AboutSectiononCampaignWebsites

RachelCohen
UniversityofCentralFlorida
ENC1102Mon/Wed12:301:20

AmyDevitt,authorofGeneralizingaboutGenresandwritingprofessorattheUniversity
ofKansas,createdanewdefinitionofwhatagenreisthatisverydifferentthanwhatitusedto
be.Shestatesthatunderstandinggenrerequiresunderstandingmorethanjustclassification
schemesitrequiresunderstandingtheoriginsofthepatternsonwhichthoseclassificationsare
based(Devitt,1993).Beforehernewdefinition,genrewasdefinedasjustclassification
schemes,suchasthewaythatmusicisdividedintocountry,rock,hiphop,andmoreorhow
bookscouldbeclassics,romanticnovels,orchildrensstories.Devittnow,however,explains
thatgenresarebasedoffofrepeated,rhetoricalsituations.ThisGenreAnalysisattemptsto
uncoverthetruthsoftheAboutSectionsofPresidentialCampaignWebsites.Thisisagenre
becauseithasarepeatedsituationofpeoplelookingformoreinformationonthecandidates
outsideoftheirpoliticalagendasothecampaignmanagerscreatedagenretoallowpeopleto
findtheinformationtheyarelookingforinaneasy,fast,andaccessibleway.
Aslearnedearlier,discoursecommunitiescananddoexistinallfacetsoflife,including
insideofanotherdiscoursecommunity.Thepoliticalcircuitasawholecouldqualityasone
discoursecommunityhowever,whenobservedmoreclosely,therearenumerousdiscourse
communitiesinsideofthebroadtitleofpolitics.Thesedifferentdiscoursecommunitiescouldbe
theRepublicanorDemocraticParty,thesenate,thecongress,thevotingpublic,or,forthesake
ofthisessay,theindividualpoliticalcampaigns.Thiselectionyear,therearemanydifferent
politicalcampaignscoexistinguntiltheprimarieshowever,threestandoutabovetherest:
HillaryClinton,BernieSanders,andChrisChristie.
TobeconsideredaDiscourseCommunity,agroupmusthaveatleastthefollowingsix
characteristics:asetofcommongoals,mechanismsofintercommunication,awaytogiveand

receivefeedback,utilizeatleastonespecificgenre,havelexis,andhasdifferentlevelsof
membership.Whiletheindividualpoliciesaredifferentandthewaysofgettingelectedvary,
theyallhaveonethingincommon:theyallfollowtheabovetraitstoatee.Everycampaignhas
acommonsetofgoals,whetherthatbetogetelectedintoofficeortomakeastatementor
somethingthatisuncleartothepublic.Theyallhavemechanismsofintercommunication
includingmassemails,texting,calling,socialmediaposts,andpressconferences.Theygiveand
receivefeedbackthroughpollsandhavedifferedlexis.Theyhavevaryinglevelsofmembership,
fromtheactualcandidatedowntothesupporterwhoissignedupfortheemaillistbutnever
donates.Mostspecifically,theyallhavedifferentgenresincludingtheAboutSectionsontheir
campaignwebsites,whichclearlyshowthedifferenceandsimilaritiesbetweendiscourse
communities.
Uponenteringacandidateswebsite,apersonisimmediatelybombardedbycolorsand
picturesanddifferenttabs.Typically,theAboutSectionisthefirstoneandthatisnot
coincidental.Regardlessofwhothecandidateis,theywantreaderstoreadthatsectionbefore
anyoftheotheronesoritwouldntbethefirstoption.Followedbythat,therearetabssuchas
Issues,OrganizeYourOwnEventsandShopApparel,implyingthatthepurposeofthe
AboutSectionistogivethereadersalittleinsiteontheirlife.Whileallofthatisuniversal
throughoutthePoliticalCampaigningworld,thepartthatdiffersishoweachcampaignorganizes
theirpageandthatiswhatmakesitagenre.Thewaythattheylayoutthepagesandexplaintheir
AboutSectionexplainsalotaboutwhotheirtargetaudienceis,whattheythinkofthevoting
public,andhowtheyviewthemselve.

BernieSanders
SanderssAboutSectionisentitledMeetBernie,startingoutwithapersonalflair
already.ItthengoesintotalkingabouthisexperienceinSenatebeforetalkingabouthispersonal
background.Hedescribedwherehewenttohighschoolandcollegeandabriefsentenceonhis
lifebeforebecomingactiveinthepoliticalspectrum.Afterthat,hedescribessomeofhis
accomplishmentswithoutgoingintomuchdetail.Hethentalksabouthowotherpeoplewould
describehimandthendescribedmoreaccomplishmentsinthewordsofotherpeople.Attheend,
hetalkedaboutwherehecurrentlylivesandhischildrenandgrandchildren.

ChrisChristie
ChristietookaverydifferentapproachtohisAboutSection.Itgoesintimelineformat
withpicturesanddescriptionsofeachothereventsmentioned.Thedesignstartsfromthetopleft
withhisbirth(andababypicturetogoalongwithit)tothebottommiddlewithhisfamily(his
wife,him,andhisfourkids).Alongthepatharepicturesofhiminhishighschoolbaseball
uniform,himmeetinghiswife,andapictureofhisfamilyvacationingontheJerseyShore.Only
twoofthepictureshaveanythingtodowithhispoliticalpast:oneofhimservingasaU.S.
AttorneyandonewhenhewaselectedGovernorofNewJersey.

