THE INTERPLAY OF ARISTOTLE’S RHETORICAL TRIANGLE

IN SANGGUNIANG KABATAAN POLITICAL CAMPAIGN

SPEECHES: A RHETORICAL DISCOURSE ANALYSIS

PSYCHOLOGY AND EDUCATION: A MULTIDISCIPLINARY JOURNAL

Volume: 17
Issue 10
Pages: 1073-1081
Document ID: 2024PEMJ1634
DOI: 10.5281/zenodo.10830840
Manuscript Accepted: 02-15-2024
 Psych Educ, 2024, 17(10): 1073-1081, Document ID:2024PEMJ1634, doi:10.5281/zenodo.10830840, ISSN 2822-4353
Research Article

The Interplay of Aristotle’s Rhetorical Triangle in Sangguniang Kabataan

Political Campaign Speeches: A Rhetorical Discourse Analysis
Mishare D. Samboang,* Joy Leonice O. Olandria, Aimhe L. Ordonio, Aimhe L. Ordonio, Keith V. Zabate,
Regine May D. Dogelio, Rosabel S. Esgapo, Haya Jane E. Elan
For affiliations and correspondence, see the last page.
Abstract
This study employed rhetorical discourse analysis to examine the rhetorical appeals employed by Sangguniang
Kabataan chairperson candidates in their political campaign speeches. Thematic analysis was also used to identify the
general themes drawn from the analyses. Gagich & Zickel’s key linguistic characteristics served as a framework to
identify linguistic characteristics present in the speeches of the selected candidates. Our focus, as researchers, centered
on analyzing the rhetorical appeals present in ten campaign speeches delivered by SK chairperson candidates,
originating from both urban and rural barangays in General Santos City, disseminated on the social media platform
Facebook. Throughout the data collection process, our findings revealed that in urban barangays, pathos had the
highest percentage, followed by logos, with ethos being the least utilized appeal. Conversely, in rural barangays, logos
emerged as the predominant appeal, followed by pathos, while ethos remained the least utilized. Moreover, the
linguistic characteristics of "elaboration", "emotion-laden vocabulary,” and "credibility" surfaced as the most
frequently employed. Distinct themes such as Credibility and Qualifications, and Youth Empowerment through
Education were identified in the speeches. Based on the results of this study, we recommend that voters familiarize
themselves with Aristotle's Rhetorical Triangle, which empowers them to analyze political discourse discerningly,
distinguishing credibility, well-founded arguments, and appeals rooted in emotion.
Keywords: aristotle’s rhetorical triangle, political campaign speeches, rhetorical discourse analysis

Introduction
In the arena of political campaign rhetoric, the anticipation surrounding Sangguniang Kabataan election campaigns is driven by their
special function in molding local youth leadership and mobilizing young voters in the Philippines. Thus, their campaign speeches play
a central role, requiring meticulous language craftsmanship characterized by rhetoric and persuasive strategies to shape and manipulate
voter's viewpoints (Gass & Seiter, 2018). The ability to establish credibility, evoke deep emotions, and present a compelling, logically
coherent argument within these campaigns holds the potential to shape election results and guide the trajectory of youth leadership.
In Australia, the essence of political campaign speeches resides in their remarkable capacity to succinctly convey a candidate's vision,
policies, and aspirations, all while nurturing an authentic bond with the electorate. This essence held irrespective of national borders,
as these speeches constituted a pivotal tool for political communication, enabling candidates to effectively convey their messages and
kindle inspiration among voters through a shared sense of purpose (Daley, 2022). In the same vein, within the United States, political
speeches assumed a pivotal role as a foundation of the electoral democratic system. They empowered candidates not just to elucidate
their policies but also to partake in meaningful exchanges with the voting public. This interaction, as proposed by King (2019),
represented an essential aspect of democratic governance, assuring that elected representatives remained accountable and receptive to
the citizens they represented.
Political campaign speeches have held a central role in molding the Philippines' dynamic democracy throughout its history. Within a
country celebrated for its rich cultural tapestry and regional variations, these speeches served as a valuable tool for candidates and
voters to connect, enabling the effective communication of their ideals and commitments (David, 2018). As further noted by Kiran
(2020), in a democracy, political campaigns centered around candidates delivering speeches as a means to garner public support,
facilitating the important process of citizens exercising their voting rights to select their representatives.
Locally, Catoto (2022) stated that campaign speeches played a diverse function in the province of South Cotabato (Region XII). They
not only served as a platform for politicians to communicate their policy agendas but also as a means of appreciating the cultural
diversity of the region. This inclusive approach enabled candidates to address the specific issues and ambitions of different individuals
within Region 12, reflecting the diverse cultural mosaic of the region. As Teehankee (2019) astutely pointed out, these speeches
embodied not only the exercise of free speech but also stood as an indispensable educational tool for voters, enabling them to be well-
informed participants in the democratic process. In General Santos City, political campaign speeches emerged as an integral element
of the democratic framework, granting voters a substantial say in molding the course of their decisions at the ballot box.
In reference to our ongoing study, it was noteworthy that our readings had not yielded any academic literature devoted to political
campaign speeches in the context of the Philippines. Hence, the examination of the structural aspects and rhetorical appeals employed
by the Sangguniang Kabataan chairperson candidates held significant relevance. Furthermore, given the pivotal role that the
Sangguniang Kabataan occupied within contemporary society, it became not only pertinent but also imperative to embark on research
endeavors concerning political campaign speeches.

