Ethos, Pathos, and Logos in Digital Political Communication: A Rhetorical Analysis of Alexander Nanta Linggi's Facebook Posts

Social media has become an important arena for political leaders to construct credibility, legitimacy, and public engagement through everyday discourse. This study examines how Alexander Nanta Linggi, Malaysia’s Minister of Works and Member of Parliament for Kapit, employs Aristotle’s rhetorical appeals of ethos, pathos, and logos in Facebook posts to construct political leadership and communicate government policy. Using qualitative rhetorical analysis, purposively selected posts published between May and July 2026 were analysed deductively using an Aristotelian framework. The findings reveal that ethos was constructed through institutional authority, site inspections, and accountability statements; pathos through communal address, cultural symbolism, pantun, and expressions of empathy; and logos through budget figures, project statistics, and data-based justification. These rhetorical appeals frequently operated together within individual posts, demonstrating an integrated rhetorical strategy rather than isolated persuasive techniques. The study concludes that Facebook functions as a hybrid platform for political leadership communication, combining bureaucratic accountability with affective and culturally resonant appeals. By examining a Malaysian state–federal political context, the study extends the application of Aristotelian rhetoric to contemporary digital political communication in Southeast Asia.

Aristotelian rhetoric, digital political communication, ethos pathos logos, Facebook, political leadership communication

1. Abdul Abdul Rahman, F. H., Mohamad, M., & Ismail, S. (2022). Wacana Kepimpinan Perdana Menteri Malaysia Ke-9: Analisis Kaedah Retorik. International Journal of Modern Languages and Applied Linguistics, 6(4). https://doi.org/10.24191/ijmal.v6i4.18446 [Google Scholar] [Crossref]

2. Aisyah, M. (2022). Ethos, pathos, logos dan komunikasi publik: A systematic literature review. Jurnal Darma Agung, 30(3). https://doi.org/10.46930/ojsuda.v30i3.2066 [Google Scholar] [Crossref]

3. Al-pares, J. (2025). Digital rhetoric and the transformation of political communication: An analysis of ethos, pathos, and logos in post-truth era social media campaigns. LinguAmerta, 2(1). https://doi.org/10.32722/jla.v2i1.7774 [Google Scholar] [Crossref]

4. Alkaraan, F., Albahloul, M., & Hussainey, K. (2023). Carillion's strategic choices and the boardroom's strategies of persuasive appeals: ethos, logos and pathos. Journal of Applied Accounting Research, 24(4). https://doi.org/10.1108/JAAR-06-2022-0134 [Google Scholar] [Crossref]

5. Alkhirbash, A. (2010). Persuasive language in selected speeches of Tun Dr. Mahathir Mohammad [Doctoral dissertation, Universiti Putra Malaysia]. http://psasir.upm.edu.my/id/eprint/12339/1/FBMK_2010_15A.pdf [Google Scholar] [Crossref]

6. Boginskaya O.A. Logos, ethos and pathos in presidential addresses to the nation. In: J. Sib. Fed. Univ. Humanit. soc. sci., 2023, 16(6), 884–894. [Google Scholar] [Crossref]

7. Fauzi, S. F. N., & Ting, S. H. (2025). Dr. Mahathir mohamad's rhetorical appeals in speeches on humanitarian themes. Muallim Journal of Social Science and Humanities. https://doi.org/10.33306/mjssh/319 [Google Scholar] [Crossref]

8. Hamid, A. A. A., Atan, M. A., Zaini, N., Norwahi, N. A., & Hisham, S. B. (2023). Analysis of Persuasive Strategies in Cryptocurrency Scams: A Case Study in Malaysia. International Journal of Academic Research in Business and Social Sciences, 13(6). https://doi.org/10.6007/ijarbss/v13-i6/17321 [Google Scholar] [Crossref]

9. Hamzah, N., Madzlan, N. A., Baharum, H., Zaini, M. F., & Ali, R. M. (2023a). Analysis of Ethos, Pathos and Logos in Leadership Communication Through The Work of Faisal Tehrani’s Nama Beta Sultan Alaudin. Jurnal Komunikasi: Malaysian Journal of Communication, 39(1). https://doi.org/10.17576/JKMJC-2023-3901-27 [Google Scholar] [Crossref]

10. Hamzah, N., Madzlan, N. A., Baharum, H., Zaini, M. F., & Ali, R. M. (2023b). Analisis Ethos, Pathos dan Logos dalam Komunikasi Kepimpinan Nama Beta Sultan Alauddin Karya Faisal Tehrani. Jurnal Komunikasi: Malaysian Journal of Communication, 39(1). https://doi.org/10.17576/jkmjc-2023-3901-27 [Google Scholar] [Crossref]

11. Hanum, A. N., Nugraha, F. P., Siddiq, A. Z., & Saputra, M. R. (2024). Retorika dalam Komodifikasi Konten Filantropi: Analisis Ethos, Pathos, dan Logos Kreator @hobbymakan.id Melalui Video Eksperimen Sosial. Jurnal Penelitian Inovatif, 4(2). https://doi.org/10.54082/jupin.316 [Google Scholar] [Crossref]

