Marketing Strategy For The Chevy Volt Marketing Essay

Marketing Strategy For The Chevy Volt Marketing Essay In November of 1911, Louis Chevrolet, William Little and Edwin Campbell integrated the Chevrolet Motor Company. Chevrolet offers an assortment of motorized vehicles to the general public such as subcompact cars, sports cars, luxury cars, trucks, SUVs, and vans. Chevrolet made the cut and will continue to serve its customers for years to come, stated Nick Kalapos the Times leader in a documentary about Chevrolet being the leader in their community (15). Chevrolet continues to be on top with performance, price, fuel economy, and value leader for General Motors North America (13). Many people are becoming more aware of global warming and they are trying to find various ways to become more environmentally friendly. Record oil prices have pushed consumers toward fuel efficient vehicles and have prompted many governments to consider electric transportations as a way of traveling (5). Research shows that consumers want eco friendly cars. About 68 percent people say that they are willing to buy an eco friendly car within the next couple of years (1). Will Buss said that in reference to Newtons Third Law of Motion, consumers have reacted to gas prices, which have soared to record levels, by buying fewer gas-guzzling sport-utility vehicles and more of the fuel-efficient and hybrid-powered variety. As consumers become more aware of how harmful emissions are and how much oil prices continue to rise they will be more willing to buy and the need for electric cars and hybrids will take over the automotive marketplace (1). Chevrolet is searching for those who are willing go the extra mile to be early adopters for the new Volt that will hit the market in late 2010. The people who are going to be more interested in the Eco friendly cars are the Generation Y consumers, says James Schroer. As Generation Y grows up they are going to demand for their vehicles to become more environmental friendly. Gen Y consumers have grown-up up to be technology savvy and they are known to be more familiar with technology than any other generation (1). By developing high technology that could be appealing to the consumers it would entice drivers to plug in rather than filling up (5). Chevy Volt has soaring technology that will give buyers a smart phone application that will let the owners control key vehicle functions along with On star. I phones, blackberries and android phones will be available with the electric car. Remote access will also be possible from a cell phone web browser that will have applications for starting , locking and unlocking the doors, security system arming and disarming commands, and trunk popping. Also there are applications for honking the horn so people will be able to locate their cars easily. The Chevy volt has new technology innovations for the generation Y. As this generation matures and gains more power, their influence will spread across the country (4). There are also some cultural issues to deal with when it comes to electric cars. Some Issues about the electric car depends solely on the time the vehicle will come out, the cost of the Volt and most importantly the consumers (5). Americans want to do good things for the environment, as long as they do not have to compromise performance, convenience, or comfort which causes a major issue (1). Americans only want to do what is suitable and as long as it does not affect their everyday life. Many Americans have a large family which requires them to need a bigger vehicle like a SUV making a gas eating vehicle more suitable than a small electric car. Bigger issue that arises is the lack of batteries that are available. Many car manufactures have been slow to commit to their decisions about electric vehicles, because they are unsure about how many people will want to purchase the electric car. Without orders being placed battery manufactures cannot invest in the time and money that is necessary to produce the batteries at a timely fashion. Gassenheimer says that he has concern that the United States will trade their dependence on the Middle Eastern oil for a reliance on Asian batteries (5). Many experts say that Western companies have more experience in technology and Asians are the leaders in producing Lithium-iron batteries for electronics. A concern for the U.S is that they really dont know if they have the resources or capabilities to produce mass loads of Lithium-iron batteries and the same concern goes for Europe. So a major concern arises about where the Lithium-iron batteries are going to be made. This is a huge issue due to Asians being the only ones that are experienced in making loads of Lithium-iron batteries. An issue about shipments of the Lithium-iron batteries is that its on a strict International Regulation that would be placed on goods making these goods being labeled in the dangerous goods category. Tollefson stated, When the first generation of anything comes out, to a certain extent car manufactures are rolling the dice and this is the biggest roll of the dice anybody has ever made (5). With the rising gasoline prices and consumers growing preference for environmentally-friendly technologies, the hybrid car market has grown tremendously. Toyota, being a huge competitor to General Motors captured the largest percentage of the hybrid car market. Automobile companies such as DaimlerChrysler, Ford and General Motors (GM) have agreed to double their annual production of energy efficient vehicles by 2010. With all the environmental issues going on, nearly all automobile companies are scrambling to be the first and best new electric or hybrid on the market. Shane Donahue stated, Our competitors and others are pursuing similar technologies and other competing technologies, in some cases with more money available. There can be no assurance that they will not acquire similar or superior technologies sooner than we do. With that being said, it can be recognized that General Motors feels that their competitors are one step-ahead of them in the hybrid car market. The GM Chevy Volt will enter the market as a direct competitor to the Toyota Prius hybrid and the Honda Insight hybrid. The Toyota Prius is only a conventional hybrid, the Volt is essentially a plug-in car that has to affirm the companys ability to innovate and turn the company around. However, Nissan has announced that it will beat the Volt to market in fall 2010 with its Nissan Leaf, which boasts a 100 mile range on a charge. The Leafs target launch date will beat General Motors Volt plug-in hybrid, and while Japans Mitsubishi and Subaru both launched EVs for sale to fleets in Japan last month, the cars are smaller, lower-speed, city cars with far less range than the 100 miles-per-charge, claims Nissan for the Leaf. With the Chevy Volt and Nissan Leaf threatening to steal the green car market, Nissan is accelerating its plans for a plug-in version of the Prius (19) Ford has also announced that it will produce a battery-powered version of its Focus, called Focus EV, in late 2011. As well as many other companies are working on electric cars such as the BMW City, Dodge Circuit, Tesla Model S, and Chinas BYD E6. Although they are way more expensive, Tesla has actually sold a few of its cars, which gives it some advantage. Another eco friendly competitor of Chevrolet is Zenn. Their marketing slogan is Zero Emission and No Noise. The Zenn does not use gasoline but is all electrical The Zenn companys idea on eco friendly cars is about purity and original feeling. The Volt needs at least 8 hours for it to charge fully, but the Zenn can take as little as 4 hours to get a full charge. The price of owning a Zenn is half the cost of the 2010 Volt which has not even hit the market yet. The Zenn has been stated in Time magazine as small, inexpensive electric vehicles that can be charged to cover enough miles to handle the daily commute. (20) The Zenn is a Canada based company which has already launched the car in Canada and in the United States. Its sales are increasing with the concerns of a bad economy. A Zenn has significantly less parts than a regular vehicle that will have to be maintained on a regular basis. The owner will never have to worry about changing the oil, replace a filter or muffler and there i s absolutely no need for an emission test. Chevrolet has many routes to take its new innovations with its worldwide channels of production and distribution. GM has organized its brands into four channels: Chevrolet, Buick-Pontiac-GMC, Cadillac-Hummer-Saab and Saturn. Now it has changed the job responsibilities and titles of several of its channel leaders (3). A channels brand name depends on where the vehicles are being produced and sold in. Channels use different brand names to make their vehicles appear more localized. Many of the changes made to the cars are designed specifically to meet the customer needs of where their production is being made. GM took over bankrupt Daewoo Auto and technology to help regain Daewoo reputation at home. GM received a big achievement with Daewoo with their exports. Chevy Europe is a swiss-based firm that sells rebranded products of the GM Daewoo. Chevy Europe sold few United States domestic markets that were modified to suit the European regulations. Chevy Europe sold the Camaro, Beretta, Co rvette, Blazer and the Trailblazer. In 2005 Chevy Europe rebranded its ownership to the Ssangyong, however the Daewoo name retained its name in South Korea and Vietnam after 2005. The Suzuki badge is in the U.S and Canada, Pontiac Badge Canada, the Holden badge in Australia and New Zealand, and the Buick badge in China for some certain GM Daewoo models. Marketed in different distribution channels operated by the Netherlands-based Kroymans Corporation group are the Corvette and Cadillac. Kroymans Corporation going to sell German GM vehicles such as the Opel and they will also sell Netherlands and Belgium made brands. Kroymans is going to stay focused only on importing, distribution, marketing car and retail sales in the Netherlands. The reason for this is because the Chevy Brand represents value-driven cars in Europe. The Corvette name was made into different brand for Europe and Japan. With this World wide vast coverage GM will be capable of designing and marketing vehicles to diffe rent parts of the world. By having this wide coverage GM will be able to draw knowledge and cultural differences from engineers around the world (2). Market Approach The Chevrolet Volt is a hybrid electric automobile. The cars main source of power comes from lithium-ion batteries stored underneath its hood. The batteries can receive charge through one of two ways. They can store electrical energy from the small, gasoline powered engine, or can be charged by using 120-240V AC outlets. On a full battery charge, the Volt is capable of traveling over 40 miles (22). A study found that this distance satisfies nearly three quarters of Americans daily commutes. In addition, Chevrolet expects the batteries to last for up to ten years. The Chevrolet Volts main target market is middle class families that share similar opinions, interests, and hobbies. Segmenting the market and choosing this group is reflected within GMs marketing strategy. They will adapt a strategy that is tailored to attract consumers with related lifestyles and purchasing behaviors. With all the Green Marketing focus in todays world, many consumers are looking for vehicles that are environmentally friendly. Also, with the recent state of the economy, many consumers are seeking a car that provides good value and quality at a fair price. The Volt is a new kind of hybrid that runs primarily off of electricity which greatly reduces its fuel consumption. With increasing gas prices and a poor economic state, this makes the Volt attractive to these eco-friendly customers. As GM seeks to be a part of the Go Green initiative, many consumers who value this idea will begin to become loyal to General Motors. When GM set out to price the Volt, they had a good idea of where to position their product. Some other big automobile companies have already dipped into this market and give the Volts marketers a good idea of a fair price for this type of vehicle. Nissans Altima Hybrid is priced at $34,000, followed by Hondas Accord ranging from $35,000-$40,000 (23). The Toyota Camry Hybrid rounds off this vehicle class with a standard price tag of $37,000 (24). These prices made it apparent to Chevrolet that for the Volt to be competitive it should be priced somewhere in the range of $30,000 to $40,000 depending on available options. The anticipation of the introduction of the Volt is growing, according to Chevrolet. They have over 30,000 potential buyers that cannot wait to drive one of these fascinating cars. Chevrolet wants consumers to see the car as more than just an inexpensive way to travel. They want to the vehicle to reflect style, and be a car that people aspire to own (24). However, some automakers are skeptical of the Volt. Some of the more luxurious competitors feel that most consumers will not pay a higher premium for a car that really doesnt offer much more than a basic automobile. Chevrolet hopes to shock them as well as the consumers it captures with the Volts release. Chevy and GM have worked hard to make the Volt a user friendly and customizable car. One of the features they are offering will be a few different gauge interfaces from which the driver will be able to choose. One set contains a standard, traditional gauge set with all normal gauges placed directly over the steering wheel, while a second set displays the gauges from the center of the dash. This second set is impressive, in that it uses touch screen technology and backlit LED lighting for a