Words that move

This study analyzes six Japanese election rally speeches delivered in 2025 to address two research questions: (1) which rhetorical strategies leaders employ to elicit affiliative audience responses (e.g., applause, cheers, laughter), and (2) how these strategies co-occur with distinct emotional appeals, including anger, fear/anxiety, enthusiasm, and pride. Central to the discussion is the proposition that political speeches are a form of dialogue between the speaker and the audience, and that emotional appeals employed during political campaigns significantly influence electoral judgment and behavior. The results indicate a potential shift in campaign persuasion strategies in Japan, wherein politicians increasingly prefer to address political and policy issues, rather than utilizing discourse to reinforce their social networks and foster a sense of belonging to a particular group. Additionally, distinct emotions such as anger, fear, and enthusiasm are found to be intrinsically linked to rhetorical devices used by political communicators.