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THE OBAMA EFFECT
THE OBAMA EFFECT: A PSYCHOANALYTICAL OBSERVATION OF OBAMA’S MARKETING RHETORIC AND DISCOURSE
Theoretical psychoanalysis, as developed by Jacques Lacan and enhanced by Slavoj Žižek, provides us with adequate conceptual tools to rethink Obama’s political rhetoric as a postmodern marketing discourse, which aims not at fulfilling consumers’ needs and/or satisfying their demands, but rather aims at a discursive entrapment of their desire and/or its phantasmatic scenario. The article analyses the 2008 and 2012 Obama presidential campaign, and his renown Cairo speech by demonstrating the three catchphrases “Yes We Can!”, “Hope”, and “Forward!” As embodiment of the three sound bites are designated as master-signifiers of Obama’s empty speech, the Lacanian concept that enabled understanding the ups and downs of the zeal and spell of the charismatic Obama Effect.