Abstrict

This study is basically an analysis using political discourse, with an angle to investigate the appeals in political rhetoric. This study uses Aristotle’s model for persuasion and to find out the ethos, logos and pathos elements in the speeches of Pakistani prime minister Imran Khan. This study is presenting the analysis of Imran Khans’s first three speeches on the panic situation of the spread of corona-virus. The study reveals that there is a sizeable use of logos and pathos in the speeches on Covid19. Using pathos in the speeches, there is the use of different appeals, i.e. fear, nationhood, hope and religion. There is significant use of fear and religious appeal in the category of pathos, while the use of logical appeal was also in ample size.

Keywords

Covid19, Corona Virus, Political Communication, Imran Khan Speeches, Discourse Analysis. Aristotle

Introduction

Discourse can be defined in very different ways, in a broader way, it is the overall meaning of the communicated content, ranging from linguistic, psychological, philosophical to sociological context. (Titscher et.al. 2000). Critical Discourse Analysts is to investigate how the text or speech is constructed to give a specific perspective that is expressed delicately and covertly (Batstone 1995: 198-199).

Political Discourse Analysis (PDA) has a vague notion, and it is commonly carried out with the discourse analysis of political content. It is also used to analyze whether the content is political or not. It can be said it is looking at discourse analysis and discourse with a political approach (Fairclough 1995; Van Dijk 1993b). When we are going to apply discourse in the subject of political science, we do not look for the analysis of text and talk but of political communication and rhetoric (Graber 1981, Chaffee 1975, Bitzer 1981). Only a few of political discourses have got discourse-analytical orientation. (Gamson 1992; Thompson 1987). At the level of lexical choice, variation and meaning of words, the same rules are applied as that of global and local meanings. Most of the approaches in political language focus on special words used in politics. (Edelman 1977, 1985; Herman 1992)

Okulska and Cap (2010) coined the term “analysis of political discourse” (APD) and called it as s study of politics that is socially?oriented. APD is situated at the intersection of political/public discourse and political/social institutions”. Schaffner (1996) found that political discourse is a branch of discourse analysis. Political discourse is based on two elements: Thematic and functional. It is historically and culturally determined that PDA is the outcome of politics. Political discourse is called thematic because it is related to ideas, activities and relations of politics.

It is observed that all the studies on political communication are restricted to only political rhetoric (Billig 1991; Bitzer 1981; Campbell and Jamieson 1990). At the level of sound, sentence form and meaning, repetition operations are used to draw attention towards a specific meaning. Also, this helps to enhance the construction of meanings, and their memorizations for later recall (Allen 1991; Cacioppo & Petty 1979; Johnstone 1994).




Objectives of the Study

The study is conducted with the following objectives:

1: To find out the use of persuasive techniques in political rhetoric by PM Imran Khan.

2: To investigate the use of appeals in the political rhetoric of Imran Khan on Covid19.

3: To know the dominant appeal in the political rhetoric of Imran Khan on Covid19.

Literature

Shell and Moussa (2007) suggested four steps for persuasive communication. Persuasion means to win the others, not to defeat them. To win the others, one must see the topic with a different angle. Dutton (2011) establish that a good persuasive speaker must use certain techniques in a simple way. The message must be kept short; the message must be crispy, simple and clarifying the person’s perceived self-interest. The content should be surprising for the audience with ironic comments given with extreme self-confidence. 

Critical Discourse Analysis is a common point of view on linguistics, semiotic or discourse analysis, and it’s not any school or archetype (van Dijk 1993b: 131). Discourse itself is very versatile that incorporates a whole range of meanings including linguistics, sociology, philosophy and other areas based on van Dijk’s (1977). In simple words, it can be said that political discourse is identified by its actor or author (Politicians). This is the reason that majority of the political discourse studies are analysis of professional politicians, such as president, ministers, members of parliament etc.these politicians are maybe of national, regional or international stature(Carbó 1984; Dillon et al. 1990; Harris 1991; Holly 1990).

Critical Discourse Analysis stands out from other discourse analysis because it is a crucial factor which presents its secret relations and interference, for example delivering suitable means to accomplish an end to those who might be harmed by alteration (Fairclough 1992). CDA is aimed to show how texts are generated to represent a special outlook secretly. Due to its hidden nature, it is cagey without interposition. (Batstone 1995)   

Fairclough (1993) observed that Critical Discourse Analysis is an analysis that attempts to examine the relations between rambling actions, particular happening, text and social and cultural constructions. It aimed to revel conceptually that how these actions are moulded with strength and exertion over strength. It discovers that non-transparency of these factors, Discourse analysis and its relation to society is saving strength and predominance.

