Video Analysis of

BARACK OBAMA’S VICTORY

SPEECH 2008
Based on Power of Persuasive Capacity – Ethos, Pathos & Logos

Prepared By:
Darshan Gosalia | 2019PGP014 | IIM Shillong
 INTRODUCTION
The presidential election victory speech given by Barack Obama in 2008 wanted to convince
people of two main things: the importance of what was achieved on that Election Day, and
the challenges facing America and the world. The 2008 election was about more than just
voting a new President; it was about the people wanting change. President Obama built his
presidential campaign on an influential message of the opportunity of change. In his victory
speech, he not only had to convince the opposition that he was apt for the task but also
deepen the trust of his supporters. He also had to make the enormity of the task ahead clear to
the nation while maintaining his positive approach. All this had to be done while also
establishing his position as the President.

Link to the speech - https://www.youtube.com/watch?v=Jll5baCAaQU

POWER OF PERSUASIVE CAPACITY USED IN THE SPEECH

Barack Obama’s ethos was very much at stake in the speech. Establishing his credibility not
only as the President but also as an influencer for change is what his victory speech
ultimately about. Hence the significance of the opening sentence of the speech: “If there is
anyone out there who still doubts that America is a place where all things are possible; who
still wonders if the dream of our founders is alive in our time; who still questions the power
of our democracy, tonight is your answer.” Through this, he proves himself knowledgeable,
trustworthy and of goodwill by generously giving the audience credit for achieving the
change and that he is the mere representative.

Barack Obama heavily uses pathos throughout his speech to appeal to the emotions of the
public. He mentions that the election result is decided by various sections of the society
seeking one common objective – the change. He thus mentions that the people that have
patiently waited for their voice to be heard and to make a transformation. This is pathos as
Barack Obama was focusing on the groups who felt they had no saying in the decisions made
in the political elections. He named different political parties, races, disabilities, sexual
orientations and the American segregation of Red States and Blue States. He was trying to
bring a sense of unity for the entire country whether Republicans or Democrats. He thus
mentions: “Americans who sent a message to the world that we have never been a collection
of Red States and Blue States: we are, and always will be, the United States of America”.
This emotional fact brings a sense of peace, accomplishment, pride and unity.

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 He acknowledges various people who supported him during the Presidential campaign. He,
however, concludes his acknowledgments by thanking the citizens of American. He
recognizes that it is the people to whom the victory actually belongs: “But above all, I will
never forget who this victory truly belongs to - it belongs to you.” This is a strategic and
humble use of pathos since he is transferring his victory as President to the people. He further
mentions that his campaign was built with the small contributions of those who believed in
him and not on money. He ends this part by restating that it was people’s victory: “a
government of the people, by the people and for the people has not perished from this Earth.
This is your victory.” It created emotional emphasis in his message.

Combined with pathos, he uses logos or logic which doesn’t seek to build false hopes and
undermine the enormity of the tasks that lay ahead. He acknowledges that the path to bring
about change would be long and that there would be difference of opinions in the process. He
acknowledges those differences and logically builds up to agree to listen to opposing views
and working together as one nation. He thus says: “The road ahead will be long. Our climb
will be steep. We may not get there in one year or even one term, but America – I have never
been more hopeful than I am tonight that we will get there. I promise you – we as a people
will get there. There will be setbacks and false starts. There are many who won’t agree with
every decision or policy I make as President, and we know that government can’t solve every
problem. But I will always be honest with you about the challenges we face. I will listen to
you, especially when we disagree”. Being realistic about the tasks that lay ahead, he then
again uses pathos by mentioning that the remaking of America would be a combined effort of
all its citizens: “I will ask you join in the work of remaking this nation the only way it’s been
done in America for two-hundred and twenty-one years – block by block, brick by brick,
calloused hand by calloused hand.” Also, in the next sentence he combines pathos and logos
to inspire people to actively participate in bringing about the change: “This victory alone is
not the change we seek – it is only the chance for us to make that change. And that cannot
happen if we go back to the way things were. It cannot happen without you.”

Obama wants the audience to know that he cares for them, even those who did not support
him – through the use of pathos. He cares about their opinion and the betterment of the
United States: “And to those Americans whose support I have yet to earn – I may not have
won your vote, but I hear your voices, I need your help, and I will be your President too.”

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 In yet another instance to inspire people, he uses pathos when he mentions that the true
strength of America comes from its ideals of democracy, liberty, opportunity and unyielding
hope. By using these ideals, he then logically moves on to reinstate the belief and faith in the
people that America can change: “And to all those who have wondered if America’s beacon
still burns as bright – tonight we proved once more that the true strength of our nation comes
not from the might of our arms or the scale of our wealth, but from the enduring power of our
ideals: democracy, liberty, opportunity, and unyielding hope. For that is the true genius of
America – that America can change. Our union can be perfected. And what we have already
achieved gives us hope for what we can and must achieve tomorrow.”

Obama does a good job of using logos by mentioning the example of Ann Nixon Cooper and
encircling her story through the timeline of America’s history and evoking a sense of pride.
His message was that the rights are possessed by the people and when they take full control
of their rights, they can overcome any national problem. Obama arouses American pride in
the people. Also, after every anecdote of accomplishment, he ends it with “Yes we can”
which gives it a blend of pathos.

“Yes, we can,” implicitly referred to not only successful accomplishments granted by the
people exercising their rights but also to Obama’s reassurance of unity in the country.
Obama, using pathos, further asserts that though the country has been successful in many
things, there are a lot more challenges that USA must overcome: “that out of many, we are
one; that while we breathe, we hope, and where we are met with cynicism, and doubt, and
those who tell us that we can’t, we will respond with that timeless creed that sums up the
spirit of a people”. This statement highlights the importance of unity. In the victory speech,
he valued unity and acknowledged that a united America can achieve anything.

CONCLUSION
Barack Obama, thus, delivered a sincere victory speech which fostered a sense of care under
his Presidential term. His patriotic and empowering choice of words caused the people to feel
safe, motivated and to stay united to overcome any national obstacle. His power of persuasive
capacity through use of ethos, pathos and logos was evident in his speech which established
his credibility as the President and overall made the speech effective.

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