Academic Scientific JournalsSpeaking character: Kamala Harris and the construction of a rhetorical character in the 2024 Presidential Campaign (Part 1)
DOI:
https://doi.org/10.26881/bp.2025.4.02Keywords:
arete, phronesis and eunoia, character, Kamala Harris, presidential electionsAbstract
This study investigates how Kamala Harris constructed her rhetorical ethos in 2024 presidential campaign rally speeches through the lens of Aristotle’s three dimensions of ethos: arete, phronesis, and eunoia. It explores both the balance among these dimensions and the rhetorical strategies through which they are discursively realized. Specifically, drawing on Herman’s typology, the study examines an interplay between direct (said) and indirect (shown) ethos as it manifests itself through the ethotic subtypes: community, contrario, borrowed, confronted, and neutralized. This approach allows one to fully map the rhetorical techniques that shape her character as perceived by the audience. Each ethos dimension was operationalized using clearly defined indicators – specific personal traits drawn from Pew Research Center Report (2024), which the author interprets as expressions of arete, phronesis and eunoia. These traits served as coding criteria for identifying and annotating relevant rhetorical strategies in the speeches, enabling a consistent and replicable method for analyzing ethos-driven appeals and their relationship to Harris’s projected presidential character.
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References
Primary sources
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