The above utterance has the rising nucleus on the word “strong” and “secure”. The words in rising intonation are in the parallel structure. After the
word, “strong”, there is the word “secure” following the word. Then, the rising intonation is used to indicate that the speaker has not done uttering his utterance.
However, the speaker‟s purpose for using the rising tone in those
particular words are to attract people‟s attention and to emphasize the word “strong” and “secure” by making them dramatic. The dramatization occurs with
the use of the rising intonation withing all-falling intonation words.
c. Vocabulary
The third part of the analysis on the video campaign textual features is in the scope of its vocabulary. The choice of words within a campaign is very
significant in delivering the persuasive message. The message of the video campaign is meant to make people elect Obama in the US 2012 presidential
election. The words choice plays a significant role in making the message r
eceived by the audience and attracts people‟s attention. Under the term of vocabulary, the researcher found that there are 6 types
of vocabulary that plays a major role in building the video‟s persuasion strategy.
The grouping of vocabulary that is done by the researcher covers the vocabulary in Naming, Referring expression, Time Indicator, Statistical, Showing Actions,
and Social Issues. The video campaign relies on some words in making emphasize of the
persuasive message. The time indicator vocabularies, for example, give a significant role in making the comparison of the past time of Bush‟s
administration with Obama‟s administration. Then under the term of Naming, the choice of words is able to influence people‟s perception. Naming is told to be a
powerful ideological tool. It can influence people opinion by saying an economy crisis as an “economy disaster” or as a “challenge”. The first choice of words is
used in the way the speaker address the economy crisis, and the latter is the way Obama address the
crisis. By putting the word “challenge”, a more positive tone is gained rather than saying it to be an “economic disaster”.
i. Naming
Naming is one of the vocabularies that occurs in the video campaign. The video campaign, however, has a significant number of naming vocabulary that are
used in the video. The frequency of naming is 48 occurrences within 32 utterances.
As been stated before, Naming is a powerful ideological tool. It can change people‟s perception by simply name a condition or era in a different ways.
The choice of words depends on the speaker‟s attitude and purpose. In this video campaign, the purpose of the naming is to promote Obama and persuasively tell
the people that Obama is the fittest person to be the President of the United State. Since the form of the video is a video campaign, then the utterances has
significant number in conveying the ideological thought of Obama and promote his achievement. The message can be thoroughly accepted on the data below:
Code Spoken Utterances
Naming
VOCA5930 A promise kept by a president who understands Americas promise, who
understands Americas greatness comes from a strong, secure middle class.
A president
who understands America‟s
promise, who
understands America‟s greatness
Strong, secure middle class
Table 28. Naming vocabulary
In the data above, the Naming utterance is by saying Obama as “a president who understands America‟s promise, who understands America‟s
greatness”. The first naming is used to describe Obama‟s character who understands what America‟s promise on liberty and prosperity. The line also
stated that the Obama understands that America‟s greatness comes from a strong and secure middle class.
The latter naming is the on the phrase “strong, secure middle class”. The naming occurs to describe that Obama believes that
the key toward America‟s greatness is a strong and secure middle class. The naming is meant to emphasize
that Obama‟s major concern in ruling the country and bringing the America to its greatness is by empowering the middle class people. By saying the utterance,
Obama is described to be a person who takes side in the middle class people which is the class of the majority in the United States.
Then, the use of word “understand” is meant to describe Obama as a person who has been elected president before who knows what he does.
Realizing America‟s promise and bringing America to its greatness as a country are the purpose of Obama in conducting
his role as a president. The speaker‟s statement is being persuasive in creating an image toward Obama.
ii. Referring Expression
In the study, the researcher found many referring expressions in the video. There are 90 occurrences of referring expressions are found in the video
within 43 utterances out of 65. The video campaign has several topics under discussion and it is very possible to make several referring expressions toward
many subjects. The speaker usually address the nation, the opponent party, the American people, Obama, a third party subject by using several types of referring
expressions. However, since the type of the video is a political campaign, the use of
referring expressions is used accordingly to the purpose of the campaign. For example, there are several distinctions when the speakers address the nation as a
“country”, “America”, or “the United States”. The use of the words is according to the context and purpose of the utterance.
