Strategies in Communicating and Enforcing Covid-19 Measures: A Rhetorical Analysis

Abstract

The emergence of the COVID-19 virus in late 2019 initiated a global crisis, leading to millions of infections and hundreds of thousands of deaths worldwide. Governments worldwide implemented various measures to curb the spread of the virus, including lockdowns, social distancing, and hygiene protocols. In response to these measures, leaders employed persuasive language techniques to encourage compliance and reassure citizens. This study explores the linguistic strategies used by four national leaders—Donald Trump, Vladimir Putin, Boris Johnson, and Uhuru Kenyatta—in their speeches addressing the COVID-19 pandemic. The analysis focuses on the rhetorical strategies employed, including ethos, logos, and pathos, as well as linguistic devices such as metaphors and enumeration. The findings of this study show that leaders strategically utilize persuasive language to convey information, evoke emotions, and inspire collective action. The study underscores the importance of understanding linguistic persuasion in effective communication during crises and highlights the relevance of classical rhetorical strategies in contemporary political discourse.