Keywords
ethos
political communication
rhetorical strategies
persuasion
effectiveness
image
legitimation
pragmatic devices
linguistic means.
How to Cite
Abstract
This article analyzes the theoretical foundations of ethos formation in political discourse, its essence, and its role in political communication. It examines the linguistic, pragmatic, sociocultural, and communicative means through which ethos is constructed by demonstrating the speaker’s credibility, competence, moral character, and social status in political speech. The functional characteristics of ethos in building audience trust, legitimizing political positions, creating a positive image, and influencing public opinion are also considered. The study analyzes the significance of evaluative expressions, modal units, personal pronouns, metaphors, forms of address, and self-presentation strategies in the construction of ethos in political discourse. The article contributes to revealing the role of ethos in political communication as an important rhetorical tool that ensures persuasiveness and effectiveness.References
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