The Visionary Style of Leadership Communication

Abstract

The objective of this study is to reveal the features of visionary leadership style in communication. It aims to achieve this by examining aspects associated with the central processing of persuasion inherent to this style. First, the analysis focuses on two main aspects: examining the centrality of a specific concept and the type of stance evoked. This part is carried out using keyword analysis technique. Second, the study aims to determine whether the discourse of visionary leadership style adopts an Us vs Them frame. To delve into this aspect, collocation analysis is employed to identify significant pronoun collocations and understand their role within the broader structure of visionary discourse construction in terms of relationship. In addition to utilising corpus techniques, the study employs a blend of theoretical frameworks, drawing from positive discourse analysis for its emphasis on progressive discourse driven by the socio-cognitive approach. The results show a consistent emphasis on certain themes, promoting the importance of key concepts through positive language. Furthermore, the relationship based on pronoun collocations shows a tendency towards more inclusive language rather than being framed as Us vs Them.