bright, clear display. Both sets allow drivers to see how they are using the cars energy, which can let them adjust driving patterns to reduce lost energy (25). Still, the location of the interface is strictly up to the driver, and consumers like the idea of being able to customize a vehicle to their liking. Another advantage the Volt has over foreign electric vehicles is its federal rebate program. The government offers $7,500 off for buying the Chevrolet brand. This becomes quite a bargaining chip when talking about a sticker price of 30-40K. General Motors is planning to produce tens of thousands of these new vehicles to be sold around the world. An actual price has not been set but the pricing strategy and final MSRP will factor in gasoline prices (26). Chevrolet offers many services that other companys lack. An important service that Chevrolet has is a life saving service called On-Star. The Chevrolet Volt will be equipped with On-Star, but not just any On-Star, it will come with On-Star EV Lab. This version is offered to give the Volt a more high tech appeal (6). One of the features includes communicating with the Volt by telling it to charge during the night at off peak times to take advantage of lower rates; this technology is called smart charging (6). On-Star automatically runs hundreds of diagnostic and maintenance checks on your vehicles key operating systems and deliver a summary report right to your inbox every month (7). Chevrolet has been a loyal company that has always been superb when coming up with new ideas for vehicles. Chevrolet has been working hard to process this new advanced automobile. Volt is an electric vehicle with a range extender. Volt runs on electricity from its battery, and then it runs on electricity it creates from gas. Depending on the weather, the electrical features that are turned on and how you drive, you can drive up to 40 miles on the electricity stored in the battery totally gas and emissions free(8). After this takes place, the range-extending generator automatically kicks in to provide the electrical power. This allows the Volt to go for several hundred additional miles, until it is plugged in again. Chevrolets brand is becoming more solid after GM filed for chapter 11 bankruptcies and has just recently emerged. Chevrolet is one of the leading automobile brands in America. The automakers are continuing to launch fuel efficiency options, while also introducing safety and security packages for the new models. Trailing the American urban congestion, the Chevys hybrids are poised to surpass their mainstream competitors. Above all, the most visually arresting feature for the brand of Chevrolet vehicles is the Chevrolets corporate logo that creates a distinct look for the exterior(9). Financials: The Chevrolet Volt has an estimated price of around $40,000, in the U.S. market. Due to the capacity of the Volts battery pack it qualifies for the maximum US $7,500 federal tax credit. The former vice president Bob Lutz initially wanted the Volt to be sold at around $30,000. Electricity is an extremely affordable way to power a car the average American pays less than 12 cents per kilowatt hour. If the average American drives less than 40 miles, it will cost about a dollar a day for electricity (8). This is about the same cost as running a basic household appliance. To save even more, some utility companies recommend charging overnight for off-peak rates and may even offer incentives to customers who do so (8). The Volt is being endorsed by Dalton McGuinty and the Ontario government in Canada. The province will provide a $10,000 subsidy, and will purchase 500 Volts for the Ontario Public Service fleet. The subsidies are part of McGuintys target to have electric vehicles make up 5% o f all cars in Ontario by 2020. (10) At the Sydney Motor Show in October 2008, Holden stated that the Volt would be available in Australia by 2012 for more than $30,000. At the U.S. average cost of electricity (approximately 11 cents per kWh), a typical Volt driver would pay about $2.75 for electricity to travel 100 miles, or less than 3 cents per mile. GMs average annual sales growth over the past five years is a low 0.7 per cent. It has accumulated losses of $51 billion (U.S.) since 2005, and the shareholder value of GM, with 2007 sales of $297 billion, is a humbling $12 billion. (21) An analysis of the financial statements of the Chevrolet Volt show that the accounts receivable remain at about $500,000 throughout the year; not including a seasonal fluctuation in sales. The accounts receivable turns over once every 60 days. The inventory on the other hand remains about $800,000 and turns over every 90 days. The accounts payable remains at $400,000 and turns over about once every 45 days. With an accounts receivable collection period of 60 days and an average balance outstanding of $500,000, results show that $750,000, is the amount that should be collected on the receivables in 90 days. If the inventory of $800,000 valued at cost turns over once in 90 days and if the average markup is about $200,000, cash sales should amount to about $250,000. If there is no seasonal factor, the total amount divided by four should be an approximate test on the amount budgeted for the next 90 days. A Chevy Volt owner could theoretically drive 15,000 miles for less than $300.00 a year, assuming current rates for electricity stay the same. Volt uses about 2500 kWh annually, which is an extremely affordable way to power a car as the average American pays less than 12 cents per kilowatt hour. In other words, if you drive 40 miles or less that could work out to be about a dollar a day. And that can add up to big savings. (27). Depending on the weather, the electrical features that are turned on and how you drive, you can drive up to 40 miles on the electricity stored in the battery totally gas and emissions free. After that, its gas-powered, range-extending generator automatically kicks in to provide electrical power. Assuming the EPA estimates $2,000 a year in fuel cost for a compact car, like the Chevy Cobalt or Honda Civic cost savings in fuel would go a long way toward offsetting the cost of a $40,000 electric vehicle. Battery and size and vehicle cost should fall rapidly as pr oduction rises.   (27). In Flint Michigan, General Motors Company is investing more than $230 million in four different GM plants in the greater Flint area to support the production of the fuel-efficient 2011 Chevrolet Cruze and Volt, according to the automaker.   The four GM plants include Flint Engine South, Flint Metal Center, Flint Tool Die, and Grand Blanc Weld Tool Center.   At the Flint Engine South nearly $202 million dollars have been invested to renovate the former I5/I6 manufacturing operations for production of a 1.4L four-cylinder engine generator for the Chevrolet Volt.   In the Flint metal center, $1.7 million has been invested to refurbish press lines that will produce sheet metal stampings for the Volt.   All dies for the Chevy Volt were engineered at Flint Tool Die. Approximately 50 percent of dies for the Volt were designed at this facility. At the Grand Blanc Weld Tool Center, approximately $30 million invested in this facility to build the robotic weld tool cells that will ass emble the Volt body at the Volt assembly plant. Grand Blanc Weld Tool Center also built the robotic weld tool cells for the body shop to assemble the Chevrolet Cruze at Lordstown (Ohio) Assembly (28). When GM CEO Rick Wagoner testified that the Volt is being pushed into production for 2011, he added that, It will not be at that point fully cost competitive.   GM has actually spent about three quarters of a billion to develop the Volt, and much of that is in battery research. GM recognizes the importance of staying ahead of the competition in developing new technology. They are willing to take the risk of spending a large amount of money even in these desperate times of recession. Without doubt, some of that money will eventually be spread across the automobile industry when the Volts power train and battery advances get shared with other GM models. However, it is still unlikely that the Volts addition will bring down the bottom line until a second generation model is introduced, which may not be until 2014 to 2016   (29). Electricity is defiantly the way of the future when talking about the automobile. Electricity runs clean in a vehicle, therefore there will be no tailpipe emissions. And if the electricity is generated using alternate power sources such as wind, hydro, solar or bio-fuels, there is the potential to considerably reduce the emissions associated with personal transportation. Advancements in electricity production along with reduction in emissions from electric-powered driven cars can make our world a cleaner place.(30)   General Motors Corporation will open the first lithium-ion battery pack manufacturing plant in the United States in Michigan with production expected by 2010. The lithium-ion battery cells will be supplied by Compact Power Inc., a subsidiary of South Koreas LG Chem based in Troy, Michigan for Volt prototype vehicles until GMs battery facility is operational. GM has also signed a joint engineering contract with Compact Power and LG Chem to develop Volts lithium-ion batt ery technology. The advanced battery strategy is expected to strengthen GMs capabilities to develop hybrid and electric vehicles (30). By using the battery as a power source, we will in the long run help cut back our dependency from other countries. Since almost all of our electricity is produced domestically, its a great way to reduce our dependence on foreign oil. The U.S. has a variety of electricity sources, all with the potential to help us become more energy-independent. (31) Because the market of electric cars is still forming, there is not any real information available about cash flows.   There are a few known factors, though.   First of all, GM has spent about $750 million to develop the Volt, and will probably still spend even more.   For another, there is no way to break even on this investment for at least another several years (and several models) have passed.   Only time and 2011 income statements will tell how well GMs bottom line fairs with its new Volt.

Friedrich Froebel and Marie Clay Essay -- essays papers

Friedrich Froebel and Marie Clay Friedrich August Wilhelm Froebel was born in Oberweissback, Germany in April 21, 1782 (Ransbury, 1995). He was the sixth child of a Lutheran Minister, but lost his mother before his first birthday. As a young boy, he played and explored in the gardens surrounding his home most of the time. His deep love of nature would later influence his educational philosophy. He did not become educated until age eleven. When he was fifteen years old, he was apprenticed to a Forester. He then studied at the University of Jena. He accepted a teaching position at the Frankfurt Model School in Yverdon, Switzerland. This school was based on the teachings of Johann Heirnrich Pestalozzi. Froebel embraced Pestalozzi’s philosophy that children need to be active learners. He left the school to be a private tutor where the children’s parents offered him a small patch of the property to use as a garden. The learning experiences that the children had there made Froebel realize that â€Å"ac tion and direct observation were the best ways to educate† (â€Å"Friedrich Froebel,† 2000). Froebel continued his education at the Universities of Berlin and Gottingen. In 1813 he served in the Prussian Army against Napoleon. His invention of Gifts might have been shaped while he was an assistant in the Mineralogical Museum in Berlin. His first book, The Education of Man, was published in 1826. In 1837, at the age of fifty-five, Froebel founded his own school in Blankenburg. It was called â€Å"Kindergarten,† a garden of children. This would be a place to cultivate a child’s development and socialization because prior to Froebel’s Kindergarten children under the age of seven did not attend school (Sadker and Sadker, 2000). People believed that young children did not have the ability to focus or to develop cognitive and emotional skills, but Froebel stated, â€Å"because learning begins when consciousness erupts, education must also† (â€Å"Friedrich Froebel†, 2000). Kindergarten acts as a bridge between home play and school life. Froebel expanded on Pestalozzi’s philosophy that school should be an emotionally secure environment. He said the teacher should act as a moral and cultural model for children, a model worthy of emulation. Before this time teachers were considered a disciplinarian. The early years in education are the most critical for forming a foundation ... ... (1998). By Different Paths to Common Outcomes. York, Maine: Stenhouse Publishers. Corbett, B. Friedrich Froebel. Retrieved October 17, 2001, from http://www.froebel.com/Philosophy/About%20Froebels.htm Gaffney, J., & Askew, B. (Eds.). (1999). Stirring the Waters: The Influence of Marie Clay. Portsmouth, NH: Heinemann. Jalongo, M. & Isenberg, J. (2000). Exploring Your Role: A Practitioner’s Introduction to Early Childhood Education. Columbus, Ohio: Merrill. Ransbury, M. (1995). Friedrich Froebel. In M. A. Johnson & G. F. Roberson. (Eds.), A Century of Early Childhood (pp. 15-17). Needham Heights, MA: Simon & Schuster Custom Pub. Sadker, M. & Sadker, D. (2000). Teachers, Schools, and Society. Burr Ridge, IL: McGraw Hill. (Original Work Published in 1988). Thomas, R. (1992). Reading Recovery. Retrieved October 17, 2001, from http://www.ed.gov/pubs/OR/ConsumerGuides/readrec.html Woodill, G. (1995). The European Roots of Early Childhood Education in North America. In M. A. Johnson & G. F. Roberson. (Eds.), A Century of Early Childhood (pp.4-11). Needham Heights, MA: Simon & Schuster Custom Pub.

