Abstract:

In political retorics, the logos and pathos regulate the logical fiction of the speech and the effective transmission of emotions. Ethos arranges the field to describe the identity of the speaker and character character characteristics. In this context, political institutions build ethos-oriented rhetorical structure to prevent the dissolution of voters, especially during the election periods, and to increase party commitment. In politics, the situation that the populist approaches are also untouched can lead to separation, polarization and conflict within the society. This study addresses this situation familiar with Turkish political life in the framework of classical rhetorical studies in the 2019 Local Elections. In order to reveal the above-mentioned structure, a positive ethos phantom and a negative ethos phantom have been analyzed in two basic categories. The first category includes the political party itself, the allies and the alliance to which it is affiliated, and the second category includes the rival party, its allies and the alliance to which it is affiliated.

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