A Rhetorical Analysis of “Make America Great Again”
Rhetoric is an ancient art that has been utilized in many times and in many ways. Whether it is a speech in the public places of Athens or a tract run off of the Gutenberg press, the desire to convince and convert an audience has proven to be virtually ubiquitous. In chapter four of his book, Richard Toye explores the impact of rhetoric on a technologically advanced and globalized society and the impact of this sort of society on rhetoric itself. In commenting on the role of rhetoric in 20th century politics and the “rhetorical presidency” (“The ‘rhetorical presidency’ and the ‘anti-intellectual presidency’”), Toye’s work proves helpful in illuminating the slogans of the 2016 election cycle, specifically Donald Trump’s “Make America Great Again” (Trump) and its pathetic appeal to people lamenting the loss of cultural dominance.
In chapter four, Toye addresses the complex issue of multiple audiences and the role that both electronic media and globalization have played in exasperating this problem. Although this issue has existed since words have been put to paper, Toye notes how the culture and events of the 20th century put this rhetorical nuance into the spotlight. He points out that the role of rhetoric is often underestimated in the history of war, and that World War II, whether in reference to Churchill, Stalin, or Hitler, was a “global media war … fought alongside the military campaigns” (“Case study: the rhetorical history of World War II”). The 20th century also saw a shift to “the rhetorical presidency” (“The ‘rhetorical presidency’ and the ‘anti-intellectual presidency’”) and changes in American politics and political institutions.