Introduction
In the field of communication, particularly within the COMM 10 module, rhetorical and persuasive principles are essential for understanding how political messages influence audiences. Drawing on Aristotle’s modes of persuasion—ethos, pathos, and logos—this essay analyzes a rhetorical artifact from the 2022 presidential campaign of Leni Robredo in the Philippines. The chosen artifact is the campaign jingle “Rosas” and its accompanying visuals shared on social media platforms such as Facebook and YouTube. This multimodal text combines music, lyrics, and imagery to convey themes of hope, unity, and collective action. The analysis argues that the jingle effectively persuades through emotional appeals, credibility-building elements, and implied logical reasoning, while leveraging digital platforms to enhance its reach and repetition. By examining these aspects, the essay demonstrates how rhetorical strategies operate in modern political communication, highlighting both strengths and limitations in a polarized electoral context. This approach aligns with module teachings on rhetoric as the art of discovering available means of persuasion in any given situation (Aristotle, 1991).
Contextual Background of the Artifact
The “Rosas” jingle emerged during the highly competitive 2022 Philippine presidential election, a period marked by political polarization and intense media scrutiny. Leni Robredo, the opposition candidate, positioned her campaign as a grassroots movement emphasizing transparency, inclusivity, and public service, in contrast to her rivals’ more authoritarian styles. The jingle, released in early 2022, features a soothing melody with simple, repetitive lyrics centered on the metaphor of “rosas” (roses) symbolizing growth and renewal. Accompanying visuals depict Robredo interacting with diverse groups at rallies, markets, and community events, often in casual attire and surrounded by volunteers waving pink flags—the campaign’s signature color.
As a rhetorical artifact, “Rosas” functions as a multimodal text, integrating auditory and visual elements to simplify complex political ideas for broad audiences. In COMM 10, we learn that rhetoric is context-dependent, relying on cultural and situational factors to persuade (Burke, 1969). In the Philippine context, where music and social media play significant roles in elections, the jingle’s design taps into familiar cultural practices, such as campaign songs that foster memorability and emotional resonance. Its dissemination via digital platforms allowed for rapid sharing, user-generated content, and increased visibility, aligning with theories of digital rhetoric that emphasize speed and interactivity (Eyman, 2015). However, this context also posed challenges, as misinformation and rival campaigns could dilute or counter the message. Overall, the artifact’s success in building a sense of community reflects its adaptation to a digital, participatory electoral landscape.
Ethos: Building Credibility Through Visual and Symbolic Framing
Ethos, as defined in Aristotle’s framework, involves establishing the speaker’s credibility through demonstrations of good sense, moral character, and goodwill (Aristotle, 1991). In “Rosas,” ethos is constructed not through explicit claims but via subtle visual and symbolic elements that portray Robredo as approachable and aligned with the people. For instance, the visuals show her in everyday settings, such as local markets, engaging directly with citizens through handshakes and conversations. Her simple clothing—often blouses in soft pink tones—avoids ostentatious displays, signaling humility and relatability. This framing contrasts with more hierarchical political imagery, reinforcing her image as a public servant rather than an elite figure.
The module emphasizes that ethos is performative, built through actions that convey trustworthiness (Hyde, 2004). Here, scenes of Robredo listening attentively to constituents suggest awareness of public concerns, fostering goodwill. The consistent use of pink as a campaign color further strengthens recognition and identity, creating a visual ethos that associates her with positivity and renewal. Indeed, this color choice arguably softens her image, making it more inclusive, though some critics might perceive it as lacking authoritative gravitas in a male-dominated political sphere.
Despite these strengths, the ethos in “Rosas” has limitations. It relies heavily on implicit signals rather than explicit credentials, such as Robredo’s prior experience as vice president, which are mentioned elsewhere in the campaign but not in the jingle itself. In a polarized environment, opposing audiences may dismiss this portrayal as naive or manipulative. Nevertheless, the artifact effectively uses ethos to build trust, encouraging voters to see Robredo as a credible leader committed to collective well-being.
