Aristotelian rhetorical strategies—ethos, pathos, and logos—remain critical for persuasive communication, particularly in political oratory. Implementing these strategies in radio broadcasts presents unique challenges, especially in long-term, repetitive contexts. This study examines Indian Prime Minister Narendra Modi's radio campaign ‘Mann Ki Baat’ broadcast on All India Radio from October 2014 to March 2019, through an Aristotelian lens. Focusing on the first and last 100 days of the five-year campaign, a period deemed significant for leadership assessment, the research conducts a detailed content and sentiment analysis of Modi’s speeches. Findings demonstrate a robust utilization of the Aristotelian appeals throughout the campaign, with notable variations in their application over time. The study emphasizes the enduring relevance of Aristotle’s rhetorical triangle in crafting persuasive strategies and offers an analytical framework for public relations professionals. It encourages scholars and practitioners to apply this framework and rhetoric structure for deeper understanding and effective use of rhetorical strategies in various communication contexts.
Upadhyay et al. (Sat,) studied this question.
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