ANTITHESIS AS POWERFUL LINGUISTIC TOOL OF PERSUASION IN POLITICAL SPEECHES IN KOSOVO

Abstract

Political speeches play a vital role in the communication strategies of political leaders, enabling them to express their ideas, mobilize support, and persuade the public. Within this context, the effective use of rhetorical devices assumes paramount importance in conveying messages. This paper aimed to investigate the role of antithesis as a potent linguistic tool of persuasion in political speeches, specifically within the context of Kosovo. The paper sought to examine the prevalence and patterns of antithesis in political speeches delivered by Kosovo politicians, analyze its rhetorical effectiveness in shaping public opinion and influencing political discourse, explore sociopolitical and cultural factors that influence its usage, and assess its impact on audience perception and receptiveness to political messages. The paper employed methodologies such as corpus analysis, rhetorical analysis, and sociopolitical analysis, to achieve its objectives. The expected contributions of this paper lie in advancing our understanding of political rhetoric in Kosovo, highlighting the significance of antithesis as a persuasive linguistic tool, and enriching the knowledge base in the field of political communication.