12. Hapsari, N. E., Fatinova, D., & Ardan, F. (2025). Analisis Komunikasi Persuasif Capres 2024 Dalam Debat KPU (Kajian Retorika Aristoteles). Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 5(1). https://doi.org/10.53866/jimi.v5i1.652 [Google Scholar] [Crossref]

13. Hendri, G., & Faizah, H. (2025). Prabowo Subianto’s Leadership in His Speech at the 80th UN General Assembly: A Rhetorical Analysis of Ethos, Pathos, and Logos. International Journal of Social Science and Humanity, 2(4). https://doi.org/10.62951/ijss.v2i4.512 [Google Scholar] [Crossref]

14. Indiyati, D., Ghazali, A. H. A., Yohanes, Y. T. S., & Chotijah, S. (2025). 3 Southeast Asian Governments’ Initial Crisis Rhetoric during the Covid-19 Pandemic in Online News. Jurnal The Messenger, 15(3). https://doi.org/10.26623/themessenger.v15i3.9048 [Google Scholar] [Crossref]

15. Iqbal, I. M., Mardiningsih, & Sugianti. (2024). “Teknik retorika dalam penggunaan pathos, logos, ethos dalam video pidato Joko Widodo di YouTube”. JBI: Jurnal Bahasa Indonesia, 2(2). https://doi.org/10.59966/jbi.v2i2.1114 [Google Scholar] [Crossref]

16. Isa, A. (2024). Retorika Prabowo Subianto dalam Debat Pertama Pemilihan Presiden 2024. Komuniti : Jurnal Komunikasi dan Teknologi Informasi, 16(2). https://doi.org/10.23917/komuniti.v16i2.5492 [Google Scholar] [Crossref]

17. Kamaruddin, A. B. (2020). Rhetorical persuasion by adapting ethos and pathos in public speaking. Elementary Education Online, 19(2). https://doi.org/10.17051/ilkonline.2020.02.110 [Google Scholar] [Crossref]

18. Krishnan, I. A., Muthutamilselvan, K., Ibrahim, M. N. A. B., Mello, G. D., Ramalingam, S., Maruthai, E., & Arumugam, N. (2021). The Application of Aristotle’s Rhetorical Theory to Evaluate Fresh Graduates’ Job Interview Performance. International Journal of Academic Research in Business and Social Sciences, 11(8). https://doi.org/10.6007/ijarbss/v11-i8/10793 [Google Scholar] [Crossref]

19. Küpers, W., & Mnisri, K. (2024). Integrating Embodied Ethos, Pathos, and Logos for Ethical Practices in Organizations. Business and Professional Ethics Journal, 43(2). https://doi.org/10.5840/bpej2024612155 [Google Scholar] [Crossref]

20. Lee, M. F., & Lai, C. S. (2016). Akademia Baru Rhetoric Value Based Model for Malaysian Special Vocational Education Secondary Schools' Teachers. Journal of Advanced Research in Social and Behavioural Sciences ISSN, 2(1), 1-6. [Google Scholar] [Crossref]

21. Liontas, J. I. (2025). Idiomatics: The Ethos, Pathos, and Logos of Idiomatics Proper. Athens Journal of Education, 12(4). https://doi.org/10.30958/aje.12-4-1 [Google Scholar] [Crossref]

22. Manik, S., Tarigan, C. O., & Sihite, J. E. (2024). Rhetorical Devices of Presidential Candidate at 2023 Public Dialogue: Battle of Ideas. Scope : Journal of English Language Teaching, 9(1). https://doi.org/10.30998/scope.v9i1.23555 [Google Scholar] [Crossref]

23. Mannesa, M. N. H. I. S., & Kuswanjono, A. (2025). Constructing Meaning: The Role of Aristotelian Ethos, Pathos, and Logos Through a Neurosemantic Lens. Jurnal Filsafat, 35(1). https://doi.org/10.22146/jf.102028 [Google Scholar] [Crossref]

24. Mohamad, H. A. (2022). Analysis of Rhetorical Appeals to Logos, Ethos and Pathos in ENL and ESL Research Abstracts. Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(3). https://doi.org/10.47405/mjssh.v7i3.1314 [Google Scholar] [Crossref]

25. Novianti, R., Muzammil, A. R., & Syahrani, A. (2022). Kajian retorika calon bupati dan wakil bupati dalam debat pemilihan kepala daerah kabupaten kapuas hulu 2020. Jurnal Pendidikan dan Pembelajaran Khatulistiwa (JPPK), 11(3). https://doi.org/10.26418/jppk.v11i3.53415 [Google Scholar] [Crossref]

26. Prafitri, W., & Nasir, M. A. A. (2023). Persuasive Strategies in Donald Trump's Political Speeches. EBONY: Journal of English Language Teaching, Linguistics, and Literature, 3(1). https://doi.org/10.37304/ebony.v3i1.7780 [Google Scholar] [Crossref]

27. Pramudita, D. V., Hutapea, A. E. M., & Irwansyah, I. (2025). A Systematic Literature Review: Ethos, Pathos, Logos dalam Komunikasi Publik Pidato. Kaganga:Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora, 8(2), 183-201. https://doi.org/10.31539/kaganga.v8i2.13849 [Google Scholar] [Crossref]