Van Dijk (1993) maintains that ordinary citizens are often seen as a target for political communication. They are rarely seen as a celebrity. But these discourses are exceptional, having a specific rhetorical effect. Latter political discourse type is evident in 'expulsion stories' of political discourse. These are about the immigrants in Western Europe, an individual or a family is taken up by a political party in order to present a positive gesture and goodwill. This act masks rough immigration policies and other police activities.

Li and Zhan (2011) maintain that the communication is done through informal word-of-mouth (WOM) between a communicator and a receiver is highly effective. The Word-of-Mouth had become a powerful tool for persuasion in the marketplace. The marketing companies and public relations experts are using WOM as a major tool of persuasion. Bickart and Schindler (2001) found that WOM is generally considered more trustworthy and relevant because of the involvement of real-life character. It can create empathy for the audience, and it can significantly reduce consumer resistance.




Research Questions

RQ1: What appeals are used by PM Imran Khan in his speeches on Covid19.

RQ2: What was the dominant appeal in the speeches of Imran Khan on Covid19.

Method

This study uses the Aristotle model of persuasion to investigate the appeals in political speeches of Prime Minister Imran Khan. Aristotle (350 B.C.E) proposed a person speaking to influence the audience can use three techniques for persuasion. These techniques are Ethos, Logos and Pathos (Perloff, 2003). Ethos is the appeal to credibility of the speaker; Pathos is the speaker’s ability to control the emotions of the audience, and Logos means the facts given in the arguments by the speaker.




Ethos: Foss (1996) found that a speaker must have a very good character in front of the audience to become a persuasive communicator. The good reputation of the speaker makes the content more believable and reliable. It is the trustworthiness and character of the speaker. Murthy (2014) defines the “Ethos” as a combination of two factors: Indigenous factor and adventitious. Indigenous factors are speaking, writing skill and physical appearance. Adventitious factors are the characteristics that are developed with efforts, i.e. character, nobility, wisdom and knowledge.




Logos:  The communication is not considered persuasive if it is not based on logic or rationality. The speaker communicates with logic and the audience process that information. Murthy (2014) found that “logos” is when the speaker uses some example, real-life situation or rational argument to persuade the audience.




Pathos: Appealing the audience with sentiments is a persuasive technique used by the communicator. Human is influenced by emotions and can be persuaded with emotional communication. Lanham (1991) Pathos is setting the appropriate mood of the audience, and playing with emotions. 

Context of Speech

On 26 Feb 2020 Pakistan confirmed its first Covid19 case. This was the time when a wave of fear spread across the country. Oxford Analytica (2020) establish that keeping the situation of China and Europe in mind, Pakistani prime minister Imran Khan decided not to impose lockdown in the country but take all possible measures to keep the business of poor people running. There was huge pressure from different political parties and other stakeholders to impose lockdown. But Imran Khan decides to take the nation into confidence and addressed the nation thrice in two weeks.

Results

PM Imran Khan Speech on Covid19 on March 18, 2020






The rhetoric analysis shows that the prime minister of Pakistan, Imran Khan has used different techniques to persuade the audience. The analysis shows the following elements in speech:




Ethos: As Imran Khan is the prime minister of Pakistan and he has the charisma as famous cricketer and leader of a major political party of Pakistan. He owns an authority as the head of government and credibility as chief executive of all the functioning departments for Covid19.




Logos: The use of logical appeal is a dominant appeal that is found in the 18th March speech of Imran Khan. In this speech, the prime minister used 20 (34%) logical appeals and only 1 (2%) social appeal.




Pathos: The use of emotions and sentimental appeals were quite abundant in the speech of Imran Khan on 18, March. There were 25 (34%) fear appeals used by Imran Khan, which is dominant in all categories. Results reveal that there were 8 (13.5%) appeals based on “Hope” and 3 (5%) appeals using “Religion” as a base. Persuading the audience by using the “Nation” as an appeal was found 2 (3%) times.




PM Imran Khan Speech on Covid19 on March 22, 2020





The rhetoric analysis shows that prime minister of Pakistan, Imran Khan has used different persuasive techniques in speech of 22 March, 2020. The analysis shows the following elements in speech:




Ethos: As Imran Khan is the prime minister of Pakistan and being a famous cricketer and leader of a major political party of Pakistan, he has a great number of followers. He owns an authority as the head of government and credibility as chief executive of all the functioning departments for Covid19.




