Critical Discourse Analysis of Persuasive Appeals and Ideological Frameworks in Harris and Biden’s 2024 Campaign Rhetoric

Subject Areas : Research in English Language Pedagogy

Sabaa Zaid Jawad Witwit ¹ , Fatemeh Karimi ² , Salih Mahdi Adday Al-Mamoori ³ , Sahar Najarzadegan ⁴

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Received: 2025-02-24 Accepted : 2025-04-17 Published : 2025-09-27

Keywords: Alternative futures, critical discourse analysis, deictic space theory, framing theory, ideological frameworks, persuasive appeals, proximization theory,

Abstract :

Political campaign rhetoric is a crucial tool for shaping public perception, mobilizing support, and influencing electoral outcomes, especially in highly mediated and polarized contexts. This study examined the political campaign rhetoric of Joe Biden and Kamala Harris during the 2024 presidential campaign, highlighting its role in shaping public perception and influencing electoral outcomes in polarized contexts. By employing a qualitative Critical Discourse Analysis (CDA), the research analyzed selected rally speeches and debate transcripts to identify persuasive strategies and ideological frameworks within their discourse. The methodology integrated CDA principles with Discourse Space Theory, Proximization Theory, Alternative Futures, and Framing Theory, enabling a thorough exploration of how the candidates positioned themselves and articulated their visions. The analysis deconstructed texts to identify key elements such as deictic centers, spatial and temporal positioning, and proximization strategies, while coding rhetorical appeals (ethos, pathos, logos) and dominant ideological themes. The findings highlight a consistent use of persuasive structures that create an inclusive ‘Us’ narrative, appealing to shared American values, empathy, and collective identity. Temporal proximization strategies emphasize the urgency of future visions, focusing on themes such as democracy, social justice, equality, and national security. Claims are supported by factual evidence, expert endorsements, and relatable personal narratives, presenting a positive and achievable future in contrast to negative alternatives. These insights deepen the understanding of political persuasion and promote better media literacy and critical engagement with political discourse.

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