Rhetorical Analysis of Obama's "A More Perfect Union" Speech

Introduction

"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 near the site of the signing of the U.S. Constitution, the speech predominantly addresses the controversial issue of racism that has historically divided the American nation. The speech marked a defining moment in Barack Obama's journey to the presidency of the most powerful nation in the world. It was especially instrumental in his 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 utilizes logos, ethos, and pathos to appeal to Americans of all races — to supporters and detractors, to religious voters, and to observers outside the United States. 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 Obama incorporates ethos by providing truthful information, using historical references, and speaking about his own family — all of which add credibility to his speech. Obama also 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 addresses is extensively familiar with racial divisions within American society, and his speech effectively captures their attention as he boldly confronts an issue that many people shy away from.

Ethos: Establishing Credibility Across Multiple Dimensions

Intellectually, Obama appeals to the audience by stating that he has attended some of the top schools in the United States. This establishes his intellectual character and further drives his message home. Additionally, in his opening remark, Obama states: "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. Even for those unfamiliar with the original text, it instantly suggests that an important message is being conveyed. Obama also demonstrates ethos by acknowledging historical events and present global concerns affecting the United States. He recollects the history of slavery and the Jim Crow era as well as conflicts in the Middle East — convincing the audience that he understands how historical experiences and contemporary global events shape his country's trajectory.

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 demonstrates his awareness of the social issues pervading contemporary American society. He further mentions that the bitterness experienced by both Black and White Americans is not always expressed politely, but manifests in destructive ways such as racism — further portraying his knowledge of the everyday realities Americans face.

Ethos is also evident at the spiritual level. Obama speaks about his faith and makes references to the Bible, recounting how he was introduced to the Christian faith over twenty years ago. He alludes to biblical values of love, care, and compassion, and invokes the stories of David and Goliath, Pharaoh and Moses, and Ezekiel and Daniel to relate to the experiences of Black Americans. Notably, Obama also acknowledges that not everyone subscribes to Christianity or religion at all. By telling stories that people of all backgrounds can identify with, he extends his appeal to non-Christians and secular audiences, broadening his reach considerably.

Obama employs ethos at the biological level by referring to his own genetic makeup. He mentions that he was born of a Kenyan father and a White American mother from Kansas. He states that his wife is an African American who carries in her "the blood of slaves and slave owners," and that he has fathered children who carry the blood of all humanity in their veins. He further notes that his brothers, sisters, cousins, nieces, nephews, and uncles come from diverse races spread across three continents. This allusion to his genetic background is perhaps one of the most inspirational elements of the speech. In a country historically characterized by racially motivated notions of superiority, Obama's account of his own heritage convinces the audience of the importance of valuing racial diversity. For Obama, it does not matter where one comes from — what matters is our shared humanity. He declares that the American people are "truly one" despite their ethnic and racial differences, and that everyone deserves equality before the law regardless of background. This biological connection evokes a powerful emotional appeal among the audience.

Conclusion

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. It is a speech carefully designed to evoke emotion, inspire action, and offer solutions to the historically painful 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.