Collective memory, political nostalgia, and the rhetorical presidency: Bill Clinton's commemoration of the March on Washington, August 28, 1998

Abstract

This essay offers a reading of President Bill Clinton's address on August 28, 1998 in which he commemorates the 35th anniversary of the March on Washington. Specifically, Clinton's August 28th address reveals how the presidency has become a hermeneutic site for the formation of collective memory and political nostalgia. This analysis discusses the uses of political nostalgia for the purposes of political image (re)construction as evidenced by Clinton's exploitation of the civil rights movement to explain and excuse his personal failings and his relationship with Monica Lewinsky. We also present a divergent version of Clinton's rhetoric, giving specific attention to how his particular use of nostalgia in this address works to articulate and confront many of the powerful dichotomies (masculine/feminine; war/peace; black/white; private/public) that define his presidency, his public persona, and the larger political culture in postmodern America.

Key words:

• Bill Clinton
• collective memory
• political nostalgia
• Levinsky scandal
• civil rights movement
• rhetorical presidency
• political culture