ETHOS, LOGOS, AND PATHOS IN SARAWAK AND SABAH POLITICAL DISCOURSE: A COMPARATIVE ANALYSIS OF ABANG JOHARI OPENG AND HAJIJI NOOR

Abstract

In East Malaysia, festive speeches serve as important platforms for political communication. This study examined the rhetorical appeals and thematic content in festive speeches delivered by Abang Johari Openg, Premier of Sarawak, and Hajiji Noor, Chief Minister of Sabah. Employing a qualitative research design, the study analysed twelve festive speeches delivered between 2024 and 2025 using Aristotle’s framework of ethos, pathos, and logos, combined with Braun and Clarke’s thematic analysis. The findings revealed a clear divergence in rhetorical strategies. Abang Johari Openg’s speeches were dominated by ethos (38.6%) and logos (36.8%), while Hajiji Noor’s speeches relied mainly on pathos (55.3%). Development, economy, and transformation was the leading theme for Abang Johari Openg (41.4%), whereas social cohesion and unity was the leading theme for Hajiji Noor (42.1%). Abang Johari Openg prioritised logos and ethos, which supported his dominant theme of development, economy, and transformation. He relied on factual evidence, strategic planning, and constitutional authority to project competence and visionary leadership. In contrast, Hajiji Noor predominantly employed pathos to reinforce his central theme of social cohesion and unity by using emotional language to build communal solidarity and trust. The findings indicate that Abang Johari Openg adopts the persona of a visionary architect, while Hajiji Noor functions as a unifying guardian, with both adapting their communication styles to the specific political and cultural contexts of Sarawak and Sabah. These contrasting personas show that persuasion in festive speeches is shaped by local context, and this insight may help political communicators and language educators understand how leaders tailor their messages to multicultural audiences.