Ethos in the Time of Anger: An Analysis of Emmanuel Macron’s Image from the Address Delivered on December 10, 2018 about the “Yellow Vests”

Abstract

            The «yellow vest» crisis in France has caused an important damage in the political image of the President of the Republic, Emmanuel Macron, who, three weeks after the popular mobilization started, makes a televised address in order to present a series of measures destined to re-establish social peace and to improve the country’s situation. Starting from the hypothesis that one of the main goals of the speech is repairing the Head of State’s damaged ethos, as well as creating a favourable ethos that portrays him as the ideal leader, we mean, in this article, to analyse the different images of himself that the orator offers along the speech and the different strategies used to create those favourable ethè.