Mandating Self-Imposed Curfew - An Analysis of PM Modi's Janta Curfew Speech

Roland Rencewigg P, Nancy Prasanna Joseph, A Clement and K Anbazhagan

Studies in Media and Communication, 2022, vol. 10, issue 2, 155-165

Abstract: This study explores the persuasive strategies used by the Indian Prime Minister (PM) Narendra Modi to appeal to the citizens of India, to observe ‘Janta Curfew’ or People’s Curfew, as a preventive measure to contain the spread of Covid-19 infections in India. The study maps the speech to established strategies and theories of persuasion such as Aristotle’s Rhetorical Triangle, Elaboration Likelihood Model, Monroe's Motivated Sequence, and Cognitive Dissonance Theory; and ascertains the indispensability of the aforementioned theoretical frameworks. The study also identifies Modi’s unique persuasive strategies such as wheedling, building-up (before delivering), complimenting before criticizing, Eutrepismus, and subtly titling the task; and analyzes their effectiveness in persuading the citizens of India to comply with Janta Curfew.

Date: 2022
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