Russian Journal of LinguisticsRussian Journal of LinguisticsRussian Journal of Linguistics2687-00882686-8024Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)1541010.22363/2312-9182-2017-21-1-161-182ArticlesСтатьиArticlesResearch ArticleExploring Rhetorical-Discursive Practices of Rouhani’s Presidential Campaign and Victory of his Prudence-and-Hope Key: a Discourse of PersuasionДискурс убеждения: риторические и дискурсивные практики в президентской избирательной кампании Рухани и победа его принципа благоразумия и надеждыMirzaeiAzizullahМирзаиАзизуллаfazizullah@yahoo.comEslamiZohreh RЕсламиЗохрэ Rzeslami@tamu.eduSafariFatemehСафариФатимаf_19safari@yahoo.comShahrekord UniversityУниверситет Шахре-КордTexas A&M University, USAТехасский университет A&M в Катаре (США)15122017211Discourse Analysis in the 21 st Century: Theory an d Practice (II)Дискурс-анализ в 21 веке: теория и практика (II)16118225022017Copyright ©; 2017, Mirzaei A., Eslami Z.R., Safari F.Copyright ©; 2017, Мирзаи А., Еслами З.R., Сафари Ф.Copyright ©; 2017, Mirzaei A., Eslami Z., Safari F.2017Mirzaei A., Eslami Z.R., Safari F.Мирзаи А., Еслами З.R., Сафари Ф.Mirzaei A., Eslami Z., Safari F.https://creativecommons.org/licenses/by-nc/4.0https://journals.rudn.ru/linguistics/article/view/15410Trying to acquire and maintain power, politicians make use of certain rhetorical and linguistic devices to persuade voters in favor of their particular views constructed in the political discourse. The current study was an attempt to investigate Iranian president Hassan Rouhani’s use of persuasive rhetorical-discursive devices during his campaign for presidency in 2013. Specific attention was paid to the levels of language that constituted his political discourse through: 1) scrutinizing the level of sound, 2) investigating his selection of lexical elements, and 3) looking into syntactic structures employed to convey political nuances. Additionally, a critical discourse analysis (CDA) approach, drawing upon Fairclough’s three-dimensional analytical framework (2010), was adopted to probe the discourse-power relationship in his discourse, on the one hand, and the socio-cultural, religious, and political values underlying the rhetorical devices, on the other. The results revealed that Rouhani’s political discourse was embroidered with different rhetorical-discursive devices such as tripartite constructions, repetition in parallel lines, alliteration, and metaphor to influence the public opinion. Moreover, perhaps, using a concise and succinct message, visual symbols, and dynamic metaphors helped him reach out to the audience with an air of emotion and mobilize significant numbers of the electorate for himself.В попытке приобрести и сохранить власть политики используют в своих выступлениях определенные риторические и языковые средства, чтобы привлечь избирателей на свою сторону. Настоящее исследование явилось попыткой изучения риторических и дискурсивных средств убеждения, использованных Хасаном Рухани в предвыборной кампании на пост президента Ирана. Особое внимание было уделено изучению языковых средств различных уровней, составивших основу его политического дискурса. В центре внимания оказались:1) фонетические особенности его речи, 2) выбор лексических средств, 3) особенности синтаксических структур, использованных для передачи политических нюансов. В исследовании применялся критический дискурс-анализ (КДА), опирающийся на трехмерную аналитическую парадигму Фэйрклафа (Fairclough 2010), с целью исследовать отношения дискурса и власти в речи Рухани, с одной стороны, и социально-культурные, религиозные и политические ценности, лежащие в основе риторических средств - с другой. Результаты показали, что политический дискурс Рухани включает различные риторические и дискурсивные средства, такие как трехчленные конструкции, повторения в параллельных конструкциях, аллитерацию и метафоры, влияющие на общественное мнение. 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