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Research Article

To fill this gap, our research undertook an examination of political campaign speeches delivered by Sangguniang Kabataan chairperson
candidates in General Santos City. Moreover, this study utilized Rhetorical Discourse Analysis (RDA) as an approach to rhetorical
appeals SK Chairperson Candidates employed in their speeches to shape public opinion and advance their policy agendas.
Research Questions
This study aimed to identify the rhetorical appeals embedded in the campaign speeches of SK chairperson candidates. Specifically, this
study sought to answer the following questions:
1. What rhetorical appeals do SK chairperson candidates from
1.1 urban barangays; and
1.2 rural barangays employ in their speeches to shape public opinion and advance their policy agendas?
2. What are the key linguistic characteristics embedded in these speeches to establish credibility and connect with their target
audiences?
3. What are the general themes that can be drawn from these analyses?

Literature Review
Sangguniang Kabataan in the Philippines
Sangguniang Kabataan (SK), also referred to as the youth council, assumes the role of the governing body for the youth assembly or
Katipunan ng Kabataan in all barangays within the Philippines. This entity is constituted of seven members who are democratically
elected by the Katipunan ng Kabataan members during elections administered by the Commission on Elections (Amante, 2023).
The SK elections, held concurrently with barangay elections, provide young Filipinos with a unique opportunity to influence their local
communities and contribute to the development of the country (Pasquin, 2023). Furthermore, elected or appointed officials of the
Sangguniang Kabataan must meet specific criteria, including citizenship, eligibility to vote in Katipunan ng Kabataan, at least one year
of residence in the barangay before the elections, age requirements, literacy in Filipino, English, or the local dialect, and no close
relation to incumbent elected officials within the second degree of consanguinity or affinity in the locality.
In this research, the primary emphasis will be on Sangguniang Kabataan chairperson candidates and their utilization of rhetorical
appeals within their political campaign speeches to shape public opinion and propel their policy agendas, to identify the key linguistic
characteristics embedded in these speeches and uncover the general themes that can be drawn from the analyses.
Political Campaign Speech- Definition, History, Importance, and Development
A political speech can be described as a verbal presentation carefully crafted and delivered by a speaker with a specific audience and
purpose in mind during a political gathering. These speeches serve two main functions such as deliberative political speeches involve
making decisions related to policy creation and implementation. Also, epideictic political discourse, as described by Charteris-Black
(2018), focuses on establishing shared values and necessitates the process of consensus-building.
Political figures must possess the skill of persuasion, as many have risen to prominence in politics through their adeptness in persuasive
communication. As noted by Suciati and Ambarani (2018), the ability to exhibit commendable character traits and judiciously employ
selected rhetorical devices can significantly contribute to their effectiveness in delivering persuasive messages. It becomes evident that
the more adept politicians are in crafting their political speeches using rhetorical strategies, the more likely their societies or nations
are to foster democratic principles.
Hence, when political leaders deliver their speeches, their primary objective is to persuade their audience based on their underlying
ideologies and orientations. They achieve this by strategically employing certain rhetorical tools that have an immediate emotional
impact on their listeners, as observed in the study by Alo (2021). Rhetoric and persuasion are inseparable entities, as rhetoric serves as
the art of effectively convincing others. This underscores the notion that persuasion is intricately linked to a speaker's preparations and
delivery strategies before addressing an audience (Fleming, 2019).
Aristotle’s Rhetorical Triangle
Aristotle asserts that rhetoric involves a systematic examination of the various methods of persuasion applicable to specific situations
and circumstances grounded in reality. In his work "Rhetoric," Aristotle contends that rhetoric serves as a versatile tool of knowledge
that can be applied to any subject, spanning from the fundamentals to organized concepts. Aristotle, as cited in Gagich & Zickel (2014),
identified three key persuasive appeals in the practice of rhetoric: Logos, Ethos, and Pathos.
Logos, defined by Aristotle as reasoned discourse, emphasizes the aesthetic interplay between logical reasoning and problem-solving,
creating a compelling and aesthetically pleasing discourse. It includes characteristics like comparison, deductive reasoning, inductive
reasoning, and exemplification. Ethos, representing credibility, involves factors like personality, character, intelligence, virtue, and
experiences, influencing the audience's perception of the speaker's authority and trustworthiness. Pathos, derived from the ancient word
for suffering, appeals to emotions, utilizing expressive descriptions, vivid imagery, and emotional vocabulary to evoke empathy and