28. Putri, R. N., Muharman, D., & Mashuri, F. (2024). Persuasive Through Ethos, Logos, and Pathos in BTS' Speech at The White House. Ilomata International Journal of Management, 5(2). https://doi.org/10.61194/ijjm.v5i2.1015 [Google Scholar] [Crossref]

29. Rakedzon, T., & Hazzan, O. (2025). Beyond Logic: Developing Pathos and Ethos in STEM Undergraduate Communication Using the Rhetorical Triangle. IEEE Transactions on Professional Communication, 68(2). https://doi.org/10.1109/TPC.2025.3562716 [Google Scholar] [Crossref]

30. Runjić-Stoilova, A. (2025). Ethos, pathos and logos in the poetry of Tonči Petrasov Marović. Croatica et Slavica Iadertina, 21(1). https://doi.org/10.15291/csi.4802 [Google Scholar] [Crossref]

31. Sichach, M. (2024). Ethos, pathos and logos as foundations of persuasive writing. SSRN. https://doi.org/10.2139/ssrn.4971293 [Google Scholar] [Crossref]

32. Skendo, I. (2024). Using Pathos, Logos and Ethos in Tourist Guidebooks. International Journal of Linguistics Literature and Culture, 11(1). https://doi.org/10.19044/llc.v11no1a2 [Google Scholar] [Crossref]

33. Sucipto, B. (2025). Analisis Strategi Retorika pada Editorial Keperawatan: Logos, Ethos, dan Pathos pada Teks Jurnal Keperawatan dengan Pendekatan Deskriptif-Kuantitatif. Jurnal Sosial Teknologi, 5(5). https://doi.org/10.59188/jurnalsostech.v5i5.32155 [Google Scholar] [Crossref]

34. Suhendar, E. N. M., Mulyati, Y., & Damayanti, V. S. (2024). Manifestasi Variasi Pola Retorika dan Fungsi Bahasa dalam Bingkai Komunikasi Politik: Studi Kasus Praktik Retorika Anggota DPD RI. Ranah: Jurnal Kajian Bahasa, 13(2). https://doi.org/10.26499/rnh.v13i2.7095 [Google Scholar] [Crossref]

35. Ting, S.-H., Ungau, M., & Jerome, C. (2020). Use of logos, pathos, ethos for persuasion in cancer pamphlets. The Internet Journal Language, Culture and Society, 49, 13-25. [Google Scholar] [Crossref]

36. Ting, S. H., Kamil, S. M., & Chai, N. C. (2022). Logos, pathos and ethos in Mahathir Mohamad’s speeches during his come back as prime minister of Malaysia. Trends in Undergraduate Research, 5(1). https://doi.org/10.33736/tur.4539.2022 [Google Scholar] [Crossref]

37. Marzuki, Negeri, I., Utara, S., & Hadad, A. (2025). Retorika dan teknik debat politik. Jurnal Multidisiplin Ilmu Akademik, 2(4). https://doi.org/10.61722/jmia.v2i4.5689 [Google Scholar] [Crossref]

38. Voci, D. (2022). Logos, Ethos, Pathos, Sustainabilitos? About the Role of Media Companies in Reaching Sustainable Development. Sustainability (Switzerland), 14(5). https://doi.org/10.3390/su14052591 [Google Scholar] [Crossref]

39. Wornyo, A. A. (2023). The use of persuasion in editorials: Logos, ethos and pathos appeals in the Daily Graphic. Journal of Linguistics and Literature, 6(1), 1–9. https://doi.org/10.12691/jll-6-1-1 [Google Scholar] [Crossref]

40. Zahara, R., Rahmayanti, A., Nur Roihanah, A., & Hindun. (2024). Ethos Logos Pathos dalam Pidato Anies Baswedan pada Program Desak Anies Edisi “Warga Mataram Mendesak Anies Baswedan.” Jusnal Bastra (Bahasa dan Sastra), 9(4), 837-848. [Google Scholar] [Crossref]

41. Zair, I. O., Negeri, I., Muhammad, A., & Samarinda, I. (2024). Retorika dan Kepemimpinan: Penerapan Prinsip-Prinsip Retorikadalam Kepemimpinan Efektif. Jurnal Pendidikan Tambusai, 8(2), 33003–33011. https://jptam.org/index.php/jptam/article/view/18557 [Google Scholar] [Crossref]

• Assessment of the Role of Artificial Intelligence in Repositioning TVET for Economic Development in Nigeria
• Teachers’ Use of Assure Model Instructional Design on Learners’ Problem Solving Efficacy in Secondary Schools in Bungoma County, Kenya
• “E-Booksan Ang Kaalaman”: Development, Validation, and Utilization of Electronic Book in Academic Performance of Grade 9 Students in Social Studies
• Analyzing EFL University Students’ Academic Speaking Skills Through Self-Recorded Video Presentation
• Major Findings of The Study on Total Quality Management in Teachers’ Education Institutions (TEIs) In Assam – An Evaluative Study