EMOTIONAL STRATEGIES IN POLITICAL SPEECH: HOW POLITICIANS MANAGE AUDIENCES THROUGH EMOTION

Abstract

Emotions have emerged as a central mechanism through which political meaning is constructed and stabilized in contemporary public discourse.  Rather than being spontaneous or secondary elements, emotional appeals in political speech are strategically organized to manage audience interpretation, moral judgment, and collective identification. This article examines emotional strategies in political speech, conceptualizing them as structured mechanisms of audience management. Drawing on political discourse analysis and cognitive theories of emotion, a three-dimensional analytical model is proposed, encompassing cognitive orientation, moral positioning, and collective identification. Qualitative analysis of high-impact political speeches in electoral, crisis, and policy contexts demonstrates how emotions such as hope, fear, and empathy are systematically embedded in linguistic choices and narrative structures to shape political legitimacy and mobilization. The findings suggest that emotional strategies enhance persuasive effectiveness by simplifying complex political realities, legitimizing political actions, and fostering affective alignment between speakers and audiences.