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Research Article

connection with the audience. It highlights how the strategic use of these rhetorical elements enhances persuasive communication.
Finally, the significance of the rhetorical triangle in persuasive communication lies in its provision of a well-organized framework to
construct credibility, establish emotional connections, and present logical arguments. This structured approach serves as a guiding
principle for communicators, empowering them to craft messages that are not only compelling but also precisely aligned with the
unique needs and preferences of their audience. By grasping and seamlessly integrating these essential elements, communicators elevate
their ability to influence and persuade, ensuring a more impactful and precisely adapted communication strategy (Kramer, 2022). As
indicated in the aforementioned literature review, only a limited set of studies have delved into the domain of political discourse through
the lens of Aristotelian rhetoric that focuses particularly on Sangguniang Kabataan. A subset of scholars has also ventured into the
analysis of political campaign speeches, including those delivered by presidents, political figures, or candidates during electoral
campaigns.
Rhetorical Discourse Analysis
As claimed by Andrus (2021), Rhetorical Discourse Analysis (RDA) is a method for examining written or spoken language with a
specific focus on the persuasive and argumentative elements within the discourse. Its primary goal is to comprehend how language is
harnessed to sway and convince an audience, typically within a distinct social, political, or cultural framework.
Rhetorical Discourse Analysis finds applications in a range of disciplines, including political science, media studies, communication,
and linguistics. Researchers and analysts employ RDA to gain insights into how language is deliberately employed to achieve rhetorical
objectives, shape public opinion, and promote specific agendas. This methodology unveils the nuanced mechanisms of persuasion in
communication, underscoring the potent role of language in shaping beliefs, attitudes, and actions (Joyce, 2023).
In conclusion, among the fundamental components outlined earlier, we have chosen to focus solely on the Identification of Rhetorical
Appeals, aiming to discern the utilization of three fundamental rhetorical techniques. Rhetorical Discourse Analysis will provide the
researchers with a robust framework to thoroughly explore the rhetorical appeals employed by Sangguniang Kabataan chairpersons in
their speeches, serving as the cornerstone and basis for our analysis.
Methodology
Research Design
This study utilized a qualitative research design through Rhetorical Discourse Analysis (RDA) as its method to examine the rhetorical
appeals employed by Sangguniang Kabataan chairperson candidates from urban and rural barangays in their speeches to shape public
opinion and advance their policy agendas and uncover the key linguistic characteristics embedded in these speeches to establish
credibility and connect with their target audiences. Thematic Analysis was also utilized in determining the general themes that could
be drawn from these analyses.
Qualitative research was an investigative approach that delved into real-world problems, posing open-ended inquiries centered on
“how” and “what”, rather than quantifiable data, as noted by Tenny and Brannan (2022). This method explored the essence of
phenomena, encompassing their various manifestations and contextual perspectives, excluding their frequency and placement within a
predefined chain of causality. To boot, it primarily gathered information in the form of textual descriptions, as opposed to numerical
data, as highlighted by Busetto et al. (2020). Similarly, Ahmad et al. (2019) defined qualitative research as a naturalistic inquiry method,
aiming for profound comprehension of social phenomena in their genuine environments.
As an approach for analyzing the rhetorical appeals utilized by Sangguniang Kabataan chairperson candidates in their speeches,
Rhetorical Discourse Analysis (RDA) was employed to investigate the rhetorical appeals present in their speeches and identify the
prominent linguistic characteristics within these speeches. Additionally, this approach aligned seamlessly with the research questions
of this study, as purported by Andrus (2012), RDA emphasized suitability for scrutinizing rhetorical appeals in political campaign
speeches, owing to its emphasis on persuasion, linguistic analysis, contextual comprehension, and its capacity to unveil the deliberate
utilization of ethos, pathos, and logos. It provided a methodical and critical framework for deconstructing the persuasive influence of
political discourse.
Research Material
The corpora utilized in this study comprised political campaign speeches delivered by Sangguniang Kabataan chairperson candidates.
To achieve data parity, the researchers collected five (5) speeches from urban barangays and five (5) speeches from rural barangays.
This balanced sampling approach is crucial for a comprehensive understanding of the perspectives and concerns across diverse settings
of the SK chairperson candidates in General Santos City.
Procedure
To ensure meticulous and impartial data collection for this examination, we followed established research protocols, guided by
Creswell's (2013) qualitative research principles. Initially, we systematically categorized General Santos City's barangays into urban
and rural, relying on the official Sangguniang Panlungsod website. This classification aimed for a structured data presentation. During
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the campaign period, we compiled candidate names shared on Facebook, investigating Sangguniang Kabataan chairperson candidates'
profiles for campaign videos. We accessed party list pages and used relevant hashtags for a comprehensive search. Ten campaign
speeches, five from urban and five from rural barangays, were selected from Facebook as the study's corpora. Facebook's public nature
facilitated data collection, but due to language diversity, transcription and translation were necessary. Individuals fluent in English,
Filipino, Ilonggo, and Cebuano transcribed speeches, seeking translation help for challenging words. Selection criteria were based on
the delivery date aligning with the election campaign period for Sangguniang Kabataan chairperson in General Santos City. Upon the
selection, each Sangguniang Kabataan political campaign speech was assigned a unique code. The code structure comprised an
abbreviation denoting “Sangguniang Kabataan Chairperson” (SC), then U for urban and R for rural, followed by a numeric identifier
specific to each chairperson. For example, SCU-01 represented Sangguniang Kabataan Chairperson, speech number 1.
Data Analysis
In this study, we organized the ten selected campaign speeches into tables within a Word document and labeled them. Following this,
each corpus underwent close reading and rhetorical discourse analysis (RDA). The analysis involved examining the rhetorical appeals
and linguistic characteristics employed by the SK chairperson candidates, addressing the first question using a method inspired by
Gagich & Zickel (2014) for the second question. For the third question, a modified version of Colaizi's seven-step method was applied
to extract general themes from the speeches. The analysis of rhetorical appeals incorporated the rhetorical triangle, while the analysis
of linguistic characteristics considered eleven specific linguistic features. The campaign speeches were thoroughly examined to identify
both the rhetorical appeals and linguistic characteristics present in each speech.

