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Obama Reinvents Sacred Themes for 2012

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C Robert JonesPhD

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Strangely enough, in many respects, the president is relying on the same themes that worked in 2008.

In his book, Branding Obamessiah, Mark Edward Taylor wrote about Obama's "Devotional Code" -- religious-sounding rhetorical themes that permeated Obama's communication during his campaign for the presidency.  Taylor identified the "Sacred Six" characteristics -- a creation story, sacred words, sacred images, sacred ritual, true believers, and a messianic leader -- that created a public perception that Barack Obama embodied "hope and change" for the future, that created an image of him as "The One."
 

 

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