volume1 issue1 english abstract 53 70 .pdf

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Title: Network society shaped by youth
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Global Media Journal
Arabian Edition
Fall/Winter 2010
Vol. 1, No. 1, pp. 53-70


T a h a | 53

Obama’s ‘new beginning’ public diplomacy in the Arab world:
Old images in new frames
By Mustafa Taha
American University of Sharjah

This paper uses frame and discourse analyses to examine President Obama’s speech in Cairo,
2009. It explores the frames, nominalization and lexical choices that Obama embedded in his
speech. The paper also examines facts omitted from Obama's speech. To repair a tarnished
image resulting from Bush’s foreign policy, Obama embarked on a titanic public relations
campaign to recast America as a bastion of freedom and democracy and a world leader with
noble ideals and unquestionable moral authority. In his speech, Obama asked his audiences to
forget the past and move forward. The paper suggests that Obama tried to repair the United
States’ tarnished image, and to project himself and the United States in a new light with a view
of eliciting public acceptance in the Arab and the Islamic worlds.
Key words: Frame analysis, public diplomacy, Obama, Arab world, Islam.

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