Marwell and Schmidt’s Taxonomy Influence Tactics

I just could not resist using this speech. I found this gem the first week of class and have watched it a few additional times just for pure entertainment. Although it is very difficult to take this speech seriously, it does have many elements of Marwell and Schmidt’s Taxonomy Influence Tactics.

Usually Marwell and Schmidt’s techniques are used to get someone to buy something or get some type of immediate response. However, compliance gaining techniques are quickly becoming the standard for political speeches.

Phil Davidson is quite the political character. He is running for the nomination for county treasurer. He sets up his speech by first letting us know how qualified he is by listing all his educational experience, as well as his working experience. He continues to try persuade his audience with the use of true raw emotion to win his nomination for the Republican candidate for Treasurer.

Although his yelling and awkward body movements make it hard to stay focused on what he is saying, he does actually use the following elements during his plea for his County Treasurer nomination.

First, Punishment. He insists that the Star County Treasurers office is a mess and is dire need of structure and guidance. And if we do not “grab the opportunity” to vote for this candidate it sounds as though the entire treasurers office is going to fall apart. There is no one else who can do the job better and with more enthusiasm then Mr. Davidson, so you had better not lose out on the chance to “save” the treasures office. After all, drastic times require drastic measures. (I am really trying not to laugh right now!)

The second tactic he uses is moral appeal. This tactic entails finding moral common ground, and then uses the moral commitments of a person to obtain compliance. He makes the assumption that his entire audience is no longer willing to “tolerate incompetence and irresponsibility”. He also appeals to those that have committed to the Republican Party. He insists that he is the only true republican running…he “has been a Republican in times good and he has been a Republican in times bad”.

The next tactic he uses is Liking or Ingratiation. He uses this by complementing the people of Stark County. He says that “the greatest strength of the Stark County Republican Party is its people”. He believes that politics are local and he wants to use the ideas and thoughts of the citizens. What a nice compliment to give his constituents. He wants to “use their good ideas not only as a tool, but as a weapon”.

The process premise of this speech is that the people of the county “need” reform in the treasurer’s office. He does his very best to persuade us of this, including giving examples of how he can make it better, and how hard he would work to make that happen. This all very well could be, but it is hard to get past his presentation. I would have to obviously conclude that he fails to persuade anyone to vote for him. The purpose of using Marwell and Schmidt’s Taxonomy Influence Tactics in a political setting is to persuade potential voters to vote in your favor. How effective a politician uses these influences could determine the success of their campaign. I have a feeling that Mr. Davidson could use every tactic available and still not get nominated. Did he really say that he has a Master’s in Communication? This was really a treat to watch. Consider it a gift from me to all of you, enjoy!

Out of class presentation

I did my out of class presentation to a group of family members. It consisted of a college student, working professionals as well as stay at home mothers. There were a few children present as well. I chose this setting because every person present has children who are school age and could benefit from the information I decided to speak about.

I presented information on how the current educational system is not conducive to the learning needs of children with ADHD, or other learning disorders. Studies has shown that the current school system is flawed and does not compensate for the change in technology and the various ways that children learn today. Many advances have been made that can help children with varying learning styles can still have success in the class room. Ideas such as using new technology to track your educational progress, to the kind of desks you sit in to simply changing you schedule so that you are learning certain subjects at different times of day. For instance, a child may do math well in the morning but by lunch cannot figure out how to do the same problems. By alternating the times of their class could be part of a simple solution for many children.

My call to action was to impress upon my audience how important it is that we insist that the school districts continue to use their resources to keep up with current educational curriculum. As well, there are so many alternatives now that were in the past not available that allows parents to have choices about their child’s education. Charter schools and online schools are just two examples.

This speech was easy to deliver because I am passionate about giving all kids the chance to have a meaningful education. The feedback I received was that it was informational but lacked the information they needed to actually make a difference. It does seem overwhelming and we often think one person cannot make a difference. I used the rubric from our first speech, but asked specifically if I annunciated my words correctly. Unfortunately, I did not get “ONE HUNDRED” percent in that category, which was good feedback for what I need to work on for my final speech.  I also lost a few points for speaking too fast.  Overall it was a good experience to "show off" the speaking techniques we have learned while perfecting the process.

The evening of 9/11

Most of us can remember exactly what we were doing on 9/11/2001, the day that the twin towers were attacked. It was an unbelievable and frightening time for many of us. In the speech given by George W Bush the night of the terrorist attacks, he uses Reich’s Cultural Parable of the Benevolent Community to elevate patriotism.

He mentions that terrorist can shake the foundations of buildings but not the foundation of Americans. The terrorists can dent steel but cannot bend the steel of American resolve. He uses “we” several times and pointed out many examples of how “we” as a nation are working together to overcome the tragedy. “our” first responders, military, volunteers who gave blood, emergency teams, government personnel are all doing their parts. He assured us that all areas of the law enforcement community will search for those responsible for the terrorism. A great people “we” have been moved to defend a great nation. “we” will not tolerate these attacks. Americans, “we” were attacked because we are the bright beacon for freedom and opportunity in the world, and no one will stop that from continuing. He thanks those around the world for “us” the American people. Americans “we” will join with allies who want peace and stand against terrorists. All Americans “we” will unite for our resolve and justice and peace. “we” will fight for freedom. “we” will fight for justice.

In Reich’s cultural parables, he identifies four narratives that appear within the American culture. By using hope or fear, the message that is being sent will resonate with the listener. The Mob at the Gates narrative could work here because of the fear we were all feeling. However, Bush really was speaking to give our nation hope and to draw us closer together as one nation under God. He used the Benevolent Community Narrative which explains the overuse of “we” and “Americans”. Along with his speech, the images we were watching on TV compelled us to want to “pull up our sleeves and pitch in for the common good”

At the time it was given, I remember his speech being a needed calm and assurance that justice will prevail. It did instill patriotism, although before this speech was given most of us spent all day watching the events unfold on T.V. and already had our sense of patriotism brewing within us. For example, the hours that followed the 9/11 attacks I was moved to hang the American flag in front of my house. Within hours the entire neighborhood followed that lead, finding comfort in showing our patriotism. Other people travelled many miles to volunteer and assist cleanup efforts, locals all offered services, anything we could do to feel that we as a community can somehow make sense of such a tragedy.

The process premise of need is used constantly throughout Bush’s speech. Our nation had a need to handle the immediate crisis at hand which was done by the first responders. Bush made it clear that justice will be served, which appeals to our need of safety and emotional security. We had a need to feel calm and safe, as we feared more attacks could still happen, threatening more American lives. This was for many of us the first time that we felt a loss of power and pride as a nation. We had a belief that our military protects us from having attacks on American soil. The self-actuation of our immortality led us the need belonging and patriotism.

Bush did a very good job at subtly convincing all of us that we as a nation want the same things…freedom, justice and peace. He asked for us to pray for those who need comfort, and quoted scripture. He pleaded for us to walk together as Americans so that we may go forward defending freedom and all that is good and just in our world. Although I can hardly stand to hear him speak, he did appeal to our nation in a way that was effective and appropriate under the circumstances.