L’ANALYSE DE LA PERSUASION RHÉTORIQUE DANS LE DISCOURS ÉCONOMIQUE D’EMMANUEL MACRON
AN ANALYSIS OF RHETORICAL PERSUASION IN EMMANUEL MACRON’S ECONOMIC SPEECH

Summary/Abstract: This article examines the strategies and aspects of rhetorical persuasion within economic discourse. To achieve this, we analyze the speeches delivered by Emmanuel Macron during his tenure as the French Minister of the Economy. The analysis focuses primarily on the rhetorical devices and persuasive strategies deployed by the speaker. Our approach draws its theoretical foundations from Aristotle’s conceptual legacy, as well as current developments in discourse analysis, combining them to shed light on the complexity of the selected statements. We aim to demonstrate how ancient conceptualizations validate and enrich modern critical models. The research objective is to highlight the rhetorical specificities of two speeches delivered under different circumstances. The analytical methodology relies on a comprehensive discourse approach. This framework goes beyond mere textual description to capture the discursive relationship between message production and reception. It aims to deconstruct the mechanisms of textual construction and the process of discursive interactions. This methodological stance allows us to highlight the structures that economic discourse imposes to foster adherence.Our focus on persuasive strategies proves crucial, as our approach identifies the hallmarks of economic discourse and the drivers of its effectiveness. Drawing upon the three pillars of rhetorical persuasion – ethos, pathos, and logos – is not merely a tool for mass manipulation. Rather, it serves to understand the production mechanisms of discursive influence and to clarify the dynamics of power and psychological compliance within the target audience. This Aristotelian triad decodes how rhetorical discourse is structured as a theatrical performance of the self. By articulating economic logos with emotional resonance, the speaker shapes a new legitimacy capable of redefining the discursive framework. Thus, our study demonstrates that contemporary eloquence reinvents classical codes to naturalize complex strategic choices.

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