Mark My Words

I'm had some unkind things to say about the YouTube performances of UC President Mark Yudof in the past, but I honestly think that his digital rhetoric is getting better at using online video as a potentially persuasive tool, thanks perhaps to media consultants who have chunked his arguments into discrete points that punctuated with stock footage.

But I do wonder about his "decider" reference about twelve seconds in, a phrase perhaps permanently associated in online discourses with previous U.S. president George W. Bush and his attitude about executive authority. As if that weren't enough, three seconds later he uses another Bushism with his mention of "heck of a job" in connection with the U.C. mission.