Barack Obama's South Carolina speech

In this paper, I shall analyze US Presidential Barack Obama's South Carolina victory speech from the perspective of pragmemes. In particular, I shall explore the idea that this speech is constituted by many voices (in other words, it displays polyphony, to use an idea due to Bakhtin, 1981, 1986) and that the audience is part of this speech event, adding and contributing to its text in a collaborative way (in particular, in constructing meaning). As many are aware (including the journalists who report day by day on Barack Obama's achievements), Obama uses the technique of 'personificationd (The Economist, December 13th, 2007). When he voices an idea, he does not just expose it as if it came from himself, but gets another person (fictitious or, plausibly, real) to voice it. Since in an electoral speech, he cannot reasonably get people on stage to voice his ideas, he personifies ideas by narrating what people told him. His stories are his way of personifying his ideas. The discourse strategy he uses serves to reverse the direction of influence from the people in control to the people controlled (see Van Dijk, 2003). In this paper, I also argue that Barack Obama's speech contains echoes of Martin Luther King Jr's 'I have a dream speech' and that its structure is best understood in the light of Afro-American sermons. I explain analogies and disanalogies. (C) 2010 Elsevier B.V. All rights reserved.