Introduction
Fantasy theme analysis (FTA) helps analyze the language and symbolism of political communication. It lets us find fantasy motifs in campaign narratives, words, and images. Fantasy themes impact perceptions, establish meaning, and influence public comprehension of crucial topics in political discourse. This analysis will examine using FTA to analyze Barack Obama’s revolutionary 2008 Presidential Campaign’s dream elements. Barack Obama’s 2008 campaign’s “Change.” slogan was momentous. Obama’s message resonated with a nation craving multifaceted change, making this campaign a turning point in American politics. Obama’s fantasy theme of change was two-fold. It called for a change in the White House and Washington politics, signalling a divergence from the Bush administration’s perceived failings.
The deliberate linking of Obama’s opponent, John McCain, to Bush administration failures was a prevalent delusion. This Republican nominee-based associational dream sought to link McCain to Bush’s policies in voters’ imaginations. Despite McCain’s periodic disagreements with Bush, the Obama campaign portrayed them as equals, emphasizing the need for party and leadership change. Obama’s perceived inexperience was another difficulty the campaign faced. Obama’s staff used characterological fiction to depict his short tenure in Congress as a strength. Obama’s brief political career was used to present him as an agent of change, linking the theme of inexperience with the larger narrative of revolutionary change. Obama’s speech emphasized bipartisanship and leadership, another dream theme. The initiative promoted cooperative post-partisanship to bridge political barriers. This transformational vision saw Obama as a unifier who might cross party boundaries for good. It promoted bipartisanship as a leadership strategy, not just a political tactic.
Fantasy Theme Analysis: Barack Obama’s Campaign
Fantasy Theme: “Change”
Fantasy Transfiguration: “Change” was undoubtedly the leading and most prevalent fantasy topic of Barack Obama’s 2008 presidential campaign. This theme capitalized on the public’s desire for a change from the current quo by providing a compelling tale that spoke to the people’s sentiment. The simplest way to describe this theme’s Fantasy is “Transformational Fantasy.” An explanation of the Change Theme’s dual nature The “Change” fantasy topic represented a dual character, addressing the need for a change in the White House’s leadership and the way Washington politics were conducted. Obama was positioned as the opposite of the Bush administration’s perceived shortcomings in the first aspect of this subject (Opeyemi et al., 2020, p. 70). It used discontent with the status quo in politics to present Obama as a change agent who would depart from the methods and programs of his predecessor.
The second aspect of the “Change” theme went beyond a simple assignment of authority. Obama outlined a vision in which a more collaborative, post-partisan approach will replace polarizing politics. This aspect sought to transform the fundamental nature of government by encouraging cohesion and cooperation. The dream of transformative change extended beyond personnel changes, including a fundamental shift in how Washington politics operated. Obama purposefully compared his rival, John McCain, to the Bush administration to accentuate this topic, highlighting parallels in party allegiance and policy stances. Obama attempted to persuade Americans that supporting McCain would ensure the continuation of the current state of affairs and obstruct the revolutionary transformation that the Democratic nominee had promised by constructing an associational dream. The fantasy theme of “Change” also extended to particular policy domains, like environmental protection, economic restructuring, and significant healthcare change (Tanjung, 2023, p. 50). This bolsters the transformative vision even more by portraying Obama as the impetus behind significant changes in domestic policy.
Fantasy Theme: “Linking McCain to Bush”
Barack Obama’s 2008 presidential campaign used associational fantasy theme John McCain to Bush’s unpopular policies. This thematic story was carefully created during significant dissatisfaction with the Iraq War and President George W. Bush’s economic policies. Obama’s campaign theme of change sought to replace the Republican president and reform Washington politics. McCain was linked to the Bush administration using rhetoric that appealed to Americans. Party affiliation was the primary rhetorical device. McCain periodically distanced himself from Bush policies, but his involvement with the Republican Party maintained the idea of continuity in power. Highlighting McCain and Bush’s policy similarities on critical subjects like the Iraq War, tax policies, and healthcare increased this connection. The marketing intentionally used visuals to strengthen this relationship (Anestaki et al., 2019, p. 200). Images of McCain and Bush or close together were intentionally used in advertising and speeches to reinforce their alliance with voters.
This fantasy theme focused on blame attribution and McCain as a Bush legacy symbol. Obama’s campaign cleverly presented McCain as a Republican candidate and a symbol of the policies that had caused the country’s problems. McCain was gently blamed for the Iraq War, economic slump, and other crises, portraying him as a status quo keeper. Obama’s campaign used this associational illusion to capitalize on displeasure with the Bush government. The campaign linked McCain to Bush to capitalize on the need for change and depict McCain as a problem. The narrative appealed to those who wanted a policy change (Sanghvi & Sanghvi, 2019, p. 120). Obama’s campaign used this fantasy concept to emphasize the need for a fresh start and a departure from Bush’s perceived failings.
