Graduate Thesis Or Dissertation
 

Reverend Jesse Jackson's Rhetorical Strategy : A Case for the Functional Role of Narratio

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  • The purpose of this study is to investigate the rhetorical strategies used by Reverend Jesse L. Jackson from the 1970's to the 1990's. Specifically, this study examines Jackson's use of narrative to empower himself, his constituency, and his political ideologies without possessing a traditional political platform. Jackson raised political and social consciousness regarding the positions he held by telling persuasive, strategically constructed narratives. By examining Jackson's narrated approach to politics, arguments can be constructed to demonstrate how Jackson rhetorically operates from an unorthodox platform in the political arena. A functionalist view of narrative, as defined by Lucaites and Condit (1985), is applied to Jackson's 1984, 1988, and 1992 Democratic National Convention addresses in order to account for "tangible" objectives being carried out by the narrative discourse form. In doing so, the study argues that Jackson's narratives initially functioned: to empower Jackson and the Rainbow Coalition; to bolster public approval ratings of Jackson from 30% to 54%; and later to promote Statehood for Washington D.C.
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