The Rhetoric of Political Leadership
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The Rhetoric of Political Leadership

Logic and Emotion in Public Discourse

Edited by Ofer Feldman

This timely book details the theoretical and practical elements of political rhetoric and their effects on the interactions between politicians and the public. Expert contributors explore the issues associated with political rhetoric from a range of disciplinary perspectives, including political science, linguistics, social psychology and communication studies. Chapters examine what makes a speech effective, politicians’ use of moral appeals in political advertising, political attacks on social media, and gender and emotion in political discourse.
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Chapter 7: Political Public Relations (PPR) techniques: emotional input and output

Albina Gayoso


This chapter analyzes inauguration speeches by the USA President Donald Trump in 2017 and Russian President Vladimir Putin in 2018. Research identifies and classifies complex political PR techniques by assessing verbal and non-verbal clues. It pays particular attention to the role of emotions in PPR techniques, asking questions such as: what techniques are used to evoke emotions, how are emotions conveyed, what emotions are expressed by a speaker during a speech and how PPR techniques help to achieve desirable political outcomes. The effect of such techniques is recorded in the form of the behavioral response of the immediate audience (for example applause, nodding, shouting). The Political PR theory allows this research to use a combination of methods, borrowed from linguistic and behavioral studies. Such an approach does not limit techniques of communication and action to persuasion but gives them a wider purpose.

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