Emotional discourse strategies for social media influencers: The Qatayef Ramadan 2025 program as a model

Document Type : Original Article

Author

Lecturer of Electronic Media - Faculty of mass Communication - South Valley University

Abstract

The study aimed to identify and analyze the basic patterns of emotional strategies such as (storytelling, emotional contrast, metaphor and simile, emotional provocation) used in the Qatayef Ramadan 2025 program, in addition to analyzing the linguistic structure of emotional discourse, which is used to arouse or enhance emotions, The study sample consisted of a deliberate sample of episodes of the Qatayef Ramadan 2025 program, which was broadcast during the holy month of Ramadan on social media sites, where 15 episodes were selected from the program, through qualitative analysis within the framework of Aristotle's theory of persuasive rhetoric, The study concluded a set of results that can be presented as follows:

The emotional discourse used in the Qatayef Ramadan 2025 program combines the three elements of persuasion included in Aristotle’s rhetorical theory of persuasion in terms of emotional influence (Pathos), logical methods (Logos), and credibility (Ethos).
The most prominent emotional strategies used to arouse feelings and emotions were storytelling, humor, sarcasm, emotional provocation, metaphor, simile, and emotional motivational conclusion.
The analysis revealed that the most prominent logical strategies employed in the Qatayef program were the strategy of religious reference, scientific and historical facts, and the use of comparisons, which had a significant impact in adding credibility and logically supporting the discourse.

Keywords

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References

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