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The Persuasive Utterances Used by Barack Obama in His

Political Campaign Speeches

THESIS

Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree

of English Department Faculty of Arts and Humanities

State Islamic University of Sunan Ampel Surabaya

by:

Rochmawati Amilatu Sholihah

NIM: A83212179

English Department

Faculty of Arts and Humanities

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The Persuasive Utterances Used by Barack Obama in His

Political Campaign Speeches

THESIS

Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree

of English Department Faculty of Arts and Humanities

State Islamic University of Sunan Ampel Surabaya

by:

Rochmawati Amilatu Sholihah

NIM: A83212179

English Department

Faculty of Arts and Humanities

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ABSTRACT

Sholihah, Rochmawati. A. 2016. The Persuasive Utterances Used by Barack Obama in His Political Campaign Speeches. Thesis. English Department. Faculty of Letters and Humanities. State Islamic University of Sunan Ampel Surabaya.

The Advisor : Prof. Dr. Zuliati Rohmah, M.Pd

Key Words : Persuasive utterances, Campaign, Speech Act, Persuasive Functions, Persuasive Techniques

This research is conducted to analyze persuasive utterances that have function to influence and persuade the other people to vote Barack Obama in the general election. This research focuses on the persuasive utterances used by Barack Obama when he conveyed his campaign speeches in the first period (2007-2008) and the second period (2012). The researcher believes that most of

the Obama’s campaign speeches contains about kinds of speech act contained in

persuasive utterances and also relate with persuasive functions and persuasive techniques. Therefore, the aims of this thesis are to describe and explain the kinds of speech acts (representative, expressive, commissive, directive, and declarative) contained in persuasive utterances, the kinds of persuasive functions (command, request, hope, suggestion, allow, persuasion, appeal, invitation, urging, prohibition, congratulation, curse, convince, assert, pressure, and permission), and the persuasive techniques (rationalization, identification, suggestion, conformity, compensation, displacement, and projection) used by Obama in his campaign speeches.

In conducting this research, the researcher uses qualitative approach. The researcher uses the speech act theory by Searle (1969) and persuasive techniques theory by Keraf (1985). The data were taken from Barack Obama’s utterances in his campaign speeches texts form and only focus in persuasive utterances. The researcher collected the data by identifying and classifying it into some tables to make the researcher easier to analyze. Then, based on the table the researcher analyze and identify which utterances can be categories as the kinds of speech act contained in persuasive utterances by Searle’s theory, kinds of persuasive functions, and kinds of persuasive techniques by Keraf’s theory.

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INTISARI

Sholihah, Rochmawati. A. 2016. The Persuasive Utterances Used by Barack Obama in His Political Campaign Speeches. Thesis. English Department. Faculty of Letters and Humanities. State Islamic University of Sunan Ampel Surabaya.

Pembimbing : Prof. Dr. Zuliati Rohmah, M.Pd

Kata Kunci : Ucapan-Ucapan Persuasif, Kampanye, Tindak Tutur, Fungsi Persuasif, Teknik Persuasif

Penelitian ini dilakukan untuk menganalisis ucapan-ucapan persuasif yang berfungsi untuk mempengaruhi dan membujuk orang lain untuk memilih Barack Obama dalam pemilihan umum. Penelitian ini fokus pada ucapan-ucapan persuasif yang digunakan oleh Barack Obama ketika beliau menyampaikan pidato kampanyenya di periode pertama (2007-2008) dan di periode kedua (2012). Penulis percaya bahwa sebagian besar pidato kampanye Obama berisi tentang macam-macam tindak tutur yang terkandung dalam ucapan-ucapan persuasif dan juga berhubungan dengan fungsi ucapan persuasif dan teknik persuasif. Oleh karena itu, tujuan dari penelitian ini adalah untuk menjelaskan macam-macam tindak tutur (representatif, ekspresif, komisif, direktif, dan deklaratif) yang terkandung dalam ucapan-ucapan persuasif, macam-macam fungsi dari ucapan persuasif (memerintah, meminta, berharap, mensugesti, menyilahkan, membujuk, memohon, mengundang, mendesak, melarang, memberi selamat, mengutuk/bersumpah, meyakinkan, menyatakan, memaksa, dan meminta ijin), dan macam-macam teknik persuasif (rasionalisasi, identifikasi, sugesti, konformiti, kompensasi, subtitusi, dan proyeksi) yang digunakan oleh Obama dalam pidato kampanyenya.

Di dalam pembuatan penelitian ini, peneliti menggunakan pendekatan kualitatif. Peneliti menggunakan teori tindak tutur dari Searle (1969) dan teori teknik persuasif dari Keraf (1985). Data diambil dari ucapan-ucapan Barack Obama dalam pidato kampanyenya dalam bentuk teks dan hanya fokus pada ucapan-ucapan persuasif. Penulis mengumpulkan data dengan cara mengindentifikasi dan mengklasifikasikan data-data ke dalam beberapa tabel untuk membuat peneliti lebih mudah mengalisanya. Kemudian, berdasarkan tabel tersebut peneliti mengalisa dan mengidentifikasi kata-kata mana yang bisa dikategorikan sebagai macam-macam tindak tutur yang terkandung dalam ucapan-ucapan persuasif dengan teori Searle, macam-macam fungsi ucapan-ucapan pesuasif, dan macam-macam teknik persuasif dengan teori Keraf.

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REFERENCES ... 94

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CHAPTER I

INTRODUCTION

The first part of this research is introduction of study which consists of background of the study, statement of the problems, objectives research, significance of the study, scope and limitation, and definition of the key terms.

1.1. Background of Study

The main purpose of persuasion is to convincing other people to change their belief, attitude and behaviour. According to Sayuti (2014) persuasion is an important aspect of communication in daily life. We are urged to buy products, to maintain social relationship, to support reforms and to vote political candidates. Persuasive utterances can be interpreted as an approach to communicate in order to convince and persuade the audience.

