Neurocommunication and the public: Trump’s announcement to run for the 2024 U.S. presidential election
Rafael Barberá González, Rhona Patricia Lohan
Keywords:
neurocommunication, Trump, psychology, discourse, effects
Abstract:
This paper analyses how political discourse reaches different audiences through neurocommunication. The specific case studied is the speech delivered by Donald J. Trump to announce his candidacy for the 2024 U.S. presidential election. A review of concepts such as neurocommunication, neuropolitics and sociolinguistics is carried out. All of these are key elements in understanding how the public perceives leaders’ speeches, especially in a competitive environment where leaders are trying to reach as many people as possible. The audiovisual material of the speech is used to investigate, through a codebook, the interaction between the ideas of the speaker and the audience, the way of speaking and the tone used by the leader to convince the different audiences or the deliberate use of certain words to achieve the intended purpose, in this case, to secure votes. With these codes, results are achieved that indicate that many of the registers used in Trump’s speech influence the psychology of voters when making their decisions, again in an environment where there is a large number of offers. These are factors that serve to convince and persuade the public. This paper offers, through innovative approaches and methods, an analysis of how political discourse can be competitive in the current international context. The main advantage of using these codes is that they make speeches more efficient for different audiences.
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 Neurocommunication and the public: Trump’s announcement to run for the 2024 U.S. presidential election [PDF file] [Filesize: 355.48 KB]
 10.7441/joc.2024.02.04
Gonzales, R.B., & Lohan, R.P. (2024). Neurocommunication and the public: Trump’s announcement to run for the 2024 U.S. presidential election. Journal of Competitiveness, 16(2), 62-75. https://doi.org/10.7441/joc.2024.02.04
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