ABSTRACT
PUTRI, GABRIELA DEASYNTYA KALOKA. Persuasion Strategies and Textual Features in Barack Obama’s Presidential Video Campaign “Forward” (2012). Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2014.
Campaign, as a form of communication, proposes persuasive message to
make people do the things the persuader wants them to do. Barack Obama’s presidential video campaign “Forward” is a successful political campaign since it
helped Obama won the US presidential election for his second term in 2012. The
video campaign’s textual features play a major role in creating the persuasive
message and build the persuasion strategies of the video campaign.
There are two problems in this study. The first problem is the textual features that exist in Obama’s presidential video campaign “Forward”, and the second is the persuasion strategies employed in the video campaign. The study is meant to reveal the persuasion strategies through the use of textual features in the video campaign.
To answer the problems, the researcher conducted the research based on data collection and data analysis method. The researcher took the primary data
from Obama’s campaign official YouTube channel: BarackObamadotcom. The
researcher identified the textual features of the video campaign and related it to the external context of the video campaign as being a political campaign. The first analysis deals with the frequency and the purpose of the textual features that exist in the video campaign as a political campaign. The second analysis deals with the persuasion strategies employed in the video.
In the end, the researcher has two findings. First, there are 13 textual features that exist in the video campaign that covers Grammar (parallelism, antithesis, and alliteration), Phonology (emphatic stress, mixed intonation, falling intonation, and raising intonation), and Vocabulary (naming, referring expression, time indicator, statistics, actions, and social issues vocabulary). The second, the textual features that are exist in the video campaign becomes the tools of persuasion strategies. The persuasion strategies employed in the video campaign is by creating a heroic figure to distinguish Obama from other candidate. There are three characters that are described to be Obama’s heroic character, they are: one, Obama is claimed to be the person who helped America went through
ABSTRAK
PUTRI, GABRIELA DEASYNTYA KALOKA. Persuasion Strategies and Textual Features in Barack Obama’s Presidential Video Campaign “Forward” (2012). Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2014.
Kampanye, sebagai sebuah bentuk komunikasi, mengedepankan penyampaian pesan yang bersifat persuasif sehingga mampu mempengaruhi tindakan pendengarnya. Video kampanye presiden Barack Obama “Forward” adalah salah satu video kampanye yang sukses karena membantu Obama memenangkan pemilihan presiden Amerika Serikat kedua kalinya di 2012. Unsur-unsur tekstual yang terdapat dalam video kampanye Obama memiliki peran yang penting dalam membentuk pesan persuasif tersebut dan turut membangun strategi mempengaruhi di dalamnya.
Terdapat dua masalah dalam penelitian ini. Yang pertama mengenai unsur-unsur tekstual yang terdapat dalam video kampanye presiden Barack
Obama “Forward” dan yang kedua mengenai strategi mempengaruhi yang
digunakan dalam video kampanye tersebut. Penelitian ini bertujuan untuk meneliti strategi mempengaruhi yang digunakan dalam video kampanye tersebut melalui penggunaan unsur-unsur tekstualnya.
Penelitian yang dilakukan menggunakan metode pengumpulan data dan data analisis. Peneliti menggunakan data primer yang diambil dari saluran YouTube resmi Obama: BarackObamadotcom. Peneliti mengidentifikasi unsur-unsur tekstual video kampanye tersebut dan menghubungkannya dengan konteks eksternalnya sebagai sebuah bentuk kampanye politik. Analisis pertama berkaitan dengan frekuensi dan konteks unsur tekstual dalam video kampanye tersebut sebagai sebuah kampanye politik. Analisis kedua berkaitan dengan strategi mempengaruhi yang digunakan berdasarkan unsur-unsur tekstual yang digunakan. Di akhir penelitian, peneliti mendapatkan dua penemuan. Pertama, terdapat 13 unsur tekstual dalam video kampanye tersebut yang meliputi Grammar (parallisme, antitesis, dan alliterasi), Fonologi (emphatic stress, intonasi campuran, intonasi menurun, dan intonasi menaik) dan Perbendaharaan kata
(naming, referring expressions, indikator waktu, statistik, aksi, dan isu-isu sosial).
PERSUASION STRATEGIES AND TEXTUAL FEATURES
IN BARACK OBAMA’S
PRESIDENTIAL VIDEO CAMPAIGN
“
FORWARD
” (2012)
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
GABRIELA DEASYNTYA KALOKA PUTRI Student Number: 104214083
ENGLISH LETTERS STUDY PROGRAM
DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS
SANATA DHARMA UNIVERSITY
PERSUASION STRATEGIES AND TEXTUAL FEATURES
IN BARACK OBAMA’S
PRESIDENTIAL VIDEO CAMPAIGN
“
FORWARD
” (2012)
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
GABRIELA DEASYNTYA KALOKA PUTRI Student Number: 104214083
ENGLISH LETTERS STUDY PROGRAM
DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS
SANATA DHARMA UNIVERSITY
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma Nama : Gabriela Deasyntya Kaloka Putri
Nomor Mahasiswa : 104214083
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya imliah saya yang berjudul
PERSUASION STRATEGIES AND TEXTUAL FEATURES
IN BARACK OBAMA’S
PRESIDENTIAL VIDEO CAMPAIGN
“
FORWARD
” (2012)
beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin kepada saya meupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.
Demikian pernyataan ini saya buat dengan sebenarnya.
Dibuat di Yogyakarta
Pada tanggal 15 Agustus 2014 Yang menyatakan,
STATEMENT OF ORIGINALITY
I certify that this undergraduate thesis contains no material which has been previously submitted for the award of any degree at any university, and that, to the best of my knowledge, this undergraduate thesis contains no material previously written by any other person except where due reference is made in the text of the undergraduate thesis.
Yogyakarta, August 15, 2013
“This is your life. Live your dream, and wear your passion.”
Anonymous
“With God, everything is possible.”
Matthew 19: 26
“No matter where you’re from, your dreams are valid.”
Lupita Nyong‟O
“Before anything else, preparation is the key to success.”
Alexander Graham Bell
“You are exactly what you tolerate. You are what you put up with. You are what you accept. You are what you stand for.”
Anonymous
“Love pushes your limits.”
Dea Kaloka
“Unless you change how you are, you will always have what you’ve got.”
This undergraduate thesis is dedicated to Life, The One who has taught me everything I know,
ACKNOWLEDGEMENTS
I would like to present to my Almighty God Jesus Christ a never ending gratitude. Without his limitless love and grace the completion of this thesis would be truly impossible.
