UNLV Retrospective Theses & Dissertations 1-1-2003 Creating community through symbolic discourse: An analysis of Jesse Jackson's rhetoric at the Democratic National Conventions, 1984--2000 Lance Michael Young University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/rtds Repository Citation Young, Lance Michael, "Creating community through symbolic discourse: An analysis of Jesse Jackson's rhetoric at the Democratic National Conventions, 1984--2000" (2003). UNLV Retrospective Theses & Dissertations. 1523. http://dx.doi.org/10.25669/i2fy-32th 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. For other uses you need to obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. This Thesis has been accepted for inclusion in UNLV Retrospective Theses & Dissertations by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact [email protected]. CREATING COMMUNITY THROUGH SYMBOLIC DISCOURSE; AN ANALYSIS OF JESSE JACKSON’S RHETORIC AT THE DEMOCRATIC NATIONAL CONVENTIONS, 1984-2000 by Lance M. Young Bachelor of Science University of Wyoming 1998 A thesis submitted in partial fulfillment of the requirements for the Master of Arts Degree Hank Greenspun School of Communication Greenspun College of Urban Affairs Graduate College University of Nevada, Las Vegas May 2003 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. UMI Number: 1414564 UMI UMI Microform 1414564 Copyright 2003 by ProQuest Information and Learning Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. ProQuest Information and Learning Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor, Ml 48106-1346 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Copyright by Lance M. Young 2003 All Rights Reserved Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Thesis Approval The Graduate College University of Nevada, Las Vegas March 31 2Q03 The Thesis prepared by Lance M. Young Entitled Creating Community through Symbolic Discourse: An Analysis of Jesse Jackson's Rhetoric at the Democratic National Convention ( 1984- 2000) is approved in partial fulfillment of the requirements for the degree of Master of Arts Examination Committee Chair Dean of the Graduate College Examination Committee Membei Examination Committee Member (iC, Graduhte Collfge Faculty Representative PR/1017-53/1-00 11 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT Creating Community through Symbolic Discourse: An Analysis of Jesse Jackson’s Rhetoric at the Democratic National Conventions, 1984-2000 by Lance M. Young Dr. Thomas Burkholder, Examination Committee Chair Associate Professor of Communication University of Nevada, Las Vegas The Reverend Jesse Louis Jackson has addressed the Democratic National Convention through five consecutive election cycles. Jackson’s political involvement works to challenge the majority value system. Each address aims to create a community consisting of minority voices in America by bringing them into the Democratic Party in hopes of changing national policy. Metaphorical strategy is used to symbolically create a community consisting of minority voices, the Democratic Party, and Jackson himself as the prophetic leader. Symbolically unifying the community against a common enemy strengthens Jackson’s community. Ill Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE OF CONTENTS ABSTRACT.................................................................................................................. iii ACKNOWLEDGEMENTS.......................................................................................... vi CHAPTER 1 INTRODUCTION.................. 1 CHAPTER 2 RHETORICAL PROBLEM.................................................................. 5 Historical Background ............................................................................................6 Address before the 1984 Democratic Convention: Situation ......................... 10 Address before the 1988 Democratic Convention: Situation ......................... 19 Address before the 1992 Democratic Convention: Situation .........................23 Address before the 1996 Democratic Convention: Situation .........................28 Address before the 2000 Democratic Convention: Situation .........................33 CHAPTER 3 AFROCENTRISM AND UNIFYING STRATEGIES........................ 41 Afrocentrism.........................................................................................................41 Strategy: The Power of the Symbol ................................................................... 52 CHAPTER 4 RHETORICAL STRATEGY..............................................................56 Address before the Democratic National Convention: July 18, 1984 ............57 Address before the Democratic National Convention: July 19, 1988 ............66 Address before the Democratic National Convention: July 14, 1992 ............73 Address before the Democratic National Convention: August 27, 1996 .......77 Address before the Democratic National Convention: August 15, 2000 .......79 CHAPTER 5 CONCLUSION..................................................................... 82 BIBLIOGRAPHY........................................................................................................85 APPENDIX SPEECH TEXTS................................................................................. 91 Address before the Democratic National Convention: July 18, 1984 ............91 Address before the Democratic National Convention: July 19, 1988 .......... 103 Address before the Democratic National Convention: July 14, 1992 .......... 116 Address before the Democratic National Convention: August 27, 1996 .....123 Address before the Democratic National Convention: August 15, 2000 .....127 IV Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. VITA.................. 132 V Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ACKNOWLEDGEMENTS I’d first like to thank my parents Lorin and Cheryl Young for teaching me strong work ethic, Dr. Pamela Kalbfleisch at the University of Wyoming for helping me to understand my own potential, and my life partner Erica for giving me a model of persistence. I’d also like to thank Dr. David Henry, Dr. Dolores Tanno, and Dr. Craig Walton for their valuable committee participation. Each one of you has been an essential part of my education and I have a great deal of respect for you all. Most of all I would like to thank Dr. Thomas Burkholder. Your mentorship and friendship has been invaluable to me. I look at your contributions to the field of communication, the department, the University, and your tireless involvement with students and wonder how you manage to make my work seem like a top priority. The world would surely be a better place if all educators could follow your pace. VI Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. CHAPTER 1 INTRODUCTION On July 18, 1984 the Reverend Jesse Louis Jackson became the first African American to stand at the podium of a major party convention as a presidential candidate. He lost that primary but ran again in 1988 when he delivered another speech to the convention. In a survey of rhetorical critics, Martin Medhurst and Stephen Lucas listed these two speeches as the 12th and 51st greatest speeches of the 20th century, respectively. A number of rhetorical critics have analyzed one or more of these speeches with varying results. Leslie Di Mare examined Jackson’s 1984 address. Focusing on the negative press attention, she argued that Jackson’s speech worked as face saving rhetoric in which his strategy was to acknowledge his role in party conflict. Limiting her focus to one audience, Jackson’s campaign opponents, she may have trivialized the greater purpose of the address (218-226). In their analysis of the 1984 address, William Starosta and Larry Coleman conclude that Jackson’s purpose was to apologize to the Jewish community that Jackson had offended earlier that year. This work is limited because it narrows its scope to one small part of Jackson’s audience and ignores the greater intent of his message (117-135). Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. James Hallmark attempts to understand Jackson’s rhetoric using Aristotelian methodology. He concludes that the 1984 address works as epideictic rhetoric, which places blame on factors beyond Jackson’s control as a reason for losing the election. He concludes that the 1988 address worked as deliberative rhetoric, “in that it was addressing the future of America” (131). Jackson’s intent is again trivialized without any consideration for what audience he might be addressing. He refers to Jackson’s audience