Political Campaign Rhetoric and Its Influence on Public Voting: A Macrostructure Analysis of Kurdistan’s 2024 Elections

Political campaign rhetoric plays a key role in shaping voter behavior in the Kurdistan Region. This study examines the 2024 elections, focusing on rhetorical strategies in speeches and materials that aimed to evoke emotions and reinforce group identity. It employs critical discourse analysis to examine political discourse in the 2024 Kurdistan elections, emphasizing its role in reinforcing power structures and shaping public opinion. It aims to uncover themes related to identity, governance, ethnicity, and power, and evaluate the influence of the discourse of campaigns on public opinion. The data of the study consists of excerpts of speeches delivered by leaders of the Kurdistan Democratic Party, the Patriotic Union of Kurdistan, and the New Generation Movement. Van Dijk’s macrostructural model was adopted to examine how political discourse creates ideological meanings and shows power relationships, following a qualitative approach. The study's findings show that each party uses strategic narratives to legitimize its power and undermine its opponents. They shape the discussion by using emotional appeals, claims about identity, and accusations of dictatorship. These strategies influence how voters perceive and behave, either by strengthening loyalty, fostering distrust, or advocating for change. The study concludes that language plays a crucial role in political influence in Kurdistan. Election discourse reflects deeper societal conflicts and power struggles. Critical discourse analysis highlights how political texts construct legitimacy, challenge opposition, and shape public awareness. This research offers valuable insights into political communication in divided societies and enhances the application of critical discourse analysis in electoral contexts throughout the Middle East.