I would thank my thesis advisor Dr. Fr. B. Alip, M. Pd., M.A., for his supports and insightful guide in finishing my thesis. His encouragement in many forms has shaped me for having a strong endurance. I also gracefully thank Anna Fitriati, S.Pd., M. Hum, for her valuable suggestions for my thesis.
I also thank my lecturers in English Letters Study Program especially my Academic Advisor Adventina Putranti, S.S., M. Hum and every unit of Sanata Dharma University, who has been very supportive, especially the staffs of Sanata Dharma University library.
For my beloved family, Cornelius Bambang Santosa Hadi, Bernadetta Arum Dati, Geraldus Danistya Kaloka Putra, and Genoveva Divastovia Kaloka Putri, I present my love for their forever encouragement to me to finish my thesis. To my fellow friends, the English Letters class of 2010, especially for my Class C of 2010, and my best friend for life in OMK St. Sylvester Paroki Nanggulan, I gracefully thank you all for our journey. I would never forget that we were once grown up and challenge the world together. For my insightful friends Cory, Hanny, Ray, Gita, Kiky, Dion, Upel, Kyu, and Nastit, who have been together with me along the way, I owe you one.
TABLE OF CONTENTS
TITLE PAGE ... ii
APPROVAL PAGE ... iii
ACCEPTANCE PAGE ... iv
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH ... v
STATEMENT OF ORIGINALITY ... vi
3. Theory on Persuasion Strategies ... 23
a. Herbert W. Simons‟s Persuasive Campaign Theory ... 23
b. Christopher Gilson and Harold W. Berkman‟s Creative Strategy and Execution on Broadcast Media Theory 24
c. Charles U. Larson‟s Persuasive Strategy Theory ... 25
d. Raymond S. Ross‟s theory on Speech Communication ... 29
CHAPTER IV: ANALYSIS RESULTS AND DISCUSSION ... 38
A. Analysis Result and Discussion ... 40
v. Actions ... 73 vi. Social Issues ... 74 2. Persuasion Strategies in Obama‟s Presidential Video Campaign .. 75 CHAPTER V: CONCLUSION ... 95
BIBLIOGRAPHY ... 97
APPENDICES ... 99 Appendix 1: List of Spoken Utterances
in Barack Obama‟s Presidential Video Campaign
LIST OF TABLES
Table 1. Characteristics of stressed and unstressed syllables ... 12
Table 2. The table of frequency of the use of textual features ... 39
Table 3. Parallelism in purpose of emphasizing meaning ... 41
Table 4. Parallelism in purpose of emphasizing one‟s character ... 43
Table 5. Parallelism in purpose of eliciting greetings (1) ... 44
Table 6. Parallelism in purpose of eliciting greetings (2) ... 45
Table 7. Parallelism in conveying a political policy ... 45
Table 8. Antithesis in conveying two contrastive conditions ... 46
Table 9. Alliteration to elicit persuasive message ... 47
Table 10. Alliteration to elicit an utterance ... 48
Table 11. Emphatic stress in conveying the speaker‟s attitude ... 50
Table 12. Emphatic stress on social issue ... 50
Table 13. Emphatic stress on time indicator ... 51
Table 14. Emphatic stress on statistics ... 52
Table 15. Emphatic stress on persuasive words ... 53
Table 16. Emphatic stress on parallel words ... 54
Table 17. Emphatic stress on referring expressions ... 55
Table 18. Intonation at the end of each intonation group ... 56
Table 19. Mixed intonation on listing words ... 58
Table 20. Mixed intonation on making contrast ... 59
Table 21. Falling intonation on uttering a statement ... 60
Table 23. Falling intonation indicating non-finality ... 62
Table 24. Falling intonation not at the end of intonation group ... 63
Table 25. Falling intonation in one phrase ... 64
Table 26. Rising intonation in indicating question ... 65
Table 27. Rising intonation in indicating non-finality ... 65
Table 28. Naming vocabulary ... 68
Table 29. Referring expressions vocabulary ... 70
Table 30. Time indicator vocabulary ... 71
Table 31. Statistics vocabulary ... 72
Table 32. Actions vocabulary ... 73
Table 33. Social issues vocabulary ... 74
Table 34. Text organization by topics ... 81
Table 35. Persuasion by parallelism ... 88
Table 36. Persuasion strategies by naming ... 89
Table 37. Video campaign‟s various intonation use ... 92
ABSTRACT
PUTRI, GABRIELA DEASYNTYA KALOKA. Persuasion Strategies and Textual Features in Barack Obama’s Presidential Video Campaign “Forward” (2012). Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2014.
Campaign, as a form of communication, proposes persuasive message to make people do the things the persuader wants them to do. Barack Obama‟s presidential video campaign “Forward” is a successful political campaign since it helped Obama won the US presidential election for his second term in 2012. The video campaign‟s textual features play a major role in creating the persuasive message and build the persuasion strategies of the video campaign.
There are two problems in this study. The first problem is the textual features that exist in Obama‟s presidential video campaign “Forward”, and the second is the persuasion strategies employed in the video campaign. The study is meant to reveal the persuasion strategies through the use of textual features in the video campaign.
To answer the problems, the researcher conducted the research based on data collection and data analysis method. The researcher took the primary data from Obama‟s campaign official YouTube channel: BarackObamadotcom. The researcher identified the textual features of the video campaign and related it to the external context of the video campaign as being a political campaign. The first analysis deals with the frequency and the purpose of the textual features that exist in the video campaign as a political campaign. The second analysis deals with the persuasion strategies employed in the video.
ABSTRAK
PUTRI, GABRIELA DEASYNTYA KALOKA. Persuasion Strategies and Textual Features in Barack Obama’s Presidential Video Campaign “Forward” (2012). Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2014.
Kampanye, sebagai sebuah bentuk komunikasi, mengedepankan penyampaian pesan yang bersifat persuasif sehingga mampu mempengaruhi tindakan pendengarnya. Video kampanye presiden Barack Obama “Forward” adalah salah satu video kampanye yang sukses karena membantu Obama memenangkan pemilihan presiden Amerika Serikat kedua kalinya di 2012. Unsur-unsur tekstual yang terdapat dalam video kampanye Obama memiliki peran yang penting dalam membentuk pesan persuasif tersebut dan turut membangun strategi mempengaruhi di dalamnya.
