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Journal of Language Teaching and Learning,
Linguistics and Literature
ISSN 2338-4778 (Print) Issued by English study program of IAIN Palopo
ISSN 2548-4192 (Online)
Volume 11, Number 2, December 2023
pp. 1191 - 1201

An Analysis of Politeness Strategies in George W.

Bush’s Victory Speeches
Aisya Bella Raesky1); Novitri2)

[email protected]

[email protected]

1)Faculty of Teachers Training and Education, University of Riau

2) Faculty of Teachers Training and Education, University of Riau

Received: 2023-09-27 Accepted: 2023-10-15

DOI: 10.24256/ideas.v11i2.3833

Abstract

In communicating, people may express themselves in a particular communication

channel, spoken or written. For instance, people may use direct and indirect
communication as their message’s perceived meaning varies depending on the tone of the
messages. As a result, they may apply different levels of politeness. This research
investigated politeness strategies used by George W. Bush in his presidential acceptance
speeches. The researcher collected the data used in this research from the transcripts of
Bush's two victory speeches (2000 and 2004). The analysis based on Brown and
Levinson’s (1987) classification of politeness strategies. The research findings showed
that George W. Bush applied the positive strategy as his most dominant politeness
strategies, such as Pay more attention, give recognition or sympathy to the hearer and Offer
helps or promises sub-strategies. This research also revealed the factors affecting Bush's
politeness in speaking, among others; social status, interest, and solidarity. However, Bush
did not show any unambiguous and disguised manner as he attempted to build the
citizens' trust in him.

Keywords: Politeness Strategies, Politeness, Political Speech.

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Introduction
As a member of a community, humans need to interact with others. According to
Davis (2017), communication is passing information and understanding from one person
to another. Allen (1964, as cited in Shaikh, 2012) also said that communication is a bridge
of meaning. It contains a process of telling, listening, and also understanding.
Various communication methods must be used to achieve communication goals
when forming social connections. Language analysis identifies several social interaction
communication strategies, including implicit, indirect, politeness (Gunawan & Aprizawati,
2018). Some general rules, which are being wise, generous, modest, and sympathetic to
others, may determine what it means to be polite in social interactions in a specific culture
(Yule, 1996). In addition, he said, "In an interaction, politeness is defined as a strategy for
demonstrating awareness of other people's faces." (Yule, 2010, p. 135)
According to Brown and Levinson (1987), the meaning of strategy is a speaker's
technique for achieving several objectives, such as creating or maintaining a healthy
relationship, where the speaker attempts to not upset the hearer when they communicated
in order to preserve a healthy relationship. In order to develop a healthy relationship
between the speaker and the hearer, politeness is used in the discussion. In politeness
theory, the central concept of this theory is connected to "face," they define "face" as a
feeling of self-worth or self-image that every person has about themselves and claim that
"people assume of each other's behavior in maintaining face in communication
interaction" (Brown & Levinson, 1987, p. 61).
Wijaya (2019) states that in creating good conversation and communication,
politeness strategies are fundamental to making the conversation go smoothly and build
up nicely. The conversation should be built up well with politeness strategies to ensure the
hearer understands what the speaker is talking about and understands the purpose of the
conversation.
The speaker could build a good self-image for hearer by using politeness in speaking.
Also, being polite to other people means the speaker shows respects and this speaker is
aware of the hearer's feelings. By using the politeness strategy in speaking, the speaker
also improves their self-worth, boosts some confidence, helps to build feelings of respect
towards each other, and strengthens the linkage of the speaker and the hearer. Using
politeness may reveal a participant relationships between language users as a value that
must exist in using that language. This language needs to be corrected to maintain the
relationship between participants of the language even though the literal meaning of the
words is applied similarly (Suseno, 1991, as cited in Setiyadi, 2016).
The essence of politeness ought to be exposed to English students since politeness is
essential in communication management because it contributes to determining
communication skills. Therefore, communicators could earn respect for themselves and
others. Students may eventually learn to differentiate between speaking with someone
their age or older. Everyone, including politicians, want to have a good self-image in public.
A politician's good image often determines how voters may begin to acknowledge them. A

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tool that can be applied to influence voters' decisions is the political image. Because of that,
it could not be doubted that politicians would use politeness strategies in spoken and
written communication in their speeches. Based on the explanation above, the researcher
aims to find out what kinds of politeness strategies were used by George W. Bush in his two
victory speeches.

