643214

Donald Trump in San Jose: Violent protest outside rally, hundreds clash with police

by Matthew Artz, posted on 6 February, 2016

SAN JOSE – Dozens of fights broke out on the streets of downtown San Jose on Thursday night as police in riot gear struggled to keep the peace between hundreds of protesters and streams of Donald Trump fans leaving his rally at the city’s convention center. Protesters jumped on cars, while others burned red “Make America Great” hats and took selfies with the charred remains. Demonstrators waved Mexican flags as Trump supporters shouted at them to “go back to Mexico.”

At the height of the biggest and most violent political protest San Jose has seen in decades, hundreds of people clashed with police and Trump supporters. One young woman was struck in the forehead by a flying metal parking barricade, and police were pelted with traffic cones and water bottles. Police helicopters circled overhead for more than two hours, commanding the crowds to disperse, while police from numerous Bay Area agencies marched through the heart of downtown San Jose, containing protesters along Park Avenue, Almaden Boulevard and San Carlos Street.

Earlier, inside the convention hall, Trump supporters chanted “Build that wall, build that wall,” as the candidate repeated his call to erect a concrete wall on the border with Mexico. During the rally, Trump was uncharacteristically tempered with two protesters who made it inside the hall, including one who stood near the front of the crowd holding a Bernie Sanders sign.

“Darling,” Trump said, “there’s no way he can win, but keep your sign high.” To another, he told security to “leave him alone. Don’t hurt him. See the way I said that? I’ve learned.”

Exactly who was involved in the violence outside and where they were from remains unclear, but numerous members of the crowd were Latinos from East San Jose who said they opposed the violence and condemned Trump for touting racism. “San Jose is populated mostly by immigrants and Donald Trump has inspired hate,” said Miguel Ayala, 20, from San Jose: “I’m all about love.”

Ariana Romero, 21, also from San Jose, said Trump is degrading all hardworking immigrants with his rhetoric. “I work hard and have my own place and pay my own bills,” Romero said, “and because of this man people look down on me and think I’m just another statistic – all because of his hate. Why would we want someone like that to run this country?”

Cindy Zurita, 23, a student from East San Jose who works at a pharmacy, held a sign in the midst of the protest that read: “Mr Hate leave my state.” “We’re here to support Latinos, black people; we’re not rapists,” she said, referring to Trump’s characterization of Mexican immigrants on the day he announced his campaign. “I was born in Mexico. I am going to school, and I am working.”

21

Less than an hour earlier, Trump used his first Bay Area rally to shoot back at Hillary Clinton, who declared earlier in the day that he was too “thin-skinned” to be commander in chief. “I watched Hillary today. It was pathetic. It was so sad to watch,” Trump told a crowd of about 4,000 that filled up about a third of the foot- ball-field-sized hall at the San Jose McEnery Convention Center.

“When you watch her today, she does not look presidential. This is not a president. Four more years of this stuff and we’re not going to have a country anymore.” Trump’s was responding to Clinton’s scathing speech in San Diego, during which she mocked his foreign policy credentials and warned that he lacked the temperament to be entrusted with life and death decisions.

“Donald Trump’s ideas aren’t just different – they are dangerously incoherent,” Clinton said. “They’re not even really ideas – just a series of bizarre rants, personal feuds and outright lies.” The escalating war of words – and the raging street battle in San Jose – foreshadowed what appears certain to be a brutal presidential campaign that is already in high gear as Californians prepare to vote in Tuesday’s presidential primary.

Many people in attendance adorned themselves in red, white and blue and hoisted Trump signs. One woman in the thick of the crowd held a sign saying “Mexican Millennial Woman 4 Trump.” Another read “Muslims for Trump.” The crowd included retired engineers and teachers, military veterans, students and blue-collar workers. Many echoed the sentiment of Trump supporters across the country: They like his brash talk and his promises to build a wall along the Mexican border and create more American jobs.

Trump eviscerated Clinton over her email scandal, insisting that she was cozying up to President Barack Obama to avoid jail time. “Hillary Clinton used to hate Obama,” he said. “Now, it’s ‘Yes, sir. Mr. President sir.’ Folks, honestly, she is guilty as hell. The fact that they even allow her to participate in this race is a disgrace to the United States.”