Terdapat dua masalah dalam penelitian ini. Yang pertama mengenai unsur-unsur tekstual yang terdapat dalam video kampanye presiden Barack Obama “Forward” dan yang kedua mengenai strategi mempengaruhi yang digunakan dalam video kampanye tersebut. Penelitian ini bertujuan untuk meneliti strategi mempengaruhi yang digunakan dalam video kampanye tersebut melalui penggunaan unsur-unsur tekstualnya.
Penelitian yang dilakukan menggunakan metode pengumpulan data dan data analisis. Peneliti menggunakan data primer yang diambil dari saluran YouTube resmi Obama: BarackObamadotcom. Peneliti mengidentifikasi unsur-unsur tekstual video kampanye tersebut dan menghubungkannya dengan konteks eksternalnya sebagai sebuah bentuk kampanye politik. Analisis pertama berkaitan dengan frekuensi dan konteks unsur tekstual dalam video kampanye tersebut sebagai sebuah kampanye politik. Analisis kedua berkaitan dengan strategi mempengaruhi yang digunakan berdasarkan unsur-unsur tekstual yang digunakan. Di akhir penelitian, peneliti mendapatkan dua penemuan. Pertama, terdapat 13 unsur tekstual dalam video kampanye tersebut yang meliputi Grammar (parallisme, antitesis, dan alliterasi), Fonologi (emphatic stress, intonasi campuran, intonasi menurun, dan intonasi menaik) dan Perbendaharaan kata
(naming, referring expressions, indikator waktu, statistik, aksi, dan isu-isu sosial).
Kedua, unsur-unsur tekstual yang terdapat dalam video kampanye tersebut menjadi alat dari strategi mempengaruhi yang digunakan. Strategi mempengaruhi yang digunakan dalam video tersebut adalah dengan membangun figur pahlawan untuk membedakan Obama dengan kandidat lainnya. Terdapat tiga karakter pahlawan yang diunggulkan dalam video kampanye tersebut. Pertama, Obama dianggap pahlawan karena telah berhasil membawa Amerika keluar dari krisis ekonomi di tahun 2008 yang merupakan warisan dari kepemimpinan Bush. Kedua, Obama dikatakan telah banyak melakukan peningkatan dalam banyak aspek kehidupan di Amerika. Ketiga, Obama adalah seseorang yang percaya dan
CHAPTER I INTRODUCTION
A. Background of the Study
Communication is a means of human social relationship, it has become the basic needs for people to communicate each other. As stated by Beth Haslett in her essay:
Communication is an organized, standardized, culturally patterned system of behavior that sustains, regulates and makes possible human relationships (Haslett, 1989: 20).
In communicating with each other, people‟s main goal is to transfer their
idea to other people. The idea transferred can be in the scope of people‟s feelings,
general information about their environment, and many more. Just as Haslett said in her principles of communicative development stages:
(3) Communication has three general purposes: to express thoughts and desires, to establish communication with others, and to share knowledge (Haslett, 1989: 26).
Communication can be divided into 2 categories, which are one-way communication and two-way communication. In both categories, usually there are various expected responses. People with tendencies often use their action of communicating with other people not only to transfer their ideas but also to persuade people following their beliefs and thought.
Language can be viewed as the symbolic code that underlies verbal communication. Verbal communication is the use of language to create and maintain human relationship. (Haslett, 1989: 22)
Different styles in saying one particular point of view can give different effects and reactions. In the scope of persuading others, the choice of language style helps to change people‟s behavior or even make them do the things or actions the persuader wants them to do. It happens as in advertisement, such as in campaign advertisement.
Referring to Brembeck and Howell (1976: 324), there are two types of campaigns. They are commercial and social action campaign. In commercial campaign, the purpose is to “merchandize goods and/or services for profit” (1976:
324), while in social action campaign, the main purpose is to
Stabilize or modify patterns of living for groups of people for reasons other than private profit (1976: 324).
Advertisement, as one of publication media, is used by these campaigns to publish their ideas, to make people share the same thought as them, to change people‟s behavior, or even to make people do things as they are told to. In
political campaign there are many aspects of persuasion, politics, and mass communication and influence. One type of campaign media is through video campaign.
features, as defined by Verdonk (2002: 19), also deals with sounds. In this case, since the object of the study is the spoken utterances of a video, the data analyzed are both spoken and written text.
Since The US is the most powerful country in the world, we may take a look on Barack Obama‟s presidential campaign. One of the advertisements used
by Barack Obama is in the form of a video campaign which helped him won The US presidential election in 2012.
The choice of textual features shown in Barack Obama‟s presidential video campaign when he ran for office in 2012 was inevitably helped him to win The US presidential election for the second term. The choice of textual features presented in the video is related to the persuasion strategies employed in the video since the video is a campaign video and it has a persuasive message to be delivered. The textual features in the video were meant to deliver the persuasive message in order to get people‟s attention.
B. Problem Formulation
To conduct the research, two problems have been formulated, as follow. 1. What textual features are used in Barack Obama‟s presidential video campaign
“Forward” ?
2. What persuasion strategies are employed in Barack Obama‟s presidential video campaign “Forward” ?
C. Objectives of the Study
The objectives of the study are mainly on two important aspect of the Barack Obama‟s presidential video campaign “Forward” (2012). They are, first, to reveal the textual features used in Barack Obama‟s presidential TV campaign
“Forward” in 2012. First, the researcher tried to characterize the use of textual features of Barack Obama‟s presidential video campaign “Forward” in delivering
the persuasive messages. Second, the researcher try to reveal the persuasion strategies used in Barack Obama‟s presidential TV campaign “Forward”.
D. Definition of Terms
Textual feature, as defined by Verdonk, is the formal properties of the text. The term textual features covers the sounds, typography, vocabulary, grammar, and other intrinsic features that exist within a text (2002: 19).
Campaign, or advertising, is a form of non personal communication that are usually paid by sponsors to promote about products (good, services, and ideas). Campaign, as a form of advertisement, is persuasive in nature and structured in a way that is able to deliver the persuasive message.
Advertising is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media (Arens, 2006: 7).
Persuasion Strategy, comes from the word persuasion and strategy. The definition of persuasion, referring to Ross, as quoting Mary John Smith:
Persuasion … is a symbolic activity whose purpose is to effect the internalization or voluntary acceptance of new cognitive states or patterns of overt behavior through the exchange of messages … a process of persuasion has occurred when people internalize the meanings they assign to messages in an atmosphere of perceived choice (1994: 8). While the word strategy itself, as defined in the Oxford Advanced Learner’s Dictionary, is “a plan that is intended to achieve a particular purpose”.
Then, Persuasion Strategies is a term that is used to elicit a set of plans of an activity which purpose is to internalize new understanding through the exchange of messages.
