People who supported Obama felt like they formed a relationship that they were being spoken to. The way that campaign worked and the way he's worked during his first term is to make people feel like he's grasping their hand whether it's by tweeting or email moments after an event sometimes during an event. It makes people relate to him.
All human language draws its nature and value from the fact that it both comes from the Word of God and is chosen by God to manifest himself. But this relationship is secret and incomprehensible beyond the bounds of reason and analysis.
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The relationship of black Americans to Obama is sociologically riveting.