“Yes We Can”: Rhizomic Rhetorical Agency in Hyper-Modern Campaign Ecologies

Abstract

This essay traces the emergence and development of the ‘Yes We Can” slogan and details its evolution as a primary argumentative trope from the Democratic presidential primaries, through the general election and Barack Obama's victory in 2008. In particular, it examines selections of campaign discourse before, during, and after the New Hampshire Democratic debates, Obama's concession speech after the New Hampshire primary, and the subsequent production of Will.i.am's music video that used portions of that concession. The troping of ‘Yes We Can “provides a critical case study of hyper-modern campaign rhetoric, and the trajectory of argument in a hyper-mediated postmodern campaign context.

Key Words:

• rhizomic rhetoric
• rhetorical agency
• Yes We Can
• communication ecology
• trope
• 2008 presidential election
• Barack Obama