The Local Address

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The Local Address
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The Local Address

• Pluralism
• A condition in which numerous distinct ethnic,
  religious, or cultural groups are present and
  tolerated within a society.
• The belief that such a condition is desirable or
  socially beneficial.

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The Local Address

• Chief executives seem ostensibly willing to talk
  to just about anyone- lawyers or scientists,
  Mississippians or Michiganians, Future Farmers or
  Ancient Hibernians- and at any location- dairies
  or warehouses, train stops or tabernacles,
  universities or state capitols.- Beasley

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Presidents On Tour

• Beasley (2001) analyzed 10 local addresses from
  each term between 1885-1992
• Looked for the way presidents
• Described each audience to itself
• Linked characteristics of that group to national
  ideals

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Findings

• 3 common ways presidents address local groups
• Rhetoric Promotes
• Regionalism
• Occupationalism
• Partisanship

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Functions/Goals

• Identify with constituencies
• Promote group solidarity
• rhetorically reduces the number of acknowledged
  pluralities
• Framed as acceptable or even admirable
• Ingratiation

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Regionalism

• Assumption that cities, states, or regions breed
  certain characteristics into their inhabitants
• Examples
• Taft congratulated people of Fresno on their
  California spirit in a 1909 address
• Eisenhower at the Vermont State Dairy Festival in
  1955

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Occupationalism

• Focusing on the contributions of various
  vocational groups to the betterment of the nation
• Frames work as a means of practicing citizenship
• Example
• You are doing the thing that I think speaks
  best for America. You are builders. You are
  building up America.
• Johnson at the Building and Construction Trade
  Dept. in 1967

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Partisanship

• Discussion of merits of own party
• Most surprising b/c of danger involved
• Not overtly critical of other party
• Example
• Democrats are united by a devotion to the
  rights of the people andall things that tend to
  the advancement of their welfare and happiness.
• Cleveland in 1889, at a reception given by the
  Democratic Club in New York

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Rhetoric of Flattery?

• Essentially, yes
• Local audiences
• Distinguished?Aligned with American values/ideals
• Promotes pride
• Approval of president

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Pros and Cons

• Positive criticism
• Rhetorical tactics reinforce good characteristics
  by praising them
• Form of self-fulfilling prophecy
• Negative criticism
• Cynics may argue that the motivation is purely
  selfish- for themselves as a candidate and their
  party