UNLV Theses, Dissertations, Professional Papers, and Capstones 5-2011 “Change” in the 2008 presidential campaign: A study in rhetorical definition Graciela Saez Kleriga University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/thesesdissertations Part of the American Politics Commons, Political History Commons, and the Social Influence and Political Communication Commons Repository Citation Saez Kleriga, Graciela, "“Change” in the 2008 presidential campaign: A study in rhetorical definition" (2011). UNLV Theses, Dissertations, Professional Papers, and Capstones. 934. http://dx.doi.org/10.34917/2269203 This Thesis is protected by copyright and/or related rights. It has been brought to you by Digital Scholarship@UNLV with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. 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For more information, please contact [email protected]. “CHANGE” IN THE 2008 PRESIDENTAL CAMPAIGN: A STUDY IN RHETORICAL DEFINITION by Graciela Saez Kleriga Bachelor of Arts Gonzaga University 2008 A thesis submitted in partial fulfillment of the requirements for the Master of Arts Degree in Communication Studies Department of Communication Studies Greenspun College of Urban Affairs Graduate College University of Nevada, Las Vegas May 2011 Copyright by Graciela Saez Kleriga 2011 All Rights Reserved THE GRADUATE COLLEGE We recommend the thesis prepared under our supervision by Graciela Saez Kleriga entitled “Change” in the 2008 Presidential Campaign: A Study in Rhetorical Definition be accepted in partial fulfillment of the requirements for the degree of Master of Arts in Communication Studies David Henry, Committee Chair Thomas R. Burkholder , Committee Member Joseph M. Valenzano III , Committee Member Susanna Priest, Graduate Faculty Representative Ronald Smith, Ph. D., Vice President for Research and Graduate Studies and Dean of the Graduate College May 2011 ii ABSTRACT “Change” in the 2008 Presidential Campaign: A Study in Rhetorical Definition by Graciela Saez Kleriga Dr. David Henry, Examination Committee Chair Professor of Communication Studies University of Nevada, Las Vegas Every election cycle, the major party candidates accept a nomination for the presidency and launch the general campaign. These rhetors not only weave a narrative about themselves as qualified candidates; they also forward an argument about how the public should choose between two candidates. In particular, the 2008 presidential campaign’s central question asked Americans about the type of change the nation should undertake. By tracing the definitional arguments utilized at the outset of the general election, this project analyzes how Senator Barack Obama and Senator John McCain utilized this desire for “Change” as a strategic theme. iii TABLE OF CONTENTS ABSTRACT ....................................................................................................................... iii TABLE OF CONTENTS ................................................................................................... iv ACKNOWLEDGMENTS .................................................................................................. v CHAPTER 1 INTRODUCTION .................................................................................... 1 The Run-Up to the 2008 General Election ................................................................... 2 Statement of Purpose .................................................................................................... 8 Method of Investigation ................................................................................................ 9 Chapter Preview .......................................................................................................... 20 CHAPTER 2 DEFINING CHANGE ............................................................................ 29 Obama’s Campaign for the Democratic Nomination ................................................. 30 The 2008 Democratic National Convention ............................................................... 36 Framework for Analysis ............................................................................................. 38 Obama and “The American Promise”......................................................................... 44 CHAPTER 3 REDEFINING CHANGE ....................................................................... 68 McCain’s Campaign for the Republican Nomination ................................................ 69 McCain Prepares for the Convention and the Fall Campaign .................................... 72 The 2008 Republican National Convention ................................................................ 75 Framework for Analysis ............................................................................................. 78 McCain’s Redefinition of “Change” ........................................................................... 81 CHAPTER 4 CONCLUSION .................................................................................... 110 The Analysis ............................................................................................................. 111 Implications for Future Research .............................................................................. 114 BIBLIOGRAPHY ........................................................................................................... 125 VITA ............................................................................................................................... 134 iv ACKNOWLEDGMENTS First and foremost, I would like to thank my wonderful extended family. The completion of this project would not have been possible without the love, friendship, and support of my parents, my officemates, all of the graduate students I have met over the last three years, the wonderful Travis Cochran, and even my canine best friend. To my thesis committee members – David Henry, Tom Burkholder, Joe Valenzano, and Susanna Priest – I owe my deepest gratitude for the speedy editing and thoughtful questions. I thank them especially for their patience with the project’s conceptual development and eventual length. This took much longer than I ever could expect, and I appreciate your understanding. To the rest of the Department of Communication Studies and to the professors in outside departments, thank you for your time and attention. I would not be a well-rounded Master of Arts if it were not for you. v CHAPTER 1 INTRODUCTION The 2008 presidential election was unique in many ways. According to Dennis Johnson, Fulbright Award winner and Professor of Political Management at The George Washington University’s Graduate School of Political Management, it was “the longest, most expensive, and one of the most interesting contests in memory.” 1 It is hard to pinpoint exactly when the campaign really began, with some timelines of the campaign marking the beginning with Senator Barack Obama’s keynote address at the 2004 Democratic National Convention. 2 The speech was powerful and spurred rumors that Obama might someday run for the presidency. 3 The 2008 presidential campaign had unofficially begun and though Obama denied the rumors, citing his inexperience and unequivocally stating in January of 2006 that he would not run for the presidency in 2008, he eventually entered the race and defeated contenders such as Hillary Clinton in the Democratic primary and Republican John McCain in the general election. Americans wanting “change” voted and the campaign came to an end on November 4, 2008, when Obama was elected the 44 th president of the United States, a victory which The Economist said “scrambled the assumptions that have governed American politics for half a generation.” 4 Change was the predictably decisive issue of the 2008 campaign. Yet even though the “nation reached the destination that most foresaw,” political scientists James W. Ceaser, Andrew E. Busch, and John J. Pitney, Jr. commented that “it did so by a path that defied every expectation and that produced a story of classic dimension.”5 The campaign for change was not led by the Democratic frontrunner, but rather by a junior Senator relatively new to the national political scene. Republicans, determined to 1 fight for a third term in the White House, also campaigned on the mantle of change. This strategy allowed the Republican candidate to compete realistically with the Democratic candidate; and Americans across the board became captivated by what NPR called “the historic and embattled 2008 presidential race between Sens. Barack Obama and John McCain.” 6 Other news sources said this was a “conversation” considered “plainly . different from what American voters have grown accustomed to.” 7 This difference has also been noted by communication scholars Lance Holbert and Nick Geidner, who argue that this campaign was particularly important because it “brought to light a continually evolving political communication landscape.” 8 The new and changing features of political discourse are currently being explored, and it is the purpose