Rhetoric Project (450)

Mitt Romney and the Catholic Vote

When the gender-specific preventative services provision of the Patient Protection and Affordable Care Act (or "Obamacare") was enacted, controversy raged at the hands of Catholic institutions that believed that their religious freedoms were being denied. The was because--with the exception of houses of worship--the mandate required insurance coverage of contraception to all employees including those of religious institutions like hospitals and schools. This was termed the "contraception mandate". 

After harsh criticisms voices by multiple republican candidates for presidency that the mandate was a, "direct attack on religious liberty," it was amended. Contraception coverage would be handled directly by insurers--thus bypassing the religious institutions. This compromise was not met with great enthusiasm. The United States Conference of Catholic Bishops opposed the amendment saying that catholic insurance agents were still being denied their religious rights. 

This issue has been central to the upcoming presidential election. The United States has the third largest Catholic population in the world with 68 million registered members comprising about 22% of the overall population. There are approximately 230 Roman Catholic universities and 625 Catholic run hospitals. The ability of a candidate to secure the "Catholic vote" is pivotal to the success of their campaign. And recently, this has meant addressing the contraception mandate. 

As a result, some interesting rhetorical tools have been used in ads specifically targeting this formidable demographic. As the republican candidate, Mitt Romney's best possible move is to completely decry the birth control mandate and to appeal to those staunchly in opposition of it. His running mate, Paul Ryan, illustrated this when he stated that the contraception mandate would be eradicated on day one of a Romney administration. Romney also put out a Catholic-centered ad addressing the issue:

Ethopoeia

The very first line: "Who shares your values?" immediately makes the watcher aware of the moral theme of the ad. Moral values are very important to most voters, especially Catholic voters. The enthymeme presented in that very first title card is that Mitt Romney is the one who shares your values. This already gives Romney a certain relatable quality. In rhetorical terms it is called ethopoeia -- or putting oneself in the place of the other to understand and express beliefs more effectively. 

If a voter believes that a candidate shares their values and thinks similarly to them then they more inclined to support their campaign. There is a very personal element to voting. For example, the "who would you rather have a beer with?" angle that worked so well for George W. Bush. If a candidate like Romney can find common ground with the American people it is advantageous. 

While increasing Romney's appeal, the ad simultaneously discredits Obama's moral basis. It claims that a war was declared on religion as a direct result of the Obama presidency. The video highlights the polarity of the candidates in a way that is designed to directly benefit Romney. He shares your values. Obama does not. When stated in such simplified terms, it makes a voter's choice seem much less complicated than previously perceived. This is even further emphasized by the cinematographic choice to have Obama shown in black and white while Romney is portrayed in full color.  

Borrowed Ethos
Romney's ad quotes the San Antonio Express News as saying, "Obama's Insurance Decision Declares War on Religion." However, the quote was part of an editorial written by George W. Bush's former speech writer. By attributing the quotes directly to the publication, Romney is able to exploit some of its credibility. It is a way of increasing the ethos of a position by misrepresenting its original origins. When information looks like it comes from a supposedly unbiased source it is a lot easier to pass it off as certifiable fact. 

In fact, the Romney ad borrows credibility multiple times. He does this with a specific Catholic angle when he quotes Pope John Paul II's famous, "Be not afraid". This resonates well with a populace that is loyal to the pope. There is an unspoken conclusion that, because Romney is using what the pope said in a speech, he must agree with the pontiff's position. And if he agrees with the pope then he must naturally align with all Catholic points of interest. 

It's much easier for Romney to lay out his position when it is through the words of others. Of course he is going to react negatively towards Obama and the contraception mandate. After all, he has an election to win. But when he utilizes quotations of others that align with his own agenda then he makes his position seem more accepted and logical than those presented in opposition. Suddenly, Romney isn't the only one that's saying these things. A major publication and a well-respected pope are fantastic outlets for the Romney campaign to utilize, especially when appealing to Catholics. 


Red Herring 
The rhetorical tools being used are even more impressive when Romney's own personal religious position is taken into account. He is a vocal Mormon. There is no conceivable way in which he would personally recognize the authority or credibility of John Paul II. Mormons and Catholics are traditionally at odds with one another so Romney's ad is all the more impressive in its ability to mask this fundamental discrepancy. It's a fantastic example of a red herring, or the intentional misleading from an actual issue or point of interest. 

All of the major points of the ad hinge upon Romney's ability to relate to the Catholic populace. If the red herring tools were to be extracted then it would not be nearly as possible for him to claim that he shared the same set of fundamental values that the ad relies heavily upon. 

Pathos
The quoting of John Paul II also employs pathos. He was a pope that was very well liked in Catholic communities. Since his death, there have been an abundance of movies, books, and other paraphernalia dedicated to remembering a pope that was considered so wonderful he is going to be named a saint. His picture is an immediate emotional appeal to a Catholic sense of pride, inspiration, and sadness. There is no greater endorsement than a figure that is universally recognized to have such a powerful impact. 

Romney's voice in the ad claims that John Paul II's words, "brought down an empire." There is, however, no direct explanation of what empire was brought down. Although, there is a hidden message in the man that is pictured alongside the pope and Romney. Lech Walesa was a major factor in ending communism in the country of Poland. Those that recognize him, such as many Catholics with a solid understanding of famous Catholic historical figures, would immediately understand the symbolism of freedom associated with his image. To those that view Obamacare as a threat to freedom, the endorsement of an historical symbol of freedom is encouraging and powerful. 

Anacoenosis
The ad concludes much in the same way that it began. The question "Who do you want to stand with?" once again implies that Romney is the assumed answer to that question. This is called anacoenosis--or asking the opinion or judgment of an audience and implying a common interest with the speaker. And if Catholic websites and chat rooms are any indication, then the tactics used in this ad are indeed gaining him significant ground with Catholic voters.