HillaryClinton
Clintonstartsoffwithanabstracttypeopening,whichbrieflylistsherpositionsshes
heldandthengivesapersonalsidenoteaboutwhatherfriendsandfamiliesthinkofher.Onthe
firstrealpage,shebeginsbytalkingaboutherparentsinaheartwarmingstoryofhowhardtheir

lifewaygrowingupbeforemovingintodiscussingherownchildhood,goingfromplaying
softballtofindingherpassionforadvocacythroughavisittoseeMartinLutherKing,Jr.speak.
Afterstatingherundergraduateandgraduateschool,shetalksabouthowshedecidedagainst
goingtoworkinalargelawfirmand,instead,wenttoworkfortheChildrensDefenseFund.
AfterapictureofherwithChelseaClinton,thedescriptiongoesontoreadhow,aftermarrying
BillandbecomingFirstLady,sheworkedwhileinthewhitehousetoimprovethefailing
healthcaresystemforchildren,notingatmoreworkshesdoneforAmericasyouth.Mostofthe
restofthearticledescribesthingsthatshedidwhileinoffice.Shementionsinaverypositive
notehow,whileshedidnotwinthepresidentialelectionin2008,shetookitgracefullyandwent
toworkunderPresidentObamaashissecretaryofstate.SheendedherAboutSectiontalking
abouthernewgranddaughterwhoshecouldntbeprouderorhappierabout.

ThoughtsofReaders/Voters:
Muchmorecanbediscoveredaboutadiscoursecommunitywhenanalyzingagenrethan
whatmeetstheeye.WhencomparingdifferentcampaignAboutSections,itisveryeasytotell
whatthecandidatethinksofthemselveshowever,ifgivenmorethought,itisalsoeasytofigure
outwhatthatsamecandidatealsothinksofthevotingpopulation.Sincethesecandidatesarewell
awarethatthismaybetheonlysectionofthewebsitesomepeoplewilllookatwhenmakinga
decisionofwhotheyarevotingfor,everythingputupandhowitisorganizedisveryintentional.
Nothingisdonewithoutextremeconsiderationbecause,forsomepeople,thisshortAbout
Sectioncouldbethedifferencebetweenvotingfortheornot.Withthatknowledge,candidates

havetoputoutwhattheythinkwillconvincethevoterstovoteforthem,givinganalyzersan
insightintowhatcandidatesthinkthepublicwantsandhowtheydecidetheirvote.
ChrisChristieclearlydoesnotthinkhighlyofhisaudienceintermsofeducation.Even
thoughhisplatformcanbefoundonotherpagesinhiswebsite,thissectionincludesnothing
indicatingthathethinkshisvotersareintellectual.Heincludesmainlypicturesofhimself,which
canalsobeinterpretedashimbeingvainandassumingthathisaudienceisaswell.Withthe
picturesaresimple,onesentencedescriptions,implyingthathedoesnotbelievethathisvoters
wanttoreadlargercaptions.Thereareonlytwopicturesthatincludeanythingpoliticalaswell:
onewhenwewaselectedU.S.AttorneyandonewhenwewaselectedandreelectedasNew
JerseyGovernor.Throughthis,itisevidentthathebelievesthatbeingpersonabletothepublicis
moreimportantthanbeingqualified.
HillaryClinton,ontheotherhand,clearlybelievesthathervotersareeducatedsincethe
majorityofitiswrittenforanintelligentaudience.Whilenotallofhersentencesare
complicatedandherwordsarenotallhuge,shewritesinaveryspecificwayanddidnotdumb
thatdown.Shebelievesthatherwritersarealsogenuinelyinterestedinwhatshehastosayas
wellbecauseitisbyfarlongerthantheothertwo.Thebeginningpartstartswithinformation
aboutherbackgroundandherfamily,showingthestrugglethatherparentswentthrough
becauseshefeelsthatAmericarootsfortheunderdog.Shediscussesalotaboutchildrenand
women'srights,assheprobablyassumesthatmanyofthepeoplevotingforarewomenor
families,andthoseissuesarethingsthatthevoterscareabout.Shetouchesonallofher
accomplishmentsinapositivelight,butnoneofherideas,meaningthateithersheassumesthey
dontmatterorassumesthathervotersarecompetentenoughtofindtheminotherplaces.Atthe

veryend,tomakeherselfseemmorehuman,shediscussesherhappinesstobecominga
grandmother.
BernieSandersAboutSectionfallsinthemiddleofthetwoextremesofChristieand
Clinton.Hestartsoutwithhisqualifications,showingthathebelievesthathisaudiencescares
mostaboutthatsinceheiswellawarethatsomepeoplecouldreadthetopandthenstopreading.
Aftertouchingbrieflyoneducation,hemovesintotalkingaboutwhatheisdoingandhasdone
forthemiddleclass,tryingtomakehimselfappearasthenextpeoplespresident.Inthe
middleofhispage,hehasahugepictureofhimandhiswife,showingthatheisafamilyman,
whichhethinkswillhaveanimpactonthereaders.WhilehisAboutSectionisshorterthan
Clintons,itismuchlongerandwithmuchmorewordsthanChristies,showingthathebelieves
intheeducationlevelofhisvotersbutdoesnthaveasmuchfaithinthemtoreadanovelabout
hislife.

