Verbal, non-verbal and paraverbal in the campaign video

The best example of dramaturgy for a presidential candidate is the election clip. There, the image of the politician can be matched with that of power, intelligence or wisdom, depending on the symbolism he wants to create around his personality. This stage of theater offers the candidate the chance to show himself "at the same time the actor, the character and the person" (Charaudeau, 2005: 221). The electoral stage of promotion through the campaign clip rebounds on the candidate's image, his ethos, that which builds his credibility more than logos and pathos. The word and the emotion become means of persuasion for the setting in scene of the ethos. It is on the ethos that all this television dramaturgy is structured. Consequently, in the space of media discussion, the politician plays on spectacularization (Idem, p. 224) and puts forward "the attitude of the body, the gestures, the voice and obviously the force of the words" (Idem, p. 225). We will analyze the analogical link between body movements or gestures, words and their meaning in the context of the speeches considered.