Fantasy Theme: “Inexperience vs. Change Agent”
In Barack Obama’s 2008 presidential campaign, the Fantasy Theme of “Inexperience vs. Change Agent” shaped the narrative around his inexperience. This Characterological Fantasy purposefully linked Obama’s apparent inexperience with change to answer scepticism about his leadership abilities. Obama’s campaign used Characterological Fantasy to portray his lack of experience as a strength. Obama pitched his inexperience as a departure from the norm and a prerequisite for transforming American politics. This fantasy concept showed Obama unburdened by Washington’s rules, allowing him to confront the established quo. Organizing Fantasy was used strategically and delicately (Rowland, 2023, p. 40). Despite his short political career, the campaign highlighted Obama’s community organizing and grassroots activism. This strategy sought to humanize Obama as a leader of the people rather than a political bureaucrat. However, the campaign used Obama’s inexperience to promote cooperation and bipartisanship by contrasting it with traditional politics.
This Characterological Fantasy was used in speeches, ads, and public appearances. Obama continually presented himself as a new face without longstanding political attachments. The campaign made inexperience synonymous with being an outsider who might offer a fresh viewpoint on national issues. Rejecting public campaign funding increased Obama’s independence from political structures. The fantasy motif conveyed that Obama’s inexperience made him the harbinger of change. The campaign successfully portrayed traditional experience as a barrier to breaking political stalemate. Obama appealed to supporters expecting a radical change from past politics by embracing the Characterological Fantasy of an inexperienced agent duality. However, critics used this storyline to argue that Obama’s inexperience could make him unprepared for the presidency. The opposition, particularly the McCain campaign, countered this fantasy concept by emphasizing McCain’s military and political experience (Anestaki et al., 2019, p. 200). McCain’s campaign framed expertise as crucial, especially in national security and foreign affairs, trying to exploit Obama’s inexperience.
Fantasy Theme: “Bipartisanship and Effective Leadership”
Barack Obama’s 2008 Presidential Campaign’s rhetoric was shaped by the fantasy subject of “Bipartisanship and Effective Leadership”. This revolutionary vision helped portray Obama as a unifying force that could bridge party lines to promote Washington’s collaboration. Bipartisanship was intentionally incorporated into the campaign’s narrative as a significant leadership trait. Obama repeatedly advocated for bipartisanship in speeches, campaign advertising, and public appearances. A transformative vision of Democrats and Republicans overcoming their differences for the nation’s welfare was the daydream theme (Anestaki et al., 2019, p. 200). This resonated with a populace tired of political stagnation and polarisation, connecting with Obama’s campaign theme of change. This vision appealed to voters’ longing for a leader who could usher in a new period of collaboration and togetherness, making it transformational. Obama regularly spoke of bipartisanship as a moral need for good governance, transcending party connections. Obama framed cooperation as crucial to solving the nation’s problems to portray himself as a transformational leader who could break down party divisions.
Contrasting this fantasy motif with Bush’s apparent division was strategic. Obama used frustration with the political situation to emphasize his leadership style. He appealed to a need for a leader who could transcend ideological differences by casting cooperation as a departure from Washington politics’ acrimony. The dream theme emphasized successful leadership to counter worries about Obama’s inexperience. Obama promoted cooperation as a sign of good leadership to ease questions about his presidential skills. The narrative showed unity may transform, implying that a leader who fosters cooperation can achieve objectives. The illusion of bipartisanship went beyond words. Obama’s campaign showed this theme by hiring advisors from different parties and considering multiple policy ideas (Sanghvi & Sanghvi, 2019, p. 120). This actual commitment validated the delusion and Obama’s claim of unification.
III. Overall Rhetorical Vision of the Campaign
Transformation and Renewal
Transformation and renewal were central to Obama’s 2008 presidential campaign, changing the political landscape and rejuvenating the presidency and Washington’s political dynamics. The concept of “Change” underpinned this transformational story. Obama wanted to revolutionize politics in the capital, not just the White House. The campaign carefully depicted change as dual. First, it symbolized the need for leadership change, emphasizing the need to move on from Bush’s perceived shortcomings. Obama wanted to portray himself as the nation’s solution, reviving the presidency. This component of the transformational Fantasy sought to address voter unhappiness and depict Obama as a new and vibrant leader who could lead the nation.
Second, the change theme went beyond personnel to Washington’s functioning. Obama proposed a post-partisan, cooperative approach. One aspect of the fantasy concept envisioned a capital political regeneration that promoted party unity and collaboration. Obama aimed to restore public trust in politics and Washington’s collaboration by portraying himself as a unifier.