Ethical Considerations
In line with Denzin and Lincoln's (2005) perspective, ethics is fundamental for establishing guidelines and standards essential for
academic approval. To ensure adherence to necessary research rules, ethical standards are implemented, emphasizing considerations
such as social value, researcher qualifications, facility adequacy, and community involvement. Conforming to the Data Privacy Act of
2012 (Republic Act No. 10173), a coding system is employed for referencing online news media as the data source, safeguarding
confidentiality and anonymity.

Results
This section reveals the findings of the analysis focusing on the rhetorical appeals employed by SK chairperson candidates from both
urban and rural barangays in General Santos City. The presentation of results adheres to the sequence of research questions, starting
with an investigation into the rhetorical appeals utilized by SK chairperson candidates in their speeches, followed by an exploration of
the linguistic characteristics within their speeches. The presentation concludes by delving into the general themes discerned from these
analyses.
Rhetorical Appeals Used by SK Chairperson Candidates
In assessing the rhetorical appeals employed by Sangguniang Kabataan chairperson candidates, we engaged in coding the content of
campaign speeches. After this, an assessment of the frequency of these appeals was undertaken and is succinctly presented in the table
below.
Table 1.1 shows the rhetorical appeals namely ethos, pathos, and logos used by the candidates from urban barangays and their
frequency.
Table 1.1 Rhetorical Appeals Used by SK Chairperson Candidates of Urban Barangays
Urban
Rhetorical Appeals
Frequency (f) Percentage (%)
Ethos 21 21.65%
Pathos 41 42.27%
Logos 35 36.08%
Total 97 100%

