A charismatic rhetoric analysis of selected speeches of former president Jerry John Rawlings

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.