Persuasion < Enforcement
The ability or capacity to do something or act in a particular way. That is power.
the act of compelling observance of or compliance with a law, rule, or obligation. This is enforcement
the action or process of persuading someone or of being persuaded to do or believe something. And this, persuasion.
But do these definitions actually mean anything to anyone that has power?
Why do politicians try to hide their instrumental power beyond the point of trying too hard?
Politicians are supposed to aim their speeches with a purpose to persuade with influential power however upon those in the political eye, while still use slight instrumental power to get across their power and authority in the positions they are aiming to achieve to show their capability for the job of president. This is how the generic candidate will achieve their status is politics. However, in recent times many politicians have attempted to use personalisation in their speeches or their campaigns to try and attract more votes from younger people and build a relationship between the job of president/prime minister and being part of society as a normal person. They achieve this with synthetic personalisation, (a theory by Norman Fairclough) creating a false relationship between the producer and the receiver. A way of talking to a mass audience however, using personal pronouns to make it seem as if they are speaking to an individual. They achieve this by using pronouns such as We and I, emotive language, implied familiarity and noun phrases. (to list a few)
Before Mr Obama would become President, he used these methods of creating a relationship between himself and the citizens of America by using synthetic personalisation to a great standard in his speech ‘A More Perfect Union’. However he used it in a more viable reason than to seem like he is doing it just for the benefit of gaining power. He used personal pronouns and implied familiarity, along with an exophoric reference in his speech. In the closing piece about his past to have a connection of how he got to the position he is in to achieve the status he would soon have earnt and aspired to. This showed emotive language and his personal ambition and his desire to become the first black president and his route to get to the position he is in and have the opportunity to change America. With being the first black president he needed the vote from both the black and white communities and show that he was the ‘man for the job’ proving that he can do the same or better than any of the previous white males, breaking the social power status. by speaking the language of the people he was reaching out to. Using these techniques that Fairclough had researched and theorised he had the characteristics of a very connectable and like minded President, as shown by the implied familiarity of ‘we all want to move in the same direction’ showing that he has high ambitions and plans for America while he is in power. This is an example of implied familiarity, knowing that America needed to change and equate into a better place for the people along with noticing this as a spectator building a connection with the voter that also have the same opinion and want for something to change. This alongside the consistent humour that Obama made with in the job of presidency kept a balanced relationship of authority while maintaining that personalisation and ‘realness’ about him.
This is how he achieved his successful presidency, with the relationship he built of seriousness and humour that he exerted in government.
But here we are now. The modern day of politics. ‘Pokemon Go to the poles.’ (Clinton) and ‘I think the only difference between me and the other candidates is that I’m more honest and my women are more beautiful.’ (Trump) Clinton becoming the meme Queen by the internet, while Trump was noticed for his quotes, primarily about his daughter. “I’ve said that if Ivanka weren’t my daughter, perhaps I’d be dating her.” Alongside other worrying quotes. The point of connecting too much with the consumer, endorsing ‘memes’ and moulding persuasion and enforcement into one unit and throwing that around.
Politicians are trying to connect with the younger generations that can cast their vote in the party’s favour and attempt to create that personalisation with those that are on the fence with whom to vote for similar to that of Obama.