As indicated in Table 1.1, pathos emerges as the most prevalent rhetorical appeal, comprising 42.27% of the dataset (41 instances).
Following this, logos stands at 36.08% (35 instances), while ethos is the least employed rhetorical appeal, accounting for 21.65% (21
instances).
The findings from Table 1.1 suggest that a key attribute of a successful campaign speech for Sangguniang Kabataan in the local setting
involves a strong emphasis on eliciting emotional resonance from the audience, compelling them to share the same sentiments as the
speaker. Moreover, this indicates that in General Santos City, particularly in urban barangays SK chairperson candidates employ
emotional appeals in their speeches.
Table 1.2 illustrates the frequency of rhetorical appeals, namely ethos, pathos, and logos, employed by candidates from rural barangays.

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Table 1.2 Rhetorical Appeals Used by SK Chairperson Candidates of Rural Barangays

Rural
Rhetorical Appeals
Frequency (f) Percentage (%)
Ethos 13 17.33%
Pathos 26 34.67%
Logos 36 48%
Total 75 100%

As delineated in Table 1.2, logos stand out as the most prevalent rhetorical appeal, representing 48% of the dataset (36 instances),
followed by pathos at 34.67% (26 instances), with ethos being the least utilized appeal at 17.33% (13 instances).
The results derived from Table 1.2 propose that a vital element for a triumphant campaign speech targeting the Sangguniang Kabataan
in the local context revolves around effectively employing logical reasoning when addressing the audience, presenting them with
factual information, and outlining concrete plans. Furthermore, these findings suggest that, specifically in the rural barangays of
General Santos City, SK chairperson candidates predominantly utilized logical reasoning as a primary component of their speeches.
Table 2 outlines the key linguistic characteristics employed by SK chairperson candidates encompassing both urban and rural
barangays. This analysis sheds light on the pivotal aspects influencing their communication strategies.
The study on linguistic characteristics in urban and rural barangays in General Santos City reveals clear patterns. In both settings,
specific linguistic characteristics were identified and measured. Credibility, emotion-laden vocabulary, and elaboration was the most
prevalent at 20.41% (10 instances) of observed linguistic features. Other notable characteristics included the incorporation of
exemplification at 10.20% (5 instances), providing character and personal story at 6.12% (3 instances), utilizing vivid imagery,
expressive descriptions, and making comparisons has 4.08% (2 instances), and both deductive reasoning and inductive reasoning
equally got 2.04% (1 instance).
These findings offer valuable insights into the linguistic strategies employed by SK chairperson candidates in both urban and rural
barangays during their campaign speeches. The prevalence and distribution of these linguistic characteristics underscore the intricate
and diverse nature of their communication strategies. This exploration contributes to a deeper understanding of how candidates
strategically use language to convey their messages and connect with the voters in different settings.
Table 2. Linguistic Characteristics Used by SK Chairperson Candidates of Urban & Rural Barangays
Key Linguistic Characteristics Description SK Chairperson Candidates Code Frequency %
Encompassing one's personal
3
Character history and innate personality SCU-02, SCU-04, SCR-06
(6.12%)
traits.
Emphasizing the background or
SCU-01, SCU-02, SCU-03, SCU-
share pertinent experiences
Credibility 04, SCU-05, SCR-06, SCR-07, 10 (20.41%)
related to the topic.
SCR-08, SCR-09, SCR-10
Guiding the audience into a
specific emotional mindset
SCU-01, SCU-02, SCU-03, SCU-
prompts them to consider what
Emotion-laden vocabulary 04, SCU-05, SCR-06, SCR-07, 10 (20.41%)
emotions the author aims to
SCR-08, SCR-09, SCR-10
evoke and how they achieve
this effect.
Narrating personal stories that
Personal story delve into their experiences and SCU-02, SCU-05, SCR-06, 3 (6.12%)
life journeys.
Employing expressive
language to craft detailed and
sensory-laden mental images
Vivid imagery SCU-03, SCU-05 2 (4.08%)
for the audience, aiming to
elicit emotions through the
evocative power of description.
Using expressive descriptions
that bring people, places, or
events to life, allows the
Expressive description SCU-02, SCR-07 2 (4.08%)
audience to immerse
themselves in those
experiences.
Providing detailed SCU-01. SCU-02, SCU-03, SCU-
Elaboration 10 (20.41%)
explanations, evidence, or 04, SCU-05, SCR-06, SCR-07,