According to Nimmo (2004) language is the most important thing for a social life, because language is a communication system used by human to express their feeling. The term of “communication” comes from the Latin communis its mean “equal”, communico, communicatio, or communicare which means “make similar”

(to make common). The first term of communis is a term most often used as the origin of the word communication. Communicating is a human way to express their opinions and feelings. In addition, the communication also has function to influence others to do something according our wishes.

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In the process of communication, there are five basic elements proposed by Harold Lasswell (1948). Success or failure a communication depends on the five basic elements, they are Who (source or communicator), Says What (the messages), In Which Channel (the channel), To Whom (Receiver), With What Effect (Kevin Hogan, 2004).

According to Nurudin (2011: 137), there are two kinds of communications such as personal communication and mass comunication. Personal communication is communication that involve two people. Meanwhile mass communication is communication that involve a lot of people. Party campaign is a mass communication because it involves gatekeeper, many audiences, and use a mass media as a channel. Political campaign speech is a speech that intend to influence people to choose or vote party or someone who is running in general election. In political campaign speech, the communicator always uses persuasive utterances to persuade the listener to choose them in general election.

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not, it is most likely based on communication through language (Charteris –Black, 2005:1).

Jones and Wareing (1999) argue that the ability to convey the message that speaker and listener want the samething plays a decisive role in the process of establishing an ideology (Jones & Wareing, 1999:34). To achieve a sense of congruence between audience and speaker, politician often make use of symbols to foster national unity (Ball & Peters, 2000:81).

In the political speeches during the election campaigns, the words and expression are used or omitted to affect meaning in different ways. Political speeches are composed by a team of professional speech writer, who are educated in the use of persuasive language. A political speech is not necessarily a success because of correctness or truth, rather it may be a matter of presenting valid arguments (Beard, 2008:18).

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declaratives. Therefore, in this analysis the researcher wants to discuss the kinds of speech acts contained in persuasive utterances in Barack Obama’s speech and to explain the relevance of persuasion with kinds of speech act and persuasive techniques used by Barack Obama in order can be studied intact and integrated, so illocutionary function that spoken by the communicator can be understood by the listeners.

According to Horn and Ward (2004) there are some philosophers who proposed speech act theory they are, Austin (1962) and Malinosski (1923). Austin (1962) is a British philosopher who put forward the speech acts theory through the Malinowski’s theory (1923). Besides Austin and Malinowski, there are some linguists

who developed the speech act theory they are, Jakobson (1960), Searle (1969) and Kreidler (1998).

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This research describes study of persuasive utterances used by Barack Obama in his political campaign speeches. The specific aims of this research are to describe the kinds of speech act contained in persuasive utterances used by Barack Obama in the political campaign speeches, the functions of persuasive utterances, and the persuasive techniques used by Barack Obama to influenced the audiences to supported him as a president in his political campaign speeches by Keraf’s theory. Barack Obama used persuasive utterances to influence his audiences to elect him as a America President. In this study, the researcher also compares the frequency of persuasive techniques used by Barack Obama in the first period and the second period of candidacy for US president. Barack Obama won the election because he has a great ability to communicate with his audiences. So, the audiences will understand the message conveyed by him easily.

The researcher is interested in analyzing the persuasive utterances used by Barack Obama when he delivered a speeches on his nomination to be an America president. The reason why the researcher chose to analyze a political campaign speech because of the political campaign speech has so many persuasive utterances that used by presidential candidates to influence and persuade their audiences to choose and support themself. Barack Obama also use persuasive utterances to influence his audience to elect him to be a president of America.

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defeated John McCain in 2009. In the second period Barack Obama won re-election defeated Mitt Romney. According to Munf (2008) Barack Obama is the only black American president and he can prove that everyone can achieve their dreams without discriminate ethnicity, race, or culture. Besides that, Barack Obama is also known for good speaking ability. Barack Obama has a way of speaking that is polite but firm. Reportedly, this makes the American people are interested and empathetic to him. Obama is known smart enough to convey political ideas. Because of his expertise and ability in speech, Obama always get the attention of his audience. Barack Obama always gives pause at every sentence that he said, so the listeners can understand the meaning of his utterances. Barack Obama always looks calm and relaxed in his speeches, because of that Barack Obama able to control the emotions of listeners, so they will follow everything that he wants. Obama is regarded as someone who could be a bridge between poor and rich, black and white even Democrats and Republicans. Obama promises to begin the reform process that actually started from the demands of the American people, especially in terms of building a new image of America in the eyes of the world.

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used was persuasive simbols that has functions as appeal and persuasion. In her research, she proved that persuasive communication could shape the behavior of prayer in children without made the child felt burdened or forced. She conducted research for five months. In her research, she did a few stages included selected who will be the object of research and dig up information on the object to be studied, she did observations and interview, the last stage is the analysis data which she had got.

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The last previous study was done by Sugeng Santoso (2015). He analyzed about persuasive strategies in Barack Obama’s speech. In his analysis, he focused on

explained the types of persuasive strategies in Obama’ speeches (2009) and the language functions related to the persuasive strategies in Obama’s speeches. He used

qualitative approach. He used persuasive theory proposed by Bee&Bee (2012) and theory of language functions proposed by Holmes (1996). After conducted the research, he concluded that persuasive strategies was very needed in speech, especially in campaign speech. He also found the language functions related to persuasive strategies in Barack Obama’s speeches.

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describe the kinds of speech acts contained in persuasive utterances in Barack Obama’s speeches, the functions of persuasive utterance and the persuasive

techniques used by Barack Obama to influence his audiences. In this study, the researcher compares the persuasive techniques used by Barack Obama in the first period and the second period of candidacy for US president.

The researcher hopes that this research will make the readers more understand about persuasive utterances. The researcher hopes that the listeners do not believe in invitation and promises delivered by the presidential candidates easily. Audiences should be critical of the appointment, so they can choose a president who is considered to be a good leader.

