Why Aristotle would be proud of Prime Minister Modi!

Why Aristotle would be proud of Prime Minister Modi!

LllAristotle was the creator, teacher and master of the art of using Rhetoric to persuade. Aristotle defined it as "the faculty of observing in any given case the available means of








Persuasion". A student of Rhetoric is then someone who has mastered the elements of persuasion in speeches, writing, and oratory.

Aristotle would be super proud of PM Modi's mesmerizing and persuasive communication which seems to use a lot of rhetorical techniques.

Let me illustrate with the 5 basic elements using his most recent speech to the Nation on May 12.

PURPOSE - begin with the end in mind:

Aristotle first taught that you need to think about the purpose of your communication and your audience. Are you writing to entertain, inform or persuade? What is the context or frame of mind for your audience ? And lastly, and most importantly, what is speaker seeking from the audience? The following diagram is illustrative.

The PM's purpose yesterday was very clear. He wanted to persuade all the Citizens to have confidence in the present and future of India and inform them that the government is working on both saving lives (extending the lockdown) and livelihoods (the economic rescue package and partial opening of the economy).

Ethos, Logos, Pathos

These are the three key elements of every speech; their content might vary basis the purpose, the audience and context but the best ones have enough of all three. The sequencing of these is not important so long as the elements are there.

Ethos is about establishing credibility with the audience. It is about ensuring that they feel you are worth paying attention to. Of course, if you are the Prime Minister of a country with 1.3B people in the middle of a crisis, you are already off to a good start. Here's a one great element of Ethos in the speech. He's trying to visualise a tragedy that he personally witnessed along with the People of Gujarat and they got through it. Ethos is acquired not just through the words but also the tonality, the body language and overall delivery.

I had witnessed the Kutch earthquake. There was debris everywhere. Everything was destroyed. It seemed as if Kutch had fallen asleep wearing a sheet of death. In that situation no one could have imagined that the situation would ever change. However, Kutch stood up, Kutch started moving, Kutch moved. This is the grit and determination of us Indians.

Logos is about appealing to the Audience's logic, intellect and their brain. It is about convincing the minds that this makes sense. Yes, you do use data, numbers and logic to explain this but Logos is also achieved by the structure of the speech. Let us take yesterday's speech. We are all awaiting his speech anxiously.

• He acknowledges the Corona situation.

During this period more than 42 lakh people across the world have been infected with Corona. More than 2.75 Lakh people have died tragically. In India too, people have lost their near and dear ones. I express my heartfelt condolences to all.

• Jumps into an inspirational and aspirational dream

When we look at these two periods from India's perspective, it seems that the 21st century is the century for India. This is not our dream, rather a responsibility for all of us.

• Lays out the outlines of the plan - the 5 Pillars - Economy, Infrastructure, System, Demography and Demand. He then goes on to offer facts and data to help our minds visualise that 20L Crores (or US $300B) is indeed a big amount, which it is!

The economic package that is being announced today, if added, comes to around Rs. 20 lakh crores. This package is about 10 percent of India's GDP.

Pathos: Pathos is about appealing to our hearts, to our emotions, to our right brains. PM Modi is arguably the best world leader on the current stage when it comes to establishing Pathos. Here's a great example.

We have a proud history of centuries. When India was prosperous, it was called the golden goose, it was prosperous, and then it always walked tall for the welfare of the world. 

Then the times changed, the country was caught in the chains of slavery, we longed for development. Today, when India is making rapid strides in its progress, it is still committed to the goal of global welfare ........

Today we have the resources, we have the power, and we have the best talent in the world. We will make the best products, will improve our quality further, make the supply chain more modern, we can do this and we will definitely do it.

Gives you goosebumps, doesn't it? Here's a good summary video talking about Ethos, Pathos and Logos.

Rhymes, Alliterations and Acronyms

If PM Modi was not a political leader extraordinaire, he alternate career would be the Marketing Wizard for the world. These become the quotable quotes, the memorable sound bites and what you remember long after the speech is done. Here are a couple from yesterday's speech:

AtmaNirbhar Bharat Abhiyan (Self Reliant India Campaign).

Vocal for Local

Janadhan-Aadhaar-Mobile-Trishakti (aka JAM)

20 Lac Crores in 2020

Rule of 3

The rule of three is a writing principle that suggests that a triad of phrases or sentences makes your message sound complete, emphasises your message, and makes the message more memorable. That's the truth, the whole truth and nothing but the truth :) PM Modi uses this very effectively.

Be it TB, malnutrition, polio, India's campaigns have influenced the world.

India's self-reliance is ingrained in the happiness, cooperation and peace of the world.

Self-reliance leads to happiness, satisfaction and empowerment.

Balanced, Contrasting and Repetitive Sentences

These elements appear light but give gravitas to the message (See!).

Today, when the world is in crisis, we must strengthen our resolve.

Local is not just the need, it is our responsibility also.

When ethics are filled with duty, the culmination of diligence, the capital of skills, then who can stop India from becoming self-reliant? We can make India a self-reliant nation. We will make India self-reliant. With this resolve, with this belief, I wish you the very best.

The last paragraph is a masterful close. Notice the use of all the elements - Ethos, Pathos Logos; the rule of 3; the rhyming, the contrasts, and the repetition.

Aristotle must be smiling from his grave. 2000 years later, in 2020, the art and the science of Rhetoric speech is alive and so well utilized even these days.