Discursive Strategies of ‘Oromara’: A Critical Discourse Analysis of Abiy Ahmed’s Political Rhetoric

Abstract

This article analyzes the
political rhetoric Abiy Ahmed used to advocate
integration between the Oromo and Amhara ethnic groups, recasting it as
“Oromara.” Its objectives are: identifying the rhetorical devices and discursive
strategies used in the integration of the Oromara, examining how integration of
the groups is discursively constructed, describing the message characteristics of
the interview texts, and explaining how political rhetoric, power and ideology are
linked to play advocacy role for further reinforcing the integration of the groups.
To attain these objectives, the interview Abiy had with Amhara television
journalist on 13 November, 2017 was selected using purposive sampling. The
interview data was changed into written forms using line based transcription
system, and analyzed thematically. Fairclough’s (1992) model of discourse
analysis was used in the analysis. The findings show that rhetorical devices
(simile, repetition, parallelism and analogy, metaphor and metonymy) are
employed in the text. The macro-discursive strategies used in the interview include
accommodative, normalization, constructive and genericizing. The interview text
communicated both negative (hostility, revenge, detestation, distrust, conflict and
retaliation) and positive (integration, trust, forgiveness, peace and adoration)
messages. The negative descriptors portray unity of the groups as a threat for
political system designed for the last 27 years, whereas the positive descriptors
indicate that discourse of the Oromara is a key to bring systemic change in the
country. The binary descriptors explain the divide and rule system constructed by
the monopolized political power on the one hand, and the power of integration to
topple the system on the other.