Language of Persuasion: Analyzing language of digital discourse (With special reference to the Egyptian Presidential Digital Awareness Campaign of Live Green)

Abstract

Objective of the present study is to investigate the elements of the Egyptian presidential campaign live Green/ Go Green as a medium of communication in media to explore the tools of persuasion employed and their effect. The method is an interdisciplinary approach combining application of neurolinguistic programming techniques (NLP) of anchoring, reframing, goal setting, and rapport, together with the techniques of repetition and logical argumentation as supportive techniques that enhance NLP tools. Results of this research indicate that the campaign uses NLP techniques to influence the public and frame their minds. The power of NLP is exploited to persuade the public with certain values. Furthermore, in order to strengthen the effects of the employed NLP techniques, the campaign utilizes logics (logical appeals) and the strategy of repetition to be persuasive and to influence the public. More important, a combination of verbal and non-verbal communication is employed by associating words with images.