Showing posts with label audience adaptation. Show all posts
Showing posts with label audience adaptation. Show all posts

Saturday, September 20, 2025

Huey Long's Populist Speech: "Every Man a King!"

Huey Long
Huey Long
“Is that a right of life, when the young children of this country are being reared into a sphere which is more owned by 12 men than it is by 120 million people?”
Those were Louisiana’s United States Senator’s Huey Long’s opening words in a nationwide radio speech, broadcast on February 23, 1934. In this classic speech, “Every Man a King,” Long demonstrated, with rhetorical skill that few politicians have ever matched, how a liberal politician can dominate the conservative South. He made income inequality into a moral, biblical, and philosophical injustice. Income inequality continues to plague the Western economies in 2025, and one suspects that this is the underlying issue that is leading to world-wide political turmoil. Yet, conservative doctrine often blocks the Western nations from solving the wealth gap.

A populist politician represents economic protection for ordinary persons, in contrast to the rich and powerful. As we shall see in a moment, Huey Long brilliantly wielded a trifecta of conservative values to promote his populist policies. Reaching out to America’s poor, Huey Long’s stunning speech did not refute his conservative opponents: no, Long preempted them. A liberal in conservative dress, a speaker who cited conservative values to relieve his voters’ economic oppression, Long was a populist phenomenon. No populist like him has emerged since.

Speaking during the desperation of the Great Depression, and ahead of his time in economic policy, a Keynesian before Keynes, Long pounded against the wealthy oligarchs and huge corporations that dominated the American economy, leaving ordinary workers to struggle in grinding poverty. In contrast to modern-day liberals, who issue tedious economic lectures, Long posed a simple point:
“We have no very difficult problem to solve.” [italics added]
And what was that “no very difficult problem”? The only difficulty, Long insisted, came when the greedy, “super-rich” economic barons wielded political power:
“It is not the difficulty of the problem which we have; it is the fact that the rich people of this country—and by rich people I mean the super-rich—will not allow us to solve the problems, or rather the one little problem that is afflicting this country, because in order to cure all of our woes it is necessary to scale down the big fortunes, that we may scatter the wealth to be shared by all of the people.”
Now, what were Long’s arguments?


Long’s First Traditional Authority: The Declaration of Independence

Declaration of Independence
Declaration of Independence

First, Long cited the Declaration of Independence, the United States of America’s founding document. In that Declaration, Thomas Jefferson spoke for equality:
“How many of you remember the first thing that the Declaration of Independence said? It said, ‘We hold these truths to be self-evident, that there are certain inalienable rights of the people, and among them are life, liberty, and the pursuit of happiness’; and it said, further, ‘We hold the view that all men are created equal.’”
Long instantly gave that premise startling economic application:
“Now, what did they mean by that? Did they mean, my friends, to say that all men were created equal and that that meant that any one man was born to inherit $10,000,000,000 and that another child was to be born to inherit nothing?”
Now, since Thomas Jefferson was an oligarch among oligarchs, I suspect that he meant exactly that. But Long was on a roll!
“Is that right of life, my friends, when the young children of this country are being reared into a sphere which is more owned by 12 men than it is by 120,000,000 people?”
Having repurposed Thomas Jefferson, Long then turned to the Holy Bible.


Long's Second Traditional Source: The Bible

Long’s audience was, in general, deeply religious. Long accordingly gave a rather long explanation that he intended to refer to the Scriptures and emphasize “the wisdom of the Lord.” What part of the Bible supports populism, the audience might wonder? (I certainly did!) Long eventually got specific:
“But the Scripture says, ladies and gentlemen, that no country can survive, or for a country to survive it is necessary that we keep the wealth scattered among the people.”
To prove this, Long cited the Year of Jubilee:
“50 years seems to be the year of jubilee in which all property would be scattered about and returned to the sources from which it originally came, and every seventh year debt should be remitted.”
Long neglected to say whether the United States should practice universal debt relief every seven years, nor did he mention the economic consequences of revamping the banking system so radically. That, however, was not the point. Instead, Long's point was that debt was overwhelming ordinary Americans, and that biblical morality justified offering relief. Indeed, not content merely to cite the Bible, Long emphasized the moral principle behind the Jubilee:
“I believe that was the judgment and the view and the law of the Lord, that we would have to distribute wealth every so often, in order that there could not be people starving to death in a land of plenty.”
Over the years, conservative Christians, especially the prosperity gospel preachers, cite the Bible to justify leaving the economic structure untouched. Long turned this around. Biblical law, he emphasized at length, required the community to reverse growing inequality and restore a measure of economic justice.