Method
This research used a qualitative design to identify politeness strategies in two texts
of George W. Bush's victory speeches. This research applied a textual analysis approach
because it could come from documents, films, newspapers, paintings, web pages, and
others (Smith, 2017). The term "textual analysis" captures various study techniques
applied to define, analyze, and comprehend texts. There are several approaches to Textual
Analysis, such as Rhetorical Criticism, Content Analysis, Interaction Analysis, and
Performance Studies. In order to learn more about the goals, messages, and outcomes of
communication content, researchers employ content analysis. They can also conclude the
texts they are analyzing. The content analysis could vary given its quantitative or
qualitative approach but broadly deals with assessing material in a text (merely counting
occurrences or searching for deeper meaning). The subject of this research was The
Presidential Victory Speeches of George W. Bush in 2000 and 2004. Then the researcher
identifies, analyzes, and explains data based on Brown and Levinson's (1987) theory of
politeness strategies. Lastly, the researcher concluded the data.

Results
After analyzing the speeches with Brown and Levinson (1987)’s classification of
politeness strategies (1987), the researcher found 28 positive strategies and 7 negative
strategies in George W. Bush's two victory speeches (2000 and 2004).

1.1 Positive strategy

Using the positive strategy is to maintain a close relationship. The speaker is trying
to show familiarity with the speaker. It uses a metaphorical extension of intimacy between
the speaker and the hearer's relationship. From 15 components in positive strategy, this
research only found ten components used by George W. Bush in his Victory Speeches, as
described below:

1.1.1 Pay more attention, give recognition or sympathy to the hearer.

Extract 1

Bush: “Vice President Gore and I put our hearts and hopes into our campaigns.
We both gave it ourall. We shared similar emotions, so I understand how
difficult this moment must be for Vice President Gore and his family. He has
a distinguished record of service to our country as a congressman, a
senator and a vice president. This evening I received a gracious call from
the vice president.” (VS1/01/PS/PM)

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Bush used Pay more attention, give recognition, or sympathy strategy. Based on
Brown and Levinson (1987), the speaker's words “distinguished” and “gracious” were done
with intensifying modifiers. The speaker gave those words to add emotion to the sentence.
In this sentence, Bush talked about his opponent, the previous vice president, Al Gore. With
exaggerated intonations, Bush told the audience that Al Gore showed excellent service to
the country during his time as vice president. Despite his loss to Bush, Al Gore humbly
wanted to call Bush to congratulate him on winning the presidential election.

1.1.2 Amplifying interest to the hearer.

Extract 2
Bush: “I was not elected to serve one party, but to serve one nation.
The president of the United States is the president of every single American,
of every race and every background.” (VS1/09/PS/AI)

The speaker used Amplifying interest to the hearer strategy. Based on Brown and
Levinson (1987), the sentence attempted to increase interest in the conversational
contributions by expressing them dramatically. In this sentence, Bush talked about himself
dramatically by saying he did not work only for his party but worked for the whole country.
Furthermore, being president of America means working for all Americans of every race,
ethnicity, and background.

1.1.3 Applying group familiarity markers (using jargon, slang words, or form of greeting).

Extract 3
Bush: “These priorities are not merely Republican concerns or Democratic
concerns; they are American responsibilities.” (VS1/10/PS/GF)

Bush used the Applying group familiarity markers strategy. This strategy concerns
the form of addresses. Based on Brown and Levinson (1987), the word “American” was
categorized as an address form and used to indicate such in-group membership,
encompassing conventional names. Bush utilized the term “American” to declare that the
state's concerns were not only the responsibility of political parties but a shared
responsibility of all Americans as well.

