WHO'S AFRAID OF MICHELLE: FORCING THE FEMININE STYLE TO RECAST OBAMA'S IDENTITY DURING THE 2008 PRESIDENTIAL CAMPAIGN

Abstract

In 2008 Michelle Obama faced a crisis of identity in the midst of her husband's campaign to become the president of the United States. We know from polling data that Michelle Obama effectively managed that crisis, successfully reformulated her identity, and is presently one of the most popular and respected women in the country. Obama's identity crisis was a problem that was resolved with rhetoric. This dissertation is a rhetorical analysis of the Obama campaign's strategies to recast Michelle Obama's identity--to diffuse stereotypes, rumors and innuendo by focusing predominantly on her role as a happy housewife and mother. The analysis in this project is split into two sections. The first section of analysis focuses on the Obama campaign's initial effort to rehabilitate Obama's identity via two high profile media appearances in June 2008. The second section of analysis examines Obama's address to the Democratic National Convention on August 25, 2008. Analysis of Obama's convention speech utilizes Dow and Tonn's (1993) political feminine style to show how Obama delivered a message containing conflicting political ideologies. Obama used a feminine style to continue her conservative makeover while simultaneously projecting a progressive vision of the American Dream. Even though Michelle Obama's identity was rehabilitated successfully, the analysis indicates Americans continue to be uncomfortable with strong, independent Black women in positions of power. Additionally, this case study reveals a disturbing trend regarding the use of the feminine style. Whereas typically it is a discursive form women use to gain access and influence, in this case it was forced upon Michelle Obama to usher her away from power.