Classifying Persuasive Strategies in Head Boy Election Speeches Using the Elaboration Likelihood Model

Amanda Maharani Sandrina; Otong Setiawan Djuharie

doi:10.59841/blaze.v3i3.2894

Authors

Amanda Maharani Sandrina Universitas Islam Negeri Sunan Gunung Djati Bandung
Otong Setiawan Djuharie Universitas Islam Negeri Sunan Gunung Djati Bandung

DOI:

https://doi.org/10.59841/blaze.v3i3.2894

Keywords:

Elaboration Likelihood Model, Persuasive strategies, School election, Speech

Abstract

This research examines the persuasive strategies used by student candidates in the 2020 Head Boy election at The Fulham Boys School in London, England. Specifically, on how teenagers convey persuasive messages in a formal school-based leadership context to persuade their peers. The study aims to identify and categorize the persuasive elements of their campaign speeches through Petty and Cacioppo's the Elaboration Likelihood Model (ELM) which differentiates between central (logical, content driven) and peripheral (emotional, stylistic) routes to persuasion. With a qualitative descriptive approach, the campaign speeches were collected in video format and transcribed, then they were content analyzed according to several categories. Each persuasive statement was classified according to the ELM principles. All four candidates were found to be applying center and peripheral routes and had responsibility of both audience demands and the leadership image. Some candidates were predisposed to use rational solutions, while others made more use on emotional appeals. This highlights the complexities involved in a student speaker's role in a leadership speech that balanced the appeal of the message against the message itself.

References

Darminto, W. (2019). Rhetorical analysis of Oprah Winfrey’s commencement speech at the University of Southern California in 2018.

Derin, T., Nursafira, M. S., Yudar, R. S., Gowasa, N. S., & Hamuddin, B. (2020). Persuasive communication: What do existing literature tells us about persuasive communication among students? UTAMAX: Journal of Ultimate Research and Trends in Education, 2(1). https://journal.unilak.ac.id/index.php/UTAMAX/

El Hedhli, K., & Zourrig, H. (2023). Dual routes or a one-way to persuasion? The elaboration likelihood model versus the unimodel. Journal of Marketing Communications, 29(5), 433–454. https://doi.org/10.1080/13527266.2022.2034033

Fardila, U. A. (2018). Effective communication for special needs children educators. JARES, 3(2). https://doi.org/10.35457/jares.v3i2.491

Gupta, A. K. (2018). Impact of leadership position in high school on student outcomes—An evaluation. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 23(6), 31–38. https://doi.org/10.9790/0837-2306013138

Ilahuya, M. P., Gichana, J. M., Mwachiti, M. N., Aduda, J., Ochieng’ Kuja, T., & Karangu, M. (2024). Influence of methods of prefects’ selection and duties on academic performance: A case of Nyandarua Central District secondary schools. African Journal of Operations and Management Science, 1(2).

Kita, J., & Kollá, P. (2019). Place of emotions in marketing and its importance in ELM model. International Journal of Technology for Business, 1(2), 1–8. https://doi.org/10.5281/zenodo.3369272

Lemzaouak, H., & Khadija, A. (2024). Exploring high school students’ logical and rhetorical argumentation patterns incorporated in their performed speeches during classroom debates. Journal of World Englishes and Educational Practices, 5. https://doi.org/10.32996/jweep

Mukiri, H. (2014). Role of prefects in enhancing discipline among students in public secondary schools in Embu West District, Embu County.

Muli, M. W. (2011). The role of prefects in the governance of public secondary schools in Machakos Central Division, Machakos District, Kenya.

O’Keefe, D. J., & Hoeken, H. (2021). Message design choices don’t make much difference to persuasiveness and can’t be counted on—Not even when moderating conditions are specified. Frontiers in Psychology, 12, Article 664160. https://doi.org/10.3389/fpsyg.2021.664160

Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11, 668–672.

Shaykhislamov, N. (2020). Main directions and interactive methods of student speech growth in Uzbek language classes. European Journal of Research and Reflection in Educational Sciences, 8(7), 1–6. http://www.idpublications.org

Thomas, J., & McDonagh, D. (2013). Shared language: Towards more effective communication. Australian Medical Journal, 6(1), 46–54. https://doi.org/10.4066/AMJ.2013.1596

Wahyuni, S., Astuti, T., & Wardhana, D. E. C. (2020). The rhetorical structure of the Lubuklinggau mayor’s speech in building community trust. International Journal of Progressive Sciences and Technologies (IJPSAT), 19(2), 146–154. http://ijpsat.ijsht-journals.org