Logos: The use of logical appeal is a dominant appeal that is found in the 18th March speech of Imran Khan. In this speech, the prime minister used 12 (15%) logical appeals and only 4 (5%) social appeal.




Pathos: The use of emotions and sentimental appeals was dominant in the speech of Imran Khan on 22, March. There were 41 (52.5%) fear appeals used by Imran Khan, which is dominant in all categories. Results reveal that there were 6 (7.6%) appeals based on “Hope” and 3 (3.8%) appeals using “Religion” as a base. Persuading the audience by using the “Nation” as an appeal was found 12 (15.3%) times.




PM Imran Khan Speech on Covid19 on March 30, 2020

Table 3: Showing the Appeals Used by Imran Khan in Speech (30 March) on Covid19 Issue. 





The rhetoric analysis shows that prime minister of Pakistan, Imran Khan has used different persuasive techniques in speech of 30 March, 2020. The analysis shows the following elements in speech:

Ethos: As Imran Khan is the prime minister of Pakistan and he has huge followership, being a famous cricketer and leader of a major political party of Pakistan. He owns an authority as the head of government and credibility as chief executive of all the departments engaged in cure and prevention efforts for Covid19.




Logos: The use of logical appeal is a dominant appeal that is found in the 18th March speech of Imran Khan. In this speech, the prime minister used 7 (11%) logical appeals and only 4 (3%) social appeal.




Pathos: The use of emotions and sentimental appeals was dominant in the speech of Imran Khan on 22, March. There were 35 (55.5%) fear appeals used by Imran Khan, which is dominant in all categories. Results reveal that there were 9 (14%) appeals based on “Hope” and 7 (11.11%) appeals using “Religion” as a base. Persuading the audience by using the “Nation” as an appeal was found 3 (5%) times.



Conclusion and Discussion

Research Questions

RQ1: What Appeals are used by PM Imran Khan in his Speeches on Covid19.

The analysis shows that Imran Khan has used different appeals in his political rhetoric on Covid19. Appeals of Fear, Religion, Social, Nation, Logical and Hope was found in the speeches on Covid19, delivered in the month of March (see Chart 4). The usage is different in quantity, but all speeches contain the same appeals.




RQ2: What was the Dominant Appeal in the Speeches of Imran Khan on Covid19.

The analysis shows that different appeals are used in different measure. The “Fear” appeal is dominating in all the speeches making 34% in the speech of 18 March, 52.5% in the speech of 22 March and 55.5% in the speech of 30 March. The result clearly shows that “Fear” was the dominant appeal in the political rhetoric of Imran Khan on Covid19. 




Discussion

The spread of Coronavirus has created panic in China, Europe and USA and the same was the situation when it reached Pakistan. The Pakistani government was reluctant to impose complete lockdown since the beginning. This was the reason that prime minister Imran Khan took the nation into confidence and persuaded the nation to follow SOPs for prevention of covid19. Imran Khan was of the view that the economy is weak and poor people living below the poverty line would not be able to coup-up with the circumstances. Although there was immense pressure on the federal government to announce complete lockdown, the government waited and took time to plan a smart lockdown.

This thinking of Imran Khan and treasury benches was reflected in the speech of Prime Minister. In the first month of lockdown, PM addressed the nation three times in two weeks. In his political rhetoric, he used the fear appeal to make the people follow the SOPs and keep “Social Distance”. This is an effective tool for persuasion as people tend to follow certain restrictions with some fear of losing health or life. 

Next appeal was logical, which was used by Imran Khan using examples of China, USA and Europe. PM guided and argued with the people using logical reasoning and rational approach. One of the important points to be noted that Imran Khan used the “Hope” appeal with much focus. The hope not only helped in reducing the panic among the general public but also was boosted the morale of the public. Use of “Nationhood” was also a good thing to persuade the people and induce them to follow the instructions of the government.

One of the important this to discuss is the use of “Religion” appeal by Imran Khan in the political rhetoric about Covid19. In the speeches, he used the Islamic sayings and Islamic notions to persuade the audience. This is a smart thing to use in the political rhetoric as people of Pakistan do not ridicule or undermine the Islamic concept. It not only shows the internal feelings of the Imran Khan but also demonstrates the effective persuasive techniques in political rhetoric.

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