Forward, is the slogan of Barack Obama‟s presidential campaign and the title of the video campaign studied. The slogan is used in Obama‟s 2012
presidential campaign as the incumbent candidate of the Democratic Party
CHAPTER II
REVIEW OF LITERATURE
The chapter is divided into three parts. They are Review of Related Studies, Review of Related Theories, and Theoretical Framework. In the first subchapter, the researcher explains two studies that have been done by two different researchers to enrich the researcher and readers‟ understanding of the topic discussed in the research. In the first subchapter, the researcher brings about the similarity and differences of the present study.
Then, in the second subchapter, which is the Review of Related Theories, the researcher explains the theories that are related to the present study. The review on the related theories is meant to elicit the theories used in this research.
In the last part of this chapter, the researcher explains the contribution of the theories on the research done by the researcher.
A. Review of Related Studies
In this section, the researcher reviews two related studies that have been done by two different researchers previously. The two related studies are undergraduate theses of Sanata Dharma University.
the ability of the arrangement of words and phrases in attracting people. The study used sampling data collection.
In the end, Widyaningsih found that the advertiser used figurative language, such as metaphors, similes, hyperboles, ironies, and litotes. Superlative meaning and comparative words were used to rise the appeals degree. The choice of words was also used to propose the idea of pleasant, kind, trustful, and wide, and also build people‟s imagination and curiosity. The arrangement of message
was related to the cooperative principle, choice of words, and the arrangement of understandable words and phrases.
The similarity of the present study and the previous study lies in the approach used by the researcher. Both the present and the previous researcher used Stylistic approach. Moreover, the similarity of the studies is in the focus of the study and the difference lies in the object of the study. The present study is meant to cover the textual features of Obama‟s presidential video campaign “Forward” in relation to the persuasion strategies, while the previous study was
meant to study the language styles and persuasion techniques in airline advertising of Newsweek Magazines from January - December 1999. Moreover, the previous study covered printed advertising of a product while the present study covers a political video campaign.
The second related study is written by Damasus Destianto Pranjaya, graduated from Sanata Dharma University in 2005. His undergraduate thesis found that Coca Cola launched several advertisements under a slogan. Such as in
were slogans, jingles, USPs, and infomercials. The advertising strategies were employed through repetition of message to the public. The second finding was that Coca Cola‟s slogan can be characterized into four main groups, namely:
news, provocative texts, benefits oriented texts, and commanding texts. These Coca Cola slogans presented the persuasive message by proposing the American culture and lifestyle to people around the world without breaking the local culture. Intimacy between people under American culture and lifestyle is the power of the brand to be popular.
The similarity of the present study and the previous study lies in the type of the object of the study. The previous study is about the Coca-Cola‟s advertising, while the present study is about Obama‟s presidential video
campaign. The present study is called a campaign because it‟s related to the object‟s context which is a political campaign.
The differences of the two studies are in the further exploration of the study. The previous study was meant to explore the advertising strategies specifically in building the brand image, while the recent study is meant to reveal the persuasion strategies employed in the video campaign.
B. Review of Related Theories
In conducting the research, the researcher needs three types of theories to do the analysis. The theories that are used to do the analysis cover the theory on textual features, theory on political campaign, and theory on persuasion strategies. The theory on textual features is used to analyze the aspects of persuasion used in Obama presidential video campaign. The textual features reviewed in the study covers grammar, vocabulary, and phonology of the video‟s
utterances. The later covers the primary data which as spoken utterances in the video (since a video campaign consists of two elements: audio and visual, and the audio can only be studied under the scope of its phonological features) while the first two textual features concern on the transcription of the spoken utterances done by the researcher.
The theory on persuasion strategies, however, covers two persuasion strategies theory elicited by Charles U. Larson and Herbert W. Simons, and supported by Christopher Gilson and Harold W. Berkman‟s theory on creative strategy and execution in broadcast media and Raymond S. Ross‟s Speech
communication theory.
At this point, the relation of the textual features and the persuasion strategies in the campaign is meant to deliver the persuasive message to the people. The textual features is the tool of the campaign to elicit its persuasive message.
It is relevant to Verdonk‟s writing that in order to develop a discourse
intrinsic linguistics or formal properties (sounds, typography, vocabulary, grammar, etc) and the extrinsic context (2002: 19).
1. Theory on Textual Features
As stated before, three main elements of the textual features that are reviewed in the study covers grammar, vocabulary, and phonology of the text. The three main elements are studied because their roles are very significant in building the video‟s utterances and delivering the persuasion message.
a. Grammar
Grammatical study of the text in this study covers paralelism, anthithesis, alliteration. The study of the grammatical features of the text helps the researcher to find the grammatical characteristics of the utterances spoken in revealing the persuasion strategies of the video campaign.
i. Parallelism
Parallelism is one of the studied textual features in the video campaign. According to Larson, parallelism is the persuader‟s way in wording their message
by using two similar word orders or even an identical one in purpose to make the utterance memorable.
But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity in this nation (Brochers, 2005: 189).
The placement of the same phrase “we refuse to believe” is a kind of
parallelism. Larson, moreover, stated that the main idea of using parallelism is to “build audience expectation” (2010: 320). Audience expectation, then, is an
ii. Antithesis
Antithesis is the use of two contrastive ideas in an utterance. As Brocher elicited in his book, King used alliteration in his speech by saying “Nineteen
sixty-three is not an end, but a beginning” (Brochers, 2005: 189).
The word “end” and “beginning” in the above sentence have a
contrastive meaning, but the contrastive meaning of those two words is used by King to dramatize his statement that the year (nineteen sixty-three) was indeed not an end, but a beginning of an era.
iii. Alliteration
Alliteration is the use of words with the same first letter (either vowel or consonant) which has close proximity one and another. This is also seen in Martin Luther King‟s speech I Have A Dream:“We must forever conduct our struggle on the high plane of dignity and discipline” (Brochers, 2005: 189). In this part of his
speech, King alliterated the word dignity and discipline.
In his book, Larson also stated that alliteration is one of the ways to elicit words‟ feeling, texture, or theme. He said that alliteration is a favorite tool of advertising since it is “fun to hear and repeat” (2010: 140).
b. Phonology
i. Stress
Studying the stress of the utterances spoken in Obama‟s presidential video campaign is very significant since through the study of the stress we can see which words are stress and given a more prominent property than the other.
An important prosodic feature, „stress‟ applies to individual syllables, and involves, most commonly loudness, length, and higher pitch (Celik, 2001: 2).
