Gemenskapande retorik – att skapa ett ”vi” mellan motståndare

Detta är en Kandidat-uppsats från Lunds universitet/Retorik

Sammanfattning: Modern technology has brought opportunities to reach an audience beyond national, cultural and social borders. The intention of the study is to explore how rhetoric can be used as a practical and analytical tool to overcome conflict and create unity between the speakers and their audience. In other words: How can rhetoric be used as a community- and identitybuilding resource to reduce the distance between the speaker and his audience? In this comparative analysis two speeches are examined, that have the purpose to create and sustain unity between parties with different views on the world. First, the speech that marked the end of the apartheid era in South Africa will be analyzed: Nelson Mandela's installation speech on May 10th 1994. Secondly, this thesis will analyzed Barack Obama's speech at an Iftar reception at the White House August 13th 2010, in which he expressed his support for a contested mosque construction near Ground Zero. The contexts of the speeches have been studied to assess the speakers’ communicative purposes. Using concepts such as "the rhetorical situation", "cluster analysis" and text analysis of “textme” and "textyou" the study examines how speakers emphasize the mutual denominator of the speakers and their audience in a persuasive purpose. Similarities and differences between the speakers' communicative choices are then considered and judged after rhetorical assessment criteria; truth, ethics and effect. The result shows that the persuasive effect of communicative choices depends on how well the speaker is able to adapt them to their audiences’ worldviews and manage to establish identification. Finally, it is concluded that establishing a consensus is not the main goal, but rather a sub goal of rhetoric together with identification.

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