1.1.4 Find an agreement.

Extract 4

Bush: “I believe things happen for a reason, and I hope the long wait of the last
five weeks will heighten a desire to move beyond the bitterness and
partisanship of the recent past. Our nation must rise above a house divided.
Americans share hopes and goals and values farmore important than

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any political disagreements. Republicans want the best for our nation,
and so do Democrats. Our votes may differ, but not our hopes.”
(VS1/12/PS/FA)

Bush utilized Find an agreement strategy. Based on Brown and Levinson (1987), the
speaker seeks ways in which it was possible to agree with him in lines four, five, and six
sentences utilized to corroborate his opinions. In this sentence, Bush showed his
agreement by carrying out everyone’s wish that Americans share the same values, and
what they share was more important than just political strife. Whereas on the night of
Election Day, Democrats, Al Gore’s party, questioned the election results and demanded a
recount in Florida counties where they expected good outcomes. Bush said his party and
the opposing party wanted the best for their country because they had the same goals to
build a better America.

1.1.5 Assume/raise/assert mutual understanding.

Extract 5

Bush: “…..our country has been through a long and trying period, with the
outcome of the presidential election not finalized for longer than any of us
could ever imagine.” (VS1/13/PS/AM)

Bush employed Assume/raise/assert mutual understanding. Based on Brown and

Levinson (1987), the speaker assumes the hearer already knows about certain information.
In this sentence, Bush assumes the hearer knew that the country was going through a
tough time because the finalization of the election’s results was announced later than
scheduled, so the country was going through a long and crucible period. Bush assumed the
hearers already knew the information, so he tried to soften up the FTAs or an act that would
lead to harm to the hearers’ faces.

1.1.6 Offer helps or promises.

Extract 6
Bush: “After a difficult election, we must put politics behind us and work
together to make the promise of America available for every one of
our citizens.” (VS1/14/PS/OP)

Bush utilized the Offer helps or promises strategy. Based on Brown and Levinson
(1987), the speaker declares that no matter what the hearer wants, the speaker wants it
too and may help the hearer to obtain it. In this sentence, the speaker believed that the
hearers (Americans) wanted to open America to all citizens. Moreover, in obtaining it, the
speaker promises to help. After a brutal election, Bush intended to work with Americans
to improve America and leave political problems behind.

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1.1.7 Be optimistic.

Extract 7
Bush: “I'm optimistic that we could change the tone in Washington, D.C.”
(VS1/19/PS/BO)

Bush applied Be optimistic strategy. Based on Brown and Levinson (1987), the
speaker explicitly declared that the hearers would team up with the speaker because it
would be in their mutual shared interest. Bush expressed that he was optimistic that
together with him, Americans could change Washington D.C., the capital city of the USA, for
the better. Furthermore, he was delighted to change the opinion of Washington’s citizens
that he deserved to be the president because Bush only got less than 9% of voters from his
opponent, Al Gore, in Washington, D.C.

1.1.8 Involving the speakers and the hearers in activities.

Extract 8
Bush: “We agreed to meet early next week in Washington, and we agreed to do
our best to heal our country after this hard-fought contest.”
(VS1/23/PS/SH)

Bush utilized Involving the speakers and the hearers in activities strategy. Based on
Brown and Levinson (1987), the word “we” is utilized to stress the cooperativeness of the
speaker’s action, implying “I will do it for our benefit.” Bush utilized “we” in this sentence
to describe himself and his opponent, Al Gore. Bush tried to engage emotionally with his
opponent, Al Gore. In this sentence, Bush and Al Gore agreed to meet in Washington and
discuss how to restore the country after a brutal election.

1.1.9 Assumes or displays the similarity of action.

Extract 9
Bush: “I'm grateful to the Vice-President and Lynne and their daughters, who
have worked so hard and been such a vital part of our team. The Vice-
President serves America with wisdom and honor, and I'm proud to
serve beside him.” (VS2/27/PS/DS)

Bush employed Assumes or displays the similarity of action strategy. Based on Brown
and Levinson (1987), the continuation of assistance between the speaker and the hearers
may also be alleged or encouraged by giving a declaration of reciprocal rights. Bush
employed the word “I’m” to highlight that until now, he is proud to be on the same side as
Dick Cheney. Bush also employed the word “him” to point at Cheney as someone close to
Bush received the action, which was that Bush showed he was thrilled to work with

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someone like Cheney. Bush indicated that his vice president, Dick Cheney, would serve as
a vice president who worked with a wise attitude and respect. Moreover, Bush would serve
America with wisdom and honor, just like his vice president, Dick Cheney, and he was
proud and amazed to work with someone like Dick Cheney.

