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Though many studies of contemporary campaigns focus on brief political advertisements and the growing impact of technology on contemporary campaigns, the definitive statements of most candidates are still made in public addresses. Friedenberg examines the first public address made by an American presidential candidate on his own behalf. The circumstances giving rise to William Henry Harrison's 1840 address, and the themes that he developed in that address are strikingly contemporary, serving as an appropriate prelude to the examinations of contemporary political speaking that follow. Those examinations focus on notable campaign speeches by John F. Kennedy, Barry Goldwater, Richard Nixon, Ronald Reagan, Bill and Hillary Clinton, and George W. Bush.
Each study examines a key event that foreshadowed the speech studied. Each study presents a rhetorical biography of the speaker including a discussion of the speechwriting team and preparation techniques utilized by the speaker. Each study presents a thorough study of the campaign context in which the speeches were presented. Each also presents a close reading and rhetorical analysis of the speech itself and observations on the impact of the speech. Cumulatively, Friedenberg's studies help to illustrate how, even in today's high-tech political environment of 30-second ads and candidate Web sites, public speeches continue to play a crucial role in political campaigning. Of particular interest to scholars and students involved with political communication and political American campaigning.
List of contents
Series Foreword
Introduction
Prologue: 1840--William Henry Harrison
1960--John Kennedy
1964--Barry Goldwater
1968--Richard Nixon
1980--Ronald Reagan
1992--Bill and Hillary Clinton
2000--George W. Bush
Bibliographic Essay
Index
About the author
ROBERT V. FRIEDENBERG is Professor of Communications at Miami University, Oxford, Ohio. He is a former communications consultant with the Republican National Committee and coauthor, with Judith Trent, of
Political Campaign Communication (Praeger, 1983 and 1991).
