February Week 3 Analysis -
http://www.theage.com.au/opinion/society-and-culture/oprah-loot-will-line-our-own-pockets-too-20110119-19wj3.htmlThe value in getting Oprah to come to Australia has been a contentious issue since the move was announced and continues to linger lost past her stay. Initially there was much backlash in the amount of money that taxpayers would be forced to pay, however we are now starting to see the enormous benefits it is having on our tourism. The article, “Oprah loot will line our own pockets too”, published in (The Age 20/01/2011) by Mr John Lee, contends that this move, now matter how expensive it may have been, will benefit Australia and its inhabitants in the long term with a vast increase in the tourist business. Designed to bring hope into the reader’s mind, Mr Lee utilises a logical and convincing tone to compel the reader to believe that luring Oprah to Australia will bring much good.
Mr Lee commences his article by grouping the constantly criticized allocating of funds made by Government with that of the tourism sector. In doing so, he positions the reader to believe that the outrage associated with this move is simply the typical views from the part of the general public that is never happy no matter what the Government does and in doing so decreases the integrity of such criticisms. He further compounds this feeling by mentioning how they “remain outraged” even when it seemed to others that their money had been put to good use. The backs up the point that these people are never satisfied and to the reader, it will seem as if they are purely arguing for the sake of it, rather than the fact that the whole project was a failure.
Mr Lee then goes on to address the focal issue of the argument; the reason for why taxpayers had to pay so much. In mentioning the “302 audience members and 200 crew to Australia for eight days” to “film more than 700 hours of footage”, not only is he able to show the reader that he has researched the topic , but he is also able to make the reader feel that opposing arguments on the heavy costs are illogical and biased. This use of statistics to highlight the benefits of this project are implemented throughout the article to further reaffirm the credibility of his argument, compelling the reader to feel as though his argument that bringing Oprah will have a great effect on our tourism is in fact valid. Furthermore, his use of sarcasm to highlight such a view that the money was used to line the pockets of a billionaire celebrity positions the reader to feel that the hysteria caused by the increase in tax is ridiculous and that the issue of has been severely exaggerated.
Mr Lee describes the benefits that will arise from this “investment”. In labelling it so, he positions the reader to believe that bring Oprah will ultimately bring much good for Australia. He intends to incite hope that our tourism will improve as a result of this. Moreover, in listing all the possible benefits, he aims to bring the situation into a new light for the reader. It not only shows that the reader that he knows that he is talking about with the in depth detail he provides, but also is more effective in showing the reader that his opinion his much more valid than that of people who simply condemn the move with no evidence.
Mr Lee continues to emphasise the worth of this move throughout the article. His continuous mention of the economical benefits position the reader to believe that the reasons for doubting this project are invalid, since they will ultimately be gaining more than they lose. He then follows it with a series of rhetorical questions which ask the audience “how do they know what is or isn't being done to capitalise on these opportunities?” and “what better reason for a campaign to explain the difference?” The rhetoric utilised, positions the reader to feel that opposing arguments are illogical and against the good of our country. This appeals to the audience’s sense of patriotism and hip pocket nerve which helps persuade the audience to agree with Mr Lee.
Mr Lee then describes as the move as “vital” and that our tourism would be “damned” without Oprah advertising it. This incites fear in the mind of the reader and raises the importance of this project. He further goes on to say that it was a “coup” in getting her to come to Australia. The term ‘coup’ carries a positive connotation which positions the reader to feel that they are lucky to have been given such an opportunity. This evokes gratitude in the reader and immediately persuades the reader to agree with the Mr Lee.
Mr Lee concludes with the crux of the article, that bringing Oprah here will “deliver returns that are many multiples of the initial investment”. The use of such a definite statement compels the reader to feel as though the issue is quite simple, thereby forcing the reader to bypass any opposing logical arguments.” It positions them to respect the decision for what it will eventually bring them and thus persuades them to feel that they have not in fact wasted their money. Mr Lee’s continuous use of evidence to support such views compels the reader to believe that ultimately the benefits will outweigh the costs. By playing on the reader’s moral values, financial insecurity and patriotism, Mr Lee prompts the reader to consider that this project is in the interest of all Australians.
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