A Network of Associations: What are they really trying to say?

So today in class we discussed how Barack Obama and John McCain created Narratives and how they framed these narratives in two separate speeches that they gave.

One of the terms and tactics that we discussed in class was Association or The Network of Associations. I think this tactic in political speeches is one that even those who are able to easily pick up what the candidate is trying to do or how the candidate is trying to sway a person would have something to disagree about or who would even miss this point.

The first speech we viewed from Barack Obama was from the primary season and at a rally in New Hampshire with his supporters and those who were out campaigning for him in that state. In class we talked about how although Obama's speech sounded great and wonderful, why the heck was it so vague? I completely agree that listening to this speech did make me wonder the variety of messages he was trying to get across to the many different kinds of people who supported him. By being broad and vague, was Senator Obama trying to play with the crowd's emotions? The simple answer is yes... "Yes he can". Sorry that was a bad joke. haha

But, Barack Obama was trying to make the crowd feel good, feel hopeful, and was framing his speech in a way that catered to those who are not skeptical or cynical of him, or who have yet to decide if they will or will not support him in his candidacy.

In his speech he says, "This is a cause greater than ourselves". So what network of associations contribute to these 7 words? This statement first and foremost can be tied back to Barack's mantra of change. "This cause" is the election, and the election of Barack Obama for the presidency. Therefore, Barack Obama for president, is about change. Barack Obama for president is a "cause" that is greater than ourselves. What exactly does he mean by "greater than ourselves"? I think that he is making the association that this election is extremely important for the future and for the change that 85% of the country think that we need. Barack Obama's cause, he is saying, is not one solely about electing him to be the next president of the United States, but that the values, the change (again), the possibilities, etc. that he represents are vital to the future of the country and the American people.

"This cause is greater than ourselves" then really does create a powerful network of associations. The statement suggests that this election isn't just about politics but that with Obama it is an authentic attempt in the name of all that is good for the American people.

All this sounds wonderful, but lets be honest, this IS all about politics, persuasion, and agenda. Whether or not one believes that Obama is being authentic, or that he even really wants all this good for the American people, it doesn't really matter. All that matters is the associations that the audience makes with the candidate, and that those associations are positive.

I think this idea of a network of associations can become really complicated and one can go really far with it, but I think that it is something to definitely think about when viewing speeches or listening to debates, and ESPECIALLY when viewing political advertisements.

I hope that in my next post I will be able to post a video of a political advertisement (from both campaigns) and analyze the network of associations found in both of them. So look for that!

I hope to hear what other people think about this idea about a network of associations, whether or not you think that it is silly, or really is an important political tactic.