1.1.10 Give gifts (such as goods, sympathy, attention, and cooperation) to the hearer.

Extract 10

Bush: “Thank you very much. Good evening, my fellow Americans. I appreciate
so very much the opportunity to speak with you tonight.”
(VS1/28/PS/GG)

Bush employed Give gifts (such as goods, sympathy, attention, and cooperation) to the
hearer strategy. Based on Brown and Levinson (1987), gift-giving was not only a tangible
gift. It could illustrate many outputs: they want to be liked, adored, cared about,
acknowledged, listened to. In this sentence, the speaker employed gift-giving by expressing
his gratitude and admiration by delivering his appreciation and understanding towards
the support he got from his supporter. He recognized his supporters; because of their
consent, he could be elected president to give the acceptance victory speech that night.

2.1 Negative strategy

In showing Negative Face, the speaker usually would not be talking with small talk
or using presuppositions. They would speak indirectly and show respect towards the
hearer. The speaker would like to start their sentences with apologies to show their
differences in social status and lack of familiarity with the hearer. The speaker and the
hearer could not avoid awkwardness. From 10 components in negative strategy, this
research only found one component used by George W. Bush in his two victory speeches,
as described below:

2.1.1 Showing respect.

Extract 11
Bush: “I also salute the vice president and his supports for waging a spirited
campaign. And I thank him for a call that I know was difficult to make. Laura
and I wish the vice president and Senator Lieberman and their families
the very best.” (VS1/3/NS/SR)

Bush applied showing respect strategy. Based on Brown and Levinson (1987), in

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showing respect in English, they originally had aristocratic connotations such as Sir,
Madam, and Lady. Nevertheless, in America, it could use with their position and status. In
this sentence, Bush shows respect by using honorifics to represent his opponent by calling
them not by their names but by their current position or status. In this sentence, because
Bush’s opponent for the election of 2000 was the current Vice President, Al Gore, he
addressed his opponent with their current status, which was Vice President, while for Al
Gore’s partner, Senator Lieberman from Connecticut, Bush addressed him with Senator.

Discussion
The finding reveals that Bush used a positive politeness strategy (Pay more attention,
give recognition or sympathy to the hearer). Similar research was conducted in
Presidential Addresses by Kalejaiye (2021) and Kusuma (2014), and this research proved
that Obama favorably used a positive politeness strategy. Obama expressed a slightly
different in employing the positive politeness sub-strategy from Bush, because he used
positive strategies to promote harmony and peace with the listeners. He must be more
polite when delivering the speech to maintain the audience's goodwill because he knew his
audience wanted to be loved, understood, admired, and sympathetic. The purpose of
Obama's use of positive strategy was to keep the listeners' best interests in mind, and the
speech was polite. George W. Bush also utilized positive politeness most frequently in his
two victory speeches; Bush needed the hearer's support as he was the elected president
and needed to be liked and trusted by the Americans.
Like George W. Bush, Trump also used positive strategy in his speech. Similarly,
Megah (2020), Sibarani (2018), and Hajar (2017) research demonstrated that Trump’s
chosen politeness strategy was a positive strategy. Trump applied a positive strategy to
express concern, sympathy, friendship, and solidarity with candidates and voters, as well
as make promises and influence the audience that he would make them happy to support
him in the upcoming election or the future. The other reason why Trump applied positive
strategies was that these strategies were the best strategy and approach to achieve the
attention of other candidates and voters. As a result, the speech covered the distance
between the speaker and the listener. Trump gave the impression that they were close. In
line with this research, George W. Bush employed the Offer and Promised sub-strategy in
both speeches. He promised to work hard and believed Americans wanted a better America
where everyone could access it, and he would help to obtain that. He did this by using the
idea that he would desire whatever the hearer (i.e., the people of America) wanted and
would assist them in obtaining it and thought that by aiding them, he would gain their trust
in leading the government. The result of this research has somehow supported advocated
the findings discovered by Kalejaiye’s (2021), Megah’s (2020), Sibarani’s (2018), Hajar’s
(2017), and Kusuma’s (2014) research. The researcher discovered positive politeness to
be Bush’s most dominant strategy. The researcher agreed with previous studies that
positive politeness strategy is the best and successful strategy for the presidential speeches.
Because with a positive strategy, the speaker and the hearer share knowledge and wants,
whereas the speaker sincerely wants the hearer’s positive face to be enhanced.

