Jeb on Leadership: The Real Message

          In this video from Jeb's PAC, Right to Rise, on leadership there were many functions of political language that were being effectively used. Bush used agenda setting, interpretation and linkage, reflecting and projecting, action stimulation, identification, labeling, and creating drama. While all of these were used, there was definitely apparent overlap of the functions that were being used.

           

            He starts out by stating that under the Obama administration that there has been a lot of inconsistency and indecisiveness, which he then goes on to explain that this has led to the loss of trust and confidence of other nations. This is a clear usage of creating drama since he is not simply calling to attention what the problems are, but pointing out that these problems stem from the Obama administration. He exclaimed that the administration had made promises to make great change, but the change that resulted from this was America growing less influential. This example shows that Jeb is attempting to create drama by using interpretation and linkage.

           

            Jeb is attempting to stir up the pot and get people riled up with these statements by taking a problem and directly linking it to the Democratic Party that is currently in office. This takes partial form of reflecting and projecting as well. Bush is looking back on what the administration has done and is attempting to get others to see in hindsight that what Obama had hoped to do and what Obama accomplished were on opposite ends of the spectrum. Since he does not directly state what would be done in the future to have different outcomes from this it is hard to say fully that this would fall under projecting. However, it is clear that he believes that a different route should be taken from the one that the United States is currently on.

            

          Another function that played a large role was labeling. Bush stated that under this administration America has become weaker and in turn might as well be inviting war; if America was still as strong as they once were—and have potential to reach again—then this is what would promote peace. Bush has labeled the administration as weak and as one that is weak and cannot effectively achieve what they are aiming to.

            

          The function of labeling leads into action stimulation; Bush is attempting to get the American people to rally behind him and the Republican Party for a stronger America with strong values. He encourages everyone to back strong leadership because if this is reinstated, then the strong values which he has brought up will fall into place shortly thereafter. This leads into an overarching theme of identification that is in place throughout the video. Bush continually takes America and links it to himself, while he attempts to separate Obama and his administration from the greater good for America.

           
           Although Bush does not fully state what he would do to ensure that he is more effective than President Obama I think that this was still effective and he does not need to fully address all of his plan of action. This is not a speech directly related to his run for president so simply stating that change is needed from what is currently being done is definitely effective and makes for a quality message