Abstract:This article explores the rhetorical use of fear in presidential speeches and its spillover to the media in order to achieve political and public consensus during a crisis situation. Fear is the primal emotion that people face under the recognition of an actual or an imaginary threat or danger. Based on that existential aspect, fear is also recognizable and identifiable rhetorical schema, applicable in the Mass Media/ Press. Strategic Communication uses this schema in its narrations and then diffuses it over i… Show more
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