1.2. Research of Problems

In this analysis, the researcher will be focus in three problems, they are:

1. What are the kinds of speech act contained in persuasive utterances used by Barack Obama in his political campaign speeches?

2. What are the functions of persuasive utterances used by Barack Obama in his political campaign speeches?

3. How are persuasive techniques used by Barack Obama in his political campaign speeches to influence his audinces?

1.3. Objectives of the Study

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1. To describe and explain the kinds of speech act contained in persuasive utterances used by Barack Obama in his political campaign speeches. 2. To describe and explain the functions of persuasive utterances used by

Barack Obama in his political campaign speeches.

3. To describe and explain the persuasive techniques used by Barack Obama in his political campaign speeches to influence his audinces.

1.4. Significance of Study

The researcher expects that the result of this analysis can be useful not only for the researcher, but also for other people who read and need an information about persuasive utterances based on the theory used by the researcher. This analysis can be used as a reference for someone who wants to analyze the persuasive utterance related to kinds of speech act. The researcher also expects that this research will give a comprehension about how to interpret the kinds of speech acts contained in persuasive utterances, functions of persuasive utterances, and persuasive techniques as well. So, the communication purpose will be reached.

1.5. Scope and Limitation

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political campaign speeches. The third discussion is to show and describe the persuasive techniques used by Barack Obama in his political campaign speeches by Keraf’s theory.

The discussion about the meaning and functions of persuasive utterances used by Barack Obama is very important, because it can affect the actions audiences. If the audiences can not understand the meaning, so the purpose of communication will not be achieved.

1.6. Operational Definitions

a) Persuasive utterances are utterances used to influence other people to do or believe something.

b) Campaign speech is speech which tells of promises and plans of a candidate who is running in an election.

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CHAPTER II

REVIEW OF THE RELATED LITERATURE

The second part of this research is review of related literature which consists of speech acts theory, techniques of persuasion, functions of persuasion, persuasion, campaign speech, and review of previous studies.

In this research, the researcher analyzed the kind of speech act contained in persuasive utterances used by Barack Obama in his political campaign speeches by Searle’s theory. The kinds of speech act contained in persuasive are directives,

representatives, expressives, commisives, declaratives. The researcher also discusses about the functions of persuasive utterances and the persuasive techniques by Keraf such as rationalization techniques, identification techniques, and suggestion techniques, conformity techniques, compensation techniques, displacement techniques and projection techniques.

2.1. Speech Acts Theory

According to Searle, to understand language someone must understand the speaker’s intention. Since language is intentional behavior, it should be treated like a

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something. Speech act stresses the intent of the act as a whole. According to Searle, understanding the speaker’s intention is essential to capture the meaning. Without the

speaker’s intention, it is impossible to understand the words as a speech act. Study of

persuasion can not be separated from the speech act theory. Because by speech act theory, we can know and understand about the contens, the messages, and the purposes of speech in persuasive utterances.

The indicators of the speech act utterances are the speaker intends to make the listener to take action, the utterances are to inform or ask something, the speech act utterances can affect the physiology of the listener, so that the listener will do what is desired by the speaker.

Persuasive speech is a form of speech acts that are formed on the basis of a directive speech acts. As with any directive speech acts, persuasive speech also has a function for commanding, ordering, or asking the other person to take action. This kind of speech act have values of persuasive, because the context of the speech based on the intent and desire of speakers who aim to influence the listeners.

2.1.1.Kinds of Speech Acts

The researcher analyzed kinds of speech act contained in persuasive utterances used by Barack Obama in his political speeches used Searle theory (1969).

2.1.1.1.Representatives

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The sentence above has a function to claimed that what they say is not just a promise, but the truth that will happen. The words are included in the representative are:

a. Affirming : to state firmly or publicity that something is true or you support something strongly.

Example : I can affirm that no one can lose their job.

b. Believing : To feel certain that something is true or somebody is telling you the truth.

Example : I believe that I will success in examination.

c. Boasting : To talk with too much pride about something you can to do. Example : I don’t want to boast, but I really can speak four languages.

d. Claiming : To say something that is true although it has been proved and other people may not believe it.

Example : I don’t claim to be expert.

e. Complaining : To say that you are unhappy or not statisfied about somebody or something.

Example : She never complains everything to her brother.

f. Concluding : To believe something as a result of what you have heard or seen. Example : He concludes from their remarks that they not favor of the plan. g. Denying : To say that something is not true.

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h. Forecasting : To say that what do you think will happen in the future based on information that you have now.

Example : The forecaster of the weather said that tommorow will be rain. i. Informing : To tell somebody about something, especially in an officially

way.

Example : The information academicals can be saw in the offfice.

j. Reporting : To give people information about something that you have heard, seen, and done.

Example : The committe will report it on research.

k. Stating : To formality write/say something, especially in careful and ceraly way.

Example : Austin stated that speech acts divided into three aspects.

2.1.1.2.Commissives

Speech acts which bind the speaker to promised or make a commitment. For example :

Mr. Bob : Oke fine. I will see you at 11.00 Monday morning for your schedule interview.

Margareth : Oke, thank you.

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The words are included in the commissives are:

a. Guaranteeing : To promise to do something, to promise something will happen.

Example : He guarantees that he will never sad again.

b. Offering : To say that you are willing to do something for somebody. Example : I decide to offer a job for my sister.

c. Promising : To tell somebody that you will definetely happened. Example : I will come to you.

d. Swearing : To make a serious promise to do somthing. Example : I swear that I never leave you.

e. Threatening : To say that you will make a trouble if you do not get what you want.

Example : The attacker threatened them.

f. Vowing : To make a formal statement that is true.

Example : My brother vowed that he never meet you again.

2.1.1.3.Expressives

Speech acts that express the speaker's attitudes and emotions towards the proposition.

For example : “Thank you for the trust and support from all of you.”

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a. Apologizing : To say that yu are sorry for doing something wrong or causing a problem.

