Res Rhetorica Jul 2019 OA PDF

Rhetorical Ambiguity and Political Leadership: Ethos and Negotiation in Fredrik Reinfeldt’s 2005 “Welcome to the New Moderates” Speech

Tommy Bruhn Lund University

Abstract

This article explores how rhetorically ambiguous speech acts can work as preventive negotiations of potential confl ict within a political party and how such acts can affect the ethos of the leader. I show how rhetorically ambiguous speech can be a way of performing rhetorical leadership and communicating a democratic ethos while motivating participation in a common action for ends understood differently by different audiences.

Journal
Res Rhetorica
Published
2019-07-01
DOI
10.29107/rr2019.2.2
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Topics
rhetorical criticism discourse analysis argument affect and writing
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