An analysis of rhetoric of identification and consubstantiality in President Hage Geingob’s 30th independence day anniversary and inaugural speech

Abstract

The main aim of this paper is to analyze rhetorical identification strategies in President Hage Geingob’s 30^th Independence Day Anniversary and Inaugural Speech. Rhetoric has been flourishing in some countries with new methodologies and ideas. Yet, rhetorical analysis in speeches remains in its infancy stage especially in Namibia to be specific. The study is qualitative in nature and the speech is purposely selected because it emanates from the competitive 2019 Presidential and National Assembly Elections that were never experienced in Namibian electoral history. Kenneth Burke’s theory of identification and consubstantiality is used as the basis of the analysis of this paper. The study reveals that President Geingob identified with his audiences by means of inclusive language, hierarchy, religion, common challenges, emotional appeal, past challenges and accomplishments. The study concludes that President Geingob employed identification strategies that can enable him to unite his audiences and encourage them to work together and achieve a common goal.