This book delves deeply into the intricate interplay between leadership and ethos within the realm of presidential rhetoric. It introduces a novel terminology aimed at elucidating two fundamental applications of leadership ethos: "accumulating" and "wielding." The former pertains to the deliberate cultivation and enhancement of leadership status as an independent objective, while the latter involves leveraging the established ethos of the presidency to achieve other persuasive goals. These conceptual frameworks serve as the cornerstone for a comprehensive analysis of presidential rhetoric, offering valuable insights into the strategies employed by leaders to shape public perception and effect change. The theoretical underpinnings of this approach trace back to venerable authorities such as Aristotle, while also incorporating more contemporary perspectives from scholars like David Zarefsky and Richard Neustadt, whose contributions have enriched the understanding of political communication, particularly within the U.S. context. Through meticulous examination and application of this accumulating/wielding dichotomy, the book scrutinizes speeches delivered by U.S. presidents spanning from the Reagan era to the Obama administration. By dissecting these rhetorical artifacts, it elucidates the nuanced ways in which leaders harness ethos to advance their agendas, navigate complex political landscapes, and connect with diverse audiences. In its culmination, the book offers practical recommendations for employing and integrating the established accumulating/wielding framework into the analysis and interpretation of presidential rhetoric. By providing scholars, practitioners, and enthusiasts alike with a robust analytical toolkit, it aims to deepen comprehension of the dynamic relationship between leadership, ethos, and persuasive discourse in the highest echelons of political power.
