fairclough-based Analysis of Persuasive Strategies in Trump and Biden’s Speeches

This study investigates the inaugural speeches delivered by Trump and Biden in terms of Fairclough’s (1995) three-dimensional method CDA. It highlights link between micro macro analysis discourse considering repetition, creativity, intertextuality as main persuasive strategies employed both political leaders to make their audience believe ideas. The also clarifies what extent vary use these association with power distribution ideological stands. results show that constructs a particular type unity characterized loyalty allegiance through his pronouns thematization ‘’people’’. By employing metaphors negative expressions, succeeds painting bleak, dark, scary image United States country plagued rise crime decay economy. Moreover, does not venerate past; rather he positions himself only being limited God borrowing texts associated bible. In contrast, Biden’s liberal ideology stands clear offering conception bands all people together citizens nation frequent pronouns. He is very skilled at portraying an optimistic view America’s future light metaphor positive rhetoric. accentuates idea disagreement part democracy. However, disagreements should lead disunion. addition, tends more speech than Trump. depends on accepting other regardless