1

Dates Barack Obama President Barack Obama

Michelle Obama Obama for America

David Plouffe

11/05 Thank you

11/10 Thanks for everything you did to elect Barack and Joe

11/12 Thank you for everything

11/18 Thanks to you, this country has an historic opportunity. …

11/25 Thanks

12/02 5:24PM Thank you

12/02 11:35PM Thank you

12/05 Thanks

12/09 Thanks and happy holidays

12/10 Thank you for your continued support

12/17 Thank you for being part of this important moment

12/23 Than you for all you do and have a very happy holiday season

12/30 Thank you

BARACK OBAMA’S VIRTUAL STYLE IN HIS INTERNET MESSAGES TO HIS SUPPORTERS (11/05 – 02/02)

Dr Jacques COULARDEAUUniversité Paris 1 Panthéon Sorbonne

2

01/03 Thank you for your extraordinary efforts throughout the campaign.Happy New Year

01/06 Thank you for everything you’ve done to bring us to this moment.

01/08 Thank you for everything you’ve done and happy New Year

01/09 Than you for everything[Thank you for everything you’ve done and happy New Year.]

01/12 Thank you

01/18 Thanks

INAUGURATION

01/23 Thank you

02/02 Thank you

Dates Barack Obama President Barack Obama

Michelle Obama Obama for America

David Plouffe

3

OSCILLATION OF YOU AND WE (1)

• “You were there for this campaign when we needed to reach out to more voters and compete in more states. Now we’re relying on grassroots supporters like you to come through for this movement once again.” (11/12)

• “Barack is bringing together some of the best minds in the country to make swift progress on the economic challenges we face. […] You’ll be instrumental in generating support to pass legislation that puts America on the road to recovery.” (11/25)

• “I [Barack Obama] don’t want you [individual sendee generically referring to all] to forget how we [the team + the supporters]. You [individual sendee generically referring to all] made history every single day during this campaign – every day you [individual sendee generically referring to all] knocked on doors, made a donation [note the singular here that implies “you” is a singular], or talked to your family [note the singular here that implies “you” is a singular], friends, and neighbors about why you believe it’s time for change. I [Barack Obama] want to thank all of you [plural, all the supporters] who gave your time, talent, and passion, and I’ll be in touch soon about what comes next. But I [Barack Obama] want to be very clear about one thing… All of this happened because of you [individual sendee generically referring to all]. Thank you [individual sendee generically referring to all]. (11/05)

4

OSCILLATION OF YOU AND WE (2)

• “These appointees will be tasked with strengthening current alliances and forging new ones, protecting our citizens [all American citizens] at home, defending against our enemies [this “our” refers to the country itself as a whole], and promoting our values [All Americans, all those who believe in America, citizens and non-citizens] and moral leadership throughout the world.” (12/02)

• “Our country is facing great challenges, but we also have an unprecedented opportunity to bring change. Renewing America’s promise begins with the idea that we rise or fall as one nation and one people. Barack and Joe hope that people all across this country will come together around the inauguration and sh nation in difficult times has never been are their passion for the change we need.” (12/17)

• “Our ability to come together as a nation in difficult times has never been more important. (02/02)

5

TENSES (1)

• “The Democratic National Committee poured all of its resources into building our successful 50-state field program. And they played a crucial role in helping Barack win in unlikely states like North Carolina and Indiana. We even picked up an electoral vote in Nebraska. […] The DNC began building a 50-state organization in 2005. The infrastructure they put in place over the last four years opened up a new batch of battleground states where a Democratic nominee hadn’t been [Pluperfect: a past action anterior to another past action, but brought back to that second past reference to create a past retrospective perspective: the balance of a past action anterior to another past reference at the time of this reference] competitive for a generation. In the final few months, the DNC went above and beyond to expand out ground efforts ensure victory. We couldn’t have won this election without their support.” (11/10)

• You’ve already invested in the future of this country – whether you voted, donated money, helped organize your local community, or got involved in countless other ways.” (01/23)

