ǂa ǂpsychoanalytical observation of Obama's marketing rhetoric and discourse
Mirt Komel (Author), Karmen Šterk (Author)

Abstract

Theoretical psychoanalysis, as developed from Jacques Lacan to Slavoj Žižek, provides us with conceptual tools to rethink Obama's political rhetoric as a postmodern marketing discourse, which aims not at fulfilling consumers' needs and/or satisfying their demands but rather aims at a discursive entrapment of their desire and/or its phantasmatic scenario. The article analyses the 2008 and 2012 Obama presidential campaign, and his renown Cairo speech by demonstrating the three catchphrases Yes we can!, Hope, and Forward! as embodiment of the three unconscious scenarios of the American dream. The three sound bites are designated as master signifiers of Obama's empty speech, the Lacanian concept which enabled understanding the ups and downs of the zeal and the spell of the charismatic Obama Effect.

Keywords

Predsedniške volitve;Retorika;Teorija diskurza;Teoretska psihoanaliza;Združene države Amerike;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL FDV - Faculty of Social Sciences
UDC: 159.964:324-057.91(73)
COBISS: 33090397 Link will open in a new window
ISSN: 0040-3598
Parent publication: Teorija in praksa
Views: 748
Downloads: 87
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Other data

Secondary language: Slovenian
Secondary abstract: Teoretska psihoanaliza, kakor se je razvijala od Jacquesa Lacana do Slavoja Žižka, se ponuja kot ustrezno konceptualno orodje za premislek Obamove politične retorike kot postmodernega marketinškega diskurza, ki ne cilja na zadovoljevanje potrošnikove potrebe in/ali zahteve, marveč na diskurzivno zajetje njihovih želja v svoj fantazmatski okvir. Članek analizira retoriko Obamovih predsedniških kampanj iz let 2008 ter 2012 in sloviti govor v Kairu z leta 2009 kot primere, kako trije slogani Yes we can!, Hope in Forward! utelešajo tri nezavedne scenarije ameriškega sna. Vsi trije so opredeljeni kot označevalci gospodarji Obamovega praznega govora, lacanovskega koncepta, ki omogoča razumevanje vzponov in padcev zanosa karizmatičnega Obamovega učinka.
Secondary keywords: Presidential elections;Rhetoric;Discourse theory;Theoretical psychoanalysis;United States;
URN: URN:NBN:SI
Type (COBISS): Not categorized
Pages: str. 1131-1147, 1405
Volume: ǂLetn. ǂ51
Issue: ǂšt. ǂ6
Chronology: nov.-dec. 2014
ID: 9169605
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