Emotional Appeal in the Tweets: A Study on Indian National Political Parties

Abstract

The use of emotional appeal in dialogue by political parties to attract voters has become common practice. Social media has made it easier to spread emotional appeal. The research presented is based on the emotional appeal in the tweets of political parties. The main objectives of the present research are to find out the emotional appeal in tweets, the nature of the tweets, and the context of the tweets. The data in the research has been analyzed by the method of Textual Discourse Analysis research. It is clear from the research results that political parties use the most anger and hate emotional appeals in tweets. The highest percentages of tweets from parties are negative. The highest percentages of tweets from political parties have a social context.