PreyingonEmotions:
Eachofthearticlesdoesthisinadifferentwaybutregardlessofhow,eachonedefinitelyutilizes
thereader'semotionstotheiradvantage.InSanderssAboutSection,hetalksalotabouthis
howheworkedforfamiliesandthemiddleclass.Bysayingthis,heismakinghimselfseemlike
theperfectcandidateforthoseinthatpositionandmakinghimseemlikeanormalpersonversus
thepoliticianthatnoonewantstoelect.Christieusesmainlypicturesandshortfamily
descriptionstogetpeopletolikehim.Heisrelyingonthatpeoplewontreadthedescriptions
andwilljustglancethroughthepicturestogatherthatheisahumanbeingasmanypeoplethink
politiciansarenot.Clintonusesmanydescriptionsinbothwordsandpicturesfromherworkfor

children,attemptingtotargetthepopulationthathaskidsandwantsthebestforthem.Shehas
faithinpeopleandbelievestheywillreadherwords,asherwordsaremuchmoreconvincing
thanthepictures.Allthreeofthempryontheemotionswithinpeoplejustinverydifferentways.

UseofPictures:
Interestingly,whileallthreepieceshavepictures,theiruseofthemvariesgreatlywhichaffects
theoveralloutlook,appearance,andperceptionoftheAboutSection.Sandershasonepicture
withhiswife,showinghowheisafamilymanhowever,thiscontradictshisimagefrommany
otherpicturesofhimwithhissleevesrolledup,justbeinganormalguy.Thiscouldhelphimas
itshowsthemoreprofessionalside,orhurtasitshowsthatmaybethesideofSandersthat
peopleknowandloveisnttherealhim.Christieusesentirelypicturestotellhisstory,which
tellsalotabouthisaudienceandhowheviewsthem.Maybehebelievesthathisaudiences
perceptionissoonthesurfacelevelthattheywontlookbeneathormaybehethinksthatthey
arentintelligentenoughorcaringenoughtoreadthewholearticleeitherway,hisuseofpicture
makehimlookmorepersonablebutmightgivehisaudiencethewrongimpression.Clintonuses
amixtureofwordsandpictures,usingthepicturesprimarilyjusttocomplimentthewords.This
showsthatshebelievesthatthepeoplewilltakethetimetoreaditbutshealsowantstoappealto
thosethatwontreaditrightthenandthere.

UseofFamily:
Whilethearticlesdifferinalotofaspects,onethingthatremainsthesameistheendingand
theiruseoffamilythere.Eachpageendswithashortoneortwosentenceaboutwheretheyare

now:Christiewithhiswifeandkids,Clintonjustbecomingagrandmother,andSanderswithhis
wife,kids,andgrandkids.Thisideatiesinalotwiththeideathatpoliticiansplayoffofthe
votersemotions.Whiletheelectionshouldbeabouttheissuesandwhosupportsordoesnt
supportwhat,itcomesdowntowhoismorelikableasapersonandwhomtheywouldwantto
haveaconversationordinnerwith.Theuseoftheirfamilyattheendshowsthepointtothe
peoplethattheyarepersonableandrelatableand,likemanyAmericans,theyputtheirfamily
first.

Conclusion:
Genreiscreatedbyarepeatedrhetoricalsituation.Inthiscase,thatsituationwasalackofa
generalknowledgeplaceonacampaignwebsitewhichishowtheAboutSectioncametobeso
commononallwebsites.Thoughthepurposeisconstantthroughoutdifferentpoliticalcampaign
discoursecommunitieshowever,thesimilaritiesstopthere.Everythingfromhowtheyview
theiraudiencetohowtheylayoutthepagetohowtheyexplainthepicturesdiffer.Withpeople
whoarerelativelysimilarinfacts(allrunningforpresident,allqualified,allcaucasian,etc.),
theywentinthreeverydifferentwayswiththeirAboutSections.Overall,genre,inthiscase
andinallothers,showtheminordifferencebetweenthingsthatarentobvioustothepublic'seye
untilsomeonetakeamuchcloserlookatthesituation.

WorksCited:
Devitt,AmyJ."GeneralizingAboutGenre:NewConceptionsofanOldConcept."College
CompositionandCommunications,Vol.44,No.4.December1993.pp.573586.
America,HillaryFor."GettoKnowHillary."AboutHillaryClinton:CampaignBio.N.p.,12
Apr.2015.Web.07Dec.2015.
America,ChrisChristieFor."MeetChris."MeetChris.N.p.,27June2015.Web.07Dec.
2015.
Bernie2016."MeetBernieSanders."BernieSandersRSS.N.p.,21May2015.Web.07Dec.
2015.