An Analysis of Engagement Resources of Donald Trump's 2024 Presidential Re-election Announcement Speech

Nguyen Thi Bich Giang and Tran Xuan Hiep

Studies in Media and Communication, 2025, vol. 13, issue 3, 62-75

Abstract: This study analyzes Donald Trump’s use of Engagement resources in his 2024 re-election announcement speech through the lens of Martin and White’s (2005) Appraisal Theory. Using descriptive, qualitative, and quantitative methods, the study identifies 466 Heteroglossic instances (61.5%) compared to 300 Monoglossic ones (38.5%), indicating Trump's preference for dialogic engagement. Within Heteroglossia, he strategically employs 241 instances of Contract-mainly Deny (33.0%) and Counter (12.2%)-to reject or counter alternative perspectives. Additionally, he uses 225 instances of Expand, particularly Entertain (35.5%) and Acknowledge (12.9%) to show openness to other viewpoints. Notably, no instances of Distance were found. Proclaim resources, such as Concur, Pronounce, and Endorse, are selectively used to assert authority and reinforce his stance. His rhetorical strategy balances limiting and expanding dialogic space to demonstrate a nuanced persuasive approach. The study offers insights into campaign rhetoric and its applications in teaching and learning English, particularly in enhancing critical language awareness, persuasive skills, debate abilities, and media analysis.

Date: 2025
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