Critical Discourse Analysis Of Persuasion In Barack Obama's Speeches

As a multi-dimensional discourse analyzing framework, Critical Discourse Analysis (CDA) takes certain social structures and cultural context into account, and analyzes the text from both macro and micro levels. It aims to reveal action and reaction between ideology and discourse, and how they originate from and serve social constructions and power relationships through linguistic forms. CDA is an ideal tool for analyzing political discourse.This paper uses critical approach to analyze four political speeches, by the American Republican presidential candidate John McCain and the Democratic presidential candidate Barack Obama, to study how the language producers use language to convey their ideologies to others and exercise the power to help achieve political purposes. Based on Thompson's methodological framework of depth hermeneutics, this paper investigates the interrelations among ideology, social context and discourse from social-historical and discursive perspectives, revealing the persuasion power in Obama's speeches.To sum up, several findings can be drawn from the present research:1. On social-historical context analysis: after summarizing the similarities and differences in ideologies of the Republican Party and the Democratic Party, this study finds that McCain's speeches reflects the American Conservatism, while Obama's speeches embodies the discoursal characteristics of American Liberalism. On focus of discourse, McCain uses key words like"country"and"fight"more frequently, emphasizing his rich experiences in the military and political fields, and gives top priority to national defense. McCain's speeches are a kind of exclusive discourse. Obama prefers to use words like"promise"and"change", to inspire the audience with more idealistic political values and policies. He refers to the American dream and underlines his position as a new generation leader in his speeches, which reflects the features of integrated and inclusive discourse. On diplomatic thinking, McCain emphasizes national interests, advocating unilateralism, which is a kind of negative discourse. On the contrary, Obama's discourse is rather positive, which values partnerships and multilateralism.2. On discursive analysis: the findings convey that Obama's speeches are more appealing and persuasive. Given his multicultural and interracial background, Obama exerts himself in constructing a positive multifaceted self-image, which transcends age, race, religion and class. Comparatively, McCain's self-presentation is rather unitary. Obama's advocacy of recasting the American dream and integrating different races and social groups bear the characteristic of inclusive discourse, which assist him in winning people's supports both inside and outside the Democratic Party. On rhetorical strategies, this study identifies that Obama applies quotation, alliteration and parallel structures more frequently and in more diversified ways than McCain does, to strengthen the rationale and cohesion of his speeches. Obama often narrates stories about ordinary Americans in his speeches to shorten the distance between himself and the audience. This study also discovers that Obama appeals to respectable former American President Abraham Lincoln and J. F. Kennedy on many occasions to promote his campaign. On audience-engaging strategies, Obama uses more specific and inclusive vocatives to make his speeches more appealing. Besides, utilization of rhetorical questions in Obama's speeches is another skillful means to guide the audience to believe in his political opinions and policies.Political speeches are noted for their persuasiveness. The results of this research indicate that wording, as well as the context and social structures must be taken into account in order to achieve persuasion in political speeches. Obama's presidential campaign shows the development of American multiculturalism political theories and policies. As a new generation politician, Obama's multiracial identity and his populism political views are very attractive to the electorate. Obama's speeches are a kind of inclusive discourse, which is more positive and integrated. In the age of globalization, it is certain that integrated multicultural discourse accords with the trend and political discourse that are inclusive and positive possesses more persuasive power.