ENPOWERMENT OF LANGUAGE IN POLITICAL CONTESTATION

Political language plays a central role in shaping public opinion, garnering support, and delivering leadership visions. In the context of U.S. presidential speeches, language becomes a strategic tool that not only reflects political ideology but also shapes social reality through the power of rhetoric and persuasion. Critical Discourse Analysis (CDA) provides a comprehensive framework for analysing how power, ideology, and social relations are reflected in the use of political language. Language plays a crucial role in politics, not only as a communication tool but also as a medium to create, reinforce, or even challenge power. In the political arena, language is used to construct narratives, shape public opinion, and influence decision-making. According to Fairclough (2018), political language is often associated with social practices that reflect and reinforce power structures and specific ideologies. In this context, understanding how language empowers political actors is essential for analyzing the dynamics of power and legitimacy in modern democracies. Language involves not only technical mastery but also discursive strategies to influence audiences. Van Dijk (2020) emphasizes that the empowerment of language in politics encompasses both macro and micro dimensions, such as rhetoric, metaphors, and POWER IN WORDS: CDA OF U.S. PRESIDENTIAL SPEECHES. By La Aba argumentative structures used to persuade audiences. Politicians use language as a strategic tool to build emotional connections with voters through inclusive narratives and persuasive rhetoric. For instance, the use of the pronoun “we” in political speeches often fosters a sense of collectivity and shared responsibility. Furthermore, the empowerment of language in politics includes the use of symbols and discourses targeting the cultural values and ideologies of society. Recent theories by Wodak and Forchtner (2021) highlight the importance of multimodal analysis in politics, where spoken and written language, visuals, and even musical elements collaborate to establish political legitimacy. In the digital era, politicians increasingly utilize social media platforms to disseminate their political messages, expand their audience reach, and construct their image through tailored narratives. The context of globalization further expands the scope of language empowerment in politics. Iyengar and Krupenkin (2018) underscore that cross-cultural political narratives often reflect efforts to reach a global audience, where language becomes a tool for building diplomacy and shaping international opinion. Consequently, political language transforms into a cross-border instrument playing a vital role in fostering relationships between nations. This discussion focuses on how the POWER IN WORDS: CDA OF U.S. PRESIDENTIAL SPEECHES. By La Aba empowerment of language provides politicians with an edge in building legitimacy, crafting narratives, and influencing audiences across various levels. Through critical and theoretical analysis, this article explores how political language not only represents power but also serves as a tool for social transformation, creating opportunities for change. The empowerment of language in politics is increasingly relevant in understanding the interaction between power, ideology, and society in the modern democratic era. This study draws on cutting-edge theories developed by experts such as Norman Fairclough (2015), who emphasizes the importance of understanding the relationship between discourse, power, and ideology in modern society. According to Fairclough, discourse is not merely a reflection of reality, but a tool for constructing and maintaining power. In presidential speeches, this aspect is clearly seen through word choice, the use of metaphors, and narrative structures designed to create a particular image. Teun A. van Dijk (2016) adds that political discourse analysis must take into account the social and cognitive context of the speaker and the audience. Presidential speeches are often designed to reach a wide audience, considering public values, beliefs, and perceptions. This approach helps identify how communication strategies are used to influence the audience’s interpretation of certain issues. POWER IN WORDS: CDA OF U.S. PRESIDENTIAL SPEECHES. By La Aba In recent years, research on political language has increasingly focused on rhetoric and persuasion strategies. Research by Chilton (2021) underscores the role of language in framing political issues and creating a duality between "us" and "them." This strategy is often used in presidential speeches to strengthen national solidarity while identifying external or internal threats. U.S. presidential speeches often reflect the challenges and opportunities faced by the country. For example, Barack Obama is known for using inclusive and optimistic language, reflecting a vision of change and unity. On the other hand, Donald Trump used more direct and populist language to connect with his supporter base. Analyzing their speeches provides insights into how communication strategies are tailored to specific political and social contexts. Additionally, the intertextuality approach is also relevant in analyzing presidential speeches. According to Bakhtin (1986), every discourse is dialogical and interacts with previous texts. Presidential speeches often refer to history, national values, or past leaders' speeches to build legitimacy and authority. This approach helps uncover how political leaders use symbols and narratives to reinforce their messages. In the digital age, discourse analysis must also consider the role of social media and digital platforms. According to research by KhosraviNik (2020), these platforms change the way political POWER IN WORDS: CDA OF U.S. PRESIDENTIAL SPEECHES. By La Aba speeches are delivered and received. Presidential speeches are not only evaluated based on content but also on how those messages are shared, interpreted, and reproduced by the media and the public. This study also addresses the emotional dimension in presidential speeches. According to Wodak (2015), emotional strategies are often used to build rapport with the audience and mobilize support. Analyzing the use of emotional language, such as metaphors and anaphora, helps identify how emotions are used as a political tool. This book, Power in Words: CDA of U.S. Presidential Speeches, is designed to delve deeper into the dynamics of political discourse in U.S. presidential speeches. By integrating contemporary theories and analytical approaches, the book aims to provide insights into how language is used to shape opinions, build political identities, and articulate leadership visions. Through critical analysis of various presidential speeches, this book also highlights the challenges and opportunities faced by political leaders in the era of globalization and digitization. In this way, readers are expected to understand the complexity of the relationship between language, power, and politics in a broader context.