Watch the following video of a speech excerpt:
Martin Luther King, Jr., https://www.youtube.com/watch?v=vP4iY1TtS3s
Read and answer the the following text and answer the questions:
Charismatic Speech Analysis Exercise
Dr. Martin Luther King’s leadership was a key driver of the civil rights movement in the US in the 1960s. In this exercise, you will analyze one of Dr. King’s most famous speeches to understand how rhetorical and framing elements can help leaders articulate their vision.
Below is an explanation of different ways in which you can craft a message in a way that resonates with your audience. You don’t have to be a leader on the world stage to do this – any time you’re leading a team of people you can incorporate these speech elements into the way you share your vision with your team.
Framing involves selecting a framework for the message around certain goals. For example, the two statements “our company goal is to build communication devices,” and “our company goal is to connect human beings to one another” deliver the same basic message with very different frames. Some methods for framing are:
Amplify values and beliefs: Select values and stories that illustrate the core higher values that appeal to the audience.
Bring out the importance of the mission: Emphasize and exaggerate the need for change and the attractiveness of the solution.
Clarify the need to accomplish the mission: Focus on the “good” of the mission and the dangers of not accomplishing it.
Focus on the efficacy of the mission: Provide examples of how the mission will work in order to build the audience’s confidence in the correctness of the selected path.
All the above techniques are designed to provide the audience of followers with a reason for accepting the proposed change or idea.
Rhetorical techniques are used to further emphasize the message. These include:
Use of metaphors, analogies, and brief stories to make the mission and goals concrete,
set them apart for undesirable things or events that the audience is likely to know, and
create the needed emotional reactions in followers.
Use of language that the audience will understand is key to an effective message.
Repetition of the key message through various means and media emphasizes its
Alliteration is the repetition of initial consonants sounds (e.g., mighty mountains of
Montana) which provide a pleasing rhythm to the speech.
Nonverbal messages need to be consistent and support the spoken words. For example,
the style of dress, clear and confident voice, and lack of hesitation can all be used to further send a message of confidence
Source: Nahavandi 7th edition
Follow the link on the course site and listen to Dr. King’s speech and analyze the charismatic qualities of the speech using the following table.
Please provide an example of at least 5 of the elements and/or techniques below as they occur in Dr. King’s speech. To do this, you could write down a quote from the speech, then simply label it with the corresponding element or technique.
Then, reflect on how you could incorporate some of these elements into your own leadership, using specific examples of what you might say to team members you want to convince to participate in a group project. Write down those elements in the same way: quote then label. You don’t need to write a whole speech, just provide 4 or 5 examples of parts of what you might say to convince others to share your vision for the group.
Elements that you may use for question 1:
Elements of Framing
Amplify values and beliefs.
Bring out the importance of the mission.
Clarify the need to accomplish the mission.
Focus on the efficacy of the mission.
Use of metaphors, analogies, and brief stories
Gearing language to the audience
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