NEURO-PERSUASIVE STRATEGIES IN POLITICAL SPEECHES BY SELECTED MUSLIMS HEADS OF STATES: IMRAN KHAN, MAHATHIR MOHAMAD, AND RECEPTAYYIP ERDOGAN DELIVERED AT UNGA’S 74TH SESSION

Abstract

The study investigates socio-political ideologies in the speeches delivered by selected heads of states: Imran Khan, Mahathir Muhammad, and Tayyab Erdogan delivered at UNGA’s 74th session employing Neuro-persuasive Strategies. Further, the researchers aim to explore specific political ideology (ies) in the speeches through linguistic, situational and social context. Additionally, the data were by employing the neuro-persuasion modal proposed by Morin and Renvoise (2018) that is based on six stimuli i.e., personal, contrastable, tangible, memorable, visual, and emotional. The study's conclusions suggest that political leaders used political persuasion to highlight controversial perspectives. For instance, they highlight issues related to the humanitarian crisis, Islamophobia, global injustice and environmental threats. The study suggests that the political leaders might have utilized persuasive strategies at international political events yet, they did not highlight the= possibilities/chances that could cause negative criticism for their worth. The research would be both socially and politically beneficial for the academic individuals who intend to analyse political speeches. The gap filled by the study would be innovative and helpful for the academia as it offers a new conceptual theoretical framework to analyse political speeches and rhetoric.