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CHAPTER III METHODOLOGY
D. Object of The Study
The object of the research is the textual features and the persuasion strategies
of Obama‟s 2012 presidential video campaign “Forward”. The video was launched on April 30th, 2012, in YouTube, under the account of
BarackObamadotcom. The account is the official YouTube account of Obama‟s official website: BarackObama.com. The account was used as a campaign channel
for the 2008 and 2012 Obama‟s presidential campaign. The account was created in September 5th, 2006. Until April 2014, the
account has publihed 3,002 videos and being subscribed by 545,871 YouTube account. The title of the video, “Forward”, is referring to Obama‟s 2012
presidential campaign slogan. The video campaign “Forward” itself has been watched 1.012.515 times by YouTube viewers. The video‟s length is 7 minutes
and 16 seconds with 24 framessecond. The video is a series of video cuts from News broadcast, daily activities,
political meetings, political people, Obama while delivering his speech, graphics and combined with graphics art. The audio is a combination of voice-over,
Obama‟s speech, news broadcast, News broadcast and political people. Generally, the video is about President Obama‟s achievements and belief.
As seen in the caption of the video: The video outlines the challenges America faced as President Obama
took office at the height of the worst recession in almost a century and details the progress that has been made reclaiming the security of the
middle class and building an economy thats meant to last, where hard work pays and responsibility is rewarded. BarackObamadotcom, 2012:
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E. Approach of The Study
The approach of the study is stylistics. At this point, the researcher gives a brief explanation on stylistics to picture the idea of stylistics approach.
Stylistics is a branch of language study that is concerned in the use of language in utterances. It examines the creativity of language use that is related to
the purpose of the text. As a branch of linguistics, stylistics study is allowed to relate the text‟s linguistics context and the non-linguistics context.
According to Simpson, to work under stylistics approach is to explore creativity in language use 2004: 3. So, the main concern of stylistics is different
from any other branch of linguistics. In short, Stylistics, as defined by Verdonk:
So stylistics, the study of style, can be defined as the analysis of
“distinctive” expression in language and the description of its purpose and effect 2002: 4.
In this study, the stylistics approach helps the researcher to characterized
the textual features in Barack Obama‟s video campaign. Since the primary data of the study is in two different kinds of data, both spoken and transcription of the
spoken utterances, the stylistics approach covers both of them. The spoken utterances is analyzed through the style of its intonation and
emphatic stress, while the transcription of the spoken utterances will be analyzed through its grammar and vocabulary.
F. Method of The Study
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