Riassunto analitico
The aim of the present work is to analyze how great leaders communicate. Specifically, it aims to find common elements of the ways to communicate of two great leaders: the former president of the United States of America Barack Obama and the American entrepreneur Steve Jobs. Furthermore, the research wants to find whether there exists a strategy that leaders use while communicate to persuade the audience. The dissertation builds upon three different ways to examine how leaders communicates: a quantitative analysis using specific software tools and a qualitative analysis on the two most inspirational speeches of the two leaders taken into account in this research. The result shows that the use of certain words or sentences in the communication, can persuade the audience through the three appeals of ethos, pathos and logos. In particular, the analysis gave insight into how leaders structure their communication with the outside world. In detail, leaders tend to use a simple vocabulary to reach the widest number of people, they persuade the audience through a communication that appeal to ethos, pathos or logos, and while communicating, they try to compare the status quo with the application of their idea trying to make this gap as big as possible.
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Abstract
The aim of the present work is to analyze how great leaders communicate. Specifically, it aims to find common elements of the ways to communicate of two great leaders: the former president of the United States of America Barack Obama and the American entrepreneur Steve Jobs. Furthermore, the research wants to find whether there exists a strategy that leaders use while communicate to persuade the audience.
The dissertation builds upon three different ways to examine how leaders communicates: a quantitative analysis using specific software tools and a qualitative analysis on the two most inspirational speeches of the two leaders taken into account in this research.
The result shows that the use of certain words or sentences in the communication, can persuade the audience through the three appeals of ethos, pathos and logos. In particular, the analysis gave insight into how leaders structure their communication with the outside world.
In detail, leaders tend to use a simple vocabulary to reach the widest number of people, they persuade the audience through a communication that appeal to ethos, pathos or logos, and while communicating, they try to compare the status quo with the application of their idea trying to make this gap as big as possible.
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