The fantasy subject of transformation and rejuvenation addressed Obama’s need for national political experience. Critics questioned his preparedness for the president, but the campaign positioned his inexperience as a strength for real change. During Obama’s short time in Congress, I helped him break with Washington’s standards. This framework linked inexperience to transformation, suggesting that a new perspective was needed to rejuvenate the political system. In addition, the campaign’s emphasis on strong leadership helped the rhetorical goal of transformation and rebirth. Obama portrayed bipartisanship as essential to leadership (Sanghvi & Sanghvi, 2019, p. 120). He tried to stand out from the polarized politics of the moment by advocating cross-party collaboration for real change. This fantasy topic stressed teamwork’s significance in solving national problems and restoring faith in leadership.
Unity and Bipartisanship in Barack Obama’s 2008 Campaign:
Unity and bipartisanship became central to Obama’s 2008 presidential campaign’s rhetoric and appeal. Obama’s campaign portrayed him as a unifier who promoted bipartisanship as a foundation for good leadership. Campaign speeches, ads, and appearances shaped Obama’s uniting image. The candidate portrayed himself as a leader who could unite the nation regardless of politics. This projection was stylistic and a fantasy topic meant to address the rising partisan split and dissatisfaction with politics. Obama’s speech emphasized bipartisanship (Thorn et al., 2020, p, 17520). The campaign aimed to disassociate Obama from past polarization and depict him as a leader who works across party lines for the greater good. Obama distanced himself from divisive politics by emphasizing his past work with Republicans and arguing for a post-partisan approach.
Bipartisanship was a campaign slogan and a storyline in Obama’s policy initiatives. The candidate skillfully portrayed important policy objectives as bipartisan cooperation is desirable and necessary for national growth. Obama stressed the need for bipartisanship on healthcare reform, economic issues, and national security. The dream theme of unity and bipartisanship addressed worries about Obama’s national stage inexperience. Obama presented himself as a unifier who could bridge political divides to convince people that his leadership style was inclusive and capable of transcending ideology. He used this strategic framing to convert his minimal expertise into an advantage to bring about Washington’s much-needed reform. Obama stressed the need for teamwork throughout the campaign. He recounted his successes working with Republicans and underscored the need to put politics aside for the people’s good (Malec, 2023). This emphasis on bipartisanship resonated with those disillusioned by years of political stagnation and contributed to Obama’s message of change.
Addressing Inexperience Concerns
Obama carefully presented his little expertise as an advantage to address concerns during his 2008 Presidential Campaign. In anticipation of potential adversaries exploiting his limited political expertise, Obama skillfully reframed the situation by linking his lack of experience to the overall objective of instigating transformation (Sanghvi & Sanghvi, 2019, p. 120). This strategy was based on the assumption that his unique viewpoint and limited involvement in the current political elite made him an agent of change. The strategic approach entailed portraying his lack of experience not as a drawback but as a distinctive attribute that set him apart from conventional politicians. Obama contended that his brief tenure in Washington afforded him a unique perspective, unencumbered by the influence of longstanding party affiliations, enabling him to approach issues with a new and unbiased viewpoint. The linkage with the overarching concept of change appealed to people disenchanted with the existing state of affairs, creating the notion that Obama’s lack of experience was advantageous rather than a disadvantage. In addition, Obama’s campaign underscored the notion that genuine transformation necessitated a deviation from traditional political frameworks (Malec, 2023). By framing his lack of experience as a departure from established conventions in Washington politics, he aimed to reassure people that he offered a fresh perspective. This strategic man-oeuvre sought to convert a potential weakness into a crucial element of his attractiveness, enhancing the overall triumph of his persuasive strategy for the campaign.
Strategic Linkage of Opponent
During Barack Obama’s 2008 Presidential Campaign, a key rhetorical strategy was to associate his opponent, John McCain, with the perceived deficiencies of the Bush administration. The purpose of this association was to strengthen the main storyline that fundamental transformation necessitated a change not just in the leadership but also in the political party in control of the White House. Exploiting the connection between John McCain and the Republican Party, which held power throughout the Bush administration, the campaign carefully linked McCain to the shortcomings of that administration. Although McCain occasionally had differences of opinion with Bush, the focus was primarily on their shared political party membership (Thorn et al., 2020, p. 17520). This cognitive construct operated by capitalizing on the straightforward reality that McCain was designated as the Republican candidate, establishing a perceptual connection with the perceived shortcomings of the Bush administration. The campaign implied that although McCain may not have had direct involvement in the Bush administration, his policy stances closely mirrored those of President Bush, thereby positioning him as a representative of the existing state of affairs.
The fantasy motif supported the overarching narrative of authentic transformation promoted by Obama. The campaign sought to persuade voters to break away from the past. Indeed, changing persons and altering the political party in power was necessary by continuously associating McCain with the Bush administration. This storyline insinuated that McCain’s presidency would effectively perpetuate the policies and approaches that had resulted in public discontent during the Bush era. Effect on Public Perception: This strategic connection substantially influenced shaping public perception. The election was characterized as a decision between maintaining the existing Republican state of affairs embodied by McCain or embarking on an actual change and transition led by Obama (Tsyrfa, 2020, p. 100). The campaign sought to attract people who wanted a departure from the policies and government of the previous eight years by emphasizing that McCain was essentially a continuation of the Bush era.
