TITLE:
Cryptocurrency Era: Rhetorical Analysis of the Power of Leadership Tweets
AUTHORS:
Salha Alghamdi, Meshari Thamer Alotaibi
KEYWORDS:
Monetary Policy, Blockchain, Cryptocurrency, Bitcoin, Leaders’ Tweets
JOURNAL NAME:
Journal of Service Science and Management,
Vol.17 No.2,
April
30,
2024
ABSTRACT: This paper examines the rhetorical power of leadership speech in influencing cryptocurrency adoption. Leaders can use persuasive language to sway investment decisions. A leader’s rhetoric holds significant clout in shaping public interaction with cryptocurrencies, although many only recognized Bitcoin’s necessity after the 2020 pandemic. Lacan’s theory of effects and linguistic populism provides theoretical frameworks for understanding how leadership rhetoric psychologically affects decisions to invest in cryptocurrencies and which linguistic devices are most influential. Specifically, the analysis focuses on phrases in tweets from 2018-2022 to uncover the hyperbolic statements and emerging language themes used to portray cryptocurrencies and blockchain as transformative technologies poised to disrupt monetary policy. Ultimately, the findings suggest that presidents and leaders leverage such rhetorical devices to wield political power in the cryptocurrency era.