Cable and Internet Networks Essay -- AOL DSL Internet Connection Essay

Cable and Internet Networks   Ã‚  Ã‚  Ã‚  Ã‚  In most cases cable or DSL companies such as Comcast or DirectPC are just a single type of Internet connection company. But sometimes companies acquire these one-connection companies to make their companies bigger and better such as AOL buying Time Warner. As these companies get bigger and start to offer more types of connections they also start to have more security conflicts. AOL’s software for its dial up connection has a firewall built in to it, the firewall protects it users from hackers and unwanted programs from running. And the software works almost perfectly for keeping unwanted people or programs out, but the only catch is you have use their software. Road Runner, which is now part of AOL, is a cable company, which only provides high-speed Internet access, not full proof security. This problem leaves you open for hackers that are randomly barraging Internet connected PC’s with â€Å"pings† or â€Å"port scans†, probing to fin d unprotected PCs. Once found, a hacker can compromise your PC with a dangerous Internet threat such as a Trojan horse, spyware or even a malicious worm (Zone Labs).   Ã‚  Ã‚  Ã‚  Ã‚  Since AOL doesn’t provide any type of firewall or hacker protection while you have a cable connection with them they do suggest certain types of firewall software to buy. For single end users they suggest you use firewall software like Norton’s Personal Firewall, which costs around $49.95, or NetBarrier 2.0 if you own a Macintosh. Both of these software packages include basic features for a single end user, for instance the ability to delete your cookies and the ability to set up filters or rules to a computer. For network users AOL suggest that you use firewall software such as ZoneAlarm Pro 3.0 which costs $49.95 for a one-user license and goes up from there. ZoneAlarm Pro 3.0 not only provides cookie control, pop-up ad control but also provides email protection and it can suspend 46 different file types. Unlike other personal firewalls, ZoneAlarm Pro includes Program Control to protect against known and unknown threats. With ZoneAlarm Pro, you can control the ability to specify which programs are trusted to access the Internet, by monitoring all outbound traffic. You can also block and make your computer invisible on the internet-â€Å"if you can’t be seen, you can’t be hacked† (Zone Labs). Another type of software that they sugge... ... cases like if you have nothing on your system now, but the only sure, secure way to know that your computer is going to be safe from hackers, when your on the network or working on your computer at home is to turn it off when your done with it. Works Cited Cable Modem and Mac Security Information. SercureMac.com 28 April 2002 Connections and Protections. SercureMac.com 28 April 2002 Current version of VisNetic Firewall is 1.03. C&C Software. 27 April 2002 How Do You Make a Open Network Trustworthy. SyGate.com 27 April 2002 Macintosh OS X Security. SercureMac.com 28 April 2002 Macintosh OS X Security 2. SercureMac.com 28 April 2002 Macintosh OS X Security 3. SercureMac.com 28 April 2002 Zone Alarm 3.0. Zone Labs 28 April 2002

View Advertising Tracking Devices with Caution Essay -- Business Priva

In today’s society, one can see that tracking a person has become much easier with the technology advances that have been developed. When most people think of tracking devices they primarily think of negative issues, but that has all changed now. A tracking device the size of a tic tack that can be surgically implanted to provide a tamper proof means of identification, enhanced e-business security, locating lost or missing individuals, monitoring heart rate, vital signs, tracking of the elderly, the location of valuable property, and monitoring the medical conditions of at risk patients. With advertisement companies, tracking device software is used to allow the customers information on the status of package, delivery address, and the person that signed for the package. However, advertisers could use that private information to their advantage and try to sell that person more frivolous objects or pass that information to another advertisement company. Tracking devices can be m arketed toward other companies that advertise luxury cars or other industrial goods, but when those companies buy that product, they will be put in a purchasing list and the company that sold that product will keep track of that particular company and try to sell more goods. Cookies are used by internet shopping sites to keep track of what is being purchased by that person who is on that site, but used as a device for tracking browsing and buying habits of individual web users. Through the analytical view of cause and effect of internet cookies and tracking devices, one can understand the good qualities, but dangerous misuses of having a tracking chip in the advertising world. Despite the flaws of a tracking device, there are many reasons why advertisers are ... ...the controversies are. Basically, the issue involving tracking devices may lead to a person using one for security or interrogative purposes or use one for their own perverted or invasive pleasure. In conclusion, one should not take tracking devices lightly. Works Cited Lewen, Todd. â€Å"Chips: High Tech Aids or Tracking Tools?† www.usatoday.com. September 3, 2008 Newlyn, Korbin. â€Å"GPS Tracking Devices- Teens vs. Parents, Law Enforcement vs. Invasion of Privacy.† www.buzzle.com. September 15, 2008 â€Å"New Campaigns.† B to B 86. Expanded Academic ASAP. Gale. Orange Coast College Library. October 1, 2008 Bowes, Elena. â€Å"Rita: A Highly Competent Secretary, Helps Deliver Fiscal Health to UPS.† Advertising Age International (December 1999). Expanded Academic ASAP. Gale. Orange Coast College Library. October 1, 2008. â€Å"Internet Cookies.† www.ciac.org. October 1, 2008

Absolute and Relative Surplus Value – Seminar

In contemporary social science, the concept of â€Å"value† has attained currency in such disciplines like Economics, Sociology, Political science etc. in these disciplines, value is considered as those essentials needed by members of a society. It is further seen as scarce resources pursued by competing groups. Value in political economy, basically refers to that portion that creates wealth or the so called reward for the â€Å"risk taker†, the entrepreneur.In other words, value refers to that unpaid labour of the worker which the capitalist pockets or recapitalizes. It should be noted that, the concept of value is an integral part of the labour process in general, capitalist commodity production, wear and tear of the working class and of course class antagonism. In essence, the concept of value (Absolute and Relative) cannot be understood without recourse to the mode of production that brings it about as well as the nature of social relations of production.Under capit alism, labour power becomes a commodity and like any commodity, it has its value and use value. The value of any commodity like labour power is determined by the expenditure of social labour on its production and reproduction. Therefore, surplus value is derived from surplus labour of a worker. The worker creates a value which the owner of the means of production appropriates without compensation. Marx’s Das Capital not only revealed the exploitation surrounding the extraction of surplus value, he as well revealed the degree and ratio of exploitation involving the labour power of the workers.In this direction, he maintained that that surplus value can be categorized into â€Å"Absolute and Relative†. With this, Marx gives an analogy of how the value of labour power is used in extending capital. A school master is a productive labour or his labour power becomes of value when he finds himself in a school factory, that he must ensure that teaching and non-teaching staffs become productive as to ensure not only the preservation of capital assets of the owner of the means of production but that they produce surplus value that exceeds the rate of hiring them.Beyond this, Marx situated the social relations of production in historical context which has continued to associate the worker and surplus value creation. From the foregoing, capitalist exploitation of the labour power of workers can be looked at from two angles: the first being the production of Absolute surplus value which becomes possible in the prolongation of the working day. In other words, to Marx, Absolute surplus value is obtained by increasing the amount of time worked per worker in a given time.From one stand point, any distinction between Absolute and Relative surplus value appears illusory. Relative surplus value is Absolute since it compels the absolute prolongation of the working day beyond the labour time necessary to the existence of the labourer himself; While Absolute surplus va lue is relative since it makes necessary such a development of the productiveness of labour, as will allow of the necessary labour time being confined to a portion of the working day.The second way of increasing the degree of the exploitation of labour power through the relative surplus value which is derived by a reduction of the necessary labour time without any changes in the working day. For Marx, it is possible to reduce the labour time primarily by increasing social labour productivity in branches producing means of subsistence for the workers. Consequently, both the Absolute and Relative surplus value are defined within the logic of the establishment of capitalism which perpetually subjects labour to capital.Again, Marx tries to highlight the differences between the Absolute and Relative surplus value, which he says is defined with the establishment of the capitalist mode of production; that is it is the prolongation of the working day beyond the point at which the labourer w ould have produced just an equivalent for the value of his labour power, and the appropriation of that surplus labour by capital. Although, as a special method of reducing relative surplus value, he continues capitalist industries get operated by by the army of workers themselves with the ultimate aim of ensuring the revolution of the entire capitalist production.It is with regard to the forgoing, that the author presupposes that when the above two conditions that creates surplus value for the capitalists are absent or when the labour spends all his labour time for the reproduction of himself, then the cycle of capital reproduction is obstructed and class division disappears. However, Marx goes on to say that the increasing complexity of the needs of society has correspondingly increased the absolute and relative surplus value extracted in the process of production.Regarding the origin of surplus value and labour power from its engagement, Marx is of the opinion that it was influenc ed under two conditions: The first being the subsistence of workers when man gathered natural wealth for subsistence. The second is market conditions when market production got underway, instruments of labour such as navigable rivers, wood, coal, metal etc became important in the capitalist production of goods and services. Inhering from the consequence of commercial production is the issue of climatic change which is caused the excessive demand for consumer goods.So, the lesser the natural wants of man; the greater the fertility of the soil and the suitable climatic conditions and ultimately, the less impoverished the labourer. From the foregoing, the capitalist mode of production, according to Marx, thrives on man’s assertiveness on the wealth of nature. The differentiation of the fertility of the soil and its components such as the changes of the seasons informs social division of labour in societies and by extension multiplied human wants, his capabilities, means of produ ction and surplus value. t therefore follows that human labour is the only source of new economic value since it is indispensable for the conservation and transfer economic value (maintenance and redistribution of capital assets). In other words, the ability of the capitalist to manipulate the surplus labour time in order to produce surplus product is the starting point for the extraction of surplus value. Bourgeois economists such as David Ricardo did not see surplus value as the driving force behind the productiveness of labour rather as an essential part of labour production that determines surplus value.Again, this view of the Bourgeois scholars contrasts from that of the merchantilists which believe that surplus value originates from the aspect of exchange of the labour product above its original value. Another, bourgeois scholar with yet another perspective is John Stuart Mill who sees surplus value as inhering from the duration of the product of labour. In other words, Mill b elieved surplus value can still be made without the exchange value of commodities. But, in reality, surplus value can be derived from subtracting the total expenditure made in the process of production and exchange from the final price of the commodity.Surplus value is in fact the main goal and the driving force of capitalist production. It is also important to note that it is on the basis of the engagement of labour power that surplus value is extracted. Since capital needs a steady flow of labour power to preserve the capital assets and provide surplus