The role of language in political discourse has become increasingly significant. Language serves as a tool for power struggles and shaping public opinion. Effective political speeches require credibility, logical coherence, and emotional appeal. Political speech is a genre revealing power dynamics, and Critical Discourse Analysis (CDA) is a key method for uncovering hidden meanings and agendas within political discourse. CDA goes beyond surface-level analysis, focusing on the social and political implications of language use and its role in perpetuating or challenging power structures. Fairclough's CDA framework is particularly relevant, examining the connections between text, discursive practices, and social practices. This study uses Fairclough's framework to analyze President Biden's 2021 inauguration speech, focusing on the linguistic persuasive strategies employed to convey his vision and ideology, given the relative scarcity of research on this particular speech.

Existing research on political speeches highlights the intentional use of language to shape audience perceptions and achieve specific outcomes. Persuasive techniques are crucial tools in the political struggle for power, with inaugural speeches offering a particularly rich source of data for analysis due to their diplomatic and rhetorical nature. Previous studies on Biden's inaugural address have examined his ideology through presupposition analysis, explored underlying meanings based on word counts and discourse analysis, and analyzed his rhetoric and use of persuasive strategies. However, this study aims to complement existing research by providing a more comprehensive analysis of the linguistic and rhetorical strategies used in Biden's speech, focusing on specific persuasive techniques and their impact on conveying his vision.

This study analyzes President Biden's 2021 Inaugural Address using Fairclough's three-dimensional framework of CDA. This framework involves analyzing the text itself (description), the discursive practices involved in producing the text (interpretation), and the social practices which shape and are shaped by the text (explanation). The analysis examines several aspects: 1. **Macro-structure (Thematic-Intertextually):** This looks at the overall themes and how they are developed through references to other texts (intertextuality). 2. **Micro-structure (Syntax Analysis, Cohesion):** This investigates the grammatical structures, sentence construction, and cohesive devices that contribute to the meaning and flow of the speech. 3. **Stylistic Analysis (Lexicon Choice):** The researchers examined the speaker's word choices to understand emphasis and meaning. 4. **Rhetoric (Persuasive Function):** This element focuses on the use of rhetorical devices to persuade the audience and achieve specific communicative goals. The researchers used quantitative methods (token analysis, frequency counts of key words) and qualitative methods (identifying and analyzing persuasive strategies). They employed Obeng’s (1997) persuasive strategies as a guide within Fairclough's CDA framework to analyze the target speech.

The analysis revealed that Biden employed several key persuasive strategies in his inaugural address: * **Creativity:** Biden used creative expressions to highlight significant real-life issues. For example, the phrase "violence sought to shake the Capitol's very foundation" subtly referred to the January 6th riot without explicitly blaming Trump. His emphasis on racism, acknowledging the disparity between the American ideal and the reality of racial injustice, was another example of this. He also creatively connected the swearing-in of Kamala Harris to the struggles of women's suffrage movement. * **Indirectness:** Biden used indirect language to discuss sensitive political issues, avoiding direct confrontation with his opponents. This was evident in his discussion of the Capitol riot and the previous administration's shortcomings. * **Intertextuality:** Biden incorporated quotes from Abraham Lincoln and Psalm 30:5 to connect his message to historical and religious contexts, lending credibility and emotional resonance to his speech. He also used lines from the American Anthem. * **Choice of Lexis:** Biden's frequent use of words like "democracy" and "unity" highlighted these themes as central to his vision. His appeals to unity aimed to bridge partisan divides, evident in phrases like, "I will be a president for all Americans." * **Cohesion:** The speech's cohesive structure through the use of conjunctions, repetitions, synonyms, and contrasts enhanced understanding and ensured clear message delivery. The frequent use of "we" fostered a sense of unity and inclusivity. * **Modality:** Biden’s use of modal verbs (will, can, may, must) reflected a balanced approach, conveying both promise and possibility. * **Reference:** The strategic use of pronouns, particularly the frequent use of 'we', emphasized a collective identity and the shared responsibility for building a better future. The overall themes of democracy and unity were consistently emphasized, reflecting Biden's core ideology. Specific words and phrases were repeated to emphasize their importance and resonate with the audience.

The findings demonstrate how Biden used linguistic and rhetorical strategies effectively to convey his political ideology and establish a connection with his audience. The analysis showcases how CDA can illuminate the hidden meanings and persuasive techniques employed in political speeches, going beyond a superficial reading of the text. The study highlights the importance of considering both the linguistic choices (word selection, sentence structure) and the broader social and political context in understanding the impact of political speeches. Biden’s strategy of indirectness and carefully chosen language allowed him to address sensitive issues without alienating any segments of the population, while simultaneously emphasizing the need for unity. The strategic use of intertextuality provided legitimacy and resonance, connecting his message to a broader history and cultural understanding. The prevalence of 'we' further underscored the importance of collective action.

This study provides a detailed analysis of the linguistic and rhetorical strategies employed in President Biden's 2021 inaugural address, highlighting the use of creativity, indirectness, intertextuality, and other persuasive techniques to convey a message of unity, democracy, and racial justice. The findings demonstrate the power of language in shaping political discourse and underscore the importance of CDA in revealing the nuances of political communication. Future research could explore comparative analyses of inaugural addresses from different presidents or across different political systems, offering a broader perspective on the evolution of political rhetoric and its impact on societal values and beliefs.

The study focuses solely on Biden's 2021 inaugural address, limiting the generalizability of findings to other speeches or contexts. While the CDA framework offers rich insights, the subjective nature of interpreting language and context acknowledges inherent limitations in definitive conclusions. Further, the reliance on a single theoretical framework (Fairclough's CDA) may limit the scope of the analysis.