This book delves deeply into the intricate interplay between leadership and ethos within the
realm of presidential rhetoric. It introduces a novel terminology aimed at elucidating two
fundamental applications of leadership ethos: accumulating and wielding. The former pertains to
the deliberate cultivation and enhancement of leadership status as an independent objective
while the latter involves leveraging the established ethos of the presidency to achieve other
persuasive goals.These conceptual frameworks serve as the cornerstone for a comprehensive
analysis of presidential rhetoric offering valuable insights into the strategies employed by
leaders to shape public perception and effect change. The theoretical underpinnings of this
approach trace back to venerable authorities such as Aristotle while also incorporating more
contemporary perspectives from scholars like David Zarefsky and Richard Neustadt whose
contributions have enriched the understanding of political communication particularly within
the U.S. context.Through meticulous examination and application of this accumulating wielding
dichotomy the book scrutinizes speeches delivered by U.S. presidents spanning from the Reagan
era to the Obama administration. By dissecting these rhetorical artifacts it elucidates the
nuanced ways in which leaders harness ethos to advance their agendas navigate complex
political landscapes and connect with diverse audiences.In its culmination the book offers
practical recommendations for employing and integrating the established accumulating wielding
framework into the analysis and interpretation of presidential rhetoric. By providing scholars
practitioners and enthusiasts alike with a robust analytical toolkit it aims to deepen
comprehension of the dynamic relationship between leadership ethos and persuasive discourse
in the highest echelons of political power.