The difference of the stressed and unstressed syllables can be seen through the table below:
Stressed Unstressed
1 intensity articulation with greater breath/muscular effort
may contain any vowel (except /ə/)
vowels have clear (peripheral) quality
glides have clearly defined second element
generally have central vowels /ə ɪ ʊ/ or syllabic consonants
vowels have full length vowels are considerably shorter
Table 1. Characteristics of stressed and unstressed syllables (Collins and Mees, 2003: 111).
stress is studied particularly because the purpose of the word-stressing in the video campaign is to emphasize certain words.
a) Emphatic stress
Emphatic stress, as a type of stress use in an utterance, makes a differentiation on the use of stress since the purpose of the stress is to emphasize a certain word, whether it is content word, modal auxiliary, adverb, etc. The emphatic-stressed words are regarding to the speaker‟s intended meaning. For example:
1) It was very BOring. (unmarked) 2) It was VEry boring. (emphatic) (Celik, 2001: 4).
In the analysis, however, the researcher uses Collin and Mees‟ stress
marking by using [°] mark. The marking was chosen to create difference toward the intonation nucleus analysis.
ii. Intonation
The study‟s primary data are the utterances spoken in the video. Then,
the intonation is studied to reveal the intonation in the video and relate it to the vocabulary of the utterances to reveal the persuasion strategies used in the video campaign.
1) Intonation Markings
system, the stressed syllables are marked by [`] and the stressed syllables with particular prominence are marked by [º] while the unstressed syllables are left without any markings.
He inºsisted on cooking an `omelette. (Collins and Mees, 2003: 120).
The second, the interlinear marking system elicited by Collins and Mees, are using three marking symbols. They are ( ) for stressed syllables, ( ) for unstressed syllables, and a thicker line ( ) for stressed syllables with particular prominence. Example:
He in°sisted on cooking an `omelette.
3 2 1
(Collins and Mees, 2003:120). 2) Intonation Types
In brief, there are four types of intonation patterns, as Collins and Mees writes:
a) Falling
b) Rises
Eventhough rising patterns are more less common than the falling patterns, the most common rise is the low to mid. The less common rise pattern moves from mid to high. In this research, the researcher uses the [ ] mark to
indicate whether the low rise or high rise. The explanation of the type of the falling intonation is given through the intonation transcription.
c) Fall-rise
The fall-rise is symbolized by [ ]. It has high to low to mid pitch
movement. The following syllables after the nucleus following the rise. d) Rise-fall
The rise fall is symbolized by [ ]. It has mid to high to low pitch
movement. The following syllables after the nucleus remains low (Collins and Mees, 2003: 121-123).
Collins and Mees also stated the context of the intonation. Falling tones (high fall, low fall, and rise-fall) are suggesting finality or unloading of information, while the rising tones (high rise, low rise, and fall-rise) are suggesting non-finality and information seeking, rather than unloaded (Collins and Mees, 2003: 126).
In terms of the intonation purpose, the high fall and low rise can be taken as neutral, while the low fall and high rise is having the strengthening function to emphasize the speakers‟s attitude (Collins and Mees, 2003: 125).
3) Patterns of Intonation
i) Statements
Statements usually use falling intonation. (When did Keith leave?) A `month or so ago.
The low fall intonation can also be used in utter the above utterance. A month or so ago.
(Collins and Mees, 2003: 127).
But there are also statements that use rising intonation that sometimes is indicating that the person is questioning a statement.
It‟s ˚well worth a visit? (Well, I don‟t think so.)
˚Delia‟s bought a turkey from some guy in Swindon? (How could she be
so gullible?)
(Collins and Mees, 2003: 127).
Moreover, when statements are said on a fall-rise, it adds reservation, doubt, disagreement that meant to correct or contradicting the other speaker in a polite way.
(Floyd arrived this morning.) Yesterday. A month a˳go (all implying
disagreement or doubt)
(Collins and Mees, 2003: 127).
When the statement has several intonation groups, the last intonation groups will have the fall. Other than the last intonation group, the intonation will be on rise or fall-rise that imply non-finality.
If you ˚want a good job || it‟s im˚portant to possess management skills.
ii) Commands
Commands are usually said from the superior to the inferior, so commands are usually using falling pattern.
˚Shut the window.
(Collins and Mees, 2003: 128).
Commands that said on rising pattern is meant to give a gentler tone and give a non-finality effect that is followed by other utterances, whether it‟s spoken or not.
˚Meet us on Thursday. (And then we can sort it out later.)
˚Don‟t worry. (It‟ll be alright)
(Collins and Mees, 2003: 128). iii) WH questions
The WH question which is neutral or business-like is often said in fall. How can we ˚possibly pay this bill?
(Collins and Mees, 2003: 128).
WH questions usually have rising intonations to make the wuestion friendlier.
˚How can I help you?
(Collins and Mees, 2003: 128). iv) Yes-No questions
Yes-No questions usually use rising pattern. Has ˚Prue booked her flight to Paris?
When the yes-no question is said in falling pattern, it implies as more to be an exclamatory statements.
Do we ˚have any choice? (It doesn‟t look as if we have.)
(Collins and Mees, 2003: 128-129). c. Vocabulary
To discuss under the term of vocabulary, it is closely related to the lexical features, that are words in dictionary. As stated by Wray, Trott, and Bloomer in their book:
A lexical analysis of style will ask: Why have these particular words been chosen and not others, and what are the connotations of the chosen words? In newspaper reporting the lexical choice of the journalist can indicate the ideological standpoint from which she or he is writing (2004: 83).
In creating a campaign, the choice of words is very important. It has the ability to create a specific purpose such as persuading, describing, and many more. The choice of words is very significant in creating the desired purpose of the text.
In studying the vocabulary of Obama‟s video campaign, the researcher
focused on the use of significant words that help the advertiser to deliver the persuasive message desired.
The vocabulary types that are studied by the researcher are: i. Naming
Naming is a powerful ideological tool. It is also an accurate pointer to the ideology of the name. Different names for an object represent different ways of perceiving it (1992: 209).
Naming, a way of referring to something or somebody, is very powerful in creating an image that following the name. In advertising, naming is very significant in creating an image and build the persuasive message of the advertized brand.
ii. Referring expression
Referring expression is related to the way a referee is addressed within a text. Referring expression is divided into three main groups, personal reference, demonstrative reference, and comparative reference. In this research, the latter is not used in analysis.
