Rhetorical Appeals in Political Discourse: Bibliometrix Analysis and Its Future Trends

Abstract

This study investigates global research trends on rhetorical appeals in political discourse through a systematic bibliometric analysis. Recent scholarship demonstrates a marked increase in the academic examination of ethos, pathos, and logos within political communication. It reflects heightened interest in how rhetorical strategies construct persuasive narratives, shape public opinion, and legitimise authority. The objectives of this study are (a) to synthesise publication trends on most  cited countries, corresponding authors’ countries and most global cited documents of rhetorical appeals in political discourse, (b) to create the intellectual structure of keyword map, word frequency over time, thematic map and thematic clusters of rhetorical appeals in political discourse and (c) to predict future trends of research regarding rhetorical appeals in political discourse. Employing a hybrid methodology that integrates systematic literature review and bibliometric analysis, this research synthesises data from 74 peer-reviewed articles indexed in Scopus. Analytical tools such as Biblioshiny were utilized to map citation patterns, influential authors, thematic clusters, and intellectual structures across the literature. The findings reveal a concentration of scholarly influence within Western and Anglophone countries but also signal emerging contributions from non-Western contexts. Thematic analysis highlights motor themes such as political discourse, populism, and elections, alongside foundational and emerging topics. Persistent challenges include methodological fragmentation, terminological ambiguity, and the underrepresentation of diverse regional perspectives. The study denotes the necessity for greater internationalisation, methodological innovation, and interdisciplinary collaboration. These insights provide an evidence-based foundation for future research, guiding scholars, educators, and policymakers towards more inclusive, contextually informed, and ethically responsive studies of rhetorical persuasion in global political communication.