Rhetorical Theories Of Persuasion

Lorena Vicuna

SPC 3542 (Rhetorical Theories of Persuasion)

Dr. Poole Nov 23, 2015

Theory of Identification and Hillary Clinton’s 2016 Campaign Video

The theory of identification is one of the rhetorical theories of persuasion. Under the theory of identifications, there are several key assumptions. One assumption is that the speaker has at least one quality that is similar to one of the qualities of the audience. At the least, the speaker must have the ability to make it appear to the audience that they have one similar characteristic. Another assumption is that being able to identify with the traits of the speaker can persuade the audience to agree with the speaker’s argument. This means that the audience is receptive to the speaker’s portrayals

For one, it may be conceded that there is a clear and convincing similarity between Clinton’s decision to run for president and the decision of average Americans to enter into a new chapter in their lives. As a result, it is not difficult to see that many Americans will be able to identify with Clinton’s message on that score. Indeed, the effect is not confined to Americans alone. Anyone in the world who is able to watch the video will most likely agree that, like Clinton’s decision, every attempt to change for the better is almost always a necessary and indispensable necessity. In that sense, the video appeals to a universal human tendency or need: the indispensable inclination to become a better person by choosing the new and better path. In the end, the results of the campaign video’s actual appeal can transcend the concept of nationality. The good thing about this as far as Clinton’s campaign video is concerned is that it reaches to a broader demographic. Thus, the video does not limit itself to the voters in America since it can also engage non-voters such as the youth as well as foreign nationals who may be in America or in other parts of the world. The fact that the video is uploaded in YouTube readily indicates that Clinton aims to reach the broadest audience

The least that can be said is that the video can be explained from the lens of the theory of identification. Through this lens, it may be said that the video seeks to convince the viewers in America and in other parts of the world that Clinton’s decision to run for the presidency in the upcoming national elections is similar in many ways to the everyday changes that ordinary individuals face. On the basis of that similar experience, the video attempts to rally support for Clinton by equating her decision to run as president with the decision of the people to bring positive change in their lives. Symbolisms in the campaign video, especially the symbolism of happiness, also help accentuate that call. What remains to be seen, however, is whether, in the end, the video shall be convincing enough to help translate persuasion into votes. Indeed, it is difficult to say at this point. The theory of identification only allows us to assess whether the campaign video is successful in helping viewers identify with Clinton’s message. Identifying with Clinton herself is another thing