Example : I am sorry.

b. Blaming : To say that somebody/something is responsible for something bad. Example : I blame you for all of the disorder.

c. Congratulation : To tell somebody that you are pleased about their success. Example : I congratulate them for all of their achievement.

d. Pardoning : To ask somebody to repeat something because you did not hear it. Example: You are beautiful

Pardon?

I said that you are beautiful.

e. Praising : To express that you thanks to God are grateful for something. Example : Thank you / Alhamdulillah

Thanking : To tell somebody that you are grateful for something. Example : Thank you, Mom.

f. Welcoming : To great someone in friendly way when they arrieved somewhere.

Example : Welcome to our place.

2.1.1.4.Declaratives

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Example : “I declare you as a president of Indonesia.”

The utterance above changes a man status. The status ofthe man changes from someone who does not has any rights to organizes the Indonesia’s government

becomes a man who has rights to organizes the Indonesia’s government and has tasks

to make Indonesia be better than before. The words include in declaratives are : a. Appointing : To choose somebody for a job/position for responsibility.

Example : She has appointed a new partner.

b. Arresting : To stop a proccess or development or make somebody notice something and to pay attention to it.

Example : They success to arrest the bussiness decline.

c. Dismissing : To decide that somebody or something is not important or not worth thinking or talking about.

Example : They dismiss them in their mind. d. Naming : To give name to somebody or something.

Example : This is television.

e. Resigning : To accept something unpleasant that can not be change and avoid or to officially telling somebody that you are leaving your job.

Example : I resign from your company.

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2.1.1.5.Directives

Types of speech acts meant to make listeners take action in accordance with the desired by the communicator.

For example: “I would like to invite you all to do a new movement for Indonesia

is more advanced.

The words include in directives are :

a. Advising : To tell somebody what you think you should do in particular situation.

Example : He advise Mrs. Tina about the shipment.

b. Asking : To tell somebody that you would like them to do something. Example : My father says “ Open the window”!

c. Begging : To ask somebody for something especially in an anxious way because you want and need it very much.

Example : Don’t leave me. I beg of you.

d. Challeging : To request wether a statement or an action is right to accept. Example : They didn’t like if many people challeging their problem. e. Commanding : To tell somebody to do something.

Example : A goverment commanded to avoid a corruption.

f. Recommanding : To tell somebody that something is good or useful. Example : A teacher recommended some books to all students.

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h. Suggesting : To tell somebody about suitable person, thing, method for particular job or purpose or to put an idea in somebody’s mind.

Example : He suggests that his brother must be patient.

NO Kinds of Speech Acts The Direction of

Appropriateness

S = Speaker

X= Situation

1 Representatives Make words matching with world

S believes X

2 Expressives Make words matching with

world

S feels X

3 Commissives Make the world matching

with the words

S intends X

4 Directives Make the world matching

with the words

S wants X

5 Declaratives Words change the world S causes X

2.2. Techniques of Persuasion

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2.2.1. Rationalization

Rationalization technique use evidence which can be accepted by common sense to pave the way for the wishes, attitudes, decisions or actions that have been determined to be justified by the listener (Keraf, 1985:124).

For example : “Ladies and gentlemen, if we want to be a brain of our country, became heart of our country, became the backbone of our country!!. So wehave tomake sacrifices fora lot more thanwe have given. Iwant to tell you, thatwe

participate in political competition. Not want to seizepower. But making power

as a toolfor changegreatin the middle ofour society ..”

Speaker explains with reason of religious sacrifice shape that rests on the rule of sincerity in Islam.

2.2.2. Identification

The speaker tried to “making himself equal” with the listener or audience. Match is based on the common efforts made so, that the speaker can really feel and fulfill the wishes of listeners (Keraf, 1985: 125).

For example : “And last night, preceding this event, Icertainly understand, how we must respect theleaders, leadersof our nation,theleadersof our society, and

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Speaker tries to equate himself with the audiences because the speaker know that if he do that, then the listeners will feel interested because they have same vision and mission.

2.2.3. Suggestion

An attempt to persuade or influence others to accept a belief or establishment by using the power of words accompanied by a full and authoritative tone (Keraf 1985: 125).

For example : “We've been through a long turbulence during this year. And I

think today when we do muster here, we all witnessed thevictory sign.”

The words “a long turbulence” and “victory sign” used to give a sugestion to the listeners.

2.2.4. Conformity

It is a conforming act to something that has been intended or to make something is similar with the others. In campaign speech, this technique is applied to make the audience convinced with their ability. The candidates will adapt his or her self with people as the object of persuasive. This technique of conformity will present more to make the audience that their can present something which is suitable with the people want.

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That sentence is a persuasive sentence that use the technique of conformity. In this sentence, the presidential candidate is trying to interpret himself that he is the most knowledgeable about Indonesia, which recognize Indonesia. This is evident from the word “Prabowo-Hatta, Paling Indonesia”. In that example, presidential

candidate is trying to prove that he can do something like other people do.

2.2.5. Compensation

An act or the result of an effort to find a substitution thing which is unacceptable. This effort arises from the frustration of some previous situations. The candidates will utilize this situation to influence people that they can get or do the other thing in order to move from their frustration. Compensation is a process of finding alternative way in order to move away from unintended condition.

For example : “Garuda di dadaku, Lindungi dan Kembangkan pasar

tradisional”.

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2.2.6. Displacement

A process of displacing an intention or something which faced an obstacle with other means. In short, displacement is attempted to take mind off an emotion and avert it to the new object. It is the continuation of the previous technique.

For example : “Gerindra Menang. Prabowo Presiden”.

The sentence above indicates a displacement from Gerindra to be Prabowo. Gerindra is a party that carries Prabowo as a presidential candidate. If Gerindra win in the campaign, so Prabowo will be a president of Indonesia. This is shown in the phrase “Gerindra Menang. Prabowo Presiden”.

2.2.7. Projection

It is a technique to make subject become the object. If someone is asked to describe somebody whom he hates, he will try to describe a good thing for himself. A mistake that is done by somebody shifted the mistake to other people, and said that he has it. So, projection is a technique which presents the superiority and the weakness of the ability’s candidates to show the differences with other.