In this presidential video campaign, many forms of referring expression are used. The speaker of the utterances in the video is not only one person, but many. The way the speakers in the video refer to the person or nation is purposively used to create the persuasive message.
(whether they are human or not). Other than that, the term used for generalized human is one (1976: 44).
As the Demonstrative reference, the term used can be divided into three parts that is according to the proximity which is near (this, those, and here [now]), far (that, those, there, then), and neutral (the) (Halliday and Hasan, 1976: 44). iii. Time indicator
The time indicator vocabularies in the text play a significant role in building the video‟s utterances organization. Then, the study under time indicator
vocabulary is necessarily to conduct. The time indicator vocabulary namely is a term refers for phrases that indicating a period of time, a sequence of time, precise time, or eventual time.
iv. Statistics
Ross in his book elicited that statistics is “the use of numbers to help
make a point clearer or more specific” (1995: 88). Then the vocabulary of
statistics is namely the vocabularies of numbers that refers to data or calculation. The vocabulary is important to be studied since it plays a major role in making the persuasive message clearer and more specific.
v. Actions
The vocabulary under the term “actions” mainly consists of verbs or the
modification of verb. The video campaign uses varied action words to indicate Obama‟s character and actions. The use of action words builds Obama‟s image
vi. Social issues
The vocabulary under the term social issues covers words that include social interest within in a governmental stage. The term refers to economy, politics, prosperity, liberty, democracy, and many more. Since the vide is a political campaign video, the social issues vocabulary is important to be studied. 2. Theory on Political Campaign
A political campaign is merely a kind of advertising which purpose is to make people know the person and the idea he/she purposes. The main goal is to persuade people to elect the candidate, in this case is Obama.
In analyzing Obama‟s presidential video campaign “Forward”, the
researcher needs the theory on advertising to conduct a reliable analysis. According to Arens,
Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media (2006: 7).
In brief, an advertisement is the effort of a group or a person to create a persuasion effect toward the people who watch (of printed and audio-visual type of advertisement) to achieve a certain goal. In his book, Larson (2010: 282) also stated that there are three types of campaign. They are product campaign, person campaign, and idea or ideology campaign. These campaigns mostly use media in delivering their persuasive message.
Obama‟s presidential video campaign “Forward” is a political campaign
In the person-oriented political campaign, the focus is on an individual‟s name and the purpose associated with the name. For politicians it is always election to office or nomination to office (2010: 282).
There are many ways in perceiving the goal the political party or the politician want to achieve, the strategies, as defined by Larson, can be by including a third party that mainly is the opposing candidate or party and blowing the disadvantage of choosing the opposing party.
The strategy, for example, is by ignoring the opposition and linking the issue to the opposing party‟s decision to go to war in Iraq and made the country lost a lot of money to pay for the war. Then, the political party will make a wise decision in the future to avoid wars(Larson, 2010: 282-283).
In this study, the researcher found that there are various use of textual features especially the Grammatical features that refers to the form of the video campaign as a political campaign. The political use of the textual features cover the various purpose as below:
a. Eliciting an idea
Elicit, as defined by Hornby, is an action “to get information or a reaction
from somebody, often with difficulty” (2005: 494). By eliciting an idea, the
utterance is meant to get a (desired) reaction from the people who watch the video campaign. The video campaign utters ideas to get a significant reaction such as a contra toward the Republican party.
b. Conveying an idea
toward the people such as stating that Obama is a person who has a determination and is a hard worker.
c. Emphasizing an idea
Emphasizing is described to be an action “to give special importance to
something” (Hornby, 2005: 499). The use of an emphasis toward certain words in
this video campaign is meant to give the persuasive message toward the people. 3. Theory on Persuasion Strategies
In this part of the research, the researcher tries to explain the persuasion strategies theories that are used to analyze the data on Obama‟s presidential video
campaign “Forward”. The researcher found that there are three types of theories
that can be used to analyze the data. The theories on persuasion strategies are supported by theories on creative strategy and execution in broadcast media and theory on speech communication.
The theories on persuasion strategies are elicited by Herbert W. Simons and Charles U. Larson, the theory on creative strategy and execution on broadcast media are elicited by Christopher Gilson and Harold W. Berkman, and the speech communication theory is elicited by Raymond S. Ross. All of the four theories are useful to analyze relationship of the textual features and the persuasion strategies employed in the video campaign thoroughly.
a. Herbert W. Simons Persuasive Campaign Theory
audience reach. This condition makes it possible for a candidate to expose a political image of the candidate.
Furthermore, Simons suggests that campaign in electronic media, namely television, is in form of entertainment and drama. He says that a politician must be portrayed as a heroic figure.
Rather than competing with Love Story, as McGovern did in 1972, the politician must romance their voter-courting the uninvolved voters especially with dramatic acts off camera and visual/verbal message on camera that portray him as being like a favorite character in a television series or a celebrated movie star (1976: 247).
b. Christopher Gilson and Harold W. Berkman’s Creative Strategy and
Execution on Broadcast Media Theory
Gilson and Berkman, in explaining about the creative strategy and execution, says that one of advertisement creative strategy and execution is by “Making the Claim”. The claim, referring to Gilson and Berkman, is a basic
selling concept.
It is also a description of the product‟s “reason for being” – what distinguishes it from other brands in its class, and what it does for the consumer that the competitor will not or cannot do (Gilson and Berkman, 1980: 432).
c. Charles U. Larson Persuasive Strategy Theory
In his book, Larson stated that there are 8 aspects in becoming a good persuader. They are audience analysis, audience demographics, forms of organization, forms of proof, building credibility, wording the message, delivering the message, and common tactics in persuasion.
From all of the aspects Larson states, there are three aspects that are related to the study of the textual features in the video campaign that was done by the researcher. They are forms of organization, forms of proof, and the wording of message.
i. Forms of organization
Referring to Larson, the organization of the message spoken by the persuader is very important in creating the persuasive message. The organization of message is vital in making the message being memorable and persuasive. A better text organization leads to a memorable and persuasive message delivery.
Larson stated that there are five types of message‟s forms of
organization, they are: the topic format, the space format, the chronological format, the stock issues format, and the motivated sequence format. In this research, the researcher found that the organization by topics and the chronological format are suitable to the analysis on the video campaign.
a) Organization by topics
persuader to convey several different topics to discuss in the message so it gives an opportunity to enrich the message that are delivered to the people.
