Implementation of the communication strategies of Joseph Biden and Donald Trump during the 2024 presidential debate  

Abstract.

IMPLEMENTATION OF THE COMMUNICATION STRATEGIES OF JOSEPH BIDEN AND DONALD TRUMP DURING THE 2024 PRESIDENTIAL DEBATE

Markiyan Tkhir

Department of Foreign Philology and Business Communications, King Danylo University, Ivano-Frankivsk, Ukraine.

Abstract

Background: Presidential debates are an important element of the election process, providing a platform for candidates to present their policies, refute their opponents’ arguments, and convince voters. The 2024 debate between Joseph Biden and Donald Trump was particularly significant because of the politically polarized atmosphere and the candidates’ different communication styles. Understanding their communication strategies allows for a better understanding of the dynamics of political persuasion and media influence in modern democracy.

Purpose: The purpose of this study is to analyze and compare the communication strategies of Joseph Biden and Donald Trump during the 2024 presidential debate. Tasks include identifying and categorizing rhetorical techniques, evaluating their effectiveness, and investigating the impact of strategies on voter behavior and election outcomes.

Results: The analysis showed that Joseph Biden’s strategy was focused on empathy, unity, and detailed policy proposals that particularly resonated with undecided voters and those concerned about social justice and healthcare issues. While Donald Trump’s strategy has been characterized by aggressive rhetoric, fear-mongering appeals, and a strong emphasis on personal qualities, it has emboldened his base but had limited appeal to undecided voters.

Discussion: The study highlights the importance of understanding the rhetorical and communication techniques used by political candidates, as these strategies significantly influence public perception and voter behavior. Future research could further investigate the long-term effects of these communication strategies on political polarization and democratic participation. In particular, analysis of post-election discourse can provide insight into how debate performances affected voter turnout and trust in the electoral process.

Keywords: communication strategies, presidential debates, Joseph Biden, Donald Trump, rhetorical techniques, political communication, voter behavior.

Vitae

Markiyan Tkhir is a Doctor of Philosophy, Associate Professor, and Associate Professor at the Department of Foreign Philology and Business Communications, King Danylo University, political discourse, rhetoric, verbal and nonverbal means of communication.

Correspondence: markiyan2012@gmail.com 

Article.

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