VERBAL IMAGE IN POLITICAL DISCOURSE: A CASE STUDY OF KAMALA HAR-RIS

Abstract Political discourse is not merely a vehicle for conveying policies but a strategic instrument for power acquisition and authority projection. The article investigates the intricate relationship between linguistic strategies and political influence through a detailed examination of Kamala Harris’s verbal image across her debates, speeches, and interviews. Drawing on theoretical frameworks established by scholars such as Sheigal, the study categorizes political discourse into ritualistic/epideictic, orientational, and agonistic genres, each serving distinct communicative functions. Employing a multifaceted methodology — including content analysis, comparative evaluation, and statistical data processing — the research identifies how Harris’s rhetorical choices adapt to various settings. The findings reveal that the deliberate construction of a politician’s verbal image is essential for reinforcing leadership qualities and resonating with the electorate. Ultimately, this study contributes to the broader discourse on political rhetoric by demonstrating that nuanced linguistic techniques are central to shaping political narratives, establishing credibility, and influencing electoral outcomes.