Abstract:
Charismatic leadership has been a subject of considerable scholarly interest, and
Former President Jerry John Rawlings as a prominent political figure, provides an
intriguing case for exploration. The research aims to contribute to the broader
understanding of how charismatic rhetoric is used in framing and trust building and its
impact on public discourse. The analysis focuses on identifying recurring themes,
sociopolitical issues, and elements of credibility patterns in Rawlings' speeches. The
study employs qualitative research methods to sift through the content, identifying
themes and rhetorical strategies that exemplify charismatic leadership. The research
design, which is qualitative content analysis was used and through purposive
sampling, six State of the Nation address speeches that showcase charismatic rhetoric
elements were selected. The data collection technique involves document analysis,
specifically using the written versions of Rawlings' speeches available from the
website of the Ministry of Information. Ideological goals and visions, appeals to
history, emphasize followers worth, emphasize collective identity, mention self confidence, mention past success, and similarities with followers were the charismatic
themes discovered. Also, the findings revealed that Rawlings addressed five
sociopolitical issues in his speeches, including accountability and anti-corruption,
social justice and equity, democracy and freedom, Pan-Africanism, and youth
empowerment. The study further uncovers three pivotal elements crucial for a
communicator's credibility: honesty, competency, and the ability to inspire or instill
hope for the future. The speeches reveal a compelling narrative of resilience,
nationalism, and a call for societal transformation. His speeches not only served as a
political tool but also as a means to inspire and mobilize the masses towards a
common goal.
Description:
A Thesis in the Department of Communication Instruction,
School of Media and Communication Studies, submitted to the
School of Graduate Studies in partial fulfilment
of the requirements for the award of the degree of
Master of Philosophy
(Communication Instruction)
in the University of Education, Winneba