Larson suggests that the presentation of persuasive message by topics is a “good choice in presenting specific reasons for some suggested
action” (2010: 311). By using grouping the persuasive speech or text into
groups, the persuader makes the hearer focus their attention toward that particular topic and it makes the persuasive message easily perceived. The organization by topics also allow the persuader to convey several topics to be discussed.
b) Organization by chronology
In the organization by chronology, Larson suggests the message delivery through a set of narrative or story.
Sometimes, the essential message in persuasive communication is best relayed by taking the audience through the issues in historical sequence or organizing by chronology so that it is sort of narrative or story-both of which are very persuasive forms (2010: 311).
Narrative or story, referring to Larson are persuasive forms of organization since it takes the people to follow a set of events and make them feels the way the persuader want them to feel.
ii. Forms of proof
Forms of proof are very important in delivering the persuasive messages. The people basically want good and convincing proofs in their decision making in becoming the bases of their action. Larson states that
convince them that your suggestion or proposals make good sense and are at least worth considering (2010: 315).
Larson suggests that there are 5 types of forms of proofs existed. They are statistical evidence, narratives and anecdotes, testimony, visual evidence, and comparison and contrast. The video campaign, however, uses two forms of proofs namely the statistical evidence and the comparison and contrast.
a) Statistical evidence
Statistical evidence is known as a reliable form of proof. The statistical evidence is usually based on observation, calculation, and science-based data. The statistical evidence is known as a reliable and convincing form of proofs. Larson also stated that
Statistics also persuade best when they are simple and easy to understand. When you decide to use statistics, make them clear and provide a referential point for the numbers (2010: 315).
b) Comparison and contrast
Comparison and contrast is a form of proof that Larson suggests to be a rather difficult since the persuader should put the problem into perspective. This form of proofs, however, appeared in thousands of before/after ads to show the difference the product creates that benefitted the consumer. The message delivery however, should consider the consumer‟s attention and needs.
phone batery disposal has a higher level of pollution quantity, the persuader‟s persuasive message is clear enough to make people consider the idea (2010: 318). iii. Wording of message
The wording of the utterances has a big influence in delivering the persuasive message. The main purpose of the message wording is to make the message sounds pleasing so people would listen and remember the message.
In his book, Larson states that there are seven ways in wording the message. They are namely: through varied vocabulary, figures of speech, alliteration, and assonance, vivid language, concise language, parallel structure, imagery, and humor.
However, the researcher found that there are three ways of message wording that fit the textual features exist in the video campaign. They are various vocabulary use, alliteration, and parallel structure.
a) Various Vocabulary
The use of various vocabulary in the message wording is very signifiacnt since it makes the message does not sound monotonous. The use of the various vocabulary is also a tool for the persuasive message delivery.
b) Alliteration
Alliteration creates “a kind of internal rhythm in the message, which
makes it more lively and memorable” (2010: 319). Alliteration, referring to
Larson, furnishes the persuader‟s style in delivering the message. Example: “A
Larson suggests that alliteration is one of favourite tools in advertising since it is “fun to hear and repeat” (2010: 140).
c) Parallel structure
Parallel structure is the use of similar or even identical wording or sentence which purpose is to build audience‟s expectation and make the persuasive message memorable. Larson elicited an example of Cicero‟s saying:
“Ask not what your country can do for you; rather ask what you can do for your
country” (2010: 310).
d. Raymond S. Ross theory on speech communication
Under the subchapter of voice and articulation (paralanguage), Ross stated that a speaker‟s voice largely determines their personality since in speech
voice is a very important aspect to attract the audience. Referring to Ross,
The voice contributes much to the total communication signal. It may be the single most important code we use. Perceived persuasiveness has been found to correlate with the vocal pleasantness, especially fluency and pitch variety.
We are not totally consistent in our voice and articulation patterns; we vary and adapt them to moods, subjects, and people as indeed we should (1995: 159-160)
From above, we can see that the use of voice is very important in relation to the vocal pleasantness under speaker‟s fluency and pitch variety. The use of
various kinds of intonation depends on the speaker‟s attitude, preference, and
C. Theoretical Framework
The study of Obama‟s presidential video campaign “Forward” uses all
the theories reviewed above as the base in doing the analysis. The theories on Textual Features (Phonology, Vocabulary, and Grammar) is used to analyze the textual features of the utterances spoken in the video.
The theory on Grammar is used to explore the grammatical features that are used in the spoken utterances in the video. The grammatical study covers the parallelism, antithesis, and alliteration.
Then, the study uses Phonological theory that covers the Emphatic Stress and Intonation to reveal the emphatic stress and intonation of the spoken utterance in the video. The theory on Vocabulary is used to uncover the vocabulary use in the video. The vocabulary study covers Naming, Referring Expression, Time Indicator, Statistics, Actions, and Social Issues. After conducting the study on the textual features, the researcher relates the study to the textual features of the text, which is a political campaign in purpose of persuading people. The theory on political campaign is used to elicit the persuasive message occurs in the video‟s
utterances.
In this research, the researcher combined persuasion strategy theory elicited by Simon with Christopher Gilson and Harold W. Berkman theory on creative strategy and execution on broadcast media to analyze the persuasion strategy used in the video. At first, the researcher uses Larson‟s theory on
analysis on persuasion strategy that refers to Simon and Gilson and Berkman. Through Ross‟s theory on speech communication, the researcher analyzes the use
CHAPTER III METHODOLOGY
D. Object of The Study
The object of the research is the textual features and the persuasion strategies of Obama‟s 2012 presidential video campaign “Forward”. The video was launched on April 30th, 2012, in YouTube, under the account of BarackObamadotcom. The account is the official YouTube account of Obama‟s
official website: BarackObama.com. The account was used as a campaign channel for the 2008 and 2012 Obama‟s presidential campaign.
The account was created in September 5th, 2006. Until April 2014, the account has publihed 3,002 videos and being subscribed by 545,871 YouTube account. The title of the video, “Forward”, is referring to Obama‟s 2012
presidential campaign slogan. The video campaign “Forward” itself has been
watched 1.012.515 times by YouTube viewers. The video‟s length is 7 minutes
and 16 seconds with 24 frames/second.
The video is a series of video cuts from News broadcast, daily activities, political meetings, political people, Obama while delivering his speech, graphics and combined with graphics art. The audio is a combination of voice-over, Obama‟s speech, news broadcast, News broadcast and political people.
Generally, the video is about President Obama‟s achievements and belief.
As seen in the caption of the video:
middle class and building an economy that's meant to last, where hard work pays and responsibility is rewarded. (BarackObamadotcom, 2012: 1)
E. Approach of The Study
The approach of the study is stylistics. At this point, the researcher gives a brief explanation on stylistics to picture the idea of stylistics approach.
