Uniwersyteckie Czasopisma NaukoweWizerunek mówcy: Kamala Harris i budowanie tożsamości retorycznej w kampanii prezydenckiej 2024 (część 1)
DOI:
https://doi.org/10.26881/bp.2025.4.02Słowa kluczowe:
arete, phronesis, eunoia, charakter (etos), Kamala Harris, wybory prezydenckieAbstrakt
Niniejszy artykuł analizuje, w jaki sposób Kamala Harris konstruowała swój charakter retoryczny (etos) w przemówieniach wyborczych podczas kampanii prezydenckiej w 2024 roku, korzystając z perspektywy trzech wymiarów etosu Arystotelesa: arete, phronesis i eunoia. Odwołując się do typologii Hermana, praca bada interakcję między etosem bezpośrednim (wypowiedzianym) a pośrednim (ukazanym) oraz sposób, w jaki objawia się ona w poszczególnych podtypach etosu: community (wspólnotowy), contrario (przeciwstawny), borrowed (zapoży-czony), confronted (konfrontacyjny) i neutralized (zneutralizowany). Takie podejście pozwala w pełni zmapować techniki retoryczne kształtujące postrzegany przez odbiorców charakter Harris. Każdy wymiar etosu został określony za pomocą precyzyjnie określonych wskaźników – konkretnych cech osobistych zaczerpniętych z raportu Pew Research Center (2024), które autorka interpretuje jako przejawy arete, phronesis i eunoia. Cechy te posłużyły jako kryteria identyfikacji strategii retorycznych w przemówieniach i pozwoliły na spójną i powtarzalną analizę przejawów etosu oraz ich związku z kreowanym przez Harris wizerunkiem prezydenckim.
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