Persuasive strategies by Kamala Harris political campaign speech in Oakland 2019

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Putri, Erlya Novita (2024) Persuasive strategies by Kamala Harris political campaign speech in Oakland 2019. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This research aims to discuss the persuasive strategy by Kamala Harris in her political campaign speech in Oakland (2019). This research has two problem formulations (1) the types of persuasive strategies used by Kamala Harris (2) How Kamala Harris applies persuasive strategies in her speeches. In analyzing data, researcher used qualitative descriptive methods. To collect data, researcher downloaded video transcriptions of Kamala Harris campaign speeches and matched them with dialogue, then classified them using Aristotle's theory. The video transcript was then analyzed to identify types of persuasive strategies. The analysis continued by identifying how persuasive strategies were applied by Kamala Harris in her political campaign speech in Oakland (2019). The research results revealed that Kamala Harris applied Ethos, Pathos, and Logos in her speech. Researcher found that there were 40 data consisting of 15 ethos data, 16 pathos data, and 9 logos data. Researcher found that Pathos was used more often by Kamala Harris in delivering her political campaign speeches. Apart from that, through this analysis, it is indicated that the implementation of the persuasive strategy used by Kamala Harris in her speech was considered successful and inspired the audience to support her struggle to become the vice-presidential candidate of the United States.