A Pragmatic study of Persuasive Strategies in Selected Speeches of WHO Director-General during the Covid-19 Crisis

This paper examines the persuasive strategies employed by the World Health Organization (WHO) Director-General in selected speeches during the COVID-19 pandemic. Utilizing a pragmatic approach, the research analyzes speech acts and rhetorical techniques to understand how language was strategically used to influence global response to the crisis. The study applies speech act theory and Aristotle's persuasive strategies to dissect the linguistic and rhetorical mechanisms employed in these high-stakes communications. Findings revealed a predominant use of assertive and directive speech acts complemented by evidence-based argumentation and emotional appeals. The Director General's speeches demonstrated a sophisticated blend of factual presentation, urgent calls to action, and moral imperatives, aimed at fostering international cooperation and addressing global health inequities. This research contributes to our understanding of effective crisis communication in public health offering insights into how strategic language use can shape policy decisions and public behavior during global emergency. The study's implications extended to future public health messaging strategies and the leadership communication in crisis situation.