如何成為一個“偉大的溝通者”：雷根總統之演說風格分析

How to Become the Great Communicator: A Study in Rhetorical Style of President Reagan

10.30165/JHSS.200801.0004

侯政男(Cheng-Nan Hou)

雷根總統 ； 演說風格 ； 總統傳播 ； 辭辯總統 ； Ronald Reagan ； rhetorical skill ； presidential communication ； rhetorical presidency

人文與社會學報

2卷1期（2008 / 01 / 01）

67 - 86

繁體中文

雷根總統憑藉著幾十年累積而來的豐富演說及表演經驗，使他於一九八○年登上總統寶座，也在爾後的八年執政生涯中，這些經驗更被發揮的淋漓盡致，讓他獲得「偉大傳播者」的聲譽，本文以雷根總統演說風格作為研究現代「總統傳播」一個重要的對象，解析雷根的演說能力和技巧究竟有何特色。雷根成功的因素除了雷根本身的說服能力及媒體運用技巧外，還需加上他於演說時的隱喻性語言。由於這些話語中巧妙的隱喻深入民心，與民眾的感情、信仰結合在一起，勸服效果才會事半功倍。雷根演說的成功，除了本身的能力外，在他背後的文膽也功不可沒，再經由雷根自己優越的表達能力說出這些令人感動的言詞，才能真正達到說服民眾的效果，贏得「偉大溝通者」的美譽。

Ronald Reagan deservedly attained the reputation ”The Great Communicator” largely due to his rhetorical style, and this article examines aspects of his presidential speech during his eight-year administration. Significantly, President Reagan is the key person for researchers to study in the field of modern ”rhetorical presidency”, and finds Reagan's discourse, rhetorical strategy, and actions to attract media and people through recalling their inner feelings. The analysis suggests that the element of success originated with Reagan's talent and the strategies his speech staff set.

1. Carter, J. (1980, October 28). Remarks at the 1980 presidential campaign debate in Cleveland Convention Center. Public Papers, Book III: 2480-81, 2483.
2. Shales, T. (1987, January, 28). The Message Without the Magic. Washington Post, Section D: 1,11
3. Greatest American. (2005). Retrieved December 26, 2005, from Discovery Channel.Website:http://dsc.discovery.com/convergence/greatestamerican/greatestamerican.html
4. (2000).The Gallup Report,1999
5. (1990).The Gallup Report,1989
6. Buchanan, B.(1978).The presidential experience.Englewood Cliffs:Prentice-Hall.
7. Buchanan, B.(1987).The citizen's presidency.Washington, D.C.:Congressional Quarterly Press.
8. Denton, R.(1988).The primetime presidency of Ronald Reagan.New York:Praeger.
9. Denton, R.,Hahn, D.(1986).Presidential communication: Description and analysis.New York:Praeger.
10. Duffy, B.(ed.),Ryan, H.(ed.)(1987).American orators of the twentieth century: critical studies and sources.New York:Greenwood Press.
11. Duscha, J.(1987).Reagan gives surprising performance.New York Times Magazine,127
12. Dye, T.,Zeigler, H.,Lichter, R.(1992).American politics in the media age.California:Brooks & Cole Publishing Co.
13. Edwards, G.(1983).The public presidency.New York:St. Martin's Press.
14. Edwards, G.(1980).Presidential influence in Congress.San Francisco, CA:W.H. Freeman.
15. Frank, R.(1991).Out of thin air: the brief wonderful life of network news.New York:Simon & Schuster.
16. Garrity, P. J.(2002).Reagan and the cold war.On Principle,X(6)
17. Graber, D. A.(1993).Mass media and American politics.Washington, D.C.:Congressional Quarterly Press.
18. Hart, R.(1987).The sound of leadership: presidential communication in the modern age.Chicago, IL:The University of Chicago Press.
19. Hart, R.(1984).Verbal style and the presidency.Orlando, Fl:Academic Press.
20. Helm, L.(1981).Informing the people.New York:Longman.
21. Hertsgaard, M.(1989).On bended knee: the press and the Reagan presidency.New York:Schocken Books Inc..
22. Hogan, J.(ed.)(1990).The Reagan Years.New York:Manchester University Press.
23. Jamieson, K. H.(1988).Eloquence in an electronic age: the transformation of political speechmaking.New York:Oxford University Press.
24. Kernell, S.(1993).Going public: new strategies of presidential leadership.Washington, D. C.:Congressional Quarterly Inc..
25. Lipset, S.(ed.).(1981).Party coalitions in the 1980s.San Francisco:Institute for Contemporary Studies.
26. Mayer, J.,McManus, D.(1988).Landslide: the unmaking of the president 1984-1988.Boston:Houghton Mifflin.
27. Nimmo, D.(1978).Political communication and public opinion in America.Santa Monica, CA:Goodyear Publishing Company, Inc..
28. Nimmo, D.(ed.),Sanders, K.(ed.)(1981).Handbook of political communication.Beverly Hills, CA:Sage Publications.
29. Reagan, R.(1990).An American life.New York:Simon and Schuster.
30. Reagan, R.(1989).Speaking my mind: selected speeches.New York:Simon and Schuster.
31. Ritter, K.,Henry, D.(1992).Ronald Reagan: the great communicator.New York:Greenwood Press.
32. Simons, H.,Stewart, D.,Harvey, D.(1989).Effects of network treatments of perceptions of a political campaign film: can rhetorical criticism make a difference?.Communication Quarterly,37,184-187.
33. Wilbur, E.(1992).The Reagan presidency: an actor's finest performance.New York:Hippocrene.
34. Windt, T.(ed.)(1983).Essays in presidential rhetoric.Dubuque:Kendall/Hunt..
35. 彭芸(1990)。美國總統的記者會。美國月刊，4(12)，56-63。
36. 黃秀端(1989)。雷根總統的內政政策。美國月刊，3(10)，20-28。