Rhetorical Strategies

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.

The Meccan Surah al-Ghāshīyah in the Qur’an, with its cohesive structure, constructs a multi-layered discourse through descriptions of the Day of Judgment, invitations to reflect on creation, and an emphasis on the Prophet’s guiding role, promoting monotheistic faith and challenging the polytheistic hegemony of Mecca. This study examines how the surah represents theological concepts such as monotheism, resurrection, human responsibility, and social concepts including justice, faithful identity, and a critique of polytheism, while confronting the power structures of the Quraysh. Utilizing Norman Fairclough’s critical discourse analysis framework, which views language as a social practice for reproducing or transforming power relations, the study is conducted at three levels: textual, discursive process, and social practice. Findings indicate that the surah employs contrastive vocabulary, concise grammatical structures, and rhetorical devices such as antithesis, repetition, and rhetorical questions to represent the dichotomy between faith and disbelief. These tools, by reinforcing the process of othering, promote faithful identity as a legitimate and ethical alternative, undermining polytheistic hegemony. The surah also proposes a social order based on justice and spiritual equality through intertextuality and the integration of warning, argumentative, and persuasive discourses. This analysis elucidates the role of religious texts in social transformations and contributes to a deeper understanding of the interplay between language and power in the historical context of Mecca.