THE STRATEGIES OF PERSUASION IN THE POLITICAL SPEECHES OF SIX JORDANIAN PARTIES PARTICIPATING IN THE PARLIAMENTARY ELECTIONS IN 2020.

The researcher aims to examine the persuasive strategies of Aristotelian Rhetoric (400. B.C.E); pathos (emotions), logos (reason), and ethos (credibility and trustworthiness) applied in the speeches of six Jordanian parties participating in the parliamentary elections in 2020. The data was chosen on the basis of availability on the Internet, Facebook, YouTube, the Independent Election Commission, The Jordanian Parliament, and the House of Representatives and News Channels before and after the elections, and was collected in a qualitative manner. The researcher compares and contrasts the Aristotelian persuasive strategies in the speeches of the candidates of winning parties, losing parties, and between winning and losing parties together. The findings reveal that all the persuasive strategies of Aristotle's rhetoric are present. In the speeches of their candidates, both the winning and losing parties use logos, pathos, and ethos. They differ, however, in the number and percentage of occurrences those appeals are made. The most dominant appeal is logos, followed by pathos and ethos, with ethos being the least dominant. Finally, it was concluded that persuasive methods are an influential weapon in the hands of candidates, with the potential to influence election results. [ABSTRACT FROM AUTHOR]

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