For example : “PRABOWO HATTA Indonesia Bangkit! Pilih SATU untuk Indonesia Makmur”.

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NO PERSUASIVE TECHNIQUES INDICATORS

1 Rationalization a. The justification for a problem. b. Not an absolute truth. tone of voice that is authoritative. d. Considered omniscient.

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b. Tried to divert the reader's attention to a particular object or goal.

7 Projection a. A technique to make attraction

becomes the object.

b. Properties that do not want to be recognized.

c. The transfer from one person to another or from one problem to another problem.

d. Describing good things about himself.

2.3. Functions of Persuasion

Persuasive speech act is a speech delivered by the speaker to the listener as an attempt to influence others to follow the desire or the will of the speaker. Message of persuasion is a proposition is designed sender of the message as a conscious effort to influence emotions message recipient using language symbols. Thus, persuasive messages designed to manipulate motives towards the objectives set.

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2.4. Persuasion

Communication can not be separated from the human life. No one can life without communicate. In communication science there is a persuasive. Persuasion is a verbal art that purposely convincing someone to obey what the speaker’s said in this

moment or in the present time. It means that the purpose of persuasion is the speaker tries to persuade the listener to act something with no violence and coercion. A persuader should make their object believe that they are trusted agent. So, people will decide a right decision by their consciousness. The persuasion can be used in political communication. For example, in every election, every candidates will conduct a campaign to announce their candidacy and ask support from others.

The primary key of the candidates to be elected in the general election is good communication. In a campaign, the candidates use persuasive utterances to influence the audiences, so they will give a support and select them as the country’s leaders. If the candidates can communicating well, then the public will give good respon. Likewise, if the candidates use bad communication, so the society will not be interested and tend to ignore the candidate.

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Persuasive communication is successful if the audience can understand the meaning of each sentence said by communicators, so the purpose of the communication can be achieved. To discuss and parse the persuasive utterances the researcher uses speech act theory, because persuasive and speech acts have same characteristics. For example, directive speech acts has same principles with persuasive. Because both of them have function to influence and ask other people to do something.

2.5. Campaign Speech

Political campaign speech is a speech that effort intended to influence the decision making process of voters and political campaigns often refer to the campaign in the general election. The message of the campaign is the protrusion of the idea that the candidate or candidates want to share with voters. Most strategic campaigns or candidates dropping other candidates who prefer to keep a broader message in order to attract the most potential voters. A message that is too narrow to be able to isolate the candidate or candidates with the voters or by slowing down the detailed explanations program.

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2.6. Review of Previous Studies

To understand more about persuasive strategies, the researcher reviews the previous studies. The first previous studies was done by Fatmah Nur (2005). She analyzed persuasive communication used by a mother to made her children wanted to do islamic activities, such as prayer, reading holly quran, fasting and so on. The aim of this study is to look at how persuasive communication of mothers and children in shaping the behavior of the child prayer performed on consciousness. Her research used an approach of simbolic interaction and used qualitative method. The simbols used was persuasive simbols that has functions as appeal and persuasion. In her research, she did a few stages include pre-field stage that she selected who will be the object of research and dig up information on the object to be studied. The second stage is she did a few stages to obtained the data, include observations by considering the process of persuasive communication that occured between mother and child and paid attention the prayer activities done by children.

Besides observation, she also did an interview with a way asked some questions that have been prepared before. The last stage is the analysis data that she had got.

The results of her study is very useful for parents to apply prayer activities in their child's behavior. Because many children who do not implement a religious order because of lazy and busy with school assignments.

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campaign speakers of the Regent and vice Regent election at Pasuruan, East Java. The specific aim of his study is to describe the patterns, strategies and culture-social norms of persuasive utterances used in the political campaign based on the pragmatic perspective. There are some similarities in Taufik’s research (2014) and this research.

The result of Taufik’s research could be concluded : (a) The patterns of persuasive utterances which are theoretically categorized into “directive speech acts”, mostly

used indirect utterances. These forms were actualized in the “directive speech acts” in

the forms of: assertive, commissives, expressives, and declaration. (b) Most of the strategies used by the speakers were indirect strategies. (c) Both the forms and strategies of persuasive utterances used in the campaigns mostly reflected the positive social norms, namely: the culture of politeness, the reciprocally helping, the unity or harmony, and the obedience to the kiai or ulama (scholars) so that the politeness values became higher. These speakers behaviors and attitudes can produce the “positive politeness”. Taufik (2014) uses descriptive qualitative approach, because he

explains and describes the persuasive utterances used by regent and vice regent in Pasuruan. In this thesis, the researcher also uses descriptive qualitative approach because in this research, the researcher describes and explains the persuasive utterances used by Barack Obama in his political campaign speeches in deeply to make the audience more understand about the content, the message, and the purpose of persuasive utterances.

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explain the types of persuasive strategies in Obama’ speeches (2009) such as using

hope, use emotion arousing word, using appeal for several emotion (pride), use appropriate fear appeal for several emotion (courage), use specific evidence and use evidnce to tell a story, and explain the language functions related to the persuasive strategies in Obama’s speeches such as referential, expressives, directives, and phatic.

He used qualitative approach. He used persuasive theory proposed by Bee&Bee (2012) and theory of language functions proposed by Holmes (1996). After conducted the research, he concluded that persuasive strategies was very needed in speech, especially in campaign speech. He also found the language functions related to persuasive strategies in Barack Obama’s speeches.

According to the previous studies above, this research has almost the same interest about persuasive utterances but has different object. The researcher hopes that this research will make the reader will be more understand about persuasive strategies. In this analysis, the researcher focuses on describe the kinds of speech acts contained in persuasive utterances in Barack Obama’s speeches, the functions of

persuasive utterance and the persuasive techniques used by Barack Obama to influence his audiences. In this study, the researcher compares the frequency of persuasive techniques used by Barack Obama in the first period and the second period of candidacy for US president.