value, it is where the mystery of capitalist exploitation lies, it becomes pertinent to examine the views of Karl Marx on the following Sub themes: CHANGES OF MAGNITUDE INTHE PRICE OF LABOUR POWER AND IN SURPLUS VALUE: Labour power is determined by the expenditure of social labour on its production and reproduction. In other words, in order to live and work, a worker has to have food, clothes, housing, etc , in order to meet his nee ds and fulfill his role as a member of society. Essentially, for Marx, there are three important factors that determine the value of labour power: i.The value of the necessaries required by the worker ii. The expenses involved in skills acquisition of the labourer iii. The value of the means of subsistence required to maintain the worker’s family. In addition, labour power has a specific use value which no other commodity possesses. For example, the use value of commodities such as bread, clothes, footwear, writing materials, etc is fully used up in the process of consumption while the use value of labour power has the capacity to produce more value than it has itself.This also constitutes the cradle of capitalist exploitation and appropriation of surplus value. It is based o the above premise that Marx underscores that the Relative magnitudes of surplus value and of price of labour power are determined by three circumstances: a. The length of the working day b. The normal in tensity of labour c. The productiveness of labour The above factors or circumstances could variously be combined. One of the three factors could be constant and the others variable or two constant and one variable or lastly all three simultaneously variable.The following analogy further explains the various combinations that determine the relative magnitudes of surplus value and the value of labour power: LENGTH OF THE WORKING DAY AND INTENSITY OF LABOUR CONSTANT. PRODUCTIVENESS OF LABOUR VARIABLE : The above assumptions are determined by three laws: First, a working day of a given length always creates the same amount of value, irrespective of the productiveness of labour and with it the mass of the product and the price of each of the product may vary.What the capitalist would do in this circumstance in order to extract surplus value is to divide the working day into two parts: The first is the necessary labour time and the other is surplus labour time. The capitalist maximizes th e utility of the surplus labour time in which time the worker expends surplus labour and creates surplus value. Again, Marx added that the outcome of labour process varies with the productiveness of labour. Second, surplus value and the value of labour power vary in opposite directions.A variation in the productiveness of labour, its increase or decrease influence the variation in the opposite direction of the value of labour power and in the same direction in surplus value. In other words, the capitalists through the intensity of labour can reduce the value of labour power, while at the same time increase their extraction of surplus value. Further, the value of labour power cannot fall and consequently surplus value cannot rise without a rise in the productiveness of labour.For instance, a working day of seven hours created a value of #10,000 as a constant. The constant quantity is the sum of the surplus value plus the value of labour power; therefore, neither of them can increase without the other diminishing. It then follows that the value of the labour power cannot decrease from #10,000 to #8,000 unless an increase in the productiveness of labour makes it possible to produce in five hours the same quantity of necessaries as previously required in 7 hours to produce.On the other hand, the value of the labour power cannot rise from #10,000 to #12,000 without a decrease in the productiveness of labour, whereby 9 hours become sufficient to produce the same quantity of necessaries for the production of which 7 hours previously sufficed. Third, increase or diminution in surplus value depends on the corresponding diminution or increase in the value of labour power. Every change of magnitude in surplus value arises from an inverse change of magnitude in the value of labour power.According to this third law, a change in the magnitude of surplus value presupposes a movement in the value of labour power, which movement is brought about by a variation in the productiv eness of labour. WORKING DAY CONSTANT. PRODUCTIVENESS OF LABOUR CONSTANT. INTENSITY OF LABOUR VARIABLE : In this case, increased intensity of labour in a constant working day of 7 hours will amount to more products than one of less intense labour. Productiveness of labour will also result in more products in a given day of 7 hours.Evidently, the mass of surplus value can be increased both by increasing the rate of the exploitation of labour power and by increasing the number of wage workers. In addition, the reduction of the value of the workers means of subsistence and consequently the value of labour power or a reduction of the necessary labour time and increase in the surplus labour time can generate surplus value in the process of capitalist production. Again, technology increases surplus value at the expense of labour power.In fact, capitalism as a social system puts all the achievements of the technical progress at the service of non-working, parasitic classes and dooms the wo rking class to poverty and rightlessness. Machines serve to intensify the exploitation of labour and wear out the human organism at a faster pace. When the value created by a day’s labour increases from #8,000 to #10,000, then the two parts into which this value is divided, ie price of labour power and surplus value may both increase simultaneously, equally or unequally.Here, the rise in the price of labour power does not necessarily imply that the price has risen above the value of labour power. On the contrary, the rise in price may be accompanied by a fall in value. This occurs whenever the rise in the price of labour power does not compensate for its increased wear and tear. PRODUCTIVENESS AND INTENSITY OF LABOUR CONSTANT. LENGTH OF THE WORKING DAY VARIABLE: The length of the working day creates a greater or less amount of value. In addition, every change between the magnitudes of surplus value and the value of labour power arises from a change in the absolute magnitudes of the surplus labour.Furthermore, the absolute value of labour can change only in consequence of the reaction exercised by the prolongation of surplus labour upon the wear and tear of labour power. From the foregoing, one can conclude that: A shortening of the working day under the conditions leaving the value of labour power and its necessary labour time unaltered; it then reduces the surplus labour and surplus value. A change in the productiveness and intensity of labour either precedes or immediately follows a shortening of the working day.Second, if the working day be lengthened say 2 hours and the price of labour power remain altered; the surplus value increases both absolutely and relatively. In other words, the change of relative magnitude in the value of labour power is the result of the change of absolute magnitude in surplus value. The point to be emphasized here is that the wear and tear of workers is not adequately compensated in Nigeria. SIMULTANEUOS VARIATIONS IN THE DURATION, PRODUCTIVENESS AND INTENSITY OF LABOUR The ifferent variations are capable of counteracting one another, either wholly or in part. In speaking of diminishing productiveness of labour, it is in relation with those industries whose products takes care of the subsistence of the worker such as the fertility of the soil and the consequent dearness of its products like food, shelter, clothes, etc. In the latter case, should there be no change in the working day, the capitalists will experience a fall in surplus value because the price of the labour power required for production would have increased.Therefore, with diminishing productiveness of labour and a simultaneous lengthening of the working day, the absolute magnitude of surplus value may continue unaltered, at the same time that its relative magnitude diminishes; its relative magnitude may continue unchanged at the same time that its absolute magnitude increases; both the absolute magnitude and relative magnitude may incre ase in so far as the duration of the working day is sufficient. On the other hand, the increasing productiveness of labour with a simultaneous shortening of the necessary labour time results in the relative surplus value.When the productiveness of labour is as a result of increasing social labour productivity in branches producing means of subsistence for the workers and their families, it serves to reduce the value of labour power and subsequently produces absolute and relative surplus value when the necessary labour time is reduced at the expense of the surplus labour time. However, the more the productiveness of labour increases, the more can the working day be shortened; and the more the working day is shortened , the more can the productiveness of labour increase.VARIOUS FORMULAE FOR THE RATE OF SURPLUS VALUE: The rate of surplus value in production is defined by Marx as the volume of surplus value produced by the workforce divided by the variable capital expended to produce: a Surplus value S = Surplus value = Surplus labour Variable capital V Value of labour power Necessary labour b. Surplus labour =Surplus value =Surplus product Working day Value of the Product Total ProductHere, the intensity and productiveness of labour embodied in a working day depicts the degree of exploitation of labour. The formula for the mass of surplus value (S) is = S’x V, where S is the rate of surplus value and V is the variable capital advanced for the remuneration of all the workers. Evidently, the mass of surplus can be increased both by increasing the rate of the exploitation of labour power and by increasing the number of wage workers. Conclusion:

A Linguistic Analysis of Obama’s Inaugural Address

Rhythm and Rhetoric: A Linguistic Analysis of Obama’s Inaugural Address Liilia Batluk Supervisor: Stuart Foster School of Humanities Halmstad University Bachelor’s thesis in English Acknowledgment My appreciations to my supervisor Stuart Foster for very helpful advice during the research. Abstract In this essay I shall analyze Barack Obama’s Inaugural Address, January, 2009 from the perspective of various linguistic techniques. More specifically, I shall propose and focus on the idea that the composition of the speech has an aim to create a unity of the speaker and the audience in order to deliver the message.Moreover, the speaker maintains the atmosphere of unity throughout the speech, so that the speech produces an effect when the audience becomes a co-author of it. My thesis will also discuss some aspects of persuasive strategies employed in the speech from those dating back as long as Ancient Greece to temporal discourses. The aim is to analyze how the use of a number of linguistic approaches creates a speech which senses an agreement and co-operation between the orator and the audience. Table of Contents Acknowledgement Abstract †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. . Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 2. Context: historical, cultural and social circumstances †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 2. 1 Social and cultural background †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 2. 2 Historical/political context . †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 3. Methodology †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4. Rhetorical and linguistic strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 7 4. 1. The use of personal deixis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 4. 2. Rhythm †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 4. 3. Parallelism and foregrounding †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. .13 4. . 1. Parallelism – syntactic and lexical†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 4. 3. 2. Parallelism and alliteration †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 4. 4. Rhetoric: lexical chain for the planned changes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 4. 5. Citing other orators †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 19 4. 6. Elements of preaching †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. .20 5. Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21 Works Cited †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 Appendix 1. Introduction This essay’s aim is to analyze Barack Obama’s Inaugural Address, January, 2009 applying various linguistic approaches.The linguistic devices used in the speech will be in focus in my research. It is a qualitative research, that is to say, the primary data is a verbal protocol, whose intertextuality – in the aspects of meaning and meaning production – will be analyzed with the help of such approaches as content analysis, critical theory and discourse analysis. I will try to unfold the sophisticated linguistic composition of various techniques lying in fields of semantics and rhetoric, employed by Obama and argue that the coherent use of them produces the desired effect in the delivery of the message.A Presidential Inaugural Address is a ceremonial speech, made by a newly elected president of the USA, marking a new Presidential term. The Oxford Guide to the United States Government states that a speech â€Å"sets the tone for the administration† and that â€Å"presidents usually stress unity and bipartisanship after what is sometimes a divisive and bitter Presidential campaign† (â€Å"inauguration, Presidential†). There are no regulations concerning the length or issues of the speech, it is only language which is specified by the Constitution.The richness of the English language is employed to produce the first Presidential address to the nation and the world, the speech which is in focus of the world-wide mass media. An inauguration ceremony takes place at the Capitol on January, 20 and is usually attended by a large crowd, to which President speaks to. Presidents usually have a prepared text of the speech. Obama seemed to have learned his by heart and often appealed to the audience in the form of life performance interrupted by applause, which is indicated in the transcript.The term performance, introduced by Chomsky, will be used in this paper since it describes â€Å"the way the individual goes about using language† (Mey 5). The term reflexes the issue that I will analyze, that is to say, not only the words used by the speaker as a lexical register, but also the context in which the speech is situated. Having been skillfully coordinated, they create the 1 performance that aims the delivery of the message. I will focus on the structural and functional properties of the language, the combination of which enables the speaker to achieve the goal of the performance.In chapter 2, I will introduce the historical and cultural context in which the speech was made. Context is defined as â€Å"circumstances that form the setting for an event, statement, or an idea, and in terms of which it can be fully understood† (Oxford Diction ary of English, context noun). Defining the term context as dynamic, Mey states that it â€Å"is about understanding what things are for; it is also what gives our utterance their true pragmatic meaning† (41). The context is vital for analysis of any speech, particularly made in public.I will draw attention to the historical, cultural and social circumstances during the election campaign, which preceded the Presidential address. In subchapter 2. 1, the cultural and social background of Obama will be described. During a presidential campaign, any personal details of a candidate may be significant; they indicate the electors’ preferences and, possibly, expectations. A President’s address, in turn, is based on audience’s expectations. That is why, I think, this aspect should be taken into account while analyzing the speech.The historical/political context will be introduced in subchapter 2. 2 and will be devoted to the historical, political, economic and soc ial aspects in American society, the complexity of which made it possible for a colored man to become President of the USA for the first time in the country’s history. This subchapter also provides information about certain features of AfroAmerican traditional sermons, which, arguably, have influenced the president’s address. Chapter 3 describes methodology of this work, that is to say, general approaches in this research. 2Chapter 4 is devoted to the analysis of the speech from rhetorical and linguistic approaches. Since the address is a speech made in public, a rhetoric study, which is tightly linked to the use of linguistic devices, is worth doing. Subchapter 4. 1 is focused on the use of personal deixis in the speech and their role in aiming the delivery of the message. The choice of deixis, I will state, is carefully and skillfully made in order to foreground or background particular objects, so that to consider them appearing in more or less favorable aspects. In subchapter 4. , I will rearrange some extracts from the speech into stanzas – the structure of writing related to poetry – which I find to have strong links in the address. Referring to theories in linguistics dealing with parallelism, didactic poetry, rhythm and metrics I will try to prove the idea that the speaker uses rhythm as a tool for creating an emotionally agreeable atmosphere and an easily memorized message in his performance. In subchapter 4. 3, the role of parallelism and foregrounding in the complex of the linguistic devices employed in the speech will be analyzed.They are the tools which strengthen or weaken objects in the chosen extract, depending on the goal which the speaker sets up. The subchapter is divided into two sub-subchapters, focused on syntactic and lexical forms of parallelism – 4. 3. 1 and the relationship with alliteration – 4. 3. 2. Rhetoric will be in focus in chapter 4. 4, particularly, the lexical register which reflects the intention to introduce forthcoming changes in the new administration’s policy.The attention will be drawn to the choice of words related to the innovative projects, which appear to be as presumable as the change of generations. In his speech, Obama cites other famous orators both directly and indirectly. Chapter 4. 5 draws parallels between some points in the address and speeches of Dr Martin Luther King and Rabbi Joachim Prinz. 3 In the inaugural address, as well as in his other speeches, Obama uses elements of preaching, which have already been noticed in mass media and academic studies.Chapter 4. 6 draws attention to the use of words from the Bible, Afro-American traditional sermon and the role of transcendental theme in political rhetoric in the USA. In chapter 5, I will connect the discussed issues on the linguistic devices employed in the speech, which aim to maximize the effectiveness of the delivery of the message. The discussion on this subject will be presented here. Chapter 6 is the conclusion, where the analyzed aspects of various linguistic discourses will be summarized.I will conclude that their combination makes a significant contribution to the success of the speech made in public. 2. Context: the historical, cultural and social circumstances The social and historical context plays a significant role in understanding the message of the speech and analyzing it. The term context is defined as: those parts of a text preceding and following any particular passage, giving it a meaning fuller or more identifiable that if it were read in isolation. The context of any statement may be understood to comprise . . . he biographical, social, cultural, and historical circumstances in which it is made (including the intended audience or reader). (The Oxford Dictionary of Literary Terms, context) In the following chapter I will describe the social and cultural aspects of the context preceding the performing of the Inaugural Address. 4 2. 1 Social and cultural background In November 2008, Barack Obama became the first African American president in the history of the United States. His electoral victory was considered to be a breakthrough in the social and political aspects of the American society.He embodied the dream of millions of his fellow citizens to come true, including Martin Luther King Jr. , with whom Obama is often compared and whose principles he maintains. BBC News stated that â€Å"for many . . . Barack Obama’s presidency will be the culmination of Dr King’s dream† (1). The day before the inauguration, Obama drew attention to the resemblance when he â€Å"helped to decorate a community project in Washington in memory of Dr King† and used his idea for a deeper alikeness by saying that â€Å"we resolve that as we walk, we must walk together.And as we go forward in the work of renewing the promise of this nation, let’s remember King’s lesson – that out separate dream s are really one†. (BBC News, 1) It is remarkable that, besides the fact that Obama is biracial, religion is said not to have played any particular role in his childhood, since his father had no particular influence on him and his mother was â€Å"an agnostic humanist†, while â€Å"the grandparents who helped to raise him were not religious† (F. I. Greenstein, 209). The President represents a large number of the Americans in the sense of his ethnic and social background.Being dark skinned, he was brought up by his white maternal grandparents apart from a few years when he lived and attended primary school in Indonesia. Obama later wrote that, during his youth he experienced â€Å"a variety of cultures in a climate of mutual respect† (Honolulu Star-Bulletin, 2007). Here could be mentioned the role of his wife, Michelle, a genuine representative of the African American population in the electoral campaign, but further discussion of this is beyond the remit o f this essay. 5 2. 2.Historical / political context The presidency of an African American person would probably not have been possible a few decades ago; many people claimed that they would never have dreamed that they would see a dark skinned man becoming a president of the United States. Obama realizes this, having said that he is a son of a man who â€Å"less than sixty years ago might not have been served at a local restaurant† (Obama, 5). A new generation has grown up since Martin Luther King Jr. gathered millions of people for peaceful marching to Washington in order to campaign for the identical rights for all races.The political situation is also an important aspect of Obama’s victory. The former president’s administration involved the country in a wearisome war with Iraq, an unpopular war from which the country seems unable to extricate itself. Along with a military mission in Afghanistan, it has cost an enormous amount of money to the tax payers. On to p of that, the deep recession in the economy, which started at the time of the election debates and which is said to be the worst one since the Great Depression, in a general understanding, damaged the popularity of the Republicans.A new, â€Å"fresh face† of a relatively young candidate appeared on the political stage at this moment, who â€Å"promise[d] healing† instead of fighting. Not only did he promise changes, but he also spoke a language of young people, which associates with ability, opportunity and making new crucial decisions (Capone, 2972). The candidate, Barack Obama, made a â€Å"meteoric rise to national prominence† (Greenstein, 206). 3. Methodology This essay’s research is qualitative and the speech will be analyzed by employing a number of theoretical approaches in the fields of semantics, pragmatics and rhetorical criticism.The use of various linguistic devices employed in the speech, which contribute to the aim of any 6 speech and, part icularly, a public one held by a politician, will be examined. Thus, the aim is to analyze the complexity of the devices in the context and the intertextuality, which means that â€Å"all texts are . . . composed of other (pre-existing) texts . . . held together in a state of constant interaction . . . [hence] all text exist in a state of partiality and inter-dependency with other texts† (A Dictionary of Critical Theory, â€Å"intertextuality†).The format of C-essay does not present the opportunity to examine the whole speech from all possible approaches, hence, I will first analyze some excerpts from it in a framework of singular notions related to the theoretical basis of the above mentioned fields and then I will draw parallels between the notions. Roderick P. Hart’s conceptions on modern rhetorical criticism and Jacob L. Mey’s on pragmatics issues will be widely considered while completing the work on this paper. I will also refer to a study on Barack Obama’s South Carolina speech by A. Capone.The prepared text of President-elect Barack Obama’s Inaugural Address, as provided by the Presidential Inaugural Committee, is in the Appendix and referred to according to its numbered pages. 4. Rhetorical and Linguistic Strategies In his performance, Obama employs a complex of rhetorical and linguistic strategies, which allow the speaker to introduce and deliver the message in favorable context. Analyzing rhetoric, Hart says that â€Å"human history has been written by great persons authoring great orations for social betterment. Often, these great statements have seemed more poetic than pragmatic, as satisfying to the heart as to the head†(4).In order to distinguish a poem from a narrative story or any other type of message, I will try to highlight rhythm by employing a number of linguistic devices including metre and parallelism. Simpson defines metre as â€Å"an organized pattern of strong and weak syllables† and 7 its â€Å"repetition into a regular phrasing across a line of verse† (15). Stanza is a product of correspondence of and â€Å"the length, metrical scheme and rhythmical pattern [of the verse lines] with those of at least one other such group of verse lines in a poem† (The Concise Oxford Companion to English Literature, â€Å"stanza†).An extensive use of pronouns ‘we’, ‘our’ and ‘us’ in combination with a particular lexical register aims to foreground the desired effect of unity and communion the speaker and the audience. 4. 