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"Första damen - vapen i valet": En retorisk studie av Michelle Obamas och Ann  Romneys tal under presidentvalet i USA år 2012
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The first lady- a weapon in the election : A rhetorical study of Michelle Obama’s and Ann Romney’s speech during the presidential election in The  United States 2012 (English)
Abstract [sv]

Presidentvalet i USA baseras på personval istället för partival och detta personval inkluderar även presidentkandidatens partner. Presidentkandidaternas fruar diskuteras och analyseras idag lika mycket som presidentkandidaterna själva samtidigt som medierna diskuterar vilken av de tidigare presidentfruarna de kommer att efterlikna.

Syftet med den här uppsatsen är att undersöka och analysera vilken retorik Michelle Obama och Ann Romney använder sig av i talen de ger på The Democratic National Convention respektive The Republican National Convention i ett försök att övertyga de amerikanska väljarna att deras man borde bli deras nästa president. Eftersom det visuella framträdandet bidrar till talets helhet ska även det undersökas och analyseras. Då Michelle Obama och Ann Romney har jämförts under hela valet görs det även här en komparativ analys av deras retorik samt deras visuella framträdande. En kvalitativ metod har valts för uppsatsen i form av en retorisk analys. Denna retoriska analys görs med hjälp av Karlbergs och Mrals (1998) retoriska modell.

Resultatet visar att både Michelle Obama och Ann Romney använder sig mest av ethos och pathos i sina tal för att bygga tillit till publiken samt visa känslor. Undersökningens resultat visar även att de båda blir presidentkandidaternas surrogat till målgrupper som de inte når ut till vilket visar att presidentskapet är en två- persons- karriär där presidentfrun får stå för den feminina sidan medan presidentposten förbli maskulin. Resultatet visar även att den politiska kommunikationen inte behöver vara strikt politisk och att medierna spelar en stor roll i den politiska kommunikationen idag.

Abstract [en]

The presidential election in The United States is based on voting for an individual candidates rather than voting for a party and this vote includes the wife of the presidential candidate. The wives of presidential candidates are today equally discussed and analyzed, while the media also discusses which one of the previous presidential wives they are going to take after.

The purpose of this thesis is to examine and analyze the rhetoric that Michelle Obama and Ann Romney uses in the speeches they give at The Democratic National Convention and The Republican National Convention in an effort to convince the American voters that their husband should be their next president. Since the visual appearance contributes to the speech as a whole this will also be examined and analyzed. Michelle Obama and Ann Romney have been compared throughout the whole election so a comparative analysis of their rhetoric and their visual appearance will also be made here. A qualitative approach has been chosen for this thesis in the form of a rhetorical analysis. This rhetorical analysis is done by using Karlberg and Mrals (1998) rhetorical model..

The results show that both Michelle Obama and Ann Romney used ethos and pathos the most in their speeches to build trust with the audience and to show emotions. The thesis results also show that they are surrogates to the presidential candidates in the way that they can reach target groups that the candidates cannot and with this showing that the presidency is a two-person career where the presidential wife to stands for the feminine side while the presidential post remains masculine. The results also show that political communication doesn’t have to be purely political, and that the media plays a major role in political communication today.

Place, publisher, year, edition, pages
2013. , 45 p.
Keyword [en]
The presidential election in The United States 2012, political communication, rhetoric, Michelle Obama, Ann Romney
Keyword [sv]
Presidentvalet i USA 2012, politisk kommunikation, retorik, Michelle Obama, Ann Romney
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-20885OAI: oai:DiVA.org:hj-20885DiVA: diva2:612819
Subject / course
HLK, Media and Communication Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-04-04 Created: 2013-03-25 Last updated: 2013-04-04Bibliographically approved

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  • apa
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