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CHAPTER III

METHODOLOGY

The third part of this research is methodology which consists of research approach, data and data sources, research instruments, data collection, data analysis, interpret the data, and draw the conclusion.

3.1. Research Approach

As mentioned in the research problem, this study described about the kinds of speech act contained in persuasive utterances, functions of persuasive utterances and the persuasive techniques used by Barack Obama in his political campaign speeches. So, this research used descriptive qualitative. The researcher used this method because the researcher describes and analyzes every persuasive utterances in Barack Obama’s campaign speeches. This approach was chosen because it can provide in-depth and detailed understanding relating to a matter concerning the persuasive utterances used by Barack Obama in his campaign. Qualitative approach used in this study is intended to generate descriptive data in the form of words spoken or written from a human or a human behavior that can be observed. Moleong (1994) said that form of descriptive research are words, sentences, picture, not number. The purpose of descriptive research is to give clear explaination and description about the research object.

1.2. Data and Data Source

The data of this research were all of utterances in Barack Obama’s campaign speeches which contain the persuasive utterances. The data source is

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videos of Barack Obama’s campaign speeches. The researcher obtained the videos

of political campaign speeches from Youtube. The researcher chose videos of

videos from first period (2007-2008) and three videos from second period (2012).

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persuasive utterances, functions of persuasive utterances, and kinds of persuasive techniques), classified it into table, analyzed it and drawed conclusion. However the researcher also needed some tools, such as laptop, papers, pen, internet, and headset to help the researcher collected the data.

3.4. Data collection

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through observation of phenomena subject to be investigated by an intermediary tool. This study used data collection techniques indirectly. Because the researcher obtained the videos of political campaign speeches from Youtube.

Data is the most important aspect to conduct a research so, the data must be collected effectively, easily, and in a correct step. To collect the data, the researcher did some steps as follows:

1. The researcher searched and downloaded vidoes of Barack Obama’s campaign speeches from Youtube.

Figure 3.1 Search and Download Barack Obama’s Videos from www.youtube.com

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Figure 3.2 Search the scripts of Barack Obama’s speeches from http://www.americanrhetoric.com/barackobamaspeeches.htm

Figure 3.3 Search the scripts of Barack Obama’s speeches from

http://www.presidency.ucsb.edu/2012_election_speeches.php?candidate=44&doctyp

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3. The researcher matched the scripts with the videos by reading the scripts and listening Barack Obama’s videos.

4. And the last, the researcher used the scripts to find and collect the data of persuasive utterances uttered by Barack Obama in his potical campaign speeches by give underline.

Figure 3.4 Finding and Collecting Persuasive Utterances

3.5. Data analysis

The data analysis was done after the data were collected and classified description and interpretation to answer the various problems that have been mentioned above. To analyzed the data, the researcher established some steps, such as:

3.5.1. Identifying the kinds of speech act, functions of persuasive utterances,

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In this part, the researcher begins to identified the kinds of speech acts contained in persuasive utterances by Searle’s classification (representatives,

expressives, commissives, directives, and declaratives), functions of persuasive utterances , and persuasive techniques by Keraf’s classification (rationalization

techniques, identification techniques, suggestive techniques, conformities techniques, compensation techniques, displacement techniques and projection techniques). The researcher gave codes the data in order to make the researcher

easily to classify the data.

1. Codes for Kinds of Speech Acts a. Representatives will be codes R

b. Expressives will be codes E

l. Congratulation will be codes Co

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n. Curse will be codes Cu

o. Convince will be codes Con

p. Assert wil be codes As

3. Kinds of Persuasive Techniques a. Rationalization will be codes R

b. Identification will be codes I

c. Suggestion will be codes S

d. Conformity will be codes C

e. Compensation will be codes Cm

f. Displacement will be codes D

g. Projection will be codes P

Figure 3.4 Example of Identifying Data Note :

1c/1/Rep/Con/su :

Persuasive Techniques

Functions of Persuasive utterances Kinds of Speech Acts

Data 1

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3.5.2 Classifying and determining each kinds of speech acts contained in

persuasive utterances, functions of persuasive utterances, and kinds of

persuasive techniques.

The researcher classified the kinds of speech acts contained in persuasive utterances, functions of persuasive utterances, and kinds of persuasive techniques and put it in the form of table.

To know the highest frequency of kinds of speech acts contained in persuasive utterances, functions of persuasive utterances, and kinds of persuasive techniques, the researcher applied it in the precentage by using this formula:

Percentage of each kind: X 100 %

a : Frequency of each kinds of speech acts, functions of persuasive utterances, and kinds of persuasive techniques

b : The total number of frequency

No Kinds of Speech Acts Data Frequency Percentage

1. Representatives 2. Expressives

3. Commissives 4. Directives

5. Declaratives

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No Function of

Persuasives Utterances Data Frequency Percentage

1. Pressure

Table 3.2 Example of Classifying Functions of Persuasive Utterances

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6. Displacement 7. Projection

Table 3.3 Example of Classifying Kinds of Persuasive Techniques

3.6 Interpret the data

The next step was the researcher will analyzed the data of persuasive utterances based on speech acts classification by Searle’s theory, the function of persuasive utterances, and the persuasive utterances based on Keraf’s

classification. The researcher explained it in depth so, the readers can understand clearly.

3.7. Drawing conclusion

The last proccess of this research, the researcher made a conclusion about the finding of the kinds of speech acts contained in persuasive utterances based on Searle’s classification, functions of persuasive utterances, and the persuasive

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CHAPTER IV

FINDINGS AND DISCUSSIONS

In this chapter, the researcher analyzed the data which were collected from videos of Barack Obama’s campaign speeches in the first period and the second

period. The data were analyzed used speech act theory by Searle and persuasive techniques theory by Keraf. In the findings, the researcher described the process of collecting the data and the data finding. Then, in the discussion the researcher deduced the findings.

