Rhetorical Construction of Charismatic Leadership: A Discourse Analysis of King Abdullah II’s Political Speeches

The study seeks to understand how King Abdullah II of Jordan employs various rhetorical strategies to project his authority and establish a leadership image that blends historical traditions with openness to progressive approaches. The paper uses a qualitative methodology to analyze a carefully selected sample of the King's speeches delivered between 2019 and 2024, drawing upon the three elements of Aristotelian rhetoric: morality, emotion, and reason. The analysis focused on how these elements are integrated to construct an impactful discourse capable of establishing legitimacy, persuading the public, guiding public policy, and fostering international cooperation. The study's findings showed that the King's discourse is centered on the promotion of morality and legitimacy through references to Hashemite history and religion, thereby enhancing the leadership's credibility and bolstering its image among the public. Emotion is also employed strategically to forge a human connection with the audience and reinforce national unity and shared belonging. This integration of the three rhetorical elements reveals a leadership personality rooted in tradition yet forward-looking, capable of influencing and persuading at both local and international levels. The study underscores the vital role of language as a central tool for establishing legitimacy and influencing public opinion within the political and cultural context of the Middle East. It demonstrates how public discourse can cultivate a charismatic leadership image that combines authenticity and modernity. It also contributes to the field of political communication and charismatic leadership, offering a clear model for how charisma can be cultivated through carefully considered rhetorical.