Winning Words: A Qualitative Analysis of Persuasive and Linguistic Rhetorical Strategies in Political Discourse during Election Campaign Period

Abstract

This study aimed to identify and analyze the linguistic techniques present in campaign speech videos from the 2022 election campaign period. It specifically examined the types of persuasive and linguistic rhetorical techniques used, their functions, and their pragmatic implicatures. A qualitative research design was employed, utilizing discourse analysis as an inquiry approach. Through purposive sampling, selected campaign speech videos were analyzed as the study's corpus. The findings revealed the presence of various persuasive and rhetorical linguistic techniques, including pillars and appeals and figures of speech and speech acts, each serving distinct persuasive functions within the speeches. Notably, the pillars were ethos, pathos, and logos. They were frequently used to establish credibility, evoke emotions, present logical arguments, and make appeals to safety, social, and self-esteem needs. Additionally, the speeches demonstrated a strategic use of figurative language, such as metaphor, analogy, hyperbole, parallelism, and metonymy to enhance audience engagement and message retention. Moreover, speech acts such as assertive, directive, commissive, expressive, and declarative were found to be among the most effective ways of linguistic persuasion. The study further analyzed the pragmatic implicatures of these techniques to deepen understanding of how linguistic strategies shaped political discourse and influenced public perception. Lastly, future researchers were encouraged to explore varied political contexts, discourse types, and analytical approaches to deepen insights into rhetorical strategies and their impact on public communication.