Ronald Reagan and the oral tradition

Abstract

President Reagan's success stems from his use of rhetorical structures characteristic of the oral epics and his use of the electronic media which partially replicate conditions characteristic of preliterate oral societies. These societies develop a culture transmitted orally through epic poems or recitations. Such recitations are developed by themes, formulas, and repetition as well as by distinctive thought patterns, experiential and non‐analytic. Reagan's methods will have a lasting influence on American political discourse, since future politicians will emulate his techniques.