1. The use of personal deixis Deictic expressions, known as deixis, can be interpreted only in the context in which they are used. The word deictic derives from the Greek language and is used for pointing a subject. I will focus on the use of deixis employed in the speech which, I will argue, creates an effect of unity on one side and â€Å"outsiders† on the other.In his analysis of Obamaà ¢â‚¬â„¢s electoral speech, Capone indicates that â€Å"a speaker is responsible for the positions or opinions advanced, but need not necessarily be the animator or even the author† (2967). He refers to Goffman for definitions of â€Å"a principal in the legalistic sense†, which involves imposing â€Å"self-identification† as we not I. (2967). By doing so, the speaker â€Å"become[s] a representative of the people† (2967). This pattern of seemingly speaking on behalf of the audience is focused upon in the present chapter.The use of person deixis in the speech, in these circumstances, is worth investigating. Unlike his previous public performances, where Obama aimed to convince the audience that he was the right candidate for the position of a congressman or, later, a president, here he is a victor and addressing his message from a position of Head of State. He, probably, does not need to put his personality in focus any longer, but rather needs the support for his future challenges. In this case the pronoun I, which was used generously in Obama’s previous 8 peeches, emerges only three times in his inaugural address in its beginning: â€Å"I stand here today . . . I thank President Bush . . . Today I say to you . . . â€Å" (Obama 1). The first person pronoun â€Å"I† does not appear any more in the performance. Obama favors the third person plural pronouns we, us and our(s) in the rest of the speech the pronouns which play their significant role in creating a sense of unity of the speaker with the audience. We, us and our(s) are employed 61, 20 and 65 times respectively and are, probably, the most often used words of the speech.The speaker does not distance himself from the American people; instead, everything the president proclaims further seems to be issued by us – the people of America. According to Capone, â€Å"a political speech is in itself an interpretation of the audience’s feelings and needsà ¢â‚¬  that allow â€Å"the audience to build its own intentionality† while a politician reflexes them (2969) . The above mentioned pronouncements are employed as the inclusive ones throughout the text.The speaker, in this case, is a member of the society to which he speaks. Whether he speaks of the previous achievements or the future plans, the orator claims them to be a commonality, which means that he shares responsibility for everything being said with the audience. As a result, the audience seems to become a co-author of the speech, providing that they approve of it, and they do so by frequent applause. Thus, the president speaks on behalf of the American people: â€Å"On this day we gather . . . we come to proclaim . . †. The addresser has a message to his opponents, and the pronouns they, their, those and some are served as if to indicate a distance between the American people, of whose behalf Obama speaks , and those â€Å"who question the scale of our [the Am ericans] ambitions† (Obama 3) . The victory in the election, presumably, allows the new president to associate himself with the majority of the nation and to look down at â€Å"the cynics [who] fail to understand [is] that the ground has shifted beneath them† (Obama 3).By carefully chosen pronouns, the speaker foregrounds the Americans, whose ideas he articulates and backgrounds the rest, who â€Å"have 9 forgotten what this country has already done† (Obama 3). Having repeated by then we and our dozens of times and created a panoramic picture of the nation’s achievements, the present state and the future challenges, Obama has little difficulty opposing and disparaging â€Å"those who prefer leisure over work, or seek only the pleasures of riches and fame† ( Obama 2). 4. 2. Rhythm Among the complex of the devices that Obama operates in the speech, I will argue in the following sub-chapter, the rhythm plays a significant role. Rhythm contributes to de livering the message in a most effective and agreeable way. Ancient Greeks used didactic poetry, not as a literary genre but, rather, to give instructions applying to it â€Å"as being more easily remembered than prose† (The Concise Oxford Companion to Classical Literature, â€Å"didactic poetry†). Moreover, poetry brings sentimental feelings which either thrusts disturbing thoughts or stresses them, depending on the context of the text.Words often have double meaning and can be interpreted differently. In poetry one can â€Å"play† with words employing their phonetic features, metaphors and sonic effect. In the following excerpt from the speech, the first line in the first four stanzas (the fourth one, however, has a conjunction â€Å"and†, which neither disturbs the rhythm nor change the meaning) starts with the same phrase â€Å"we will† followed by a verb phrase. The other three lines follow the main idea expressed in the first one. They are si milar both rhythmically and metrically.The last stanza is different in the structure and introverted, since â€Å"the thought veers from the main theme and then returns thereto† (Catholic Encyclopedia (1913), â€Å"Parallelism†, 2/4). Instead of starting, it finishes with the same construction â€Å"we will† followed by a verb phrase. In the speech, a vestige of a poem emerges from time to time, both in terms of rhythm and lyrical contexts of the word related to nature (as the Romantic poets would do) for describing 10 practical, moreover, technological purposes.I will try to rearrange an extract into stanzas, where each one (except the last one) consists of four lines and is, therefore, called quatrain (The Concise Oxford, â€Å"stanza†). The last stanza brings a conclusion; and the last verse in the stanza sounds as if it were a final chord in a piece of music: We will build the roads and bridges, the electric grids and digital lines that feed our comme rce and bind us together. We will restore science to its rightful place, and wield technology’s wonders to raise health care’s quality and lower its cost.We will harness the sun and the winds and the soil to fuel our cars and run our factories. And we will transform our schools, and colleges and universities to meet the demands of a new age. 11 All this we can do. And all this we will do. (Obama 2) The sun and winds are invoked to symbolise man’s need for the energy necessary to drive the economy. Obama does not speak a ‘dry’ language of economists; he prefers the language of poets. Hart compares an orator – a persuader – with a poet being â€Å"artistically creative.Both work with symbols to breathe life into ideas† and use â€Å"their imaginations to engage their audiences imaginations† (10). The meaning of every sentence rests beyond the bare words – it is metaphorical. Analysing arguments, Hart refers to Toulmi n’s work, applying to the term major claims as: a) the broadest, most encompassing, statements made by the speaker, b) lie at the level of abstraction higher than all other statements the speaker makes, c) represent what the speaker hopes will become the â€Å"residual message† in listeners minds (i. . , the main thoughts remembered when the details of the message have been forgotten), and d) are frequently repeated or restated in the message† (Hart 98). In the extract above, every sentence contains a major claim, according to its definition. The message does not consist of specific words having definitive meaning of the work planned; they are, rather, â€Å"the broadest, most encompassing†. What seems to strengthen the message is its rhythmical construction and repetition.Unlike the ‘prosaic’ parts of the speech, where the listener does not need to employ their imagination, the poetical ones require it in order to fill the gap in the meanings between â€Å"the sun and the winds†, which should â€Å"fuel our cars†, or work out the way â€Å"to wield technology’s wonders† (Obama 2). The structures of these stanzas follow the rules of synthetic parallelism, where â€Å"the theme is worked up by the building of thought upon similar thought† (Catholic Encyclopedia (1913), â€Å"Parallelism†, 2/4).These linguistic tools contribute to the speaker’s foregrounding of the idea of forthcoming changes by repeating the same or similar syntactic structures along with the 12 same phrase â€Å"we will†. Lexically, the stanzas also correspond. The theme of building and reconstruction the country’s economy progresses throughout the block with a final ‘chord’ where Obama seems to have changed his pre-presidential slogan â€Å"yes, we can† to â€Å"yes, we will†. 4. 3.Parallelism and foregrounding Parallelism is a product of â€Å"balanced arrangemen t achieved through repetition of the same syntactic form† (The Oxford Dictionary of Literary Terms, â€Å"parallelism†). Analyzing the text, one can find both syntactic and lexical parallels. Lexical parallelism is an effect of repetition of the same words or certain relationships between words, mostly belonging to the same word group, such as verbs or nouns. Giving examples of parallelism, scholars often refer to poetry and rhetoric.It seems that what they have in common is their appeal to the listener’s emotions rather than pragmatism. Foregrounding is based on â€Å"giving unusual prominence to one element or property of the text† (The Oxford Dictionary of Literary Terms, â€Å"foregrounding†). The devices such as repetition and giving a favorable syntactic position are commonly employed for creating a foreground effect. The background is, hence, a weaker and significantly less important component in the text is used as a tool for stressing foreg rounding.I would like to suggest that the following piece of speech consists of lexical parallels. To start with, the nouns ‘strength’ and ‘weakness’ are antonyms; by putting them in the same line the speaker creates the effect of parallelism based on contradiction. He continuously contrasts and contradicts the rights and wrongs in the text until ‘goodness’ eventually prevails over ‘evil’. For we know that our patchwork heritage is strength, not a weakness. 13 We are a nation of Christians and Muslims, Jews and Hindus – and non-believers.We are shaped by every language and culture, drawn from every end of this Earth; and because we have tasted the bitter swill of civil war and segregation, and emerged from the dark chapter stronger and united, we cannot help but believe that the old hatreds shall someday pass; that the lines of tribe shall soon dissolve; that as the world grows smaller, our common humanity shall reveal itsel f; and that America must play its role in ushering in a new era of peace. (Obama 4) It is interesting that by contradicting and drawing parallels, the speaker achieves the effect of foregrounding.Before pointing out the goal, the speaker explains the reason for it and, hence, prepares the ground for the challenge, which seems achievable afterwards. Lexical and syntactic repetitions strengthen both the background and foreground of the text. Speaking about the diversity of the country, Obama uses the effect of antithesis making contrasts when mentioning the religious groups. The diversity of religions evolves from being simply contrastive, which might in other contexts be interpreted as divisive and, therefore, a problematic issue, to cohesion and solidarity of the purpose.Those elements, which rest on the side of ‘meanness’, fade away under the pressure of ‘goodness’. The following compounds of phrases seem predictable then: â€Å"hatreds – pass . . . tribe – dissolve . . . humanity – reveal† (Obama 4). 14 4. 3. 1Parallelism – syntactic and lexical The following extract is an example of both syntactic and lexical parallelism. The sentences begin with and are stressed by a prepositional phrase â€Å"for us†. It is followed by the noun phrase consisting of the pronoun â€Å"they†, which is followed by two verb phrases joined by a conjunction â€Å"and†.The sentences are not alike in the structures. That is to say, although their first verb phrase is intransitive, in the first two sentences, it is post-modified by a noun phrase and a prepositional phrase respectively. In the third sentence, the same prepositional phrase post-modifies the two intransitive verb phrases â€Å"fought† and â€Å"died†. These verbs have related meaning where fighting causes dying. In the second sentence, the phrases â€Å"toiled in sweatshops† and â€Å"plowed the hard earth† ar e quasi-synonymous as they both mean doing hard work.In addition to the parallelism, the repetition and the heading position of the phrase ‘for us’ produces the effect of foregrounding. The repetition and relationship of the phrases â€Å"they† and â€Å"for us† make the message of the passage more coherent. Everything â€Å"they† did, they did â€Å"for us†. In this case, what â€Å"forebearers† [sic] did, is not signified merely as a list of jobs, but rather as the effort they made for â€Å"a future generation†. The language devices serve as a promoter of the message here. For us, they packed up their few worldly possessions and travelled across oceans in search of a new life.For us, they toiled in sweatshops and settled the West; 15 endured the lash of the whip and plowed the hard earth. For us, they fought and died, in places like Concord and Gettysburg; Normandy and Khe Sanh. (Obama 2) 4. 3. 