Analysis of Ethos, Pathos and Logos in Leadership Communication Through The Work of Faisal Tehrani’s Nama Beta Sultan Alaudin

Abstract

Leadership communication is the delivery of information by leaders about the culture of an organization, core values, mission and important messages to build trust in a community. The culture of an organization found in Malay literary texts, whether modern or traditional, records events that display the relationship of leaders in society. An event was born as a result of communication between leaders and the community that became a channel for writing. Texts in Malay Literature, be it modern or traditional, record events that portray the artwork of the community. A particular event is manifested through communication between the people of the community, which in turn becomes the medium of written works. The text Nama Beta Sultan Alaudin is a modern text with a modern style of writing yet possesses a classic narrative which involves the narration of Sultan Alaudin’s leadership. This text records Sultan Alaudin’s narration of his childhood till his demise. The objective of this study is to analyse leadership communication of Sultan Alaudin through the subthemes of ethos, pathos and logos based on Aristotle’s theory. Findings of this study reveals that Sultan Alaudin possesses good personality (ethos); close relationship with the Minister and the people (pathos) as well as the ability to solve problems with emotional and intellectual intelligence (logos) in his leadership communication. The implication of this study is to create awareness on the knowledge of effective leadership communication in choosing people who will become future leaders in a variety of organisations at district, state or national levels.