Prof. Richard Cherwitz is the Ernest S. Sharpe Centennial Professor in the Moody College of Communication’s Department of Rhetoric and Writing at University of Texas, Austin. Prof. Cherwitz’ biography notes that his “publications include two books and over one hundred journal articles, chapters, and reviews. Taking rhetoric beyond disciplinary boundaries, he is a frequent contributor to professional associations and educational organizations, exploring issues pertaining to academic engagement and public scholarship.” Prof. Cherwitz received three of the National Communication Association's top awards given to scholars in communication: the Karl R. Wallace Memorial Award, the Douglas Ehninger Distinguished Rhetorical Scholar Award, and the Donald H. Ecroyd Award for Outstanding Teaching, as well as a large number of awards from other academic organizations.
In short, he knows his stuff.
And on Saturday, he wrote to praise the rhetorical and communication skills and tactics of our two of our candidates in an article in The Hill entitled “Democratic hopefuls could learn from Bernie Sanders and Pete Buttigieg.” It’s a great article, I suggest you read it.
As for Sanders, Prof. Cherwitz writes the lesson he teaches is:
A key principle in political communication is that candidates for public office may not be successful by exclusively preaching to the choir. Sanders’ decision to talk with Fox News shows that he and his handlers understand this principle. Moreover, moving outside his comfort zone — to speak to an audience comprised of many who do not share his political beliefs — appears to have been successful.
To the surprise — if not chagrin — of the Fox hosts, Sanders received enthusiastic applause from the town hall audience on several important issues; most notably, the audience expressed a clear willingness to give up their current healthcare insurance plan for a single payer provider.
The rhetorical lesson Sanders may be teaching his fellow Democratic presidential aspirants is obvious: To defeat Donald Trump will require going well beyond their political base; it will necessitate getting outside the echo chamber that already embraces their candidacy.
As for Buttigieg, Prof. Cherwitz writes the lesson he teaches is:
With Buttigieg, a second rhetorical principle is emerging — one quite distinct from Sanders. Recent polling and campaign donation data reveals that with each day, every new speech and additional interview, Americans are becoming increasingly impressed by Buttigieg. Why? Perhaps it is because his rhetorical message is unique.
First, Buttigieg’s discourse underscores his sharp intellect, compassion, clear vision and hope for America, impeccable understanding of history, ability to talk directly to voters, and thorough grounding in the issues facing our nation — all of which are nothing less than striking.
Second, and more significant, Buttigieg has chosen — deliberately, I suspect — rarely to invoke Trump’s name or attack him explicitly and directly. From a rhetorical perspective this is important. Buttigieg appears to have decided not to alienate Trump voters which might give them additional reasons and motivation to vote for the incumbent President.
This rhetorical choice could prove that Buttigieg is that once-in-a-lifetime presidential candidate who comes on the scene at precisely the right time with a potentially persuasive, positive and bipartisan message — a message avoiding attack and calling for genuine change (where “change” is more than a cliché and tired rhetorical trope) to extricate the country from a dangerous time in history.
Subject to the caveat that he “is not endorsing or recommending either as the choice of the Democrats for President of the United States,” Cherwitz concludes that “whoever the Democrats nominate, it would behoove them to take note of the rhetorical lessons being taught by Sanders and Buttigieg.”
Amen to that!