4.1 Findings

The researcher did the research and obtained the complete data from videos of Barack Obama campaign speeches in the first period and the second period. To gain the objectives of the research, the researcher had analyzed the data systematically and accurately. The data were analyzed in order to draw conclusions about the objective of the study.

The researcher described the findings in this chapter into three parts. The first part showed the description of kinds of speech act contained in persuasive utterances used by Barack Obama in political campaign speeches. The second part showed the description of functions of persuasive utterances used by Barack Obama in political campaign speeches. And the third part show the description of kinds of persuasive techniques used by Barack Obama in his campaign speeches to influnce his audiences

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to support him as a president. In this part, the researcher also compared the frequency of persuasive techniques used by Barack Obama in the first period and second period.

4.1.1 Kinds of Speech Act

Based on the data analysis, the researcher found 230 data about kinds of speech act contained in persuasive utterances. The table below showed the data of kinds of speech act contained in persuasive utterances which were divided into five kinds. It presented in total number and frequency of each kind.

No Kinds of Speech

Act

First

Period

Second

Period

Frequency Percentage

1 Representatives 38 51 89 38,6%

2 Expressives 2 0 2 0,8%

3 Commisives 0 6 6 2,6%

4 Directives 53 77 130 56,5%

5 Declaratives 1 2 3 1,3%

Total 230 100%

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speeches. Barack Obama uses directive utterances to influence his audience to support him as a president. Then, the researcher discusses the kinds of speech act in detail and also takes some examples.

4.1.1.1. Representatives

In this illocutionary, the speaker tied to the truth of the utterances that he said. Representatives are normally characterized by the use of words such as states, report, propose, complain, express opinions, and conclude, remind, and so on. In representatives, the speaker is considered to represent the world, so what he says must match with the reality in the world.

The representatives utterances that are found in this research is 89 data or 38.6%. In his campaign speeches, Barack Obama Often used representative utterances to convincing his audiences that he could be a good president in America. Here, the researcher takes example of representatives utterance that found in Obama's speeches.

Excerpt 1 Datum 1a/11

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In his campaign speech, Barack Obama has a goal to encourage and influence the audiences to choose him in the election. That sentence above is pronounced in a campaign speech delivered on February 10, 2007 at Springfield, Illinois.

The sentence “I stand before you today to announce my candidacy for

President of the United States of America” is an example of representative utterances contained in persuasive utterances. The purpose of that utterances is to state or give information to all Americans that he would run for president of the United States. From that speech, the readers get the information that Barack Obama will be a nomination to be a president of America. In pragmatics, that speech aims to motivate the audiences to support him in the presidential election.

Based on the speech, it is known that Barack Obama says the sentence to make audiences feel interested so, it can affect the mind and strengthen the hearts of the audience to select him. Therefore, Barack Obama tries to says words that could inspire the hearts of his audience. This fact can be seen from Barack Obama speech

that asserting “where I came to believe that through this decency, we can build a

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4.1.1.2. Expressives

Expressives utterance to express the speaker’s feeling. Some utterances that

included in expressives are expression of joy, sense of disappointment, apologizing, praising, thanked, congratulating, and so on. Expressives utterance has aims to express the feeling that is felt by the speakers. The utterance is expected to affect the audience to follow someone’s wishes.

The expressives utterances that found in this research whit the total of 2 data or 0.8%. In his campaign speeches, Barack Obama uses expressive utterances to give congratulating and thanked to his supporters. Here, the researcher takes example of

expressives utterance that found in Obama’s speeches.

Excerpt 2 Datum 1a / 3

Let me ... Let me begin by saying thanks to all you who've Traveled, from far and wide, to brave the cold today. I know it's a little chilly, but I'm fired up.

The example above is Barack Obama’s utterances pronounced in a campaign

speech delivered on February 10, 2007 at Springfield, Illinois.

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The example above is an expressive utterances contained in the persuasive utterances, because Barack Obama expressed his gratitude to his supporters who have came from far away to gave him support. It can be seen in the sentence “Let me begin by saying thanks to all you who've Traveled, from far and wide, to brave the cold today.” Barack Obama expressed his gratitude, then the audiences felt appreciated for the efforts that have been they did. When Barack Obama can attracts the audience’s sympathy, so the audience will do whatever he wants.

4.1.1.3. Commissives

Commissive utterances are act that requires a commitment from the speaker to take action in the future. The utterances are included in the commissive utterances are threaten, refuse, swear, promise, expressed the power and so on. In commissives, the audiences are invited or influenced to support a person in the election.

The commissive utterances that found in this research with the total of 6 data or 2.6%. In his campaign speeches, Barack Obama used commissive utterances to expressed his ability to be a good president for America. He promised to increased the welfare of Americans, to improved the quality of education for children, to gave the cheap education costs, stopped the wars in Iraq and Afghanistan, and made America to be a big country. Here, the researcher takes example of commissives utterance that found in Obama’s speeches.

Excerpt 3 Datum 2a / 11

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and science, train 2 million workers at community colleges, bring down the cost of college tuition. I want to use the savings from ending the wars in Iraq and Afghanistan to pay down our deficit, put our people back to work right here, doing some nation-building here at home.

The example above is sentences uttered by Barack Obama on his nomination to be president for second period. Campaign speech hold on October 19, 2012 in Fairfax, Virginia.

The sentence “I want every child to have the same chance at a great education that Michelle and I received” is commissive utterance contained in persuasive utterances. It means that if Barack Obama become a president, so he will provide equal education for every children in America as he had got. Barack Obama knows that every parent wants to give higher education for their children but at a low cost. Here, Barack Obama tries to influence the audiences by said “I want every child to have the same chance at a great education that Michelle and I received.” That sentence has function to persuade the audiences, because if they want to get education until the higher level in low cost, they should vote for Barack Obama as president.

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who is educated and also awares of the importance of education for everyone and the audience will support him with wholeheartedly.

