I’ve spent much of the last seven years studying communications, and four years ago I was one of the many, many young folks swept up and into the Obama Campaign (granted I started working on the campaign and making treks up to New Hampshire starting that August). I was an intern, and basically staff member working with the New Media team more hours a week than I can remember, commuting to and from Manchester from Boston (or Brookline more specifically).
I spent the New Hampshire primary day canvassing around Manchester making sure people were voting, no matter who it was for, and waited that evening in a large gymnasium for an Obama speech (and fingers crossed, a WIN). As the hours drew on, we realized we hadn’t won, and the months I spent working on the campaign made me put my head in my hands and almost cry (I’m not kidding folks for those involved with campaigns you emotionally and physically become like both a new parent and the baby they’re caring for all at once..) Politics on the ground is hard work (my long lost colleagues from that work traveled state to state, and now find themselves comfortably situated in the White House, government departments, etc…and here I am continuing in the non-profit sector). I must hand it to those folks who have spent the time hitting the pavement in Iowa and New Hampshire.
But back to my story….In my flurry of disheartenment, out rang the words “Yes We Can” as Obama spoke to that auditorium. It wasn’t a “Well We Almost Did” or “No We Didn’t, but we will” and it certainly didn’t put emphasis on the “I”, but a simple “Yes We Can” – a line so short it was made for newspaper headlines, and the words suggesting not the typical themes within American political rhetoric of competition or individualism, but rather collectivity that included not just the candidate, but his network, and perhaps the rest of the country. So although Hillary and McCain made the front pages that day in photos, Obama’s “Yes We Can” made the front page as well, or most certainly was implemented into headlines on A1, rather than A10. It was direct and to the point, and the elections rolled on for the months ahead. Although the Republicans see a front runner in Romney, its not only what the candidates do from here on out, but what they say from here on out and like all other political communications, how one simple phrase or sentence can change everything.
Can anyone remember Hilliary’s speech? I know I was a bit biased in this, but I certainly can’t.
January 11, 2012 at 06:31
This post reminded me of a bit of a book chapter I read a few semesters back on media and rhetoric during Operation Desert Storm:
“All over the country, whenever there was a prowar demonstration, crowds chanted “USA! USA!” The lack of specific content in the chant in favor of empty patriotism contrasted with the antiwar chants and slogans that always had a specific content — attacking the war, calling for the troops to come home now, or affirming specific values like peace. Yet the masses of prowar demonstrators who chanted “USA!” every time they were given the occasion were not articulating any particular values or reasons for their prowar and pro-America stance. Rather, they were simply immersing themselves in a crowd and expressing primal patriotism, national narcissism, and aggressive threats against anyone who was different. The “USA!” chant thus expressed loyalty to the home team in the Super Bowl championship of contemporary war and bound together the prowar constituency into a national community of those identifying with the US war policy, becoming part of something bigger than themselves through participation.” (Kellner, “TV Goes to War,” /The Persian Gulf War/)
Obviously the values of the Obama campaign and the values of the Bush administration during Desert Storm were as different as night and day, but the similarities between these two pieces of rhetoric are interesting. They’re both three syllables long, with the stress on the third syllable, and I’d argue that “Yes We Can” is a somewhat empty sentiment, or at least a usefully non-specific one: “Yes We Can” what? The Obama campaign was probably one of the best national campaigns of the last fifty years, and it’s always interesting to me to think about why.
Now if only I could understand how Mitt Romney came to actually be a likely candidate for President. I mean, really? Really?
January 11, 2012 at 14:51
Thanks for the comment Stephanie! Being that Yes We Can” was a new take on “Si Se Puede”,the statement does have a foundation of meaning, more tied to farm labor groups and rights, but as with much of political rhetoric its actual meaning as a statement itself is vague as you pointed out. If you watch the video people also are chanting “Obama”, “Obama”, “Obama” and the nature of the crowd en mass is usually different than that of the individual as you noted above with “USA, USA” chant. I have read some other literature on this notion of group think with political rhetoric too. Obama started using “Yes We Can” in 2004 during his nomination to the senate, and well I still get really weird when I think about my work in the campaign and the emotions tied with those moments, but like those who worked for Dean, we’ll always think there was something different, special about Obama’s 2008 campaign.
Have you ever looked at the names of political PACS? It is pretty funny to consider what exactly they represent by their names: i.e. Citizens United Political Victory Fund, Move America Forward (two conservative PACS). Back to “Yes we can” I think as a piece of rhetoric its about as good as the democrats get in comparison to the Republicans who are masters at the short political rhetoric tied to complex issues (although getting elected isn’t exactly in line with political issues) – for example death panels, anchor baby, etc…etc.. And on Obama and Yes We Can lastly, here is a New Yorker Cartoon for Romney http://www.newyorker.com/images/2012/01/16/p465/120116_cartoon_p465.jpg