C301 MAE #4
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California State University, Long Beach *
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Course
301
Subject
Communications
Date
Jan 9, 2024
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docx
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3
Uploaded by KidVulturePerson541
Respond to each of the following prompts/questions. Use elements from your overview
to provide evidence (direct quotes or vivid descriptions) from the commercial to support
your interpretations and explanations/reasoning in your own words to unpack the
meaning and significance of the relationship between your evidence and interpretations.
1. Provide a concise (3–5 sentence) vivid descriptive summary of this video that uses precise
and illustrative language to describe key elements of its substance and style.
The National Organization for Marriage (N.O.M) Gathering Storm Youtube video depicts a
diverse crowd of individuals of different ages, races, and social backgrounds who oppose
same-sex marriage giving personal stories and testimonials that emphasize their concerns
about traditional marriage values and the impact of changing societal norms. The
emotionally-charged video employs vivid and impactful imagery, such as dark and
thunderous clouds and stormy weather, to convey a sense of impending cultural change and
moral crisis. The video ends with the storm clouds clearing up, and the N.O.M calling for all
people who oppose same-sex marriage to come together and join their organization in order
to protect traditional marriage. (112)
2. Identify and analyze the
main metaphor
being used in this artifact. In your analysis, be
sure to identify its tenor & vehicle, but focus on interpreting how this metaphor is making
meaning. Pay particular attention to how this metaphor is working to promote and/or resist
specific beliefs, values, and/or assumptions.
The main metaphor used in the N.O.M. Gathering Storm Youtube video is “the storm is
coming.” The tenor is the topic or concept being described in a metaphor; which in this
metaphor, would be the impending storm. The vehicle is the metaphorical element that
provides a symbolic representation of the tenor. In the metaphor “the storm is coming,” the
vehicle is the anticipated challenge or the impending crisis that “is coming.” In the video,
they employ vivid and dramatic imagery of stormy weather, dark clouds, and other elements
of a violently windy storm to symbolize their concerns about the evolving understanding of
marriage and its traditional values. Through this imagery, they are creating a sense of urgency
and anxiety about an impending shift in societal norms and values.
The metaphor of a "storm" portrays changing societal attitudes and acceptance of same-sex
marriage as a threat or crisis. This metaphor suggests that traditional marriage is under attack,
and it aims to resist this change and solicit support by creating a sense of urgency and
concern. By framing the issue as a "gathering storm," the video evokes a moral alarm,
suggesting that there is a looming catastrophe if the traditional understanding of marriage is
altered. The National Organization for Marriage uses a diverse crowd of American, Christian
individuals in order to appeal to a large demographic of viewers who share the belief that
marriage should only be between a man and a woman. Overall, the metaphor of a "storm" in
the video serves as a persuasive tool to rally support for the anti-same-sex marriage stance by
framing it as a moral crisis and appealing to the values and beliefs of those who share this
viewpoint. (285)
3. Identify and analyze
at least two other
specific verbal and/or visual metaphors being used
in this video. In your analysis, be sure to identify their tenors & vehicles, but focus on how
these metaphors are making meaning. Pay particular attention to how these metaphors are
working to promote and/or resist specific beliefs, values, and/or assumptions.
There are additional visual and conceptual metaphors littered throughout the N.O.M
Gathering Storm Youtube video. One significant metaphor the organization uses to garner
support is towards the end of the video, where the storm is clearing up and the sun is
beginning to come from behind the clouds. In this metaphor, the tenor is the storm, and the
vehicle is the
image of the storm clearing up and the sun emerging from behind the clouds.
This visual metaphor represents a sense of hope and optimism.
The storm is used throughout
the video as a metaphor for the perceived crisis or threat posed by changing attitudes toward
same-sex marriage. As the storm clears and the sun emerges, it symbolizes the idea that the
challenges and concerns presented in the video can be overcome. It conveys the idea that
there is a potential "brighter" future if the viewers support the anti-same-sex marriage stance
presented in the video.
