graduate Adviser to August, 1974 Sigma Phi Epsilon Fraternity 1943 Waldeck Avenue Columbus, Ohio x TABLE OF CONTENTS CHAPTER I BACKGROUND AND GENTSIS OF THE STUDY Introduction .......................................................................................... 1 A Definition: What is "Contemporary Music"........................ 7 Statement of the Problem................................................... 16 Need for the Study ............................................................................ 19 Purpose of the Study............................................................................ 21 Research Questions ...........................................................................