Dole's Acceptance Speech -- 1996 --

Rhetorical Situation:

Subject: Presidential acceptance speeches have a number of formal expectations. They need to 1) establish a theme for the campaign and for the prospective presidency: this requires that the candidate inform the public of goals, minimize distortions of his/her plans, and create expectations about what is to come in the campaign and presidency, 2) distinguish the candidate from the opposing candidate, 3) isolate a distinct reason why the candidate should be elected president, and 4) should be presidential in tone. The last characteristic means that the acceptance speech rarely explicitly attacks the opponent, given that such an attack would make the candidate appear too partisan, and not presidential. Dole also faced a unique problem: he wanted to address the character issue, but he also recognized the importance of the economy, since his 15% tax cut was the key policy issue on which he was running. This dual focus is a difficult one to maintain, given that ethics is usually assessed independent of economic concerns. Dole attempted to negotiate this tension by saying materiel wealth is important, but not as important as ethics.

Audience: Two main audiences exist: the convention delegates and the American electorate (non-voters are not really an audience, although those who are probably going to vote are -- these folks you want to motivate to vote). Within the electorate, there also are two main audiences: pro-candidate voters and the uncommitted. Most candidates want to maintain the beliefs of the committed and alter the beliefs of the uncommitted. Those who are staunchly for the opposing candidate are usually ignored as an audience, given it is unlikely that their views can be changed. The main problem is reaching the audience members, and making them believe their votes count. Also, a growing number of the electorate are cynical about politics, so the candidate needs to convince them that politics still matter. Uniquely for Dole, he faces the problem that he is behind in the polls. He had gotten a "bounce" out of the convention, but he needed to maintain that upswing, and convince his party and the electorate that he was still a viable candidate.

Rhetor: Dole faced a number of problems, but also had resources he could draw on. He often is perceived as unfeeling and mean-spirited, two characteristics that are distinctly un-presidential. In many ways, he could not simply say, "Hey, I'm a nice guy." Instead, they used his daughter and wife, in earlier speeches, to introduce him as a human being. He also has a long record, which can be used to prove that he is an effective leader, or can be used against him (like his vote on Family Medical Leave). He needs to explain and present in a positive light his past record. This is particularly difficult given his past role: Senate leader of the Republicans. His role of senate leader often called on him to compromise, so that the best deal could be passed. This willingness to compromise lost him favor with some of the more conservative members of the party. Dole also faced the problem than many thought him too old to be president.

Elements:

1) thesis/purpose: Dole had an additional purpose, which was to recreate himself, hence the extensive section on "who am I that stands before you?" People had seen Dole only as a political broker on the hill, deeply tied to party. He needed to introduce himself as a distinct individual, who could transcend party politics. He also wanted to answer the age criticisms, hence the section on "Age has its advantages." The speech had two main theses: 1) "The triumph of this nation lies not in its material wealth but in courage, sacrifice, and honor," and 2) "my economic program is the right policy for America."

2) audiences: the party and committed voters, and the undecided. In many ways, the ethics message was targeted to committed Republicans, while the economic message was targeted at uncommitted voters.

3) tone: the attitude toward the audience, was in some cases one of sympathy. For example, when discussing ethics, he says that the people were "gravely insulted." This also takes on a tone of outrage, when he indicates the insult was that they were told that only material issues mattered. He also carries this sense of sympathy/outrage when he discusses how much money the government takes: indicating the "government should apologize for taking too much [money]". He also uses high style, not a conversational tone, throughout the speech. If it is true that age has its advantages, such a tone is appropriate. Examples of high style include the paragraphs beginning: "As my voice echoes across darkness and desert. . . .", "There is no height to which I have risen. . . .", "But one must never. . . ." He is not as informal as Clinton, in part because he does not have the advantage of incumbency. He needs to appear presidential. However, a few times he slips out of this high style, for example : "the Clinton administration just doesn't get it."

4) evidence: the evidence differs depending on the section. When discussing economics, he focuses on clear statistics. In the section on ethics, he appeals to values.

5) structure: he introduces himself, which needs to be done first so that the people listen to him as a candidate, not a senator. He then discusses the ethics issue, reinforcing that it is more important than economics. Then he discusses the tax cut and its economic implications. He concludes with a series of individual policies where Clinton has failed, and he has distinct solutions. A few places in the speech, structure also plays an important role: for example, when he talks about immigration, he immediately moves to a discussion of racism, so that his criticism of immigration does not appear racist.

6) persona: Dole takes on the role of an elder statesman -- one who can talk about "right conduct," "truth," and "sacrifice." He also draws on his military experience to prove he is someone who is willing to sacrifice, which allows him to conclude: "Tonight, I stand before you tested by adversity, made sensitive by hardship, a fighter by principle, and the most optimistic man in America."

7) strategy: His overall strategy is to prove he has the maturity and experience to run the country with honor and dignity. This is how he addresses the concerns about age -- it is not a drawback, but has the benefits of experience. He uses the metaphor of being a bridge to a "time of tranquillity, faith, and confidence in action." (note, he does not say build a bridge, but that he will be the bridge -- an ability he uniquely possesses because of his age). He also addresses issues of character, and critiques Clinton. He faces a problem with this, however, in that direct attacks on an opponent in an acceptance are frowned upon as making one appear non-presidential. So, many of the attacks are not direct, but are implied (i.e. "good presidents and good candidates don't run from the truth," the village comment, "And to anyone who believes that restraint, honor, and trust in the people cannot be returned to the government, follow me," "we have had a leadership that has been unwilling to risk the truth" and "the high office of the presidency requires not a continuous four-year campaign for reelection"), or are filtered through a group (i.e. "within the Clinton administration a corps of elite who never grew up). His second main strategy is to appeal to social conservatives by making arguments about family values, social issues, and Clinton's character, and to fiscal conservatives by making arguments about the economy. However, he has to recognize that the Clinton administration is getting credit for the strong economy. So, he argues that the benefits of the economic upturn ought to be felt by the people in the form of lower taxes. Dole challenge is to meld these two messages. Unfortunately, he makes the argument that the Clinton approach to the economy insults the public, implying that the economy is more important than ethics. However, Dole could be accused of implying the same thing when he goes into such detail about the material benefits of his tax plan.