Conclusion
Ultimately, Barack Obama’s 2008 Presidential Campaign utilized various significant fantasy motifs, all contributing to a comprehensive rhetorical vision that deeply connected with the general population. The primary motif of “Change” revolved around a metamorphic imagination, encompassing the prospect of a transition in White House governance and a retreat from polarizing politics in Washington. The objective of this topic was to foster optimism and rejuvenation among voters, presenting Obama as a catalyst for constructive change. In addition, the strategic tactic of “Linking McCain to Bush” employed an associational method, capitalizing on McCain’s Republican affiliation and policy stances to establish a correlation with the perceived shortcomings of the Bush administration. This Fantasy emphasizes the necessity of a meaningful deviation from previous policies and ideas. The campaign successfully tackled worries regarding Obama’s lack of experience by employing the fantasy concept of “Inexperience vs. Change Agent,” presenting his limited political background as a strength rather than a weakness. The focus on bipartisanship and effective leadership was a further transformative illusion, portraying Obama as a unifying person who could surpass partisan divisions. The campaign’s rhetorical vision was generally marked by a dedication to change, cohesion, and revitalized political interactions. The campaign moulded public perception by skillfully associating opponents with previous failures and portraying Obama as a catalyst for change. The amalgamation of these imaginative concepts resulted in a captivating storyline that deeply connected with people, enhancing the efficacy of Obama’s rhetorical approach in attaining the presidency.
References
Anestaki, A., Sabharwal, M., Connelly, K. & Cayer, N.J. (2019). Race and gender representation in presidential appointments, SES, and G.S. levels during the Clinton, Bush, and Obama administrations. Administration & Society, 51(2), 197–228. https://journals.sagepub.com/doi/abs/10.1177/0095399716655376
Campaign themes, strategies, and developments (no date) The 2008 Election: Campaign Themes, Strategies, and Developments. Available at: https://www.icpsr.umich.edu/web/pages/instructors/setups2008/campaign-strategies.html
Malec, J.P., (2023). Autobiographical Representation and Social Media: A Comparison of Life Narratives in Autobiography and Social Media (Doctoral dissertation, San Francisco State University). https://scholarworks.calstate.edu/downloads/k643b745b
Opeyemi, O., Kehinde, O., Afolayan, T.A. and Nkechi, C.A., 2020. Rhetorical Visions of Fulani-Herdsmen Conflict in the Nigerian Press: A Fantasy Theme Analysis. Media Watch, 11(1), pp.67-82. https://www.indianjournals.com/ijor.aspx?target=ijor:mw&volume=11&issue=1&article=005
Rowland, R.C., (2023). Recasting the Villain in the Communitarian American Dream: Obama in Osawatomie and the 2012 Election. Rhetoric and Public Affairs, 26(1), 1–41. https://scholarlypublishingcollective.org/msup/rpa/article-abstract/26/1/1/361030/Recasting-the-Villain-in-the-Communitarian?redirectedFrom=fulltext
Sanghvi, M. and Sanghvi, M., 2019. Gender in the 2016 U.S. Presidential Primaries. Gender and Political Marketing in the United States and the 2016 Presidential Election: An Analysis of Why She Lost, pp.101-158. https://link.springer.com/chapter/10.1007/978-1-137-60171-1_4
Tanjung, S., (2023). Fantasy Theme on the Replication of Yang Terdalam on TikTok. International Journal of Media and Communication Research (IJMCR), 4(2), 49–66. https://journal2.uir.ac.id/index.php/ijmcr/article/view/13244
Thorn, P., Hill, N.T., Lamblin, M., Teh, Z., Battersby-Coulter, R., Rice, S., Bendall, S., Gibson, K.L., Finlay, S.M., Blandon, R. and de Souza, L., (2020). Developing a suicide prevention social media campaign with young people (The# Chatsafe project): co-design approach. JMIR mental health, 7(5), p. e17520. https://mental.jmir.org/2020/5/e17520
Tsyrfa, I., (2020). INFLUENCE OF POWER NARRATIVES ON THE FORMATION OF THE US FOREIGN POLICY IDENTITY IN THE 21ST CENTURY. Innovative Solution in Modern Science, 7(43), 95–107. https://naukajournal.org/index.php/ISMSD/article/view/2168
Williams, R.L. and Upton, C.C., (2021). Higher Education’s Contributions to the U.S. Democratic Society. Journal of Educational Research and Practice, 11(1), 217–228. https://eric.ed.gov/?id=EJ1320344
write