INTERTEXTUALITY, INTERDISCURSIVITY

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1、INTERTEXTUALITY,INTERDISCURSIVITYANDIDENTIFICATIONINTHE2008OBAMACAMPAIGNNeilFoxleeUniversityofCentralLancashire,UnitedKingdomAbstract:ThisstudyarguesthatakeyfactorinBarackObama‟sabilitytomobilisesupportforhissuccessful2008presidentialcampaignwashisuseofmulticulturalintertextualreferencesin

2、ahybriddiscoursewithwhichdifferentethnicaudiencescouldidentify.Obama‟srhetoricdrewontwodiscursivetraditionsinparticular:thatofAbrahamLincolnandtheFoundingFathersontheonehand,andthatofMartinLutherKingandtheCivilRightsmovementontheother.Bycombiningexplicitandimplicitreferencestobothtradition

3、sinhisspeeches,andbyinterweavingthewhitemythofanAmericafoundedinfreedomandequalitywiththeblacknarrativeofajourneytowardsfreedomandequality,ObamawasabletopersuasivelypresentaunifyingmetanarrativethatembodiedaninclusiverewritingoftheAmericanstoryandtheAmericanDream,offeringAmericansacommonfu

4、turethatconnectedwiththeirvariouspasts.InadditiontoexaminingObama‟s“YesWeCan”andvictoryspeeches,thestudyillustrateshowhecreatedadialogicalrelationshipwithdiverseaudiencesbyreferringtoexamplesofthemanyYouTubevideos–somethemselveshybridcreationswhichcombinedmusicandimageswithsamplesfromhissp

5、eeches–thatheinspiredduringthecourseofhiscampaign.Keywords:Obama;hybridity;identity/identification;intertextuality;interdiscursivity;rhetoric.Thisstudyaddressestwoofthethemesoftheconference,identityandhybridity,orratheridentificationandhybridization.Specifically,itexamineshowBarackObamaman

6、agedtopersuadeavarietyofethnicaudiencestoidentifywithhis2008presidentialcampaignthroughtheuseofintertextualreferences(somemusical)andbycombiningorhybridizingtwodiscourses:thediscourseofAbrahamLincolnandtheFoundingFathersoftheUnitedStatesontheonehand,andthediscourseofMartinLutherKingandtheC

7、ivilRightsmovementontheother.Iwillfocusonthreethings:firstontheslogan“YesWeCan”anditsmulticulturalassociations;thenonthestorywhichObamabuiltarounditintheJanuary2008speechwhichfirstbroughttheslogantoattention;andfinallyhisvictoryspeechinNovemberthatyear.Tobegin