Presidential Candidacy Announcements: Barack vs. Hillary

Despite recent news about updated polls and the democratic debates, I was more interested in looking into the candidacy announcement speeches by both Barack Obama and Hillary Rodham Clinton. I found it particularly interesting that Sen. Clinton chose not to do a formal announcement of her intentions to run for the presidential nomination, especially since Sen. Obama had an extremely elaborate gathering and speech prepared to announce his candidacy.

In Obama’s speech, which can be viewed here, you can pick up on many noticeable strategies of announcement speeches. The question is, how effective were these strategies in comparison to the Hillary approach?

First of all, timing. Obama gave his announcement speech just under a month after Sen. Clinton announced her candidacy with a video post on her website. The time between each announcement was not a huge window, so in my opinion, I don’t feel as if many of the disadvantages (such as resources drying up) for Sen. Obama weighed heavy. That also goes for Clinton and any risk of having the media focus on gaffes or lack of coverage.

The difference in location is what I felt carried a more distinguished role in separating the two candidates. Clinton announced her formation of an “exploratory committee” with a post on her website, while Obama had more of a formal announcement on the steps of the Old State Capitol in Springfield, Ill.

The significance of the speech content in relation to each location went along with many announcement speech guidelines discussed in class. I thought it was extremely effective how Obama chose the Old State Capitol where Abraham Lincoln gave his “House-Divided” speech. Obama focused on bringing together a house divided today, where republicans and democrats can work together to make a better America. He made references to the North and South coming together as Americans, and how we must continue to unite and be a strong, unified force. The themes of Sen. Obama’s announcement were parallel to his choice of location, and it was extremely apparent within the address he made.

Sen. Clinton’s announcement took on a different mood. Her web post was more personal, and seemed to be more of an address to the individual viewing it than an entire public. She emphasized the idea that she is not just beginning a campaign, but “starting a conversation” with the individual, the American people. She touched upon the ideas that anyone can make a life for themselves and be happy, and mentioned her upbringing in a “middle-class family, in the middle of America.” With these statements, Sen. Clinton is definitely trying to come off as the “woman of the people.” The setting and personal nature of her announcement also gives off this vibe. One last point I’d like to mention that I noticed in her video was the way the camera slightly moved back and forth, almost unnoticeable at first, but if you look in the background you can see family photographs of former President Bill Clinton with daughter Chelsea as well as other family portraits. I believe it is subtle strategies like this that she used to emphasize her goodwill and family-oriented attitude.

So which approach is more effective? To be honest, I did feel the personal relationship of Hillary’s web post, however, I feel as if it weren’t as publicized as Sen. Obama’s address to a large group of cheering people. They both made specific points that related to their ideas and platforms; I guess it just may be a matter of how the individual voter prefers to be addressed.