Rhetorical Analysis of Barack Obama’s “A More Perfect Union” Speech “A More Perfect Union” was a speech delivered by Barack Obama on March 18, 2008 at the National Constitution Centre in Philadelphia, Pennsylvania, during his presidential campaign. Delivered to the public near the site of the signing of the U.S. constitution, the speech predominantly dwells on the controversial issue of racism that has historically divided the American nation. The speech marked a defining moment in Barack Obama’s journey to presidency of the most powerful nation in the world. The speech was especially instrumental in Obama’s presidential campaign as it gave him an opportunity to clarify his association with Reverend Jeremiah Wright, a cleric accused of making racist comments. The Illinois senator would soon become America’s first Black president. In his speech, Obama effectively utilises logos, ethos, and pathos to appeal to Americans of all races, to supporters and detractors, to religious voters, and to observers outside of the U.S. The rhetorical techniques of ethos, pathos, and logos are evident in Obama’s speech. Ethos denotes the use of the speaker’s character and integrity to appeal to the audience (Garver 110). This technique may be employed at various levels, including social, spiritual, intellectual, and biological. Obama incorporates ethos by providing truthful information. He uses historical references and talks about his family. This adds credibility to his speech. Obama faults the media for constantly “looking for the latest evidence of racial polarisation, not just in terms of White and Black, but Black and Brown as well.” This quote illustrates the use of contrasting arguments to persuade the audience. The audience Obama is addressing is extensively familiar with racial divisions within the American society. His speech effectively captures the attention of the audience as he boldly talks about an issue that many people shy away from.

Intellectually, Obama appeals to the audience by stating that he has attended some of the top schools in the U.S. This statement brings out his intellectual character, which further serves to drive his message home. Additionally, Obama states in his opening remark: “we the people, in order to form a more perfect union, 221 years ago, in a hall that still stands across the street, a group of men gathered, and with these simple words launched America’s...

constitution. The statement – even for those not familiar with it – instantly suggests that an important message is being passed across. Obama also demonstrates ethos by mentioning his awareness of historical occurrences and present global concerns affecting the U.S. He recollects the history of slavery and the Jim Crow era in the U.S. as well as conflicts in the Middle East. This recollection convinces the audience that Obama understands how historical experiences and today’s global events shape the trajectory of his country.
Obama’s allusion to social issues illustrates ethos at the social level. For instance, he recites that “the most segregated hour of American life occurs on Sunday morning.” This shows that Obama is aware of the social issues that pervade the contemporary American society. Obama further mentions that the bitterness experienced by Blacks and Whites is not always manifested in a polite manner, but in destructive ways such as racism. This further portrays the speaker’s knowledge of social issues that affect the everyday lives of Americans.

Ethos is also evident at the spiritual level. Obama points out his faith and makes references to the Bible. He recites how he was introduced to the Christian faith over 20 years ago. He alludes to the biblical values of love, care, and compassion. He also uses the stories of David and Goliath, Pharaoh and Moses, as well as Ezekiel and Daniel to relate to the experiences of the Black people. More interestingly, Obama acknowledges that not everyone subscribes to Christianity or religion. He appeals to non-Christians and secular followers by reciting stories that everyone can identify with. This way, Obama is able to appeal to a much broader audience.

Obama uses ethos at the biological level by referring to his genetic makeup. He mentions that he was born of a Kenyan father and a White American mother from Kansas. He also states that his wife is an African American carrying in her “the blood of salves and slave owners,” and that he fathered children carrying the blood of humanity in their veins. In addition, Obama explains that his brothers, sisters, cousins, nieces, nephews, and uncles come from diverse races spread across three continents. Obama’s allusion of his genetic makeup is perhaps one of his most…