In the section excerpted by the song, Obama tells a new story of America (and largely a progressive story — “workers who organized, women who reached for the ballot…”). Once you have heard that story, “Yes we can” does capture the concept, but without hearing (and agreeing with) that story, the phrase is meaningless. I think this is what fueled so much of the cynicism about “empty rhetoric” — they heard only the slogan or disagreed with the story.

Of course, the ability to sum up the concept in a slogan is what gives that speech so much power, and why I think it’s far and away the best one he’s given. In that respect it’s atypical for Obama. I’m not saying that he SHOULDN’T have more catch phrases in his speeches when they serve his purpose, but when it comes to articulating difficult and complex issues like race relations, AVOIDING sound bites, especially now that he has the bully pulpit, plays to his strengths when alternative media exist for people who want to seek out the full story.