Long insisted that the Jubilee required systematic debt forgiveness:
“‘Then,’ said the Lord, in effect, ‘every seventh year there shall be a remission of debts; there will be no debts after 7 years.’ That was the law.”
It was only then that Long reviewed figures about American indebtedness. He claimed that the total amount of American currency was only about $6 trillion, and that the total amount of American debt was “45 times the entire money supply of the United States.” But he had already established the solution to that shocking, unpayable debt: the Year of Jubilee. And who would pay the price? The super-rich.


Long's Third Traditional Source: Plato's Republic

For his third authority, Long turned to the Greek philosopher Plato:
“Read what Plato said; that you must not let any one man be too poor, and you must not let any one man be too rich; that the same mill that grinds out the extra rich is the mill that will grind out the extra poor, because, in order that the extra rich can become so affluent, they must necessarily take more of what ordinarily would belong to the average man.”
Only as his speech neared his conclusion did Long state his utopian solution, a new kind of society, a new kind of government, a new kind of nation: 
“Now, we have organized a society, and we call it ‘Share Our Wealth Society,’ a society with the motto ‘every man a king.’”
Forestalling an obvious criticism, Long declined to speak for total income or wealth equality. That might have branded him as a communist, not a populist. He slyly moderated his views into something that a conservative voter might find reasonable; Long argued more for a minimum wage and old-age pensions. Thus, as his speech neared his conclusion, Long spoke for moderate equality. Not really “every man a king” at all. The slogan gave way to political realities:
“We do not propose to divide it up equally. We do not propose a division of wealth, but we propose to limit [the] poverty that we will allow to be inflicted upon any man's family.”

Long’s Proposal

Only now, having made his case for change, did Long lay out his economic policy. He proposed reducing the wealth of a superrich person to “less than $50 million.” He proposed a modest old-age pension and a limited work week.

Yet, as he continued his speech, Long reiterated the cumulative, traditional wisdom that underlay his policies: that God, the philosophers, and economics all pointed toward “Share the Wealth:”
“God told you what the trouble was. The philosophers told you what the trouble was; and when you have a country where one man owns more than 100,000 people, or a million people, and when you have a country where there are four men, as in America, that have got more control over things than all the 120,000,000 people together, you know what the trouble is.”
Okay, who was going to argue against God? Long had demonstrated how to use conservative authorities to support liberal policies.

Huey Long Campaign Poster
Huey Long Campaign Poster

You could call Long’s conclusion arrogant, or you could call it biblical. You could say that he was wrong, your choice. But no one can doubt that Long was incredibly persuasive. No one in 1934 could ignore him. The man had grown up in the grinding poverty of the Deep South, and he came to prominence during the horrors of the Great Depression, when the capitalist system was falling apart at the seams.

Simple math shows that only very high taxes on the wealthy could have paid for Long’s policies. However, perhaps sensing that no one would vote for higher taxes, at any time, for any reason, Long cleverly depicted himself as an anti-tax conservative. 


Can Later Speakers Learn from Long? 

Modern-day politicians like Bernie Sanders and Alexandra Ocasio-Cortez echo many of Long’s policy concepts. Sanders and Ocasio-Cortez are persuasive enough in their own right, but they never seem to break out of the extreme liberal mold into which they have poured themselves. Long, in contrast, started with the conservative mold, stating conservative values that were supported by conservative authorities. He then showed how those ideas could help ordinary people. Long did not carefully smooth around the worries and ministrations of the conservative religious right. Not at all! Instead, he utterly preempted the religious right. And, unlike populists like Donald Trump, who speak for the ordinary people while serving the oligarchs, Long reached out to people who, like him, had grown up poor, neglected, and hopeless.

