C. Theoretical Framework
The study of Obama‟s presidential video campaign “Forward” uses all the theories reviewed above as the base in doing the analysis. The theories on
Textual Features Phonology, Vocabulary, and Grammar is used to analyze the textual features of the utterances spoken in the video.
The theory on Grammar is used to explore the grammatical features that are used in the spoken utterances in the video. The grammatical study covers the
parallelism, antithesis, and alliteration. Then, the study uses Phonological theory that covers the Emphatic Stress
and Intonation to reveal the emphatic stress and intonation of the spoken utterance in the video. The theory on Vocabulary is used to uncover the vocabulary use in
the video. The vocabulary study covers Naming, Referring Expression, Time Indicator, Statistics, Actions, and Social Issues. After conducting the study on the
textual features, the researcher relates the study to the textual features of the text, which is a political campaign in purpose of persuading people. The theory on
political campaign is used to elicit the persuasive message occurs in the video‟s utterances.
In this research, the researcher combined persuasion strategy theory elicited by Simon with Christopher Gilson and Harold W. Berkman theory on
creative strategy and execution on broadcast media to analyze the persuasion strategy used in the video. At first, the researcher uses Larson‟s theory on
persuasion strategy that covers the aspects of a persuasive text structure existed in the video campaign through the textual features of the text to elaborate the
analysis on persuasion strategy that refers to Simon and Gilson and Berkman .
Through Ross‟s theory on speech communication, the researcher analyzes the use of
intonation feature
of the
text.
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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
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