2. Parallelism and alliteration The Oxford Dictionary of Literary Terms defines the term alliteration as â€Å"the repetition of the same sounds – usually initial consonants of words or of stressed syllables – in any sequence of neighboring words†, remarking that in some poetry â€Å"alliteration rather than rhythm is the chief principle of repetition† (â€Å"alliteration†).The following block of supposed poetry contains both of the devices alliteration and parallelism. The adjectives â€Å"less† and â€Å"last† are not only repeated in the same stanza, but they also start with the same consonant â€Å"l†, consist of a single syllable and have similarity in the meaning. They both related to the tendency to minimize something to an unimportant level. Although the two first stanzas begin with the same pronoun â€Å"our†, they differ in the choice of linguistic tools. The effect of parallelism of the following two stanzas rests upon contradiction.Alliter ation is more vaguely expressed in the words starting with consonant â€Å"p† such as â€Å"pat†, â€Å"protecting†, â€Å"putting† and â€Å"passed† in the second stanza, and is absent in the third one. These two stanzas contain verbs and/or verb phrases having opposite meaning; they contradict each other and the parallelism is based on contradiction. Every stanza consists of a single, complex sentence, where intensity is accumulating in the first two lines in stanza 1 and 2 (in the third stanza that is line 1), and accelerating to its climax in the following line 3 and 4 relatively.Calling for action, Obama stresses the last syllables in 16 phrasal verbs – verbs of action pick up and dust off. The choice of these multi-word verbs obviously reflects the desire to emphasize the need for action: up and off associate with impulse and movement. The tension is growing from the first to the last verse with the conclusion coming as a final chord: Our minds are no less inventive, our goods and services no less needed than they were last week or last month or last year. Our capacity remains undiminished.But our time of standing pat, of protecting narrow interests and putting off unpleasant decisions – that time has surely passed. Starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America. (Obama 2) 4. 4. Rhetoric: lexical chain for the planned changes Hart defines the word lexicon as â€Å"words that are unique to a group or individual and that have specific rhetorical power . . . [;] by using preferred words a speaker can establish the right 17 to address the audience† (156).Considering the fact that rhetoric is a persuasive use of language, Hart is insistent that â€Å"rhetoric is an art . . . [which] creates a story out of nothing, using symbols to bring to life feelings we had forgotten we had, plans we had not yet considered† (7). He continues: â€Å"t he story rhetoric tells is always a story with a purpose; it is never told for its own sake† (7). In the following chapter, I will draw attention to some rhetorical techniques which contribute to the delivery of the message.More precisely, they are two of five â€Å"basic moves† as Hart define them: â€Å"(2) the speaker must come to be regarded as a helper rather than an exploiter; (3) the speaker must convince the listener that new choices need to be made† (7). In his address, Obama proclaims that the â€Å"time of standing pat . . . has surely passed† and the nation is to â€Å"begin again the work on remaking America† (2). In order to indicate forthcoming changes in various areas and to stress the novelties planned, he parallels them with ‘a new generation’ and ‘a new age’.He makes a specific lexical chain – the choice of vocabulary in order to indicate the expected changes in the society – whose aim is to create the atmosphere of unity and agreement similar to the ideal American family. The theme of ‘unity’ goes throughout the speech, and that is done by a carefully generated lexical chain as well as repetition. The feeling of unity is constructed in the very beginning – in the greeting: â€Å"My fellow citizens†, where the president identifies himself as one belonging to the society, rubbing away the invisible border between the stage and the crowd.The following step is to design the image of the nation as a family, where the ideals and traditions are transmitted from generation to generation- the word which is used quite extensively in the address. Obama creates ‘a solid ground’ for a consensus of the main issues with the Americans from the very beginning by claiming that â€Å"We the People have remained faithful to the ideas of our forebearers [sic], and true to our founding documents† (1). This idea is developed and reused in such a way that it reappears in the very end of the speech, where Obama cites the 8 words of â€Å"our (the Americans) father† â€Å"in the year of America’s birth† calling for unity and commitment. 4. 5. Citing other orators Obama has numerous times been compared with the black American civil rights leader Martin Luther King, and he himself draws attention to such a comparison. The day before the inauguration BBC News reported that â€Å"he reflected that Tuesday’s inauguration ceremony would take place on the same mall where many thousands gathered in 1963 to hear Martin Luther King’s lesson â€Å"I have A Dream† speech† (1).In fact, there was another political leader, who made his speech on the same day just before Dr King did – the national president of the American Jewish Congress Rabbi Joachim Prinz, whose words Obama cites and whose message he reintroduces. â€Å"The time . . . has come† phrase is excerpted from Dr Pri nz’s speech. His thought of â€Å"the time . . . for us to work together, for it is not enough to hope together – for it is not enough to pray togetherâ€Å" is edited and reused in Obama’s speech (Prinz, Civil rights). The time has come to reaffirm our enduring spirit† is the phrase which not only resembles Dr Prinz’s but proclaims a new â€Å"reaffirming† cycle in American history. Obama’s style of addressing the audience is also resembles Prinz’s. They both start with a rather formal address, changing then to â€Å"direct address . . . , a feature often found in personal correspondence†, such as Prinz’s â€Å"our fathers taught us†, â€Å"our children, yours and mine†, â€Å"we share† and Obama’s â€Å"our forebearers†, â€Å"our Founding Fathers†, â€Å"men and women and children of every race and every faith†, â€Å"we remain†. 9 4. 6. The elements of p reaching According to discourses of cultural criticism, Obama’s rhetorical style may be described as an American one. Hart refers to a number of scholars when stating that â€Å"one of the most distinctive things about American rhetoric is its curious combination of Transcendental and Pragmatic themes† where he continues â€Å"the transcendent strain in discourse gives it an â€Å"elevating† tone, the sort of tone one hears on inauguration day in the United States†(240). On this day, the president might feel inclined to mention â€Å"the words of Scripture†.He avoids favouring one single religion by referring to â€Å"scripture† rather than the Bible, which relates to any religion in the world and, although he cites Bible, the values he mentions are universal: the time has come to set aside childish things. The time has come to reaffirm our enduring spirit; to choose our better history; to carry forward that precious gift, that the noble ide a, passed from generation to generation: the God-given promise that all are equal, all are free, and all deserve a chance to pursue their full measure of happiness. Obama 2) In that block, one can feel the growing tension, which comes as a climax in poetry and culmination in a traditional, Afro-American sermon. It has elements of Gospel, where rhythm changes its pattern while the main idea is repeated. Obama’s style of public performance has been compared with preaching, particularly that which belongs to â€Å"the tradition of AfroAmerican preaching discourse†. Capone notices that â€Å"among the characteristics which parallel Obama’s speech style with Afro-American religious traditions is rhythmic structure, sensitivity and ‘elevation’ (2970). 0 Hart argues that the Americans are â€Å"a nation that seems to need a Holy Purpose for doing almost anything† (240). Speaking on politics and business, Obama â€Å"strengthens† his states b y referring to the Bible again – â€Å"hatreds shall someday pass . . . the lines of tribe shall soon dissolve . . . our common humanity shall reveal itself â€Å"(4). Transcendental theme supports the pragmatic thoughts, in other words, two themes collaborate so that the message maximizes its efficiency. 5. ConclusionThe analysis of Barack Obama’s Inaugural Address suggests that the speech was made by a skilful orator, who employed various linguistic and rhetoric devices for the efficiency of the address. They are tightly linked together and, at times, it is hard to separate one from another as they are often multifunctional. I would like to suggest that the high level of education of the speaker was helpful when setting various tools in collaboration, so that the use of them produced the effect of a desirable message, the one which the audience accepted as if it had come from it self.Learning from Ancient Greeks, President uses didactic poetry: persuading, convinci ng and easy-to-be-remembered rhythmic style when addressing to a wide audience of the Americans. Didactic poetry rests upon repetition and parallelism, which are the basic tools for creating an easily memorized message. Parallelism is, in turn, a part of a linguistic field of semantics. Focusing on parallelism employed in the speech, I have found that personal pronouns play a significant role in creating a foregrounding effect, which is an aspect of pragmatics. All these devices positively correlate with a rhetorical style, which the orator chose for the speech.The event took place at a historical mall, where some of the most prominent American orators have spoken to large audiences. In his speech, Obama stresses the strong connections between generations which he, as he states, is to endure, and employs other orators words in order to support the statement. 21 In an attempt to cover the most important values of the American people, Obama appeals to those which rest upon family and religion. He cites the Bible but quite carefully and, having pointed out the diversity of religions represented in the country, applies his words to universal, ‘transcendental truth’.He also creates an emotional atmosphere of a nation as a family, which suggests unity and support, the desire for a better future and a readiness for working hard on it for the next generation’s sake. The lexical register along with the foregrounding help to fulfill the task in a favorable view. The newly elected president needs his people’s support for the forthcoming reforms, which he has planned to carry out. The unity of the Americans, in order to receive their advanced approval, seems to be the aim of the President’s address to the nation. His speech is persuasive, but hardly aggressive.By using linguistic techniques, which have been employed by a number of the nation’s â€Å"Fathers† and which have proved to be successful and appreciated both by the audience present and forthcoming generations, Obama announces his address to his people in a favorable way. That is to say, the extensive use of pronouns ‘we’ and ‘our’ in combinations with the lexical chain discussed above, affects the speech in such a way that the audience, to some extent, might almost be considered to be participants in it and the President performs as a representative of the people.The various linguistic and rhetorical devices suggest that the orator articulates the ideas of the audience and that as a president, he represents the interests of his people. 22 Works Cited —. A Dictionary of Critical Theory by Ian Buchanan. Oxford University Press, 2010. Oxford Reference Online. Oxford University Press. Hogskolan I Halmstad. Web. 30 Mar. 2011 Akmajian, Adrian, et al. Linguistics: An Introduction to Language and Communication. 5th ed. The USA: Massachusetts Institute of Technology, 2001. Print. Bazzanella, Carla. †Redundancy, re petition, and intensity in discourse. † Language Sciences 33 (2011): 243-254.Web. 03 Feb. 2011. BBC News, â€Å"Obama honours Martin Luther King†, BBC. BBC News, 20 Jan 2009 Web. 29 Mar 2011. Capone, Alessandro. â€Å"Barack Obama’s South Carolina Speech† Journal of Pragmatics. 42 (2010): 2964-2977. Web. Greenstein, Fred I. The Presidential Difference. 3rd ed. Princeton and Oxford: Princeton University Press, 2009. Print. Hart, P. Roderick. Modern Rhetorical Criticism. Upper Saddle River: Allyn&Bacon A Pearson Education Company, 1997. Print. Lash, Scott. Another Modernity. 1998. Oxford: Blackwell Publishers Ltd, 1999. Print. Leanne, Shel. Say It Like Obama: The Power of Speaking with Purpose and Vision.USA: RR Donnelley, 2009. Print. Mey, Jacob L. Pragmatics: An Introduction. 1993. Oxford: Blackwell Publishers Ltd, 2002. Print. Obama, Barack. †Bararack Obama’s Inaugural Address†. The Inaugural Address, Washington, The Capitol, 20 Jan. Th e Washington Post. The Washington Post, 20 Jan. 2009. Web. 10 May 2011. —Oxford Dictionary of English, Ed. Angus Stevenson. Oxford University Press, 2007. Oxford Reference Online. Oxford University Press. Hogskolan I Halmstad. Web. 17 Feb. 2011 23 Prinz, Joachim. â€Å"I speak to you as an American Jew†, Web. 4 Apr 2011. http://joachimprinz. com/civilrights. htm/. –â€Å"Punahou left lasting impression on Obama. † The Associated Press. Honolulu Star-Bulletin. 2007. Web. 11 Apr 2011. http://archive. starbulletin. com. Simpson, Paul. Stylistics: A resource book for students. London and New York: Routledge, 2002. Print. Tenbrink, Thora. â€Å"Reference frames of space and time in language. † Journal of Pragmatics. 43. 