Another metaphor in the video portrays children, the traditional American family unit, and
hardworking Christian Americans as "victims" of the changing attitudes toward same-sex
marriage. The video features brief anecdotes from various individuals who represent average
Americans that imply that they have been and will continue to suffer if society continues to
shift in support of same-sex relationships and marriage. The tenor of this metaphor are
traditional, hardworking, Christian, American families and workers, and the vehicle paints
these individuals as victims whose rights are being encroached upon. This metaphor is
intended to evoke empathy and concern for the well-being of traditional American children,
families, and workers, framing them as collateral damage in the perceived battle over
marriage. By using this metaphor, the video attempts to strengthen the belief that preserving
traditional marriage is not only about upholding conservative American values but also
protecting the welfare of American children, families, and hard working citizens. (310)
4. In addition to what you've discussed in response to previous questions, what other
presented elements
(Modules & style) of this artifact seem particularly significant? What are
the
suggested ideological meanings
of these presented elements (what
meanings/values/beliefs/assumptions are being promoted/resisted)?
In the N.O.M Gathering Storm Youtube video, there are additional stylistic elements that
emphasize the organization’s strategy to prevent same-sex marriage. The video uses various
forms of emotional speech and imagery in order to appeal to their viewers.
The video features
personal stories and testimonials from individuals who oppose same-sex marriage. These
emotionally charged and seemingly relatable testimonials humanize the anti-same-sex
marriage stance and create an emotional connection with the audience. They suggest that
preserving traditional marriage is a deeply held value, and by resisting same-sex marriage,
they are protecting their beliefs and way of life. The video also frequently incorporates moral
and religious messages, appealing to the deeply held values and beliefs of its intended
audience. The video suggests that these values and beliefs are rooted in faith, and that
allowing same-sex marriage threatens the religious freedoms and convictions of those who
oppose it. The organization posits that supporting traditional marriage is a moral duty, further
intensifying the emotional connection with viewers who share these convictions.
The video also heavily implies that accepting same-sex marriage will negatively impact
society, especially the traditional American family unit. The issue is framed as a looming
crisis, implying that societal change poses an immediate and grave threat to traditional
marriage values. This fear-inducing narrative is intended to elicit strong emotions and a sense
of urgency while suggesting that traditional values are necessary for maintaining social order
and stability and that departing from these values will have detrimental effects. In essence,
the video promotes the ideological beliefs and values of preserving traditional marriage as a
moral duty that is critical for the well-being of society. It resists the changing norms and
acceptance of same-sex marriage by emphasizing the potential negative consequences and the
urgency of protecting traditional marriage values. The video's style and elements are designed
to create an emotional, moral, and societal imperative to oppose same-sex marriage. (315)
5. As a whole, what message do you think this ad is attempting to send with the use of
metaphors and ideological rhetoric? In other words, how does this ad use metaphor to create
meaning and attempt to influence audiences to understand same-sex marriage in particular
ways? What can your analysis teach us about the rhetoric against same sex marriage/gay
rights?
The National Organization for Marriage has disseminated a excessively melodramatic,
unabashedly homophobic, and fear-mongering propaganda video, which not only perpetuates
exclusion but also aims to curtail the rights of queer and LGBT+ individuals. This video's use
of metaphors and ideological rhetoric seeks to convey a message that opposes same-sex
marriage by framing it as a crisis and a threat to traditional values, morals, and the well-being
of society. It employs emotional appeals and strong ideological language to create a sense of
urgency and fear. The rhetoric used in this video reflects a larger pattern in the discourse
against same-sex marriage and gay rights, emphasizing traditionalism and moral values while
portraying change as a dire and harmful force. Rhetoric can be a powerful tool in shaping
public opinion and influencing social and political debates, and the N.O.M is using fear-
inducing and divisive rhetoric in order to shape public opinion and influence the conversation
around LGBT rights and same-sex marriage by creating a sense of crisis and emphasizing the
preservation of traditional values. (173)
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