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|b The importance of the study is represented in the importance of analyzing the persuasive communication engines and strategies of the Egyptian presidential Discourse .Its importance increases when it's related to spread of rumors, crises, and even dangers , may surround the image and reputation of Egypt and its domestic and foreign policies at all national, regional and international levels. In addition to the importance of the discourse the wake of popular uprisings against the Governor systems and the new political movement that followed in transmitting the state’s message and vision in its stage and its relation subsequent stages. Therefore, its analysis has more important in a manner that tends to introduce new considerations to public opinion, its trends, values, rights and interests. The importance of the study increases in the context of the important role of political language and what persuasive discourse acts play. in addition to time indications and the active forces in the discourse of political leaders because of their influences on peoples' attitudes. So, this study aimed to analyze the presidential discourse directed to international media by His Excellency: President Abdel Fattah El-Sisi during the period: 2014-2017. The research's problem was to monitor the objectives of the presidential discourse and analyze the mechanisms, strategies and engines of persuasive communications. in addition to analyze the paths of proof mentioned in the discourse of His Excellency President :Abdel Fattah El-Sisi. Beside to the relationships and Active forces involved in addition to tense's indicators monitoring the objectives of the verbal actions included in the discourse This study is considered one of the in-depth qualitative studies. The researcher depended on the integrative approach for each of the critical, textual and inferential analysis of the discourse as appropriate to the nature and topic of the research. Beside to the integration between the qualitative approach and following the inferential trend The survey method by employing both the discourse analysis method and the qualitatively descriptive analytical content method and a sample survey of which amounted to (10) letters from (39) of the total international discoursees, with 56,5% of the total discourses that the researcher obtained officially from the National Media Authority The results of the study, as a whole, concluded: The presidential discourse directed to the international media relied on models of communicative influence based on persuasion model. with the aim of marketing and promoting the image of Egypt and its economic, legislative and legal policies. As well managing the image of the Egyptian judiciary and the image of Egypt as a state of institutions. It also relied on building intellectual frameworks that go through the tunnel of managing the prestige of the Egyptian state, developing a sense of Arab nationalism, and citizenship at the national, Arab and international levels. as well as employing information , repetition and building meanings strategies with the aim of building and shaping the image and identity of the great New Egypt. As that the stability of Egypt means stability in the region and even the world in the minds of the international media audience that President Abdel Fattah El-Sisi talked. In addition to insure the importance of Arab unity through repeating the meanings joint to the role of the Arab power, reducing the burden of questions related to confronting terrorism in Egypt and its neighbors, And also for issues of raising support, floating the pound, the possibility of reconciliation with the Muslim Brotherhood, tourism, the relationship of Egyptian youth with their country affected and other issues holded in precedental discourse. It also aimed to market achievements, especially economic policies, with the aim of spreading spirit of hope and reassurance in the souls of Egyptians abroad. as well as attracting foreign investments by implanting the meaning and concept of the new Egypt - the future Egypt. Besides marketing the integration and cooperation between the efforts of all the state agencies and the Egyptian people. In addition to marketing the image of the Egyptian people as the maker of revolutions, who are able to overthrow a Governor system and bring other within a framework of freedom, democracy and the people in solidarity with their homeland and its economic troubles, policies and its president? While the effective forces in the presidential discourse were represented primarily by the positive characteristics. which were represented In each of the: Egypt represented by the person of the Egyptian head of state, its people, security forces, the Egyptian law & judiciary, businessmen, the Egyptian army, Al-Azhar Al-Sharif. As wll the Arab brothers and their continuous support for Egypt. The presidential discourse relied on the engines of persuasion related to harmony, congruence and social evidence, to a large extent and at the same distance. And also relied on the engines of love, friendship and social inclusion. Whether at the Egyptian, Arab or international level. As well as employing contrast and comparison engines to impress the difference. And the engines of exchange and Authority on one degree, then the engine of promise commitment and transparency. Finally the engines of scarcity, which were used in the context of talking about Egypt's scarcity, its history, civilization, people and its strategic location. It also relied on employing justification and linking causes and results strategies .within a framework of Patience& cooperation between the head of state, its institutions and its people, within the framework of Egyptian, Arab and mainly international social integration .As well as employing the cultural and social strategy in the framework of integration, attraction, mobilization and unification with the public. Whether in the context of usage logical or emotional appeals, whether that integration is on a national, Arab or international level. As well relied on employing intimidation and threats strategies. within the framework of the power which relates to the authority of the state, rule of law, or the power of the Egyptian people and its patriotism. As well as the authority of love and all the loyal forces to Egypt, locally and in the Arab world. The tenses indicators included the presidential discourse directed at the international media were characterized by a logical link between the past and the present with the future in the first through the link between the description of reality and how to deal with it in light of benefiting from the past to predict the future in order to achieve future goals corresponding to the state’s plan. The presidential speech was also widely characterized by indicators indicating the future, and this was emphasized by the repeated use of verbs and words such as: “The strategic - strategic pillar - the strategic sense - we will be careful - we will try - we will have important and constructive long-term discussions ... etc.” The goals of the verbal actions and textual phrases in the presidential discourse aimed at refer to the international integration, stimulate the emotions associated with love, whether at the Arab or international or Arab and international level. As well as aimed at stimulate fear and painful experiences with issues related to global situations such as: terrorism, and the economic conditions of countries that raided by terrorism. Finally, the presidential discourse of His Excellency President Abdel Fattah El-Sisi was characterized by Bonding and cohesion. It also relied entirely on speaker pronoun : we or our subjects, whereas the ego pronoun was only used in the narrowest of limits in the case of assignment and inability to generalize, such as: commitment to responsibility, theorizing or predicting the future. And employed many styles of rhetorical persuasion, whether that was through the use of idioms, metaphors, similes and metaphors, or through contrast magic.
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