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In conclusion, the researcher could note that from the findings, George W. Bush, in
both his victory speeches. Bush as the speaker, used positive strategy and negative strategy
to respect his audience who came to his Presidential speeches. In other words, George W.
Bush did not use bald-on record and off record strategy because Bush was trying to save
the hearer's face and attempted not to upset his hearers, so bald-on record and off record
strategy could not be applied in his two victory speeches. The findings of this research, in
general, were similar to those of previous studies. The use of positive politeness
strategies in Bush's presidential address appears to be a common strategy used in
presidential address. That is related to the research conducted by Purba (2023), Sari
(2016), and Fergina (2015). Furthermore, this research could strengthen the previous
research.
After knowing from the previous paragraphs that positive strategies were the most
used by George W. Bush in his speeches, this research shows that positive strategy is also
helpful in spoken language, whether in the classroom used by the teacher and students or
out of the classroom among students. Remaining polite but developing closeness between
students and students as well as students and teachers is something that students could
use in their communication management to create a peaceful and harmonious relationship
with others.

Conclusion
According to the research, the results of this research is that Bush used politeness
strategies in his speeches to show the audience that he had good leadership as the elected
president—using politeness strategies in his speeches was very important for Bush
because he tried to be polite and friendly. It would earn him the admiration and respect of
all Americans, including his political opponents. He tried to show his admiration towards
the audiences who listened to his speeches and wanted his reputation to be desirable to
the hearers. George W. Bush only used a few negative strategies because, with the negative
strategy, Bush attempted to give some social distance towards the hearers he was
unfamiliar with. Considering their different statuses, that was why Bush used the negative
strategy. Unlike the positive strategy, where the essence is ‘familiarity,’ the negative
strategy minimizes the imposition that could upset the hearer ‘face,’ so the speaker would
try to avoid upsetting the hearer ‘face.’ While being president, Bush must embrace all his
people regardless of social status or race, so he could not use a negative strategy that much
to keep his ‘familiarity’ with the hearer. That is why George W. Bush used the positive
strategy a lot.

Recommendations

The researcher recommends that other researchers attracted to the research

politeness strategy use longer speech as the research subject. Furthermore, the
researchers also needed to master the politeness strategies materials. Furthermore,
researchers could use other politeness theories besides Brown and Levinson (1987), such
as Abdul Chaer, Pranowo, Robin Lakoff, and others’ linguistics. Secondly, politeness is not
only in speech but in everyday life. Other researchers could take other data sources, such

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as; everyday conversation, newspapers, letters, grammar texts, or others aside from
speeches. Thirdly, this research could show how politicians should represent themselves
when speaking in front of people because by using politeness strategies, a politician could
shape their positive image while speaking in front of citizens. A good image is considered
essential to win people’s voices. The researcher recommends that politicians who need to
talk in front of people master politeness strategies. Using politeness strategies would give
off the image of giving the hearers a positive face and being respected by the hearers. In
line with the context of this research, students are suggested to use politeness strategies
in their everyday life. Using politeness may encourage a respectful attitude and help us
create positive first impressions of ourselves and the people we serve. Being polite means
being conscious and respectful toward the impressions of others. Politeness could develop
students’ relationships with others, help construct respect, raise student confidence and
self-belief, and improve students’ communication skills. The researcher wishes this
research would be beneficial and helpful and contribute to understanding future
researchers interested in politeness strategies. People should apply politeness strategies
in everyday life.

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