Medium and Message Persuasive Communication

President Barack Obama`s First Speech
http://www.youtube.com/watch?v=dOV5WjT8Dig

According to Aristotle there are three main elements contained in the structure of an argument. These are;

Ethos meaning the credibility of the speaker.

Logos the logical elements of how the argument is structured.

Pathos the way the argument appeals to the emotions.

I will consider these three elements and assess how they have been used by Barack Obama in his speeches as successful persuasive communication.

Ethos

Obama`s confidence is very apparent. This is obviously expected when it comes to someone in governmental power, but even then some people are better speakers than others. Obama allows his personality and his humility to shine through when he speaks. He shows his audience that he is like everyone else and in turn appeals to, if you like, the common man. His confidence shows though his body language this adds to the credibility he holds as a powerful leader. His steady voice has poetic qualities and he is purposeful in his choice of language. This makes him appear to really believe in the messages he is delivering, instead of just something written for him. He is confident enough in his beliefs to talk about religion and place it in the world of politics. Obama's plea for change is backed up by him being the the first black president. Obama has always used this fact to his advantage to appeal to a wider more diverse audience.

Logos

His credibility as a speaker is backed up by his focused argument. Obama has always had one clear message,that is, to build a better America for all. He makes reference to the past history of American society and how to bring the greatness of it into the future. Most of Obama`s speeches are based more on emotion and inclusion rather than using research studies and methodology, because of this Aristotle`s final element is of most importance to Obama and his appeal as American elect.

Pathos

Obama`s main strength when it comes to persuasive speaking is his ability to appeal to the emotions of his audience. The language he uses is inclusive both from his choice of language which appeals to the masses as well as his use of inclusive terminology; Black/White, Gay/Straight, Rich/Poor and Young/Old. He emotionally appeals to people by taking himself off the presidency pedestal and bringing himself to the level of the people he represents. His speeches contain the message of hope. Giving hope to the people so that all things become possible. His speeches rely heavily on his use of the word united playing with the idea that with inclusive behaviour changes can occur, post 9/11 this is what America ,and the world is looking for.