Investigating Prime Minister Narendra Modi’s Usage of Pathos in the Cyber-Physical Society – A Case of Public Relations Campaign

Abstract

The paper investigates the usage of pathos by Prime Minister Narendra in the Cyber-Physical Society. A unique public relations campaign was initiated by the prime minister Modi which was aired on All India Radio from October 2014 till March 2019. Typically, initial 100 days for a leader after joining the critical position are considered to be significant, and thus we aimed to understand the critical rhetorical appeal- pathos used by Prime Minister’s public relations campaign – Mann Ki Baat. An analytical framework is also proposed to accomplish the investigation. The public relations scholars, practitioners, and academia will be the primary beneficiary and can utilize the proposed framework to explore the pathos in the unstructured data.