Trump’s visit to San Jose – his only Bay Area stop – comes as he is barnstorming the state ahead of Tuesday’s primary, where he has no competition and Clinton is facing an insurgent challenge from Sanders. Trump called Sanders “a nut job,” moments before insisting that many of his supporters will back him in November. “Bernie Sanders and I agree on one thing that the U.S. is getting ripped off on trade,” he said.

Trump also insisted that he will contest California despite recent polls that show him trailing either Democrat by double digits. “I’ve been told by all these brilliant guys you can’t win California,” he said. “I think we can. And if we win California, the election is over. We win. And then we will make America great again.

Believe me.”

22

TEXT 12

Questions for discussion. What place does modern advertising occupy in today’s world? How can you explain the title of the article? What stylistic devices help to build it up? Does this text actually advertise or only analyse advertising techniques?

Analyse the following text using the model on page 31. Pay special attention to the expressive means and stylistic devices used in it.

Most Compelling Ad Campaigns of the Decade: Why They Went Viral

“What do consumers want?”

It’s a burning question marketers have long been asking, but the way we’re now able to answer it is vastly different from in the era of pin-up girls and dazzling automobile ads. Why? We’re living in the age of data.

With audiences rapidly moving online, the question is no longer ambiguous. Instead, data allows marketers to gain complex insights into people’s feelings, habits, and emotions – essentially, into what drives them to buy. The best advertising of the decade, then, is the product of this shift – a carefully crafted narrative that tells the story consumers want to hear before they buy.

Pretty pictures simply don’t drive the same marketing traffic that they use to, so don’t let your advertising efforts fall behind the times. We know that visual marketing is powerful, but psychologically driven visual marketing is unstoppable. Here’s how major brands crafted it, captured the hearts and minds of their audiences, and went viral. Take notes – you can use these techniques too.

1. Dove, “Campaign for Real Beauty”: Deconstruct the Norm

When Unilever’s market research showed that, in 2004, only 4 percent of women considered themselves “beautiful,” an advertising campaign was hatched. Working in tandem, Ogilvy & Mather and Edelman Public Relations set out to change that perception by deconstructing contemporary norms of beauty.

After putting up billboards that asked people to reassess their perception of female beauty, the campaign gained massive press attention. Talk shows, women’s magazines, even newspapers and news television shows began discussing modern female beauty standards as a result of the campaign. This media exposure created approximately 30 times the revenue of paid-for media spots, according to Jonathan Kolstad’s book Unilever PLC: Campaign for Real Beauty Campaign.

By leveraging market research to understand how women perceived their beauty, Dove was able to create viral videos (such as an interview piece with mothers and their daughters who discussed perceptions of female beauty with one another) and a series of commercials (“Evolution,” “Onslaught,” and “Amy”) that deconstructed this perceived norm that beauty is about being skinny and young.

23

Dove’s campaign went viral because it connected with people’s realization that female beauty norms are not always “normal,” that the most beautiful person you can be is yourself, and that if a brand message is resonant enough, it can (almost) market itself.

2. Burberry, “The Art of the Trench”: Create a Sense of Community

“The Art of the Trench” website was launched by Burberry in 2009, which showed everyday people sporting their Burberry trench coats. It found global success by creating a community of people who owned a Burberry trench coat and created a desire to join this community from people who did not yet own one of the iconic jackets.

By creating a club-like feeling through tapping into Facebook connectivity, interactive multimedia, celebrity photographers, and video integration, Burberry’s “The Art of the Trench” campaign quickly went viral.

Everyone wanted to see himself or herself on Burberry’s site and many of those who didn’t have a trench coat were inspired to get one. It also leveraged the popularity of “street style” photography and employed famous photographers who made amateur models feel like a part of a professional community.

3. Old Spice, “The Man Your Man Could Smell Like”: Leverage Market Research and Never Pander

When Wieden Kennedy conducted market research on bathroom products and found that it’s best to target women when selling men’s products (women tend to make the purchasing choices for bathroom supplies), Old Spice created “The Man Your Man Could Smell Like.” Previously, men’s products had been marketed directly toward men, most notably with Axe body sprays and washes, whose commercials showed attractive women running after the men who wore them. However, this approach turned women off to purchasing Axe products while making men feel pandered to by commercials that equated their sexuality with body sprays.

