The art of rhetoric: persuasive strategies in Biden’s inauguration speech: a critical discourse analysis

Abstract

This research investigated the main linguistic strategies used in President Biden’s inauguration speech presented in 2021. Data were analyzed in light of Fairclough’s CDA framework: macro-structure (thematic)—intertextually; microstructure in syntax analysis (cohesion); stylistic (lexicon choice to display the speaker’s emphasis); and rhetoric in terms of persuasive function. The thematic analysis of the data revealed that Biden used certain persuasive strategies including creativity, metaphor, contrast, indirectness, reference, and intertextuality, for addressing critical issues. Creative expressions were drawn highlighting and magnifying significant real-life issues. Certain concepts and values (i.e., unity, democracy, and racial justice) were also accentuated as significant elements of America’s status and Biden’s ideology. Intertextuality was employed by resorting to an extract from one of the American presidents in order to convince the Americans and the international community of his ideas, vision, and policy. It appeared that indirect expressions were also used for discussing politically sensitive issues to acquire a political and interactional advantage over his political opponents. His referencing style showed his interest in others and their unity. Significant ideologies encompassing unity, equality, and freedom for US citizens were stated implicitly and explicitly. The study concludes that the effective use of linguistic and rhetorical devices is important to construct meanings in the world, be persuasive, and convey the intended vision and underlying ideologies.