• “I’ve consulted with Republicans as well as democrats to put together a plan that will address the crisis we face.” (02/02)

6

TENSES (2)

• “I’ve consulted with Republicans as well as democrats to put together a plan that will address the crisis we face.” (02/02)

• “You’ve built an organization in your community and across the country that will continue to work for change. […] Your hard work built this movement. Now it’s up to you to decide how we move forward.” (11/18)

• “you can submit … and then invite”, “you can help restore”, “making your friends, family and neighbors understand”, “I can rely”, “if you can’t host or attend … you can still submit … and then share …”

• “this administration is investing in economic growth and stability”, “how every penny in this plan is being spent”

• “The economic crisis is growing more serious every day, and the time for action has come”

• “is on the way”, “restore confidence in our economy by making sure …”, ”this weekend”, “as we lead our country to recovery”

• “At the house meetings, you’ll reflect on our campaign, discuss the future of this movement and identify some ways to get involved in your community.” (12/09)

7

RHETORIC (1)

• YOU MADE HISTORY

EVERY SINGLE DAY

DURING THIS CAMPAIGN

• EVERY DAY

YOU KNOCKED ON DOORS

MADE A DONATION

(1) TALKED TO YOUR FAMILY

FRIENDS

AND NEIGHBORS

(2) ABOUT WHY YOU BELIEVE

(3) IT’S TIME FOR CHANGE

• “Sign up now to receive more information about inaugural events – including

Service projects,

Parades,

Whistle-stop rallies,

Ticketed events,

And ways to get involved in your local community.” (12/17)

8

RHETORIC (2)

• “If you make a donation – of any amount – to make the Inauguration a success, you and a guest could be

Flown to Washington, D.C.

Put up in a hotel

And be there

As Barack is sworn in

As the 44th President” (12/30)

• “You could be chosen

To fly to Washington

And attend

THE WELCOME CEREMONY

THE INAUGURAL PARADE

THE SWERING-IN

And AN OFFICIAL INAUGURAL BALL” (01/03)

• “Cynthia Russell from Newberry, Florida, and her guest will attend

THE WELCOME CEREMONY

BARACK’S SWEDARING-IN

THE INAUGURAL PARADE

And OUR NEIGHBORHOOD INAUGURAL BALL” (01/06)

9

RHETORIC (3)

• “And if you make a donation of any amount before midnight tonightYou could be selected to come to Washington, D.C.And be part of

THE WELCOME CEREMONYTHE SWEARING INTHE INAUGURAL PARADEAnd THE INAUGURAL COMMUNITY BALL”

(01/08)

• “Ten supporters and their guests will be selected To come to Washington, D.C.And attend

THE WELCOME CEREMONYTHE SWEARING INTHE INAUGURAL PARADEAnd THE NEIGHBORHOOD INAUGURAL

BALL” (01/09)

• “If you want to be important – wonderful.If you want to be recognized – wonderful.If you want to be great – wonderful.

But recognize that he who is greatest among you

Shall be your servantThat’s a new definition of greatness.” (01/12)

10

RHETORIC (3)

• 12 And Jesus went into the temple of God,

and cast out all of them that sold and bought in the temple (1),

and overthrew the tables of the moneychangers (2),

and the seats of them that sold doves (3),

13 And said unto them,

“It is written, (1)

My house shall be called the house of prayer; (2)

But ye have made it a den of thieves.” (3)

11

VISUALS (1)

Make a donation of $30 or more now to help the DNC pay for these efforts, and you'll get a commemorative 2008 Victory T-shirt.

Please make a donation today and get your 2008 Victory T-shirt:

12

VISUALS (2)

Make a donation – of $30 or more – now to help – the DNC – for these efforts

and you’ll get – a commemorative

– 2008 – victory – T-shirt

Visual element:On the left one of these shirts, FRONT and BACKThen on the right a lexical box, which brings it to three visual elements

In the lexical box:DONATE $30 OR MORE

AndGet a commemorative

2008 VICTORYTSHIRT

DONATE NOW[…]

Please – make a donation today – and get your 2008 Victory T-SHIRT.