the beginning of Obama‟s administration. The utterance gives a detailed statistics in describing the job lost crisis to convey the persuasive message convincingly.
The above utterance, however, is meant to give a view toward the readers on the economy crisis that Obama faced in the beginning of his administration
which he conquered afterwards. The utterance above is informative from the use of the statistics numbers yet persuasive in terms of creating the dramatic tone
through the other textual features.
v. Actions
The vocabularies in the “actions” section are namely words that are derived from verbs. The occurrence of this textual feature is 88 occurrences within
45 utterances. The use of the showing action phrases are to make emphasize on the action done or felt by the subject of the utterances.
Code Spoken Utterances
Actions
VOCE2214 And while theres still more to do, theres been
real progress, because President Obama never stopped believing in us and fighting for us.
Do never
stopped believing
fighting
Table 32. Actions vocabulary
The actions words of the above utterance are the word “do”, “stopped”,
“believing”, and “fighting”. All of the utterances describes Obama‟s action. The utterance above is meant to say that Obama wants to do more improvements for
America, despite of things that he had done because he believes and will never stop fighting for the better America.
The above utterance is purely persuasive since it used the word “believing” and “fighting” that cannot be measured and purely emotive. The use
of the action phrases, referring to the above utterance is to persuade people by describing Obama‟s character.
vi. Social Issues
Social issues vocabulary is found thoroughly in the video campaign. The use of the social issues vocabularies, however, in accordance to the topic spoken
in the video campaign. The list of the social issues vocabulary can be seen in Appendix 3.
Social issue vocabulary occurs 40 times within 26 utterances out of all 65 utterances in the video campaign. In the table below, there are three social issues
discussed in the utterance.
Code Spoken Utterances
Social Issues
VOCF2310 He took on the credit card companies, stopping
unfair fees and hidden penalties, took on the Wall Street banks too, fighting for tough new
reforms to make sure they never again wreck our economy.
Fees Penalties
Economy
Table 33. Social issues vocabulary
In the utterance above, the social issue of economy is described through the word “fees”, “penalties”, and “economy”. The use of those social issues words
is in accordance with the topic of the utterance, which is economy. Unfair fees and hidden penalties are economy-related words under the scope of banking
management as in the context of the utterance above . Then, the word “economy”
speaks in a wider context of the American economy. The utterance above is also meant to say that the cause of the economy
crisis in the previous time has been settled by Obama. The clause “they never again wreck on our economy” describe Obama‟s strategies and has made it
possible for the America not to be in the same economy crisis as before. The clause‟s attitude is to guarantee the American healthy economy.
2. Persuasion Strategies in Obama’s Presidential Video Campaign