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arguments to support or clarify SCR-08, SCR-09, SCR-10

a point.
Using numerous examples or a
SCU-02, SCU-04, SCR-06, SCR-
Exemplification diverse range of evidence to 5 (10.20%)
08, SCR-10
substantiate a single point.
Initiating the discussion with a
comprehensive and general
claim or example, and skillfully
Deductive reasoning SCR-08 1 (2.04%)
employing it to underpin a more
nuanced and specific point or
assertion.
Drawing upon numerous
specific examples or cases to
Inductive reasoning SCU-01 1 (2.04%)
formulate a sweeping
generalization.
Aligning a specific aspect
related to your subject with
Comparison SCU-02, SCU-05 2 (4.08%)
another resembling element to
fortify your argument.
Total 49 100%

Table 3. General Themes Drawn from the Campaign Speeches of SK Chairperson Candidates
Major Themes Core Ideas SK Chairperson Candidates Code
Educational Background SCU-01, SCU-02, SCU-03, SCR-07, SCR-08
Credibility and Qualification Academic Achievements SCU-03, SCU-05, SCR-07
Membership in Organizations SCU-01, SCR-06, SCR-07, SCR-09
SCU-01, SCU-02, SCU-03, SCU-04, SCR-06, SCR-08,
Provision of Scholarship Programs
SCR-10
SCU-01, SCU-02, SCU-03, SCU-04, SCR-06, SCR-07,
Youth Empowerment through Development of Advocacy Programs
SCR-08
Education
Organization of Seminars and Symposiums SCU-02, SCU-03, SCU-04, SCR-07, SCR-08
Providing free use of WI-FI, computers, and
SCU-04, SCR-06, SCR-10
printing hub
Acknowledgment of LGBTQ+ Community SCU-02, SCR-06, SCR-07, SCR-08, SCR-09
Equality, Inclusivity, and
Inclusion of PWD SCU-02, SCU-04, SCR-07
Representation
Inclusion of Out-of-School Youth SCU-01, SCU-02, SCU-03, SCR-07
Regular Financial Report SCU-01, SCU-03, SCU-04, SCR-07
Resource Management, Financial
Transparency in Governance SCU-01, SCU-03, SCU-04, SCR-07, SCR-08, SCR-09
Transparency, and Accountability
Visibility of SK Activities and Project SCU-01, SCU-03, SCU-04
SCU-01, SCU-02, SCU-03, SCU-04, SCU-05, SCR-06,
Diversification of Sports Activities
Sports Development SCR-07, SCR-08, SCR-10
Distribution of Sports Equipment SCU-01, SCR-06, SCR-08, SCR-10
Collaboration with Local Government Unit SCU-02, SCU-05, SCR-06, SCR-10
Unity and Teamwork
Cooperation for Effective Governance SCU-01, SCU-02, SCU-03, SCR-10

General Themes Drawn from the Speeches of SK Chairperson Candidates

This section presents overarching themes discerned from the speeches delivered by candidates vying for the position of SK chairperson
in Urban Barangays. This table also shows the core ideas of each theme with its corresponding Sangguniang Kabataan chairperson
candidate’s code.
Credibility and Qualifications. Credibility involves trustworthiness and reliability, built on expertise, honesty, consistency, and
transparency. Qualification pertains to the skills and credentials acquired through education, training, and practical experiences.
Influencers deemed knowledgeable, respected, and socially connected are considered credible sources (Lin., et al, 2018). In the context
of candidates, they emphasized their educational background, academic achievements, and affiliations with relevant organizations in
the realm of community governance."
Youth Empowerment through Education. Empowering young people through education means enabling them to acquire knowledge,
skills, and opportunities that support their personal growth, self-assurance, and capacity to make positive contributions to society. In
the study carried out by Ahmad et al. (2023), education plays a key role in cultivating the skills and mindset necessary for young
individuals to thrive as competitive and inventive members of society, particularly within the dynamic and swiftly evolving global