Bernie Sander's 2019 Democratic Socialism Speech: Is He Trying to Be a Politician or a College Professor?


As a leader, Huey Long was often described as a dictator who bullied people and overrode the Constitution. I do not doubt those criticisms for a moment, and I do not defend Long’s leadership. Long was perhaps less racist than most successful southern politicians of the time, although that doesn’t say much. Long's slogan “Every Man a King” omits women, although the fact that he addressed his audience as “ladies and gentlemen,” not “gentlemen,” put him a bit ahead of his time. All the same, modern-day liberals could learn from the way he spoke, encapsulated by conservative values and pithy slogans: Share Our Wealth (not share the wealth, but share our wealth) and Every Man a King.  

by William D. Harpine

________________

Biblical Note: 

The Jubilee is described in Leviticus 25 KJV:
“And ye shall hallow the fiftieth year, and proclaim liberty throughout all the land unto all the inhabitants thereof: it shall be a jubile unto you; and ye shall return every man unto his possession, and ye shall return every man unto his family.”

Philosophical Note: 

Plato’s views about wealth were more detailed and subtle that what Long implied. But, by that point, Long was steaming along, and I wonder how many of his voters had actually studied Plato anyway. Plato did write this (in Jowett's translation):
“Wealth, I said, and poverty; the one is the parent of luxury and indolence, and the other of meanness and viciousness, and both of discontent.” Plato, Republic, 422

Research Note: 

Income inequality continues to plague the Western economies, and one suspects that this is the underlying issue that is leading to world-wide political turmoil. The super-wealthy wield enormous political power today, maybe more than in 1934, and inequality has become entrenched into our economic, political, and moral systems. On a personal note, I suspect that Long was indeed prescient, that, indeed, no nation can survive the degree of inequality that infests the United States economy today. The French economist Thomas Piketty has analyzed income inequality in great historical and theoretical depth. I am intermittently plowing through his magnum opus, Capital in the Twenty-First Century, and it is worth struggling through every word. I understand that some of his later work is a bit more readable. 

Readers might want to look at Professor Ernest Bormann’s brilliant article, “A Rhetorical Analysis of the National Radio Broadcasts of Senator Huey Pierce Long,” published in Speech Monographs. It is behind a paywall, but a good library can probably get it for you.

Special thanks to AmericanRhetoric.com for posting a transcript of Long's speech. 

Copyright 2025 by William D. Harpine

Image of Huey Long, public domain, via Wikimedia Commons

Image of Huey Long's campaign poster, public domain, via Wikimedia Commons

Sunday, October 27, 2024

Kamala Harris Said Trump Admired Hitler. Do Voters Care?

Kamala Harris
Wise speakers adapt to their audience: their listeners’ values, goals, fears, and ambitions. Effective public speaking begins with the audience. Always. Public speaking teachers have taught that for, literally, millennia. Why don’t politicians figure it out? Why doesn’t Kamala Harris figure it out?

Unfortunately, we see Kamala Harris repeating Hillary Clinton’s 2016 campaign mistakes. As we should recall, Clinton spent much of her campaign pointing out Trump’s association with and appeal to evil people. For example, she ran advertisements linking Trump’s agenda to the Ku Klux Klan’s agenda. That was pointless. Donald Trump’s supporters had long since made peace with the man’s deep moral flaws. After all, they had heard the Billy Bush tape, where Trump boasted about committing sexual assault: “I moved on her like a bi--h.” They knew that Trump’s crowd had chanted, “Hail, Trump” while flashing Nazi salutes. 

Clinton’s advertising campaign proved that Trump was evil. His supporters already knew that. Did they care?

