Using Rhetorical and Persuasive Techniques: A Political Discourse Analysis of the Victory Speech by Imran Khan

Abstract

This paper endeavors to shed light on the rhetorical and persuasive techniques used by the current Pakistani Prime Minister Imran Khan in his victory speech. It also explores the expression of ideology by Imran Khan after his victory in the general election of 2018. The convincing strategies are explored in this article which Khan exploited in his speech to persuade the people of Pakistan. The study identified different elements of political power in the said speech. This study is qualitative and utilizes the rhetoric of Aristotle, that is, pathos, ethos, and logos. It also explored the prediction strategy, positive self-portrayal and negative depiction of other politicians as manifested by the choice of personal pronouns by Imran Khan to change the political views and perception of the masses. The study revealed the intentional crafting of victory speech using the model of Aristotelian rhetoric and the application of the strategies of positive predication and self-appraisal, as well as the negative portrayal of opponent parties to persuade the public to support Imran Khan’s political agenda.
 Keywords: Aristotle, ideology, negative, persuasive and rhetorical techniques, positive, rhetoric