Power rhetoric. How to win an election
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Abstract
This article presents the rhetorical technologies that must be brought to bear on an electoral campaign in order to achieve maximum effect. It is aimed at electoral teams in an open, democratic context where all contestants enjoy freedom of expresion and play by established rules. The article first explains the three basic functions that any campaign must fulfill to present its candidate in the best possible light. It then moves onto a careful explanation of the dual rhetorical technologies engaged in setting up the “performance” of the candidate. It finally explains the basic montage of ideas so as to build an effective electoral discourse. The total aim is to secure supporters in their belief their candidate represents them truly, and to win over the “undecided”.
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