The video campaign mostly uses personal referring expressions than the demonstrative referring expressions. There are five demonstrative referring
expressions that were found in the text. They are this, that, there, those, the, and here
. The use of the demonstrative referring expressions is as in data code VOCB8
7: “This is a once in a half century, probably once in a century, type of event.” The demonstrative referring expressions used in the utterance is the phrase
“This” which refers to the economy crisis when the speaker was speaking, which is under Bush‟s administration. The use of the phrase “This” is to emphasize the
economy condition that happened in that particular time.
But the use of the demonstrative referring expressions was not as significant as the personal referring expressionsin frequency.
The data below uses referring expressions to create a negative message toward the opponent party, Republican.
Code Spoken Utterances
Referring Expression
VOCB4122 But instead of working together to lift
America up, Republicans were waging a campaign to tear the president down.
America Republicans
the president
Table 29. Referring expressions vocabulary
Referring expressions that occur in the utterance above are the word “America”, “Republicans”, and “the President”. The word “America” refers to the
country as a nation and not as a governmental subject. The use of the word “America” is meant to make people as a part of the nation that Obama tries to lift
up. Attracting the audience by the sense of belonging made the persuasive message delivered thoroughly.
The second referring expression is on the word “Republicans”. The word refers to the politician of the opponent party, the Republican Party. The word
“Republicans” refers the people under the Republican Party and describes them to be “waging a campaign to tear the president down”. The phrase “instead of
working together” also has a significant role in describing the Republicans as not he
lping the Obama‟s administration but tends to “bring the president down”. The last referring expression is the word “the President” that refers to
Obama. Obama is being related to the administration position since the context of the utterance is under governmental area. Obama is called in his administration
position as a president to make a contrast that the Republican Party has been
trying to bring the President of the United States, the president of the American people, down.
The persuasive message is delivered thoroughly from the use of the reference in a specific context, which is in the governmental stage. Then, by
uttering the utterances, the video campaign is actually criticized the Republican Party‟s position that against the government purpose in “lifting America up”.
iii. Time Indicator
Time indicator vocabularies are important in this video campaign. There are 31 occurrences within 25 utterances. The use of time indicator phrase occurs
from the beginning of the video until the end of it. The time indicator phrase is used in the video to make a comparison of the previous era under Bush‟s
administration and Obama‟s administration. Moreover, the time indicator phrases are used to create the plot of the video campaign by using future time indicator,
present time indicator, and sequential time indicator. The future time indicator is mentioned in data number VOCC2818 by saying “And by twenty sixteen, thirty
two millions more Americans will finally have health coverage”. The future time indicator exists in t
he phrase, “by twenty sixteen”.
Code Spoken Utterances
Time Indicator
VOCC1913 And now, instead of losing jobs, were gaining them.
now
Table 30. Time indicator vocabulary
From the data above, the time indicator phrase is the word “now”. The word “now” represents the present time. The contrastive meaning of “losing
jobs” and “gaining them” is the message of the utterance. The word “now” is
making a comparison toward the previous time under Bush‟s administration who
is a Republicans when the United States lost millions of jobs and there are so many laid off in the country with the present time in Obama‟s administration
which they claimed to be “gaining jobs”. The time indicator phrases are important to convey the persuasive
message and build the contrastive condition between the two administrations. The time indicator phrases are the supporting part in emphasizing the contrastive yet
persuasive message.
iv. Statistics
In the video campaign, the researcher noted that there are 7 occurrences of statistics numbers. The frequency is the second least textual feature that is used
in the video campaign. The use of the statistics vocabularies which is conveyed in numbers is to provide an accurate and convincing message to the audience.
The use of statistics numbers ends at the utterance number 28. Significantly, the use of statistics numbers only occurs in the opening of the
utterance in the same topic: economy and job crisis. Then, the use of the statistics numbers is to make a description under the topic of economy and job crisis.
Code Spoken Utterances
Statistics
VOCD123 On the day Barack Obama took office, America had already lost four point four
million jobs, an economic disaster the worst in a generation.
four point four million
Table 31. Statistics vocabulary
In the utterance above, the statistics phrase that is used is the “four point four million”. The number is meant to describe the condition of job lost crisis in
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
