Ethos in the campaign oratory of Robert F. Kennedy, 1968

This is a study of Robert F. Kennedy"s ethical appeals in 1968 presidential campaign addresses. The study establishes criteria for ethos as a dynamic construct by interrelating ethos with charisma and image. Kennedy"s family background and prior reputation then form the base for an analysis of his ethical appeals from March to June, 1968. The analyses of reporters, Kennedy staff members, and the general public as revealed in written commentaries and in opinion polls then show the reaction to Kennedy"s efforts. Robert Kennedy"s 1968 ethical appeals were complex, divergent, and transitory. Caught in the middle on the issues, within his own party, and within the transition from the old to the new politics, Kennedy had to watch his identification with his family, his attacks and defenses within his own party, and his position with regards to the issues. His past reputation and late entry to the campaign caused his efforts to be entirely defensive for the first few days. Then Kennedy took the offense, slashing against L.B.J. as an energetic, concerned, dogmatic, and demagogic citizen. After L.B.J."s withdrawal, Kennedy settled down to more positive appeals. During the period from L.B.J."s withdrawal to his Oregon defeat, Kennedy displayed insight, organizational ability, humility, candor, sympathy, and good humor. Toward the end of his campaign, Kennedy fought back from defeat attacking McCarthy and Humphrey and going all out for victory. Kennedy"s efforts were only partially successful. He succeeded in overcoming some negative character impressions and advanced a generally positive image. His rating in the polls went up throughout the campaign. Wherever he campaigned personally, his humor and concern garnered votes. Negroes, Mexican Americans, youth, the poor, and most ethnic groupings gave Kennedy their full support. At the time of his assassination, however, Kennedy still had not overcome objections to his candidacy within his own party and in white middle class America. A complex personality, Kennedy established a firm reputation as the most loved and hated man of the 1968 campaign.Communication, Jack J. Valenti School o