Book Title: Advanced Studies in Multidisciplinary Research and Innovation (ASMRI)
Chief Editors: Dr. Jagdish Kumar Sahu and Dr. Krishna Ashutoshbhai Vyas
Associate Editors: Dr. N. Ramesh Chandra Srikanth and Dr. Lourdu Vesna J
Co-Editors: Dr. Aarti Sharma and Dr. Pushpa Mamoria
ISBN: 978-93-7183-010-2
Chapter: 26
DOI: https://doi.org/10.59646/745/26
Author: Dr. Nerella Ramesh Chandra Srikanth
Abstract
Political communication in the 21st century has undergone many changes, which have considerably changed the linguistic representation of the power in political discourse in the English language. The research paper discusses the evolution of the concept of ‘power’ in the current political language and the roles of language in shaping power, influencing worldviews, and securing contested political ideologies. These changes are closely connected to globalization, and the explosive growth of digital media ecosystems, which have affected the production and consumption of political messages. The study employs qualitative linguistic analysis method in analyzing the discourse taken from political speeches, media interviews and digital media namely social media. The results indicate that political language has become more and more characterized by shifting from a declarative statement towards a more nuanced, emotionally charged and audience-oriented style. This change is indicative of an increasing focus on the strategies that engage voters, often more in terms of their relatability and emotional appeal than formally institutional language. Political actors also, on many occasions, adjust their language in real time, depending on the audience response, particularly on the interactive digital platforms. Framing devices, expression in terms of metaphor, and strategic ambiguity are often used by leaders and political actors to aid in persuasion and widen the appeal. Moreover, the advent of digital communication has added to the personalisation and informality of political communication, a shift which has become an erosion of conventional divisions between institutional authority and citizens. However, in the face of this change, the power of language is still firmly entrenched in structures of discourse that maintain power, legitimacy and ideological control. It also points to the variations in rhetorical strategies found regionally, as affected by varying political situations and media environments. This study adds to the political linguistics sector by illustrating how semantic changes can reflect the wider socio-political changes in the digital age. The results apply to language scholars, political scientists and communication researchers interested in how language and power are changing in the government of today.
Keywords: Political rhetoric, discourse analysis, semantics of power, political linguistics, 21st-century English, media discourse, ideological language, digital communication, framing, political communication