Along the same lines as Hillary Clinton, at an October 24, 2024 campaign event in Clarkston, Georgia, Kamala Harris made a valid point that embodied a rhetorical mistake. She complained about Trump’s alleged admiration for Adolf Hitler. She said:

“In fact, just this week, America heard from John Kelly, a retired four-star Marine general, who was Trump’s White House chief of staff, who said that, as president, Trump praised Hitler — take a moment to think about what that means — that Trump said, quote, ‘Hitler did some good things’ —

“AUDIENCE: Booo —

“THE VICE PRESIDENT: — and that Trump wished he had generals like Hitler’s, who would be loyal to Trump and not to America’s Constitution.”

Although I do not have a particularly high opinion of John Kelly, I do trust him to tell the truth on matters like this. But what political difference do his claims make? Not much. That is because conservative voters have quit agonizing about Trump’s moral flaws.


John Kelly's Speech about Frederica Wilson: How to Lose Credibility, and Fast


The social sciences help us understand why. Linguist George Lakoff explains that liberal voters gravitate toward candidates who express a “nurturing mother” metaphor, while conservative voters are looking for a “strong father.” Candidates like Hillary Clinton, Kamala Harris, or (although male) Joe Biden offered their supporters a nurturing mother metaphor: they offered a nation of justice, support, and goodness. Those qualities do not dominate conservative thinking.

Instead, Donald Trump offers power. He does not talk about bringing justice to immigrants: he talks about expelling them. He does not talk about fixing the immigration system; he talks about closing the border. He does not talk about reforming government; he talks about ripping it up. He calls the United States government “the Deep State.” That does not mean that all conservative voters prefer evil and disorder. That would not be true. What is true is that conservative voters want their leaders to protect them from real and imaginary dangers. That is why voters in North Dakota, more than a thousand miles from the Mexican border, treat immigration as issue number one.

So, Kamala Harris made Trump’s seeming admiration for Hitler into a central campaign point. Core Democratic voters, obviously, are offended. Conservatives, in contrast, ask, “so what?”

Do you want proof? According to recent polls, General Kelly’s revelations seem to have made little difference in this closely contested election. Some of Trump’s supporters, no doubt, think that a new Hitler would be great. The bulk of Trump’s supporters have found ways to rationalize Trump’s anti-American views, and there we are.

Trump’s voters simply rationalize his wickedness. That is why Kamala Harris cannot budge them by reminding them that Trump spreads evil ideas. They already know that. They have known that for years. “I’m not voting for a preacher,” they say, over and over, like a mantra. They complain that Kelly is a traitor, or that Democrats are big meanies. They can then swallow hard and accept that Trump admires Hitler.

What Trump’s supporters could never accept, however, would be that Trump is weak. (Do you remember when his crowd booed as Trump recommended vaccination?) If Harris wants to budge shaky Trump supporters, she needs to talk about his whining and equivocating. She needs to point out Trump’s weaknesses: his terrible presidential record on the economy, his griping about the election, his fear of electric boat batteries, and so forth. Those things show Trump to be weak. Trump’s supporters might care about those things.


Does Donald Trump Lead His Supporters, or Do His Supporters Lead Him? Oops, He Asked Them to Take a Vaccine.


People who value social justice already support Harris. People who fear Hitler’s reincarnation already support Harris. If she wants to pick up undecided voters, or to sway any of Trump’s less committed, supporters, Harris needs to focus on what they care about. What they care about is strength. And weak leaders terrify them. It is pointless for her to tell undecided voters that Trump is evil. She needs to show them that Trump is weak.

If a speaker wants to persuade people, it’s time to identify what the audience cares about. Nothing else matters.



Adolf Hitler’s “Christian Nationalist” Speech

by William D. Harpine
____________

PS: Is Trump another Hitler? Of course not. Hitler wrote his own book.


Copyright © 2024 by William D. Harpine

Image: Official White House photo, public domain

Monday, February 26, 2024

Joe Biden Told the Governors that American Can Accomplish Anything: A Look at Audience Adaptation

Joe Biden, White House Photo

“I’m more optimistic about this nation’s future than I’ve ever been.”