The Old Spice campaign, however, put handsome NFL athlete-turned-actor Isaiah Mustafa into peculiar, over-the-top situations, which was attractive to women as well as to men, who found the rapid-fire dialogue and humorous juxtaposition of Mustafa’s nonchalant demeanor butting up against wildly changing sceneries and events to be clever and funny rather than pandering.

Although any company could have unearthed this market research, the execution was so fun and so simple – equating body soaps and deodorants to a suave, sexy football player – that Old Spice quickly had a viral hit on its hands. This campaign differentiated Old Spice as fun-loving brand that didn’t need to talk down to you.

What’s the secret behind viral ad campaigns?

The best advertisements of the decade are, in many ways, beholden to the time in which they were produced (e.g., you couldn’t use Facebook integration for your brand before 2004). Yet the lessons are timeless.

24

Identifying and deconstructing norms, leveraging your company’s best market research, making your product social, giving consumers a sense of community with your brand, controlling your brand’s tone, and positioning your brand as either a market leader or an outsider depending on funding and brand image are lessons that can be applied to businesses across time.

New technologies and research capabilities have made much of this easier and more streamlined, but they have also given consumers higher expectations. Use these lessons to meet these expectations. Then soar beyond them.

TEXT 13

Questions for discussion. What sphere does the following text come from? What language rules of recipe writing do you know? Are they the same in Russian and in English?

Analyse the following text using the model on page 31.

Beer bread recipe

Beer bread made easy: beer enhances the flavor of the bread and complements the rye. The yeast used to make the beer doesn’t actually make the bread rise, although yeast from beer was once a common leavener for bread.

Chef Tips:

• For a very crisp crust, mist the loaves 1 or 2 more times during the first 5 minutes of baking time.

Yield: 2 loaves

Ingredients

3 2/3 cups bread flour, plus extra as needed 1/2 cup medium rye flour

1/2 teaspoon active dry yeast

1 1/2 cups dark beer, at room temperature (68–76 degrees F) 1/2 cup small-curd cottage cheese

2 teaspoons salt Vegetable oil for greasing Cornmeal for dusting

Directions

1.Combine the bread and rye flours and the yeast in the bowl of a stand mixer fitted with the dough hook. Add the beer, cottage cheese, and salt and mix on low speed for 3 minutes. Increase the speed to medium and knead for 4–5 minutes. The dough should be sticky but very strong and stretchy.

2.Transfer the dough to a lightly oiled bowl, turn to coat, cover with plastic wrap or a damp towel, and let rise in a warm place until nearly doubled in size, about 45 minutes. Fold the dough over on itself, pressing gently to release the gas.

25

3.Turn the dough out onto a lightly floured work surface and divide into 2 equal pieces. Round the pieces into smooth balls, pulling the outer layer taut and pinching together the excess dough at the base of the ball. Leave the dough seam side down on the floured work surface, cover, and let rest for 15 minutes.

4.Prepare 2 baking sheets by scattering them with cornmeal.

5.To shape the dough into bâtardes (oblong shape), place each dough round on the work surface with the seam facing up and press lightly along its length with your fingertips to release any air. Press into an 8 x 10–inch rectangle.

6.Fold a long edge of the dough to the center of the rectangle, pressing lightly with your fingertips to tighten the outer layer of the dough.

7.Fold the dough in half lengthwise and use the heel of your hand to seal the 2 edges together; keep the seam straight. Roll the dough into a tapered shape, like an elongated football, by rolling the cylinder outward from the center, increasing the pressure slightly as you roll toward the ends, until both ends of the loaf have an even, gentle taper. Increase the pressure at the ends of the loaf to seal the ends.

8.Transfer the shaped loaves to the prepared baking sheets, seam sides down, cover, and let rise again until nearly doubled in size, about 45 minutes. Meanwhile, preheat the oven to 425 °F.

9.Make a shallow, straight cut down the center of each loaf and mist evenly with water. Bake the bâtardes until they are golden brown and sound hollow when thumped on the bottom, 25–30 minutes.

10.Let cool completely on a wire rack before slicing and serving.

TEXT 14

Questions for discussion. How can you characterise the target reader of the text below and the grammatical ways of addressing them? What kind of vocabulary is used to render the specificity of the following text?

