The Local AddressThe Local Address

The Local AddressThe Local Address

PluralismPluralism– ““A condition in which numerous A condition in which numerous

distinct ethnic, religious, or distinct ethnic, religious, or cultural groups are present and cultural groups are present and tolerated within a society.”tolerated within a society.”

– ““The belief that such a condition The belief that such a condition is desirable or socially is desirable or socially beneficial.”beneficial.”

The Local AddressThe Local Address ““Chief executives seem ostensibly willing to talk to just Chief executives seem ostensibly willing to talk to just

about anyone- lawyers or scientists, Mississippians or about anyone- lawyers or scientists, Mississippians or Michiganians, Future Farmers or Ancient Hibernians- Michiganians, Future Farmers or Ancient Hibernians- and at any location- dairies or warehouses, train stops and at any location- dairies or warehouses, train stops or tabernacles, universities or state capitols.”- Beasleyor tabernacles, universities or state capitols.”- Beasley

Presidents “On Tour”Presidents “On Tour” Beasley (2001) Beasley (2001)

analyzed 10 local analyzed 10 local addresses from each addresses from each term between 1885-term between 1885-19921992

Looked for the way Looked for the way presidents:presidents:– Described each audience Described each audience

to itselfto itself– Linked characteristics of Linked characteristics of

that group to national that group to national idealsideals

FindingsFindings 3 common ways presidents 3 common ways presidents

address local groups:address local groups:– Rhetoric Promotes: Rhetoric Promotes:

RegionalismRegionalism OccupationalismOccupationalism PartisanshipPartisanship

Functions/GoalsFunctions/Goals Identify with constituenciesIdentify with constituencies Promote group solidarityPromote group solidarity ““rhetorically reduces the number rhetorically reduces the number

of acknowledged pluralities”of acknowledged pluralities” Framed as acceptable or even Framed as acceptable or even

admirableadmirable IngratiationIngratiation

RegionalismRegionalism

Assumption that cities, states, or Assumption that cities, states, or regions breed certain characteristics regions breed certain characteristics into their inhabitantsinto their inhabitants

Examples:Examples:– Taft congratulated people of Fresno on Taft congratulated people of Fresno on

their “California spirit” in a 1909 addresstheir “California spirit” in a 1909 address– Eisenhower at the Vermont State Dairy Eisenhower at the Vermont State Dairy

Festival in 1955Festival in 1955

OccupationalismOccupationalism Focusing on the contributions of various vocational Focusing on the contributions of various vocational

groups to the betterment of the nationgroups to the betterment of the nation Frames work as a means of practicing citizenshipFrames work as a means of practicing citizenship Example:Example:

– ““[You are] doing the thing that I think speaks best for [You are] doing the thing that I think speaks best for America. You are builders. You are building up America.”America. You are builders. You are building up America.”

Johnson at the Building and Construction Trade Dept. in 1967Johnson at the Building and Construction Trade Dept. in 1967

PartisanshipPartisanship Discussion of merits of own partyDiscussion of merits of own party

– Most surprising b/c of danger involvedMost surprising b/c of danger involved Not overtly critical of other partyNot overtly critical of other party Example:Example:

– ““[Democrats are] united by a devotion to the [Democrats are] united by a devotion to the rights of the people and…all things that tend to rights of the people and…all things that tend to the advancement of their welfare and the advancement of their welfare and happiness.”happiness.”

Cleveland in 1889, at a reception given by the Cleveland in 1889, at a reception given by the Democratic Club in New YorkDemocratic Club in New York

Rhetoric of Flattery?Rhetoric of Flattery? Essentially, yesEssentially, yes Local audiences:Local audiences:

– DistinguishedDistinguishedAligned with Aligned with American values/idealsAmerican values/ideals

Promotes pridePromotes pride Approval of presidentApproval of president

Pros and ConsPros and Cons Positive criticism:Positive criticism:

– Rhetorical tactics reinforce good Rhetorical tactics reinforce good characteristics by praising themcharacteristics by praising them

– Form of self-fulfilling prophecyForm of self-fulfilling prophecy Negative criticism:Negative criticism:

– Cynics may argue that the motivation Cynics may argue that the motivation is purely selfish- for themselves as a is purely selfish- for themselves as a candidate and their partycandidate and their party