Effective communication is one of the key pillars of public administration (Austin & Pinkleton, 2015). Political leaders and other individuals who are charged with the management of public affairs need to be able to articulately communicate their visions to persuade their followers. It is also important for the leaders to embrace flexibility and demonstrate enthusiasm if they are to engage their audiences (“Characteristics of Persuaders”, n.d). Imaginative, warm, friendly and out front are other characteristics that define effective communicators and persuaders. The numerous political debates that have pitted presidential candidates offer insights into the role that communication plays in determining political success. The debate between Barack Obama and John McCain in 2008 is one of those which shed light on why it is important for political leaders to possess excellent communication and persuasion skills.
Core characteristics of the debaters
One of the core characteristics that define effective persuaders is the ability to connect with the audience (Goldsworthy, 2009). It is important for an individual wishing to persuade their audience to attempt to relate to the experiences of the audience. This is one of the characteristics that both McCain and Obama demonstrated during the debate. As part of their opening statements, both leaders expressed concern about the devastation that the 2008 financial crisis had caused. McCain shares that “ I've been not feeling too great about a lot of things lately. So have a lot of Americans who are facing challenges” (“September 26, 2008 Debate”, 2008) Commenting on the same challenges, Obama stated that “those of you on Main Street I think have been struggling for a while, and you recognize that this could have an impact on all sectors of the economy.” Essentially, the two leaders recognized the pain and the suffering that the American people endured. It would be reasonable to argue that the leaders managed to win the trust of the American people and establish credibility.
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An understanding of facts and issues is another trait that all effective persuaders must demonstrate. A persuader needs to ensure that they have a firm grip on the issues that they wish to address (Solomon, 2017). They must base their discussion on verifiable facts and stay clear of sideshows and theatrical performances. Both Obama and McCain managed to display this trait. They both offered their take on the financial crisis that gripped their country. While they offered varying solutions, they both agreed that the crisis was responsible for untold suffering that millions of Americans had endured. Both candidates also based their arguments on facts and provided figures. For instance, while addressing the huge size of the financial market, Obama noted that this market is valued at about $700 billion (“September 26, 2008 Debate”, 2008). On his part, McCain mentioned the Republican and Democratic partnership aimed at resolving the financial crisis. Since they mostly rely on facts, the two leaders establish credibility and trust.
Civility and respect are other characteristics of effective persuaders. A persuader must act in a manner that brings respect and glory to himself and his audience (“Characteristics of Persuaders”, n.d) . For example, it is important for a persuader to refrain from insulting others. This facilitates healthy and productive debate. McCain and Obama clearly understood the magnitude of the mandate that they were seeking. This can be seen in their conduct throughout the debate. They attempted to remain calm and observed the rules of the debate. They avoided speaking out of turn and interrupting the other. These two leaders were clearly committed to bridging the divide within the American public and developing solutions that improve the life of the average American.
Role of context
Context enhances understanding (Hantho, Jensen & Malterud, 2002). It is nearly impossible for one to gain a full understanding of a situation without a firm grasp on the details of the circumstances surrounding the situation. The role that context plays becomes important when one examines the debate between Obama and McCain. US foreign policy and national security are the main themes that were addressed in this debate (“September 26, 2008 Debate”, 2008) . This is important to note as it allows viewers to frame the remarks of Obama and McCain within the proper context. For example, both candidates commented on the damage that the financial crisis had caused. Their tone and facial expressions suggest that they shared in the pain of the American people. One can only make this conclusion when they place the remarks of the candidates within the context of the 2008 financial crisis that had gripped the nation at the time of the debate. Essentially, a context provides a framework within which to evaluate the statements that Obama and McCain issued. One is able to determine if these statements are factual.