3 (2011) : 704-722. Web. 18 Mar. 2011. —. The Concise Oxford Companion to Classical Literature. Ed. M. C. Howatson and Ian Chilvers. Oxford University Press, 1996. Oxford Reference Online. Oxford University Press. Hogskolan I Halm stad. Web. 18 Feb. 2011 —.The Concise Oxford Companion to Englishl Literature. Ed. Margaret Drabble and Jenny Stringer. Oxford University Press, 2007. Oxford Reference Online. Oxford University Press. Hogskolan I Halmstad. Web. 17 Feb. 2011 —. The Oxford Dictionary of Literary Terms. Chris Baldick. Oxford University Press, 2008. Oxford Reference Online. Oxford University Press. Hogskolan I Halmstad. Web. 22Feb. 2011. 24 Appendix Obama's Inaugural Address Remarks as Prepared for Delivery January 20, 2009 My fellow citizens: I stand here today humbled by the task before us, grateful for the trust you have bestowed, mindful of the sacrifices borne by our ancestors.I thank President Bush for his service to our nation, as well as the generosity and cooperation he has shown throughout this transition. Forty-four Americans have now taken the presidential oath. The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the o ath is taken amidst gathering clouds and raging storms. At these moments, America has carried on not simply because of the skill or vision of those in high office, but because We the People have remained faithful to the ideals of our forbearers, and true to our founding documents. So it has been.So it must be with this generation of Americans. That we are in the midst of crisis is now well understood. Our nation is at war, against a far-reaching network of violence and hatred. Our economy is badly weakened, a consequence of greed and irresponsibility on the part of some, but also our collective failure to make hard choices and prepare the nation for a new age. Homes have been lost; jobs shed; businesses shuttered. Our health care is too costly; our schools fail too many; and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet.These are the indicators of crisis, subject to data and statistics. Less measurable but no less pro found is a sapping of confidence across our land – a nagging fear that America's decline is inevitable, and that the next generation must lower its sights. Today I say to you that the challenges we face are real. They are serious and they are many. They will not be met easily or in a short span of time. But know this, America – they will be met. On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord. 1On this day, we come to proclaim an end to the petty grievances and false promises, the recriminations and worn out dogmas, that for far too long have strangled our politics. We remain a young nation, but in the words of Scripture, the time has come to set aside childish things. The time has come to reaffirm our enduring spirit; to choose our better history; to carry forward that precious gift, that noble idea, passed on from generation to generation: the God-given promise that all are equal, all are free, and all deserve a chance to pursue their full measure of happiness.In reaffirming the greatness of our nation, we understand that greatness is never a given. It must be earned. Our journey has never been one of short-cuts or settling for less. It has not been the path for the faint-hearted – for those who prefer leisure over work, or seek only the pleasures of riches and fame. Rather, it has been the risktakers, the doers, the makers of things – some celebrated but more often men and women obscure in their labor, who have carried us up the long, rugged path towards prosperity and freedom.For us, they packed up their few worldly possessions and traveled across oceans in search of a new life. For us, they toiled in sweatshops and settled the West; endured the lash of the whip and plowed the hard earth. For us, they fought and died, in places like Concord and Gettysburg; Normandy and Khe Sahn. Time and again these men and women struggled and sacrificed and worked till their hands were ra w so that we might live a better life. They saw America as bigger than the sum of our individual ambitions; greater than all the differences of birth or wealth or faction.This is the journey we continue today. We remain the most prosperous, powerful nation on Earth. Our workers are no less productive than when this crisis began. Our minds are no less inventive, our goods and services no less needed than they were last week or last month or last year. Our capacity remains undiminished. But our time of standing pat, of protecting narrow interests and putting off unpleasant decisions – that time has surely passed. Starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America. For everywhere we look, there is work to be done.The state of the economy calls for action, bold and swift, and we will act – not only to create new jobs, but to lay a new foundation for growth. We will build the roads and bridges, the electric grids and digital lines that feed our commerce and bind us together. We will restore science to its rightful place, and wield technology's wonders to raise health care's quality and lower its cost. We will harness the sun and the winds and the soil to fuel our cars and run our factories. And we will transform our schools and colleges and universities to meet the demands of a new age.All this we can do. And all this we will do. 2 Now, there are some who question the scale of our ambitions – who suggest that our system cannot tolerate too many big plans. Their memories are short. For they have forgotten what this country has already done; what free men and women can achieve when imagination is joined to common purpose, and necessity to courage. What the cynics fail to understand is that the ground has shifted beneath them – that the stale political arguments that have consumed us for so long no longer apply.The question we ask today is not whether our government is too big or too small, but whether it works – whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified. Where the answer is yes, we intend to move forward. Where the answer is no, programs will end. And those of us who manage the public's dollars will be held to account – to spend wisely, reform bad habits, and do our business in the light of day – because only then can we restore the vital trust between a people and their government. Nor is the question before us whether the market is a force for good or ill.Its power to generate wealth and expand freedom is unmatched, but this crisis has reminded us that without a watchful eye, the market can spin out of control – and that a nation cannot prosper long when it favors only the prosperous. The success of our economy has always depended not just on the size of our Gross Domestic Product, but on the reach of our prosperity; on our ability to extend opportunity to every willi ng heart – not out of charity, but because it is the surest route to our common good. As for our common defense, we reject as false the choice between our safety and our ideals.Our Founding Fathers, faced with perils we can scarcely imagine, drafted a charter to assure the rule of law and the rights of man, a charter expanded by the blood of generations. Those ideals still light the world, and we will not give them up for expedience's sake. And so to all other peoples and governments who are watching today, from the grandest capitals to the small village where my father was born: know that America is a friend of each nation and every man, woman, and child who seeks a future of peace and dignity, and that we are ready to lead once more.Recall that earlier generations faced down fascism and communism not just with missiles and tanks, but with sturdy alliances and enduring convictions. They understood that our power alone cannot protect us, nor does it entitle us to do as we ple ase. Instead, they knew that our power grows through its prudent use; our security emanates from the justness of our cause, the force of our example, the tempering qualities of humility and restraint. We are the keepers of this legacy. Guided by these principles once more, we can meet those new threats that demand even greater effort – even greater cooperation and understanding between nations.We will begin to responsibly leave Iraq to its people, and forge a hard-earned peace in Afghanistan. With old friends and former foes, we will work tirelessly to lessen the nuclear threat, and roll back the specter of a warming planet. We will not apologize for our way of life, nor will we waver in its defense, and for those who seek to advance their aims by inducing terror and slaughtering innocents, we say to you now that our spirit is stronger and cannot be broken; you cannot outlast us, and we will defeat you. 3 For we know that our patchwork heritage is a strength, not a weakness.W e are a nation of Christians and Muslims, Jews and Hindus – and non-believers. We are shaped by every language and culture, drawn from every end of this Earth; and because we have tasted the bitter swill of civil war and segregation, and emerged from that dark chapter stronger and more united, we cannot help but believe that the old hatreds shall someday pass; that the lines of tribe shall soon dissolve; that as the world grows smaller, our common humanity shall reveal itself; and that America must play its role in ushering in a new era of peace.To the Muslim world, we seek a new way forward, based on mutual interest and mutual respect. To those leaders around the globe who seek to sow conflict, or blame their society's ills on the West – know that your people will judge you on what you can build, not what you destroy. To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history; but that we will extend a hand if you are willing to unclench your fist.To the people of poor nations, we pledge to work alongside you to make your farms flourish and let clean waters flow; to nourish starved bodies and feed hungry minds. And to those nations like ours that enjoy relative plenty, we say we can no longer afford indifference to suffering outside our borders; nor can we consume the world's resources without regard to effect. For the world has changed, and we must change with it. As we consider the road that unfolds before us, we remember with humble gratitude those brave Americans who, at this very hour, patrol far-off deserts and distant mountains.They have something to tell us today, just as the fallen heroes who lie in Arlington whisper through the ages. We honor them not only because they are guardians of our liberty, but because they embody the spirit of service; a willingness to find meaning in something greater than themselves. And yet, at this moment – a moment that wil l define a generation – it is precisely this spirit that must inhabit us all. For as much as government can do and must do, it is ultimately the faith and determination of the American people upon which this nation relies.It is the kindness to take in a stranger when the levees break, the selflessness of workers who would rather cut their hours than see a friend lose their job which sees us through our darkest hours. It is the firefighter's courage to storm a stairway filled with smoke, but also a parent's willingness to nurture a child, that finally decides our fate. Our challenges may be new. The instruments with which we meet them may be new. But those values upon which our success depends – hard work and honesty, courage and fair play, tolerance and curiosity, loyalty and patriotism – these things are old.These things are true. They have been the quiet force of progress throughout our history. What is demanded then is a return to these truths. What is requir ed of us now is a new era of responsibility – a recognition, on the part of every American, that we have duties to ourselves, our nation, and the world, duties that we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character, than giving our all to a difficult task.This is the price and the promise of citizenship. This is the source of our confidence – the knowledge that God calls on us to shape an uncertain destiny. 4 This is the meaning of our liberty and our creed – why men and women and children of every race and every faith can join in celebration across this magnificent mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath. So let us mark this day with remembrance, of who we are and how far we have traveled.In the year of America's birth, in the coldest of mo nths, a small band of patriots huddled by dying campfires on the shores of an icy river. The capital was abandoned. The enemy was advancing. The snow was stained with blood. At a moment when the outcome of our revolution was most in doubt, the father of our nation ordered these words be read to the people: â€Å"Let it be told to the future world†¦ that in the depth of winter, when nothing but hope and virtue could survive†¦ that the city and the country, alarmed at one common danger, came forth to meet [it]. America. In the face of our common dangers, in this winter of our hardship, let us remember these timeless words. With hope and virtue, let us brave once more the icy currents, and endure what storms may come. Let it be said by our children's children that when we were tested we refused to let this journey end, that we did not turn back nor did we falter; and with eyes fixed on the horizon and God's grace upon us, we carried forth that great gift of freedom and deliv ered it safely to future generations. 5