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economy. In this theme, the candidate elaborated on their strategies, which encompasses provision of scholarship programs,
development of advocacy programs, organizations of seminars and symposiums and lastly providing free use of Wi-Fi, computers, and
printing hub.
Equality, Inclusivity, and Representation
Equality denotes fair treatment and equal rights for all individuals, irrespective of differences like race, gender, ethnicity, religion, or
socioeconomic status. Inclusivity involves creating accepting environments valuing diverse backgrounds and perspectives, ensuring
everyone feel respected and included, regardless of differences. an inclusive society challenges exclusionary laws and traditions, which
often marginalize individuals and groups based on their identity, gender, race, ethnicity, religion, and disability (Lutfiyya & Bartlett,
(2020). Representation entails ensuring diverse groups are fairly portrayed and actively involved in decision-making processes within
organizations or communities, ensuring diverse viewpoints are considered. The candidate's speeches stress the paramount importance
of unity and fairness, particularly highlighting the incorporation of LGBTQ+ individuals, persons with disabilities (PWD), and out-of-
school youth into their agenda.
Resource Management, Financial Transparency and Accountability
Resource Management pertains to efficiently utilizing finances, personnel, equipment, and assets to accomplish organizational
objectives. Financial Transparency involves openly presenting financial details in a comprehensible manner, ensuring accessibility for
stakeholders. Accountability refers to taking responsibility for actions, particularly in financial management, ensuring proper fund
handling, adherence to guidelines, and being accountable to stakeholders. The theme focuses on assuring the audience regarding
responsible and transparent management of funds allocated for youth programs. The candidate's speeches emphasize the significance
of ensuring transparency and accountability, allowing young people access to information concerning fund allocation and ongoing
projects. A study conducted by Wafirotin & Septiviastuti (2019) showed the results of transparency and accountability had a positive
and significant effect partially and simultaneously on community financial management.
Sports Development
Sports development involves a systematic approach focused on improving and encouraging sports activities, involvement,
infrastructure, and the general sports environment within a community. The candidate acknowledges the vital role of sports and
recreational activities in fostering the growth of young individuals, Hlivák (2016) believes that sport is an important social, cultural,
and economic phenomenon that contributes to achieving the company’s strategic objectives, such as solidarity, security, and prosperity
while defining the following sport aspects, which have a positive effect on people and the company (Varmus et al. 2021). This theme
emphasizes the promotion of diversification of sports activities and the distribution of sports equipment among the youth.
Unity and Teamwork
Unity represents a state of togetherness, where individuals, despite differing opinions or backgrounds, share common values or
interests, fostering harmony and solidarity within a team or community through mutual understanding and support. Teamwork involves
individuals combined cooperative efforts towards a common goal, emphasizing collaboration, communication, and mutual support
among team members to achieve tasks effectively by leveraging strengths and sharing responsibilities. This theme implies that effective
governance relies significantly on collaboration and collective efforts. Newig et al. (2018) posits that collaborative governance always
involves some degree of sharing responsibility for decision making and actions among stakeholders.
Discussion
The primary aimed of this study is to scrutinize the rhetorical appeals embedded in the speeches delivered by SK chairperson candidates
from both urban and rural barangays in General Santos City. To achieve this objective, the analysis employed the rhetorical discourse
analysis (RDA) approach, aiming to identify both the rhetorical appeals and linguistic characteristics present in these speeches. The
examination of 10 campaign speeches by SK chairperson candidates revealed a key attribute crucial for success in Sangguniang
Kabataan campaigns in the local context. This attribute involves placing a strong emphasis on evoking emotional resonance from the
audience, compelling them to share the same sentiments as the speaker. Notably, in General Santos City, especially in urban barangays,
SK chairperson candidates tend to utilize emotional appeals in their speeches. On the other hand, in rural barangays, the study suggests
that a vital component for a successful campaign speech targeting the Sangguniang Kabataan involves effectively employing logical
reasoning. This includes addressing the audience, presenting factual information, and outlining concrete plans to garner support.
The study examining linguistic characteristics in urban and rural barangays of General Santos City reveals distinct patterns. Across
both settings, specific linguistic features were identified and quantified. Notably, credibility, emotion-laden vocabulary, and elaboration
emerged as the most prominent, constituting 20.41% (10 instances) of observed linguistic features. Other significant characteristics
included the use of exemplification at 10.20% (5 instances), providing character and personal stories at 6.12% (3 instances), employing
vivid imagery, expressive descriptions, and making comparisons at 4.08% (2 instances), while both deductive and inductive reasoning
were equally represented at 2.04% (1 instance each).
These findings provide valuable insights into the linguistic strategies adopted by SK chairperson candidates in both urban and rural