Analyse the following text using the model on page 31.

Get started

Set up other mail, contacts, and calendar accounts

iPhone works with Microsoft Exchange, and many of the most popular Inter- net-based mail, contacts, and calendar services.

Set up an account. Go to Settings > Mail, Contacts, Calendars > Add Account.

You can add contacts using an LDAP or CardDAV account, if your company or organization supports it. See Add contacts on page 148.

You can add calendars using a CalDAV calendar account, and you can subscribe to iCalendar (.ics) calendars or import them from Mail. See Use multiple calendars on page 84.

26

For information about setting up a Microsoft Exchange account in a corporate environment, see Mail, Contacts, and Calendar on page 175.

Manage content on your iOS devices

You can transfer information and files between your iOS devices and computers, using iCloud or iTunes.

iCloud stores your photos and videos, documents, music, calendars, contacts, and more. It all gets pushed wirelessly to your other iOS devices and computers, keeping everything up to date. See iCloud on page 17.

iTunes syncs music, videos, photos, and more between your computer and iPhone. Changes you make on one device are copied to the other when you sync. You can also use iTunes to sync files and documents. See Sync with iTunes on page 20.

You can use iCloud or iTunes, or both, depending on your needs. For example, you can use iCloud to automatically keep your contacts and calendars up to date on all your devices, and use iTunes to sync music from your computer to iPhone.

Important:

To avoid duplicates, keep contacts, calendars, and notes in sync using iCloud or iTunes, but not both.

You can also manually manage content from iTunes, in the device’s Summary pane. This lets you add songs and videos, by choosing a song, video, or playlist from your iTunes library and then dragging it to your iPhone in iTunes. This is useful if your iTunes library contains more items than can fit on your device.

Note:

If you use iTunes Match, you can manually manage only video.

Connect iPhone to your computer

Connecting iPhone to your computer lets you sync content from your computer using iTunes. See Sync with iTunes on page 20.

To use iPhone with your computer, you need:

–An Internet connection for your computer (broadband is recommended)

–A Mac or a PC with a USB 2.0 or 3.0 port, and one of the following operating systems:

–OS X version 10.6.8 or later

–Windows 8, Windows 7, Windows Vista, or Windows XP Home or Professional with Service Pack 3 or later

Connect iPhone to your computer.

Use the included Lightning to USB Cable or the 30-pin to USB-cable.

TEXT 15

Questions for discussion. What is the following song about? Who could the pronouns “we” and “they” refer to? How could the text be related to intercultural communication and “political science” issues?

27

Analyse the following text using the model on page 31.

“Political science” lyrics (by Randy Newman)

(1) No one likes us, I don’t know why

We may not be perfect but Heaven knows we try But all around, even our old friends put us down Let’s drop the big one and see what happens

(2)We give them money but are they grateful? No, they’re spiteful and they’re hateful

They don’t respect us so let’s surprise them We’ll drop the big one and pulverize them

(3)Asia’s crowded and Europe’s too old Africa is far too hot

And Canada’s too cold

And South America stole our name Let’s drop the big one

There’ll be no one left to blame us

(4)We’ll save Australia

Don’t wanna hurt no kangaroo

We’ll build an all American amusement park there They got surfin’ too

(5)Boom goes London and boom Paree More room for you and more room for me And every city the whole world ‘round Will just be another American town

(6)Oh, how peaceful it will be

We’ll set everybody free

You’ll wear a Japanese kimono

And there’ll be Italian shoes for me

(7) They all hate us anyhow So let’s drop the big one now Let’s drop the big one now

28

ПРИЛОЖЕНИЯ Приложение 1. Глоссарий терминов

29

Приложение 2. Схема анализа фрагмента дискурса / текста по дисциплине «Теория дискурса и текста» [Кашкин 2010: 121 – 122]

1.К какой социальной сфере дискурса можно отнести данное речевое произведение?

2.К какому функциональному стилю относится данный текст (разговорный; книжный: научный; деловой; публицистический; художественная литература)?

3.К какому жанру относится данный текст (статья, рекламное объявление, речь, рассказ, роман, письмо, жалоба, инструкция и т.п.)?

4.Каков тип данного текста (дескриптивный, нарративный, объяснительный, аргументативный, инструктивный)?

30