The rhetorical presidency encompasses all the ways a president communicates and acts. These rhetorical elements of the job are not prescribed in the Constitution and as a result it is the presidents themselves who help shape the cultural understanding of presidentiality, of what it means to be president. When President Barack Obama participated in a œSlow Jam the News comedy sketch on Late Night with Jimmy Fallon in 2012, he took the rhetorical presidency to a place it had never been before. This choice established a new genre of presidential rhetoric that President Obama would rely on throughout his time in the White House”communicating directly to target audiences via the YouTube bully pulpit. The aim of this thesis is twofold: first, provide historical context for presidents utilizing comedy and new forms of mass media for political ends; and second, rhetorically analyze select comedic YouTube videos to reveal how President Obama reshaped the rhetorical presidency to create new opportunities to succeed both culturally and politically.

Shortly after his inauguration in 2009, President Barack Obama set to work on health care reform. Little more than a year later the President signed the Patient Protection and Affordable Care Act, which achieved a goal of so many previous administrations, into law. In order to encourage the passage of health care reform, Obama promoted a health care crisis in America. This study examines the President's rhetoric surrounding the health care crisis in order to explore the characteristics of a potential sub-genre of presidential discourse—domestic promoted crisis. Textual analysis of the President's remarks on health care revealed five strategies used in order to promote this crisis to the American people and encourage legislation to resolve it. In addition to characteristics, the concept of promotion of crises is discussed. / Master of Arts

This project examines the foreign policy rhetoric of Bill Clinton in the post-Cold War world. My reading of Clinton’s rhetoric reveals that a change/order binary underwrote his oratory. Clinton defined change as being the underlying guidepost of the post-Cold War international setting. Order was defined through how he could guide, shape, direct, and manage American foreign policy in a sea of change, represented through his use of what I call America’s foreign policy vocabulary. This lexicon is based on three rhetorical components—the definitions of America’s role in the world, identification of the enemies we face, and the grand strategy we use to achieve American interest—have been a resource for presidential foreign policy discourse since America’s founding. Clinton’s use of this vocabulary maintained continuity in its use with his predecessors, but he also modified it in key ways to deal with the changes of the global environment. These modifications positioned Clinton to direct and manage the change to serve American interests which offered a semblance of order for American foreign policy in a sea of international disorder.

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Les études rhétoriques ont documenté la pertinence de la rhétorique présidentielle et le pouvoir du président de définir les enjeux publics par le discours. Cette recherche porte sur les pratiques rhétoriques par lesquelles l'ancien président mexicain Calderón a défini la lutte contre la drogue qui a caractérisé son administration. Je soutiens que Calderón a avancé une définition du problème de la drogue par des pratiques de définition telles que l'association, la dissociation et les symboles de condensation. Mon analyse 1) identifie les pratiques rhétoriques de définition qui ont caractérisé la lutte à la drogue de Calderón; 2) examine les implications de ces pratiques; et 3) aborde les limites auxquelles les politiciens font face en tentant de modifier des définitions préalablement avancées. En conclusion, j’explique comment les métaphores et les pratiques de définition de Calderón ont ouvert un espace rhétorique où les droits humains pouvaient être révoqués et la violence encouragée. / Rhetorical studies have shown the significance of presidential rhetoric and the president’s power to define public issues and policies through discourse. This research addresses how former Mexican president Felipe Calderón defined the fight against drugs that characterized his administration—and the later process of changing his definition. It argues that through the definitional practices of association, dissociation and condensation symbols, Calderón advanced a particular definition of the drug problem in Mexico. Relying on the analysis of presidential public speeches and TV spots, I 1) identify Calderon’s key rhetorical practices of definition; 2) discuss the implications of those practices and the political definitions they sustain; and 3) address the limits politicians face when attempting to change a definition they initially advanced. In conclusion, I discuss how the set of metaphors and definitional practices advanced by Calderón opened up a rhetorical space where human rights could be dismissed and violence encouraged.