Emotional and Rational Frames Contained in Institutional Speeches

Abstract

This chapter analyses the institutional speeches of six European leaders (N=19) to identify the emotional and rational frames used when explaining the measures implemented to address the first wave of COVID-19. The results of the analysis show the importance of frames of different categories, and the trust and leadership shown by political leaders, who sought to give speeches that would provoke a feeling of security in citizens based on their capacity to lead. Emotionality, built on values such as protection, gratitude, social sacrifice, and citizen unity, is rounded off with a rational approach based on science and economics. With none of the leaders being populist, their personalities were heterogeneous, from Merkel's empathy to Conte's confidential tone, Johnson's instructive discourse, Macron's commitment to Europe, and Sánchez and Costa's pedagogical vocation.