Barack Obama’s “A More Perfect Union” Speech

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 He uses historical references and talks about his family.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 improbable experiment in democracy.” This statement famously mirrors the first line of the U.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 inspirational aspects of his speech. In a country historically characterised by a sense of racially-motivated superiority, Obama’s statement of his genetic background convinces the audience of the significance of valuing racial diversity. For Obama, it does not matter where one comes from: all that matters is humanity. He says that the American people are “truly one” in spite of their ethnic and racial differences. Accordingly, everyone deserves equality before the law irrespective of their background. This biological connection evokes an unparalleled emotional appeal amongst the audience.
The use ethos is further reinforced by the use of pathos. Pathos involves appealing to the emotions of the audience through storytelling, allusion, and imagery (Garver 110). Obama’s speech employs pathos in several ways. First, Obama narrates the history of racism in the U.S. Racism is an emotive issue on its own. It is an emotive issue even today in spite of a string of political and legislative efforts over time to end it. Obama also talks about his grandfather, a victim of depression who served in the Second World War. This story appeals to the emotions of the audience by evoking a sense of self-sacrifice and patriotism. As he comes to the end of his speech, Obama also shares the story of Ashley Baia, a young, Caucasian woman who inspired an aged, African American man to vote. Baia’s story is particularly inspiring as it involves a White individual encouraging a Black individual to exercise his democratic right. The story depicts the influence or impact individuals can leave by reaching out to others, especially those from marginalised communities.
Allusion and imagery are seen in the use of terms such as slavery. The image that comes out whenever the word slavery is mentioned is heartbreaking even today, more than one and a half centuries after the dehumanising practice was abolished. Many people in the U.S. and around the world are aware of the predicament of slaves in the country. The audience is reminded of the racism that followed, eventually leading to isolation and devastation on the part of African Americans. Obama reiterates how racism is manifested and the occurrence of racial conflicts in the society, further appealing to the emotions of the audience.
Finally, logos is a technique in which an author or speaker appeals to the audience through the use of reason or logic (Garver 110). Logos is arguably the most powerful rhetorical technique compared to the other two. The use of logos is evident in Obama’s speech. Throughout the speech, Obama exemplifies logical and rational ideas, methodically explaining the problem of racism in America and presenting solutions to address the problem. Obama explains that the bitterness and the painful memories of the Black community are still vibrant. African Americans still recollect the suffering they have endured as a result of racism. Obama urges the Black community to embrace its past “without becoming victims of our past.” In this statement, Obama offers a well thought solution to the problem of racism. Many Blacks can easily identify with Obama’s assessment of racism in the U.S., and will be encouraged to act positively.
Obama acknowledges not only the bitterness of the Black community, but also the anger of the White community. He mentions that Whites “feel they’ve worked hard all their lives. They are anxious about their future, and they feel their dreams slipping away, and resentment builds over time.” Obama urges the White community to acknowledge the historical experiences of the Black community. He states that racism is not a phenomenon that just exists in the minds of African Americans – it a phenomenon that actually exists. This statement persuades the audience to act positively as far as addressing the problem of racism is concerned. It urges the audience to approach the problem in both a subjective and objective manner. Obama’s overarching message is that the two communities should not blame one another, but seek solutions to the problem together. He is convinced that Blacks and Whites must take action collectively and forge a future together.
On the whole, Obama’s speech effectively persuades different audiences at the same time. By employing logos, ethos, and pathos, Obama appeals to the Black community, the White community, Democrats, Republicans, the rich, the poor, religious people, non-religious people, and even the global community. Indeed, it is a speech designed carefully to evoke emotions, inspire, and offer solutions to the historically poignant problem of racism in America. It is a speech one can listen to over and over again.



Works Cited
Garver, Eugene. Aristotle’s rhetoric: An art of character. Chicago: University of Chicago Press, 1994.
Obama, Barack. A More Perfect Union. Philadelphia, March 18, 2008, https://www.youtube.com/watch?v=zrp-v2tHaDo&feature=youtu.be. Accessed 16 August 2017.