Three Distinct Narratives during Presidency
President Obama’s State of the Union Address earlier this week provided the Global Language Monitor the opportunity to analyze the changing Obama Narrative since he rose to the national prominence some five years ago. GLM found three distinct narratives with the communication styles supporting each narrative forming arcs of their own, characterized by their specific word choices, styles of delivery, rhetoric, and diction.
Obama 1.0 Narrative
We had Obama 1.0 whose narrative was that of soaring rhetoric, of hope and inclusiveness, and meeting ourselves in the future.
This was the “Yes, We Can!” presidential hopeful who would lead us out of Iraq and Afghanistan, harness Iran, close down Git-mo, bring peace to the Holy Land and then get elected to the presidency. This was the time of short declarative sentences or finely honed sentences that would never end, but who cared? This was the un-Bush and proud to say it. This was yet another ‘New Order for the Ages’”.
Obama 1.0 Frequent Word Choices: Americans, Change, Hope, Dreams, Unity
Then the Bush Iraq war policies were kept in place (or even expanded), Guantanamo remained (and still remains) open. This transformation occurred as the hopes and dreams that Obama represented collided with a very real political reality, of war and terrorism, of K-Street operatives, and healthcare plans that had to be passed it in order to know what was in them.
This was the era when the top political buzzwords included ‘anger and rage’, the residue remaining from the (still-ongoing both then and now) global economic restructuring. GLM tested out the new meme and found that what had been characterized as ‘anger and rage’ was actually better represented as ‘frustration and disappointment’.
Obama 2.0 Narrative
The Obama 2.0 Narrative that emerged from the bitter and prolonged healthcare battle, where the behind the scenes wheeling-and-dealing seemed to equal (or even surpass) the worst in memory. Obama 2.0 was now viewed as an ‘aloof’ president who presided over the decision to ‘surge’ in Afghanistan, expanded Bush’s drone warfare, culminating in the president’s handling of the Gulf oil spill and the nationwide speech he then delivered.
Obama’s speech was considered a turning point by many supporters who longed for a leader who would demonstrate how an engaged president would quickly and effectively reach out to those in dire need during such an event (the direct opposite of the Bush response to Katrina). This was to prove not be the case – and the ‘Spill-Cam’ made it all the worse as the oil spouted forth, 24 x 7, for weeks on end.
The voters delivered their verdict on Obama 2.0 in early November 2010, where Obama’s party was pommelled by historic proportions.
Obama 2.0 frequent word choices: surge, Tea Party, deficit, oil spill, healthcare.
The Obama 3.0 Narrative
When President Obama delivered his third and possibly final State of the Union address, he used language that seemed to introduce yet another public persona. This would be his third since his emergence into the spotlight in 2007.
Judging from the language used during his recent State of the Union address, the Obama 3.0 Narrative will be very much like those of George W. Bush, with equal portions of the second term Bill Clinton, Ronald Reagan, and even a sprinkling of JFK. The Obama 3.0 Narrative’s word choices are only remotely attached to those of Ted Kennedy (and even Al Gore). Those of Lyndon Johnson and Jimmy Carter were definitely eschewed.
Obama 3.0’s Narrative, according to his word choices and focus was on “American Values,” even citing “America as the indispensable nation” (Madeline Albright’s phrasing) apparently an updated reference to ‘American exceptionalism’, a phrase normally verboten to the American Left, since it can represent cultural imperialism and American political hegemony.
The president also emphasized phrases and buzzwords that are generally considered to skew right:
- Mentioned America and Americans nearly fifty times (vs. 11 times in his Inaugural Address)
- Defining issue was reclaiming American values.
- Offered unvarnished praise for the military
- Praised increased oil and oil production.
- Preaching fiscal and individual responsibility
- Highlighted “More feet on the border than ever before”
Finally, the use of negative words and phrases nearly surpassing that of positive words phrases in the State of the Union address.
Obama Narrative 3.0 is strikingly different than that of his campaign and early administration.
In some ways this could be the Left’s worst nightmare: a potentially transformative president, now turning into a Bill Clinton/Ronald Reagan hybrid.
In other ways this could be the Right’s worst nightmare: Obama as the 1996 Bill Clinton, adjusting to his Mid-term ‘thumpin’ and rushing to the center to win a second term.
GLM used NarrativeTracker Technology in this study. NarrativeTracker is based on the global discourse, providing a real-time, accurate picture of what any audience is saying about any topic, at any point in time. NarrativeTracker analyzes the Internet, the top global print and electronic media, as well as new media sources as they emerge.
Paul JJ Payack is the president of Global Language Monitor.