Language, religion and society in intercultural contexts: a discourse-pragmatic study of persuasion strategies in Friday sermons at Sheikh Zayed Grand mosque

Abstract

This study investigates the linguistic, rhetorical, pragmatic, and paralinguistic strategies of persuasion in Friday sermons at the Sheikh Zayed Grand Mosque (SZGM), with particular attention to their intercultural functions for a multilingual and multinational audience. Drawing on Critical Discourse Analysis (Fairclough’s three-dimensional model), Aristotle’s modes of persuasion, and Searle’s speech act theory, the study analyzes a corpus of sermons to identify strategies that enhance authority, credibility and audience engagement. Findings reveal that Qur’anic verses and Prophetic Hadith are the most frequently employed devices, reinforcing both religious legitimacy and shared moral frameworks across cultures. Direct address, endearment, repetition and emphasis further facilitate inclusivity and comprehension for diverse listeners, while National Symbol Appeal, an emergent rhetorical category, integrates religious and civic identity, uniting spiritual devotion with national loyalty. Paralinguistic features, including pitch, rhythm and pauses, compensate for linguistic diversity and heighten emotional resonance. The study concludes that SZGM sermons function as multidimensional instruments of instruction, persuasion and intercultural socialization, offering new insights into how religious discourse can be strategically structured to engage and influence diverse audiences.