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The Use of Imagery in the Campaign Speeches of Barack Hussein Obama and John McCain during the 2008 US Presidential Election.

机译:巴拉克·侯赛因·奥巴马和约翰·麦凯恩在2008年美国总统大选的竞选演说中使用图像。

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摘要

Purpose – The use of imagery in leadership speeches is becoming increasingly important in shaping the beliefs and actions of followers. The purpose of this paper is to investigate the use of speech imagery and linguistic features employed during the 2008 US Presidential Election campaign.Design/methodology/approach – The authors analysed a total of 264 speeches (160 speeches from Obama and 104 speeches from McCain) delivered throughout the 2008 US Presidential Election and identified 15 speech images used by the two candidates. Both descriptive coding and axial coding approaches were applied to the data and speech images common to both candidates were further subjected to Pennebaker et al. (2003) linguistic inquiry methodology.Findings – The analysis revealed a number of important differences with Obama using inclusive language and nurturing communitarian values, whereas McCain focusing on personal actions and strict, conservative individualistic values. The use of more inclusive language by Obama was found to be significant in three of the five speech images common to both candidates.Research limitations/implications – The research acknowledges the difficulty of measuring the effectiveness of speech images without taking into account wider factors such as tone of voice, facial expression and level of conviction. It also recognises the heavy use of speechwriters by presidential candidates whilst on the campaign trail, but argues that candidates still exert a strong influence through instructions to speechwriters and that speeches should reflect the candidate’s values and beliefs.Originality/value – The research findings contribute to the emerging stream of leadership research that addresses language content issues surrounding and embedded in the leadership process.The research argues that leaders’ speeches provide a fertile ground for conducting research and for examining the evolving relationship between leaders and followers.
机译:目的–在塑造领导者讲话中使用图像在塑造追随者的信念和行动方面变得越来越重要。本文的目的是调查在2008年美国总统大选期间使用的语音图像和语言功能的使用。设计/方法论/方法–作者共分析了264篇演讲(奥巴马的160篇演讲和麦凯恩的104篇演讲)在2008年美国总统大选期间发表的演讲中,确定了两位候选人使用的15张讲话图像。描述性编码和轴向编码方法都应用于数据,并且两个候选者共有的语音图像进一步受到Pennebaker等人的研究。 (2003)语言研究方法。发现–分析显示,与奥巴马在使用包容性语言和培育社群主义价值观方面存在许多重要差异,而麦凯恩则侧重于个人行为和严格的,保守的个人主义价值观。研究发现,奥巴马使用了更具包容性的语言在两个候选人共同使用的五个语音图像中有三个很重要。研究局限/含意–研究承认,在不考虑诸如语气,面部表情和信念水平。它还承认竞选活动期间总统候选人大量使用演说家,但认为候选人仍会通过对演说家的指示施加强大影响,演说应反映候选人的价值观和信念。原创性/价值–研究结果有助于领导力研究正在兴起,旨在解决领导力过程中围绕和嵌入的语言内容问题。研究认为,领导者的演讲为开展研究和研究领导者与追随者之间不断发展的关系提供了沃土。

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