Stylistics is a branch of language study that is concerned in the use of language in utterances. It examines the creativity of language use that is related to the purpose of the text. As a branch of linguistics, stylistics study is allowed to relate the text‟s linguistics context and the non-linguistics context.
According to Simpson, to work under stylistics approach is to explore creativity in language use (2004: 3). So, the main concern of stylistics is different from any other branch of linguistics. In short, Stylistics, as defined by Verdonk:
So stylistics, the study of style, can be defined as the analysis of “distinctive” expression in language and the description of its purpose and effect (2002: 4).
In this study, the stylistics approach helps the researcher to characterized the textual features in Barack Obama‟s video campaign. Since the primary data of
the study is in two different kinds of data, both spoken and transcription of the spoken utterances, the stylistics approach covers both of them.
F. Method of The Study
The method of the the study is a library research. The primary data is taken from the video by listening to the utterances spoken and by relating it to the
transcript section on the YouTube to get the most reliable data.
1. Data Collection
The researcher began the data collection by reviewing several Obama‟s
presidential video campaign in Obama‟s official Youtube channel for The US 2008 and 2012 presidential election. The researcher then found that Obama‟s video campaign “Forward” is the most suitable video campaign to be studied. The
choice was taken since the video campaign has many utterances and uses textual features in eliciting the persuasion strategies.
The researcher then found that the video campaign consisted of 65 utterances by listening to the video campaign and making a transcription of the spoken utterances. The transcription is made based on the use of the intonation, pauses, and through the study of the sentences‟ logic. The researcher also
compared the transcription of the spoken utterances toward the transcription exist in the YouTube video channel: BarackObamadotcom.
The data for the study were taken by findings using purposive method. Rezkiyana, ini her undergraduate thesis, as pharaphrasing Widodo, stated that “The data investigated are based on the judgment of the researcher to the
characteristics of sampling” (Rezkiyana, 2014: 27). In this research, the researcher
a type of purposive sampling technique that is particularly useful in exploratory qualitative research, research with limited resources, as well as research where a single case (or small number of cases) can be decisive in explaining the phenomenon of interest” (Rezkiyana, 2014:28).
The data of the study is collected under code to make a compact data collection and make an ease toward the data reading. The data coding is in the sequence of: [Scope of the Study]/[Textual Features]/[Utterance Number]/[Data Number]. Since the study is conducted in three scopes of textual features, Grammar, Phonology, and Vocabulary, the [Scope of the Study] section is filled with the first letters of the Scope of the Study. They are namely: GRAM for Grammar, PHO for Phonology and VOC for Vocabulary.
In the [Textual Feature] section, the filling is according to the Scope of the Study. Under the study of Grammar, A refers to Parallelism feature, B refers to Antithesis feature, and C refers to Alliteration feature. Under the study of Phonology, A refers to emphatic stress feature, B1 refers to Falling Intonation feature, and B2 refers to Rising Intonation feature. In the scope of Vocabulary, A refers to Naming vocabulary, B refers to Referring Expression vocabulary, C refers to Time Indicator vocabulary, D refers to Statistics vocabulary, E refers to Actions vocabulary, and F refers to Social Issues vocabulary.
Then, to read the utterance of “And still he persevered, here at home and as commander in chief” which has data code GRAM/C/49/11, the data is grouped
under the study of Grammar in Alliteration feature which utterance number of the whole utterances is 49 and data number under the Alliteration feature is the 11th. 2. Data Analysis
The gained and organized data is analyse thoroughly to answer the problems elicited in Chapter I. The researcher does some neccessary steps in analysing the data. The steps are:
a. The researcher identified the textual features of the text. The textual features are the Phonology (emphatic stress and intonation), Grammar (parallelism, antithesis, and alliteration), and Vocabulary (naming, referring expression, time indicator, statistics, actions, and social issues). In this step, the researcher identifying the existence of the textual feature based on the characteristics of each textual feature as stated in the theory.
b. The researcher calculated the number of existence and grouped the utterance based on the existence of the textual feature. The grouping of the data is based on the data coding as stated before. Particularly in the study of the intonation, the researcher transcribed the spoken utterances‟ intonation into
their intonation pattern.
c. The researcher observed the external context of the textual features exists in the utterances toward the video‟s purpose in persuading people as a political
d. The researcher identified the textual features that are studied in the video in accordance to the persuasion strategies as in the theory of persuasion strategies, creative media and execution in broadcast media theory, and speech communication theory. It aimed to observe the use of textual features in building the aspects of persuasive text to create the persuasion strategies in the video campaign.
e. The researcher then elaborated and explained the findings in the analysis and discussion section. The conclusion is given when the analysis and discussion
CHAPTER IV
ANALYSIS RESULTS AND DISCUSSION
In this section, the researcher gives a brief explanation of the study. The analysis is divided into two parts, the first part is about the textual features that exist in Obama‟s presidential video campaign, “Forward” (2012), and the second
part is about the persuasion strategies conveyed in the video campaign.
In conducting the analysis, the researcher‟s data were collected from the
utterances appears in the video campaign. The collected data consisted of 65 utterances which obtained through listening activities. All of the 65 spoken utterances of the video campaign are presented in Appendix 1.
The analysis on the textual features in Obama‟s video campaign is seen
through three different angles. The first angle is Grammar (covering the parallelism, antithesis, and alliteration). Then from the angle of Phonology (covering the emphatic stress and intonation features), and the last one from the Vocabulary.
of 6 word grouping on Naming, Referring Expression, Time indicator, Statistics, Actions, and Social Issues. The researcher then calculates the number of the vocabulary existence in each group and study the persuasion effect resulted in the use of the choice of words under those 6 vocabulary groups.
Through the research, the researcher found that there are 11 textual features in Obama‟s presidential video campaign “Forward”. The textual features
that exist in the video campaign are analyzed thoroughly from all the video‟s
spoken utterances.
Through the analysis, the frequency of the use of the textual features can be elaborated as follows:
No. Textual features Frequency Number of Utterance Grammar
A. Parallelism 8 8
B. Antithesis 3 3
C. Alliteration 13 13
Phonology
A. Emphatic Stress 168 53
B. Intonation
1. Falling Intonation 106 58 2. Rising Intonation 22 21
Vocabulary
A. Naming 48 32
B. Referring Expression 90 43
C. Time Indicator 31 25
D. Statistics 7 7
E. Actions 88 45
F. Social Issues 40 26
Table 2. The table of frequency of the use of textual features
