A Socio-Pragmatics Analysis of Crisis Communication Tactics in the Presidents’ Speeches During the COVID-19

The current study investigates how presidents combine both obligation and persuasion strategies in speeches advocating for COVID-19 vaccination, emphasizing the socio-pragmatic and rhetorical techniques employed to encourage public compliance and construct confidence.A real-world outcome is built by presidential language can influence perceptions of permissible behavior and actions.Two speeches are examined using Palmer's framework for obligation and Lamb's model of persuasion to demonstrate the methodical use of ethos, pathos, and logos in addition to directed speech actions that convey implicit obligation.The findings demonstrate that presidents can influence behavior and shape public opinions without using overt obligation by framing communications positively and implementing hidden threats to increase trust and authority.Obligations are often employed indirectly within persuasive strategies, ensuring compliance through suggestion rather than force.However, presidents modulate authority, construct people attitude and speech as well as using obligation and persuasive devices to manage resistance.These pragmatic decisions reflect the role of language to connect social and crisis situations with speech in general and times of crisis in particular either in international or global.