When intentions go awry: The Bush administration's foreign policy rhetoric

During George Bush's presidency the Cold War drew to a close and his administration triumphed in the Gulf War. Some viewed these events as a harbinger of a new world order. Basking in the success of the Gulf War, Bush's approval ratings soared, and prominent Democrats reconsidered challenging him in 1992. Foreign policy themes might have seemed a natural emphasis in campaign rhetoric. Yet, on the eve of the election, Bush abandoned efforts to rally the public with such appeals. This article identifies primary metaphorical themes employed by Bush to define foreign policy reality. Bush's rhetoric was fundamentally ordered by the orientational metaphor of war. Other themes reinforced central premises of the war metaphor and reflected enduring premises of American exceptionalism. However, critical constraints blunted Bush's rhetorical intentions, and perhaps nullified constraints presidents traditionally have harnessed to define rhetorical situations to fit a preferred world view. A disjuncture between rhetorical expectations and intentions beset the administration as the 1992 election approached. The electorate turned an anxious gaze to domestic politics and the condition of the economy. Furthermore, the war metaphor met a public demonstrably leery of U.S. meddling in the internal politics of other countries. Preference for the war metaphor, finally, represented a significant challenge to the political identity of Bush and the Republican Party.