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Other___________________________________________________________________________ University Microfilms International A FANTASY-THEME Aht^LYSIS OF THE POLITICAL RHETORIC OF THE REVEREND JESSE LOUIS JACKSON, THE FIRST "SERIOUS" BLACK CANDIDATE FOR THE OFFICE OF PRESIDENT OF THE UNITED STATES DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of the Ohio State University By Linda Florence Callahan, B.A., B.A., M.A. ******* The Ohio State University 1987 D issertation Committee: Approved by James L. Golden John J. MaKay Adv i ser Frank W. Hale, Jr. Department of Communication Copyright by Linda Florence Callahan 1987 In memory of my mother and to all of the "least of these* who are moving to higher grounds despite the odds 11 ACKNOULEDGHENfTS I would like to express my appreciation to members of dissertation committee: my adviser, Dr. James L. Golden for his support on this project and throughout my graduate career; to Dr. John J. Makay, with whom I studied rhetorical criticism; and Dr. Frank W. Hale, Jr. who was an inspiration and a valuable resource. Other valuable resource persons to whom I am indebted include: Mr. Frank E. Watkins, Rainbow Coalition Office, Washington, DC; Rev. Or. Julius R. Scruggs, pastor. First Missionary Baptist Church, Huntsville, AL; and Dr. Roger D. Hatch, chair. Religion Department, Central Michigan University. I am especially grateful to Dr. Hatch who was most supportive in providing an advanced copy of Jesse Jackson; Straight from the Heart while it was in press. Without the advanced manuscript, this project would have taken a considerably longer period of time. I am grateful to Dr. Alan R. Kohan for his encouragement and support, and to my family, friends, and in-laws who aided in making these efforts run as smoothly as possible. Finally, I am most appreciative and most grateful to my husband, Gary, for his love and support thoughout this project and my graduate career. i i i VITA November 19, 1951 ....................... Born - Durham, North Carolina 1974 ...............................................B.A., B.A., The University of North Carolina, Chapel Hill, North Carolina 1974-1976 .................................... Staff w riter. The Raleioh Times Newspaper. Raleigh, North Carolina. 1977-197B .... ................... Staff w riter. The Charlotte Post Charlotte, North Carolina 1978-1979 .................................... News reporter/staff writer, WAYS Radio/ The Charlotte Weekly Newspapers. Charlotte, North Carolina 1979-19B3 ..................................... Director of Public Relations/ University Relations, Johnson C. Smith University, Charlotte, North Carolina 19B1-1983 ......... Host/producer, WTVI Television, Charlotte, North Carolina 1983-1984 ............................. Graduate Teaching Associate, Department of Communication, The Ohio State University, Columbus, Ohio 1985 ....................................M.A., The Ohio State University, Columbus, Ohio 1985-1986 .................. .... Graduate Research Associate, Editor, New Venture Newswire of the Entrepreneurship staff. The National Center for Research in Vocational Education, The Ohio State University, Columbus, Ohio. I V FIELDS OF STUDY Major -fields: Political Communication and Mass Media Political Communication. Professors James L. Golden, Daniel Nimmo, and Robert L. Monaghan. Mass Media. Professors John Dimmick, Joseph Foley, Sue Foley and Robert L. Monaghan. Rhetoric. Professors James L. Golden, John J . MaKay, William R. Grown and Josina Makau. TABLE OF CONTENTS DEDICATION.......................................................................................... '» ACKNOWLEDGMENTS........................................................................... i i i VITA......................................................................................................... iv LIST OF TABLES . ...................................................................... ix CHAPTER PAGE I . INTRODUCTION........................................................ 1 Background ...................................................................... I Need for the Study .......................... 4 Purpose and Research Questions ..................... 8 Assumptions ............... 10 Limitations ........................................................ 11 Definition of Terms .................................... 15 Organization of the Study ........ 17 R e f e r e n c e s ............................................................ 20 II. LITERATURE REVIEW.............................................. 23 Introduction ....................................... 23 Literature on Jesse Louis Jackson .... 23 Literature on the Role and Influence of the Black Church .......... 40 Summary ................................................................ 51 References ......... .......................... 55 III. METHODOLOGY............................................................. 60 Introduction ....... ............................... 60 Methodological Overview .............................. 61 Fantasy Theme Method ..... 63 Methodological Application ....... 69 Procedures ....... 76 Summary .................................................................. 81 R e f e r e n c e s ........................ 82 IV. SETTING THEMES................................................... 84 V i Introduction .................................................. 84 In H i s t o r y ........................................................ 85 A Long History of Discrimination 86 The Vital Role of the Black Church 99 Locked Out and at the Bottom 107 The World .......... 118 Nuclear Arms and the Economi C risis 128 Dangers of Immorality . 134 Environmental Dangers . 157 Beloved Country with Brighter Future 163 Conclusions . .............................. 174 References ........................................ 178 V. CW^RACTER THEMES 179 Introduction ......................................... .... 179 Villainous Characters .................................... 180 Reagan and the Reagan Administration 180 Large Corporations ......... 198 The Government ......................................... 208 The Democratic and Republican Parties 212 Bakke and Bakkeism ......................................... 219 News Media .... ......................................... 227 Heroes and S aints .............................. 235 The Rainbow Coalition . ............................... 236 Servants Who Serve .... ..................... 244 Dr. Martin Luther King, J r .......................... 247 Jesus and God .............................................. 253 Conclusions . ........................................................ 270 References . ........................................................ 277 VI . ACTION THEMES 278 Introduction ..................................................