Advances in Language and Literary Studies ISSN: 2203-4714 www.alls.aiac.org.au Apologia, Image Repair and Rhetoric in the Defence of Electoral Defeat Kwabena Sarfo Sarfo-Kantankah* Department of English, Faculty of Arts, College of Humanities and Legal Studies, University of Cape Coast Corresponding Author: Kwabena Sarfo Sarfo-Kantankah, E-mail:
[email protected] ARTICLE INFO ABSTRACT Article history Using the concepts of apologia, image repair and rhetoric, this paper examines the strategies Received: January 12, 2019 employed by a former president of the Republic of Ghana to simultaneously maintain his Accepted: April 04, 2019 reputation after losing the 2016 Ghanaian general elections and campaign for re-lection as the Published: June 30, 2019 standard bearer of his party. The paper finds that the former president did not accept responsibility Volume: 10 Issue: 3 for the electoral loss, but used several indirect ways to deny responsibility for the defeat. He Advance access: May 2019 employed bolstering, accusation/attack, playing the victim, throwing a challenge and the God’s will factor as defence strategies in order to repair his image. He exploited the Aristotelian appeals of logos, ethos and pathos to boost his persuasion. In doing so, he deployed several rhetorical Conflicts of interest: None tools such as metaphor, allusion, rhetorical questions and parallelism to enhance the expression Funding: None of the defence strategies. The analysis reveals that, as noted in the literature, some of the image repair strategies espoused by Benoit (1995, 2015), for example, outright denial and mortification, hardly apply to political contexts – the former President’s defence was indirectly expressed.