Persuasive strategies in Donald Trump's 2024 campaign rally speech

Herky, Deandra (2025) Persuasive strategies in Donald Trump's 2024 campaign rally speech. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

In a political campaign, a candidate’s speech serves as a powerful tool to influence public opinion, build support, and strengthen voter commitment. Donald Trump, as the Republican front-runner in the 2024 U.S. Presidential election, strategically uses rhetorical techniques to persuade his audience. This study addresses two key research questions: 1. What are the persuasive strategies used in Donald Trump's 2024 campaign rally speech? 2. How are the presuppositions contained in Donald Trump’s 2024 campaign rally speech support the persuasive strategies? The study is framed using Aristotle’s rhetorical theory, which categorizes persuasion into three main elements: ethos, pathos, and logos. Additionally, Yule’s (1996) theory of presupposition is used to analyze how Trump’s speech uses implicit assumptions to reinforce his messages. A descriptive-qualitative research method is applied to conduct an in depth analysis of Trump’s speech. The analysis identified 52 utterances containing persuasive strategies elements in Donald Trump's speech, the findings indicate that Trump’s speech predominantly employs pathos (25 data). Additionally, various types of presuppositions found from the 52 utterances, including the most used 24 data of existential presupposition, are used to reinforce Trump’s persuasive strategies. The study concludes that pathos is the most prevalent element used in the speech, indicates that by evoking emotions can be easier to enhancing his persuasive impact on the audience. Existential emerged as the dominant presupposition, this is caused by the many statements from Donald Trump which the use of definite description, possessive construction and mention people and place’s names.

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