So said United States President Joe Biden in a brief speech to the National Governor’s Association Winter Meeting, delivered in the White House East Room on February 23, 2024. He offered a message of pride and optimism. He adapted to his audience to seek unity, encourage joint effort, overcome disagreements, and solve problems.


Biden Reached Out to His Audience

Biden’s audience was an assemblage of state governors. Many of them were Republicans, while Biden is a Democrat. Unlike Congress, however, governors actually need to get things done. They are, after all, responsible for the administration of their own state governments. The cycle of “no, no, no” that often dominates legislatures doesn’t work for governors, because the public looks to them to administer their states’ affairs. That feature of governorship can make them more amenable to a productive message.

So, Biden said:
“Governors know the measure of success isn’t how many partisan points we score. It’s: Did we fix the problem? Did we fix the problem?”
Biden pointed out that, although people can argue about policies, they can still agree on common goals:
“We disagree on how to fix the problem many times. We’re all here for one reason: to fix the problems — to get things done for families, for communities, for the country.’”

The United States Has Great Capacity for Good

Can the nation fix those problems? In a political atmosphere of negativity, Biden stressed that the nation can, indeed, accomplish its goals:
“I mean this sincerely, from the bottom of my heart. We’re the United States of America, for God’s sake. Nothing, nothing, nothing is beyond our capacity.

“When have we ever set a national goal we failed? When? When have we ever come out of a — not come out of a crisis stronger than we went into the crisis?”
Biden had a point. Indeed, we all learned in high school that President Franklin Roosevelt made the United States of America the “arsenal of democracy” in World War II. The Federal Reserve points out that “the dollar remains by far the dominant reserve currency. The United States’ dollar is the world’s reserve currency.” As our nation sinks into rancor, helplessness, and anxiety, Biden offered confidence and hope. He emphasized that the United States of America, a nation of boundless ability, is still the world’s leader. 

Franklin Roosevelt’s “Four Freedoms” Speech, a Lesson in Positive Justice


Are We Working Together?

Joe Biden Speaking to Governors Association

We might never all agree: the United States is a huge, diverse nation. Can we nevertheless find common cause? Biden reminded us that success requires joint effort:
“Nothing is beyond our capacity if we work together. So, let’s keep working together. Because you’re the best hope we have — the governors.”
That is a big if: “if we work together.” Biden reminded us that we can never accomplish our goals if we are constantly tearing each other apart. As I look around, I still see most Republicans denying something so simple and obvious as the 2020 election results. The Republicans can’t even manage to vote in favor of their own border control bill. Biden did not ask the governors to agree with him; he asked them to work together toward common goals.


Getting People to Listen?

This all leads me to wonder why Americans rarely listen to Biden’s simple, obvious lesson—the need to work together? In part, probably, old ethnic and economic disparities rise against us, again and again. In part, some members of Congress seem more beholden to narrow interests than to the nation’s good.

What is to be done? First, Biden wisely chose an audience of governors. Public speaking is all about the audience. Temporarily bypassing Congress, Biden reached out to an audience that needs to accomplish things. He focused on the governors’ shared need to get things done.

Biden's Speech at the Ford Rouge Electric Vehicle Center: Working Together for Progress
 
Second, however, Biden and his surrogates simply need to get the message out more often. An audience of governors is great—vital—central—but not enough. Many people too easily shrug off a message of cooperation and goodwill, welcome though it is. Still, Biden sits in what President Theodore Roosevelt called “the bully pulpit.” Part of sitting in the bully pulpit is just to climb out of the background and address the public, over and over, to send the welcome message far and wide. That is, as I wrote earlier, how President William McKinley persuaded the public to adopt the peace treaty that ended the Spanish American War. If President Biden has a good message, and I think he does, he needs to pound it into the nation’s thoughts.

Overall, Biden suggested simple attitudes: working together. Seeking common cause. Negotiating differences. Working for the whole nation, not just a tiny piece of it. Adopt those simple attitudes, President Biden implied, and no one can stop us.

Was he right? Or is it too late? Post your thoughts in the comments.

by William D. Harpine

Copyright ©  2024, William D. Harpine


Images: Official White House photo; White House YouTube page