DISCURSIVE STRATEGIES AND LANGUAGE DYNAMICS IN PRESIDENTIAL CAMPAIGN VIDEOS ON YOUTUBE

Abstract This study explores the discursive strategies and language choices employed by presidential candidates in YouTube campaign videos, focusing on their contribution to persuasive communication. Recognizing YouTube as a critical platform for political messaging, the research aims to analyze how candidates utilize rhetorical techniques to engage and mobilize diverse audiences. The study specifically examines speeches by Barack Obama and Joe Biden, renowned for their effective use of language to inspire and connect with voters. Using a qualitative methodology grounded in critical discourse analysis, the research investigates key linguistic and rhetorical elements, including inclusive language, storytelling, repetition, and emotive appeals. Campaign videos were transcribed and analyzed for textual and multimodal features, highlighting how language interacts with visual and auditory components to enhance persuasive impact. The findings reveal that inclusive language fosters unity, storytelling establishes relatability, and repetition reinforces central themes, ensuring clarity and retention. Emotive appeals evoke hope and urgency, motivating audiences to act. The integration of multimodal elements amplifies these strategies, creating compelling narratives that resonate on both cognitive and emotional levels. This study contributes to the understanding of digital political communication, emphasizing the importance of strategic language use in campaign settings. Future research could explore cross-cultural variations and audience reception to further elucidate the dynamics of persuasive political discourse.