Bush the Conservative p. 8
The tone of rhetoric is also in keeping with the formal group of speeches. In the first sample, the President simply states a need for “tax relief” for the purpose of ensuring “our economy grows”. This is, again, a statement of economic theory used as a factual basis for action. It is persuasive in nature as it is not directed at a specific group and it is not emotionally laden.
The second quote from this speech is a move into a less formal speaking style. In the first part, the President speaks of “needs” and “weaknesses”. The second part is a return to economic theory, but with a bit of emotional appeal creeping into it. The argument that tax cuts are the “best” way to achieve goals is defensible as an economic theory. The argument that it is the “fairest” way to do so, however, is not.
As well, the inclusion of the phrase “such as your own” is a move towards a more informal relationship with the audience. It narrows the scope of the President’s remarks from the economy as whole to only business owners such as those in attendance. This is a very mild appeal to a group-based identity on emotional grounds. While the level of this appeal would prevent it from being fully classified as propaganda, it is clearly moving that direction from the simple persuasive speech of the first two samples.
In this light, the repeated use of “weaknesses” and “needs” may also take on a more emotional appeal. This highlights a possibility that is not noted in the original method of investigation. Some logical and/or theoretical terms can be used persuasively as factual arguments, but they can also take on emotional attachments that lend themselves to propagandistic arguments. This brings out a potential flaw in the method by not accounting for words and phrases that bridge both types of argument or that can be included in one type or the other depending on the context of the whole statement. Rather than throwing the model into doubt, this merely suggests that further refinements are needed for further investigations.
Go on to Page 9
The second quote from this speech is a move into a less formal speaking style. In the first part, the President speaks of “needs” and “weaknesses”. The second part is a return to economic theory, but with a bit of emotional appeal creeping into it. The argument that tax cuts are the “best” way to achieve goals is defensible as an economic theory. The argument that it is the “fairest” way to do so, however, is not.
As well, the inclusion of the phrase “such as your own” is a move towards a more informal relationship with the audience. It narrows the scope of the President’s remarks from the economy as whole to only business owners such as those in attendance. This is a very mild appeal to a group-based identity on emotional grounds. While the level of this appeal would prevent it from being fully classified as propaganda, it is clearly moving that direction from the simple persuasive speech of the first two samples.
In this light, the repeated use of “weaknesses” and “needs” may also take on a more emotional appeal. This highlights a possibility that is not noted in the original method of investigation. Some logical and/or theoretical terms can be used persuasively as factual arguments, but they can also take on emotional attachments that lend themselves to propagandistic arguments. This brings out a potential flaw in the method by not accounting for words and phrases that bridge both types of argument or that can be included in one type or the other depending on the context of the whole statement. Rather than throwing the model into doubt, this merely suggests that further refinements are needed for further investigations.
Go on to Page 9
© 2004 by Xpatriated Texan
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