Cristina Fernández de Kirchner’s electoral-campaign discourse (2007). A case of not convergent hybrid ethos

Abstract

 In the framework of political discourse analysis that incorporates the rhetorical notion of ethos (Amossy, 1999, 2000, 2001, 2010; Charaudeau, 2005; MAINGUENEAU, 1987, 1993, 1998, 1999, 2002, 2008), this article examines the construction of a not convergent hybrid ethos in the electoral-campaign discourse produced in 2007 by Argentina’s presidential candidate Cristina Fernandez de Kirchner. We term it hybrid because her speech is dominated by two images of herself which by their nature are called expert pedagogical ethos, linked with a teaching scenography, and ethos of femininity. We call it non-convergent because althought these two images are strategies to legitimize her candidacy, in certain discursive sections ethos of femininity tends to undermine the persuasive force of expert pedagogical ethos. For the analysis, we use a qualitative methodology that emphasizes the interpretation of diverse aspects of studied speeches enunciation.