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 Psych Educ, 2024, 17(10): 1073-1081, Document ID:2024PEMJ1634, doi:10.5281/zenodo.10830840, ISSN 2822-4353
Research Article

barangays during their campaign speeches. The prevalence and distribution of these linguistic features highlight the nuanced and
diverse nature of their communication approaches. This investigation contributes to a deeper comprehension of how candidates
strategically leverage language to convey messages and establish connections with voters in distinct settings.
In summary, the texts provide an in-depth exploration of various speech themes, highlighting essential elements like credibility,
qualifications, educational background, and organizational affiliations. It emphasizes the crucial role of educational support for youth,
encompassing initiatives such as scholarships, seminars, and advocacy programs. Special attention is directed toward ensuring the
equitable representation of marginalized groups, including the LGBTQ+ community, out-of-school youth, and persons with disabilities.
Additionally, the narrative underscores the paramount importance of transparency, financial responsibility, and efficient resource
management in the activities of Sangguniang Kabataan concerning fund allocation and project implementation.
Furthermore, the discourse delves into sports development, urging for the broadening of sports activities, equitable distribution of
equipment, and the encouragement of unity, teamwork, and collaboration with local government units. These recurring themes
collectively highlight the need for holistic growth, inclusivity, and collaborative endeavors to enhance the effectiveness of youth-
focused programs and governance initiatives. In essence, the summarized content portrays a comprehensive vision aimed at advancing
the well-being of the youth and the broader community through thoughtful and inclusive governance.
Finally, it's evident that political leaders must possess the art of persuasion, as many have gained prominence in politics through their
adeptness in persuasive communication. The skill to display commendable character traits and employ carefully chosen rhetorical
devices significantly enhances their effectiveness in delivering persuasive messages. It becomes apparent that the more skilled
politicians are in shaping their political speeches with rhetorical appeals, the higher the likelihood that their societies or nations will
embrace and uphold democratic principles.
Conclusion
In conclusion, it is abundantly clear that Aristotle's rhetorical triangle bears profound significance in the realm of public and political
speeches. This model consistently reinforces persuasion by incorporating the crucial elements of credibility, emotions, and rationality.
The potency of a persuasive message is heightened when it seamlessly integrates ethical appeal, emotional engagement, and logical
reasoning. Aristotle's enduring insights into rhetoric have left an indelible mark on communication theory, maintaining relevance across
diverse fields, particularly in the realm of public speaking. Remarkably, the findings of this study affirm the enduring presence of the
rhetorical triangle in political campaign speeches, underscoring its unwavering role as a foundational pillar in the landscape of
successful communication.
Nevertheless, the artful use of rhetorical appeals and linguistic characteristics assumes a paramount role in shaping your stance and
expression as a speaker. The rhetorical triangle, with its tenets of ethos, pathos, and logos, emerges as a keystone in persuasive
communication. It provides a meticulously organized framework for constructing credibility, fostering emotional bonds, and presenting
cogent arguments. This systematic methodology serves as a guiding principle for communicators, furnishing them with the adeptness
to craft messages that are not only compelling but also precisely tailored to the distinctive needs and preferences of their audience.
Drawing attention to the significance of rhetorical appeals in persuasive communication is vital. Regardless of a speaker's conscious
awareness, the innate urge to persuade becomes evident, particularly in the context of pursuing a specific position. This study
illuminates the incorporation of rhetorical appeals into political campaign speeches, a noteworthy discovery considering the presence
of various linguistic characteristics. It reinforces the purposeful utilization of persuasive techniques in political communication,
showcasing the deliberate integration of rhetorical appeals within the broader array of linguistic elements.
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Affiliations and Corresponding Information
Mishare D. Samboang
Holy Trinity College of General Santos City – Philippines
Joy Leonice O. Olandria
Holy Trinity College of General Santos City – Philippines
Aimhe L. Ordonio
Holy Trinity College of General Santos City – Philippines
Keith V. Zabate
Holy Trinity College of General Santos City – Philippines
Regine May D. Dogelio
Holy Trinity College of General Santos City – Philippines
Rosabel S. Esgapo
Holy Trinity College of General Santos City – Philippines
Dr. Haya Jane E. Elan, LPT
Holy Trinity College of General Santos City – Philippines

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