Rhetoric… In Politics

From the three means of persuasion by Aristotle, he noted ethos as the most important. This is because we mostly persuaded by people of credibility. These kind of people are perceived as ethical, sincere and trustworthy. As politicians, these are traits they want to aim if they want to move their audience. It’s the same as in business, you have to build rapport with your customers so that they would buy your product. With this analogy, the politicians sell themselves to the masses.

Now, let’s explore some of their strategies according to Condor et al. (2013).

Taking and Avoiding Sides

Politicians try to be, as much as possible, neutral or of the side of many. This would mean no conflict of interest between the masses and the person of politics. When they are in the place of argument, they would politicians present themselves as indifferent in the midst of division.

Explicit Appeals to Common Ingroup Membership

As per Condor et al. (2013), Politicians establish a relationship with the audience by sharing common things between both parties.  This creates a commonality, making the politician a leader in the side of the people.  They regroup diverse communities into one big group of people. An example of this is the multi-sector of Filipinos in the country. There are the rich and poor, the Christians and Muslims. However the politician sees the “Filipino” in them and associates them all with that.

Constructing Aspirational Identities

Politicians give aspirational situations to their audience such as a “better tomorrow” to boost their appeal from the people. As leaders, they give a vision that empowers the people. There is consubstantiality, meaning politicians identifies themselves who will lead the masses for a brighter future. For example, the presidential campaign of President Duterte. Filipinos have seen Davao City as one of the safest city in the world as he was still mayor. The people would have want that ambition to be fulfilled all throughout the country. Duterte gave them the vision for a better Philippines with the tagline “Change is coming”.

Implicit Displays of Rhetorical Alignment

This is strategy is how politicians influence the audience, indirectly. As part of their self-presentation, they use non-verbal cues such as a warming aura, use of inclusive words, simplicity and those that give off a “We are in this together” vibe with the people. This gives the politicians a good image and makes them more appealing to the people.

Pronouns… Such a Powerful Tool

The following three is more or less similar in the sense that the strategies use the vague use pronouns to get the interest of the speaker, as they use psychology to be perceived as “one” with the people. These are the following:

• Who are “We”? Flexibility and Vagueness in the Use of First Person Pronouns
• Using Pronouns to Display Complex Political Allegiances
• Using First Person Plural Pronouns  to Convey Ideological Messages

I was able encounter these strategies especially during campaigns and elections. Politicians really know how to use psychology as a mean of getting what they want, let alone rhetoric. This is the reason why we must be aware of these things. Much more for us Filipinos, as we are easily bamboozled by people who use us for their self-interest. It all comes down how these strategies are used. These are only tools of which either to be used for good or evil.

References

Condor, S., Tileaga, C., & Billig, M. (2013). Political Rhetoric. In L. Huddy, D. Sears, & J.Levy (Eds), Oxford Handbook of Political Psychology (pp. 262-297). England: Ox-
ford University Press.