Pathos: Emotional Appeals and Identity Formation
Pathos, the appeal to emotions, forms the emotional core of “Rosas,” evoking feelings of hope, unity, and belonging. The jingle’s calm, uplifting melody, combined with lyrics like “tayo” (we) and “sama-sama” (together), creates an inclusive tone that reduces perceived distance between the candidate and the audience. Visuals of large, diverse crowds— including students, workers, and families—participating in rallies amplify this sense of shared purpose, stirring emotions of solidarity and aspiration. The rose metaphor, repeated throughout, symbolizes renewal and growth, tapping into universal desires for a better future, much like how emotional narratives in political rhetoric can mobilize support (Jasinski, 2001).
According to COMM 10 principles, pathos shapes audience responses by aligning messages with shared values and experiences (Aristotle, 1991). The jingle’s repetition across social media platforms reinforces these emotional associations, fostering familiarity and recall. For example, user-shared videos of supporters singing along at events extend this emotional connection, turning passive viewers into active participants. This participatory element enhances pathos by creating a rhetorical identity, where diverse groups are unified under a common banner (Burke, 1969). However, the emphasis on emotion over specifics may alienate audiences seeking concrete policy details, as pathos can sometimes overshadow substantive debate. Typically, in emotional campaigns, this trade-off prioritizes engagement, which “Rosas” achieves by inspiring hope amid electoral uncertainty.
Logos: Implied Reasoning and Enthymematic Structure
Logos involves logical appeals, often through enthymemes—arguments with implied premises that rely on audience knowledge (Aristotle, 1991). In “Rosas,” logos is subtle and indirect, presenting an enthymeme that a leader who collaborates with the people will govern effectively. Visuals of community interactions supply evidence, implying that Robredo’s approach leads to progress, with the audience filling in the premise that true leadership stems from public service. This structure aligns with shared cultural beliefs in the Philippines about democratic participation, making the reasoning persuasive without overt data.
The module teaches that effective logos in political rhetoric often integrates with other modes for holistic persuasion (Jasinski, 2001). Here, the jingle connects to broader campaign messages, such as policy proposals on education and healthcare, providing a logical foundation. However, the absence of statistics or explicit arguments limits its appeal to analytically minded voters, who might view it as overly simplistic. Furthermore, in digital contexts, where misinformation abounds, implied reasoning can be vulnerable to misinterpretation. Despite these constraints, the artifact’s logos supports its persuasive goals by reinforcing the idea that unity drives logical outcomes like national renewal.
Digital Rhetoric and Persuasive Reach
The digital dissemination of “Rosas” exemplifies contemporary rhetorical strategies, where social media amplifies persuasion through speed, repetition, and user interaction (Eyman, 2015). Shared across platforms, the jingle benefited from pre-suasion techniques, such as visual cues of crowds and symbols that prime audiences for messages of hope. Supporters created covers and edits, extending its reach and fostering community involvement, which COMM 10 identifies as key to digital rhetoric’s participatory nature.
Conclusion
In summary, the “Rosas” jingle effectively employs Aristotle’s modes of persuasion—ethos through credible framing, pathos via emotional unity, and logos with implied reasoning—to promote Robredo’s campaign. Its multimodal design and digital spread enhance memorability and engagement, reflecting rhetorical principles in political communication. However, limitations like the lack of policy depth and potential for varied interpretations highlight challenges in polarized settings. This analysis underscores the artifact’s role in identity formation and collective action, with implications for how digital tools can democratize persuasion, though they demand careful navigation of audience diversity. Ultimately, “Rosas” demonstrates rhetoric’s power to inspire, aligning with COMM 10’s emphasis on adaptive, context-sensitive communication.
References
- Aristotle. (1991) On Rhetoric: A Theory of Civic Discourse. Translated by G. A. Kennedy. Oxford University Press.
- Burke, K. (1969) A Rhetoric of Motives. University of California Press.
- Eyman, D. (2015) Digital Rhetoric: Theory, Method, Practice. University of Michigan Press.
- Hyde, M. J. (2004) The Ethos of Rhetoric. University of South Carolina Press.
- Jasinski, J. (2001) Sourcebook on Rhetoric: Key Concepts in Contemporary Rhetorical Studies. Sage Publications.
