Rhetorical Discursive Strategies in 2024 U.S. Presidential Campaigns: A Critical Pragmatic Analysis

Subject Areas :

Saeed Mahdi Abdulraheem Al-Azzawi ¹ , Ehsan Rezvani ² , Basim Jubair Kadhim Al-Jameel ³ , Bahram Hadian ⁴

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Received: 2024-10-21 Accepted : 2024-11-28 Published : 2025-04-24

Keywords: Rhetorical Strategies, Political Discourse, Ideological Polarization, Partisan Rhetoric, Van Dijk’s Ideological Square, Political Communication,

Abstract :

 

This study explored the rhetorical strategies employed by Republican and Democratic nominees during the 2024 U.S. presidential campaigns, focusing on the discursive techniques used to appeal to partisan bases and shape voter perceptions. Grounded in Van Dijk’s Ideological Square—a theoretical framework for analyzing how language constructs ideological divides—the research investigated the role of positive self-presentation, negative other-presentation, and the strategic framing of political ideologies in the construction of party identity. A mixed-methods approach, combining both quantitative analysis of discourse patterns and qualitative examination of rhetorical strategies, uncovered the distinctive ways each party uses language to reinforce ideological commitments and polarize the electorate. The findings reveal significant differences in how Republicans and Democrats position themselves and their opponents, with Republicans often employing fear-based rhetoric, in-group/out-group distinctions, and a focus on "threat" narratives. In contrast, Democrats tend to emphasize unity, inclusivity, and collective responsibility, though occasionally at the risk of alienating moderates or dissenting voices within their own ranks. The study also highlights the growing role of digital media and algorithm-driven communication, demonstrating how technological platforms have amplified the impact of these rhetorical strategies, especially in the form of targeted misinformation and tailored inclusivity messages. The implications of the study extend to the fields of sociolinguistics, political communication, and media studies, emphasizing how language shapes ideological alignment, reinforces social divisions, and influences democratic processes in the digital age.

 

 

 

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