Logic and Emotion in Public Discourse
Edited by Ofer Feldman
Chapter 7: Political Public Relations (PPR) techniques: emotional input and output
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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