Louisiana State University LSU Digital Commons LSU Historical Dissertations and Theses Graduate School 1984 A Rhetorical Study of Winthrop Rockefeller's Political Speeches, 1964-1971 (Arkansas). Merrill Anway Jones Louisiana State University and Agricultural & Mechanical College Follow this and additional works at: https://digitalcommons.lsu.edu/gradschool_disstheses Recommended Citation Jones, Merrill Anway, "A Rhetorical Study of Winthrop Rockefeller's Political Speeches, 1964-1971 (Arkansas)." (1984). LSU Historical Dissertations and Theses. 3959. https://digitalcommons.lsu.edu/gradschool_disstheses/3959 This Dissertation is brought to you for free and open access by the Graduate School at LSU Digital Commons. It has been accepted for inclusion in LSU Historical Dissertations and Theses by an authorized administrator of LSU Digital Commons. For more information, please contact [email protected]. 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University Microfilms International 300 N. Zeeb Road Ann Arbor, Ml 48106 8425874 Jo n es, Merrill Anway A RHETORICAL STUDY OF WINTHROP ROCKEFELLER’S POLITICAL SPEECHES, 1964-1971 The Louisiana State University and Agricultural and Mechanical Col.Ph.D. 1984 University Microfilms International300 N. Zeeb Road. Ann Arbor, Ml 48106 A RHETORICAL STUDY OF WINTHROP ROCKEFELLER'S POLITICAL SPEECHES, 1964-1971 A Dissertation Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Doctor of Philosophy in The Department of Speech Communication, Theatre and Communication Disorders by Merrill Anway Jones B.S.G.S. Delta State University, 1976 M.A. Northeast Louisiana University, 1978 May, 1984 ACKNOWLEDGEMENTS The writer expresses appreciation to Dr. Owen Peterson for his guidance in directing the dissertation and to the members of his committee, Dr. Ronald Garay, Dr. Bill Harbin, Dr. Mary Frances HopKins, Dr. Harold Mixon, and Dr. Wayne Parent, for their comments and suggestions. The writer also expresses appreciation to the staff members of the University of Arkansas— Little Rock Archives and Special Collections and the Arkansas Gazette Library for their valuable assistance; to his mother, R. Janie Jones, and friends, Sally Roden, Mary Mosley and Steve Crawford, for their loyal support given during the writing of this project. Special appreciation is extended to Dr. Francine Merritt who guided the writer toward his mentor. This dissertation was completed in part from a research grant awarded by the Winthrop Rockefeller Grant Foundation. The writer dedicates this dissertation to Joyce O ’Rourke for her understanding, friendship, and appreciation of scholarly research. ii TABLE OF CONTENTS PAGE ACKNOWLEDGMENTS ................................... ii LIST OF TABLES ..................................... iv LIST OF PLATES ..................................... V ABSTRACT .......................................... vi CHAPTER I. INTRODUCTION ............................... 1 II. WINTHROP ROCKEFELLER, THE MAN ............ 10 III. SOCIO-ECONOMIC AND POLITICAL CONDITIONS IN ARKANSAS, 1953-1964 ................. 35 IV. IDENTIFICATION AND POLITICAL CONSTRAINTS: THE RHETORICAL VISION OF WINTHROP ROCKEFELLER, 1964-1967 ................. 55 V. IDENTIFICATION AND POLITICAL CONSTRAINTS: THE RHETORICAL VISION OF WINTHROP ROCKEFELLER, 1968-1971 ................. 130 VI. SUMMARY AND CONCLUSIONS ................... 164 BIBLIOGRAPHY ............... 170 APPENDIXES ........................................ 185 A. WINTHROP ROCKEFELLER'S ACTIVITIES ........ 186 B. "STATEMENT OF BELIEFS" .................... 199 VITA .......... 205 iii LIST OF TABLES TABLE PAGE X. Arkansas in Presidential Elections ........ 40 2. Republican Vote in Arkansas in Presidential and Gubernatorial Elections, 1932-1960.... 42 iv LIST OF PLATES FIGURE PAGE 1. Governor Winthrop Rockefeller .............. viii 2. !,The Case Against a Sixth Term," ........... 63 3. "Capitol Scene" ............................. 66 4. "Just Because I Said It Doesn't Make It So". 70 5. "A Summary of Win Rockefeller's Accomplish­ ments ..................................... 75 6. "The Old Pro is Finally 'Stumped'" ......... 77 7. "'I'm Aimin' to Bring him In!'"............. 81 8. "Keep Progress 'Alive' in '65." ............ 87 9. Cartoons distributed by Rockefeller forces during 1966 Campaign ..................... 93 10. "New Era" .................................... 106 11. "Where you Guys Been?" ...................... Ill 12. "Election-Year Communications" ........... 115 13. WR and Jeanette Campaigning in the 1966 Election .................................. 129 14. "Debate Training" ........................... 139 15. Cartoon, Untitled, 1968 Campaign ........... 146 16. "The Job of Building Arkansas" ............. 150 17. "Time to Accelerate" ........................ 153 18. "But Unbowed" ............................... 155 19. "You Sure I Got Beat?" ...................... 159 20. WR Campaign Speaking ...................... 163 v ABSTRACT The purpose of this study was to analyze rhetorical­ ly the political speeches of Winthrop Rockefeller, 1964-1971. Criteria for the study were determined by the theories of Lloyd Bitzer, Ernest Bormann and Kenneth Burke, which as a whole, interrelated to give full understanding of Rockefel­ ler's phenomenal political rise in Arkansas. Examined were the political conditions in Arkansas prior to Rockefeller's emergence as the Republican Party leader in 1964. Application of Bitzer's situational theory revealed that the controlling exigence, the lack of a two-party system, was the direct cause of other exigences such as poor racial conditions, poor educational standards, poor economic growth, and the inferiority complex. The rhetorical audience was composed of poor white farmers, who were Democrats, uneducated beyond the ninth grade, preju­ diced against blacks, and resentful of outsiders especially Northerners. Rockefeller, a resident of the state since 1953, faced constraints in his campaigns for governor. The constraints included his political affiliation, name, wealth, shy personality, and status as an "outsider." Application of Bormann's fantasy theme analysis revealed Rockefeller as a Moses figure and super-hero who wanted to lead the people into the promised land. The vi villains in the conspiracy drama, whose corrupt practices polluted the hierarchy, were Orval Faubus, Jim Johnson and Marion Crank, power figures of the one-party rule. Fantasy themes that chained out to mold the rhetorical vision, "Era of Excellence." were better education, better industry, better jobs, better roads, better prisons, and better government. Those who participated in the vision aspired for progress, excellence, independence, and honesty in government. The feared corruption, tyranny, and digression. Rockefeller's rhetorical vision met the political constraints of the situation demonstrated by his victories in 1966 and 1968. Thus, in Burkeian terms, the hierarchy was restored. The basis of identification was Rockefeller's conscious attempt to isolate and propose solutions to major problems perceived by Arkansans. Although Rockefeller's vision was shared by the majority of Arkansans, they grew weary of his conflicts with the legislature. He was defeated in 1970 by Democrat Dale Bumpers. vii Governor Winthrop Rockefeller 1912-1973 Courtesy of the University of Arkansas - Little Rock Archives and Special Collections. viii Chapter I INTRODUCTION John Ferguson, a historian and Director of the Arkansas History Commission, noting the importance of one of the state's most