The expression of promises expressed by Barack Obama in the data (2a/11) is promise expression that has aims to make audiences feel interested to support him. Therefore, Barack Obama tries to give something that is needed by the Americans when he become president in America and that promises are estimated will be able to hypnotize his supporters to vote for him in election.

4.1.1.4. Directives

Directives are speech acts used by the speaker to make the listener to do something as desired by the speaker. Different from other speech acts, the success of directive utterances lies in the respons of listeners who willtake actions. Some utterances which included in directives are commanding, ordering, request, invite, suggest, and so on.

The directive utterances that are found in this research with the total of 130 data or 56.5%. In his campaign speeches, Barack Obama often uses directive utterances to persuades and seduces the audience to support him becomes a president. Here, the researcher takes two examples of directive utterances that found in Obama’s speeches.

Excerpt 4 Datum 1a / 21

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give them better pay and more support in exchange for more accountability. Let's make college more affordable, and let's invest in scientific research, and let's lay down broadband lines through the heart of inner cities and rural towns all across America. We can do that.

The above example is a sentence uttered by Barack Obama on his nomination to be president for first period. His campaign speech hold on February 10, 2007 in Springfileld, Illinois.

During the campaign, Barack Obama always said that his mission for became president were to provided cheap education costs, created more jobs and gave them a decent salary, improved the economy in the United States. All the sentences are intended to influence the thinking of the audience so they will choose hims as president.

The example above is a directive sentences contained in persuasive sentence.

That sentences have value “to invite” someone to create better circumstances. The

facts can be seen from the sentence “Let us be the generation that reshapes our

economy to Compete in the digital age.” Barack Obama uses the word “let us” to invite his audiences to increase the economy of America. If the economy increases, the prosperity and welfare of the Americans will be better.

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Excerpt 5 Datum 2b / 47

That's why I'm asking for your vote. And if you give me your vote, I promise you, you will always have a President who hears your voices, who will fight for your families, who will spend every waking moment thinking about how to make your lives a little bit better. The example above is sentences uttered by Barack Obama on his nomination to be president for second period. His campaign speech hold on October 27, 2012 in Nushua, New Hampshire.

That sentences are a directive sentences because it has value “to ask”. The fact

can be seen from the sentence “I’m asking for your vote.” Barack Obama asked

support to his supporters in order to win in the election so, that he could become president in America for the second time. That sentence also has persuasive value, because Barack Obama tries to persuade or seduce his supporters to select him by states that if he becomes a president, he will listen to all the aspirations and voices of all citizens and he will make the Americans’s live be better. The fact that can be seen

from the sentence “if you give me your vote, I promise you, you will always have a

President who hears your voices, who will fight for your families, who will spend

every waking moment thinking about how to make your lives a little bit.”

4.1.1.5. Declaratives

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existence of conformity content with the reality, such as resign, christen, dismiss, name, sentence, excommunicate, divorce, for example open in the exhibition,

consecrate, promote in hire employees, and so on.

The declarative utterances that found in this research with the total of 3 data or 1,3%. In his campaign speeches, Barack Obama used declarative utterances to change a situation. Here, the researcher takes example of declarative utterances that

found in Obama’s speeches.

Excerpt 6 Datum 1a / 30

But all of this can not come to pass until we bring an end to this war in Iraq. Most of you know - most of you know that I opposed this war from the start. I thought it was a tragic mistake. Today we grieve for the families who have lost loved ones, the hearts that have been broken, and the young lives that could have been. America, it is time to start bringing our troops home. It's time - It's time to admit that no amount of American lives can resolve the political disagreement that lies at the heart of someone else's civil war. That's why I have a plan that will bring our combat troops home by March of 2008. Let the Iraqis know - Letting the Iraqis know that we will not be there forever is our last, best hope to pressure the Sunni and Shia to come to the table and find peace.

The example above is sentences uttered by Barack Obama on his nomination to be president for first period. His campaign speech hold on February 10, 2007 in Springfield, Illinois.

The sentence of “Most of you know that I opposed this war from the start. I

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opposed the war in Iraq. The emergence of statements because Barack Obama knows that the war would be bad for the country and will afflicting for Americans. Thus, Barack Obama says that he opposed all kinds of war.

The persuasive value in that sentence appear in the statement to give audiences attraction, that make convincing the supporters that Barack Obama will make America becomes a peace-loving country. It can make the audiences motivated to choose him in the election. The indicator of persuasive utterances in declarative utterances can be seen from the mode of his utterances which shape of declarative statements.

4.1.2. Functions of Persuasive Utterances

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7. Persuasion 19 21 40 17,3%

8. Appeal 2 1 3 1,3%

9. Invitation 10 7 17 7,3%

10. Urging 2 - 2 0,8%

11. Prohibition 4 5 9 3,9%

12. Congratulation 2 - 2 0,8%

13. Permission - - 0 0,0%

14. Curse - 2 2 0,8%

15. Convince 24 32 56 24,3%

16 Assert 15 19 34 14,7%

Total 230 100%

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4.1.2.1. Command

Command is telling someone to do something that is desired by the speaker. Command included in the function of persuasive sentence because it can make someone to do what we say. In this study, the researcher found some data included in the function of command and the total of 4 data or 1,7% from 230 data. Here, the researcher described the example of persuasive sentence which has function of commanding.

Excerpt 7 Datum 1a / 1

Hello Springfield! ... Look at all of you. Look at all of you.

Goodness. Thank you so much. Thank you so much. Giving all praise and honor to God for bringing us here today. Thank you so much. I am ... I am so grateful to see all of you. You guys are still cheering back there? [To audience on left.]

The example above is sentences uttered by Barack Obama on his nomination to be president in his first period. His campaign speech hold on February 10, 2007 at Springfield, Illinois.

Gambar

Figure 3.1 Search and Download Barack Obama’s Videos from
Figure 3.2 Search the scripts of Barack Obama’s speeches from
Figure 3.4 Finding and Collecting Persuasive Utterances
Figure 3.4 Example of Identifying Data
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