Debater’ biases
Bias is one of the forces that hinder effective communication. It hampers objective discussion and makes it difficult for one to consider different opinions. Obama and McCain demonstrated some biases. These biases seem to be the result of their party affiliation. For example, Obama makes it clear that regulation is needed to ensure that the US does not suffer another financial crisis (“September 26, 2008 Debate”, 2008) . This commitment is in line with positions that the Democratic Party which sponsored Obama’s candidature, has traditionally promoted. The party believes that greater government involvement in private commerce is needed for economic stability (“Deepening Divide”, 2012). On the other hand, McCain displays some reluctance in pushing for increased government regulation of Wall Street. He merely promises that if elected, he will ensure that those responsible for the financial crisis are held accountable. To understand McCain’s bias, it is important to remember that the crisis occurred during the presidency of George W. Bush who belonged to the Republican Party. It can be argued that McCain was being cautious in an effort to shield President Bush and the larger Republican Party against blame for the crisis. Obama’s biases appear to have helped his case. On the other hand, McCain lost credibility as he placed the interests of his party above the need to deliver solutions to the American people.
Impact of social attractiveness
Social attractiveness determines how one is perceived. Individuals who are socially attractive tend to receive warm receptions. The ability to relate to the issues that affects one’s audience is one of the factors that fuel social attractiveness. Moreover, when one shares similarities with their audience, they are regarded as socially attractive. I will admit that social attractiveness influenced my analysis of the performance of McCain and Obama. I feel that Obama delivered a better performance. This is because he spoke about issues that affect the average American. He condemned corporate greed and called for reform that would ensure that corporate leaders are not offered hefty rewards at the expense of the wellbeing of ordinary American. Obama’s age also adds to his social attractiveness. I felt that since he was younger, he had a better understanding of the struggles that the American people face. I particularly felt that he was better placed to fix such issues as high college tuition that young Americans deal with.
Rating of debaters
I assign McCain a score of 2 while Obama receives 4 points. None of them receive the maximum 5 points because I felt that there were some flaws in their delivery. I felt that McCain’s presentation was robotic and rehearsed. On the other hand, I thought that Obama was too optimistic and somewhat naïve. However, I still feel that Obama’s performance was excellent. He articulated issues that he thought were important. He also created the impression that he was fully committed to ending the suffering of the American people. I particularly loved his promise to institute reforms aimed at protecting the US economy against another financial crisis.
Evaluation of personal biases
Despite our best efforts to be objective, biases often creep in and inform our perspectives. I must admit that while I attempted to base my assessment entirely on the performance of the two candidates, personal biases also played a role in my assessment. My political leaning and the fact that I am a young American are two of the biases that pushed me to support Obama. I support most of the policies that the Democratic Party stands for. Furthermore, the issues that Obama raised resonated with me because I am a young American who envisions a nation where corporate greed is punished and young Americans are rewarded for their hard work. Despite these biases, I am still confident that my assessment is largely objective and is a fair reflection of the performances of the two candidates.
In conclusion, communication skills are vital for any individual who wishes to persuade an audience. One must be able to remain objective and act in a civil fashion. Those seeking to persuade should also ensure that they are able to connect with their audiences. These are some of the traits that make such leaders as McCain and Obama excellent communicators. Their 2008 debate offered the American public the opportunity to assess their policies and communication skills. While their performances were equally impressive, Obama was the clear winner. His performance may have played a role in propelling him to the White House.
References
Austin, E. W. & Pinkleton, B. E. (2015). Strategic Public Relations Management: Planning and
Managing Effective Communication Campaigns. London: Routledge.
Characteristics of Persuaders. (n.d). Retrieved 22nd September 2017 from
http://www.slcschools.org/departments/professional-development/documents/Characteristics-of.pdf
Deepening Divide between Republicans and Democrats over Business Regulation. (2012).
Retrieved 22nd September 2017 from http://www.pewresearch.org/fact-tank/2012/08/14/deepening-divide-between-republicans-and-democrats-over-business-regulation/
Goldsworthy, A. (2009). Leadership in Action. Indianapolis, IN: Dog Ear Publishing.
Hantho, A., Jensen, L. & Malterud, K. (2002). Mutual Understanding: A Communication
Model for General Practice. Scandinavian Journal of Primary Health Care, 20 (4),
244-251.
September 26, 2008 Debate Transcript. (2008). Retrieved 22nd September 2017 from
http://www.debates.org/index.php?page=2008-debate-transcript
Solomon, F. (2017). Swedish Prime Minister Urges Everyone to ‘Use Facts Correctly’ after
Trump’s Confusing Remarks. Retrieved 22nd September 2017 from
http://time.com/4676571/sweden-loefven-trump-facts/
