A Critical Analysis of Narcissistic Ideology in the Speeches of Political Leaders

Abstract

The ideology of narcissism is a potent instrument utilized by political leaders. They primarily use it to deceive and mislead the general population and fabricate their agreement in their favor. This study paper provides a meticulous examination of the narcissistic components employed by PM Nawaz Sharif in his carefully crafted political discourse. These characteristics include a self-centered focus, an exaggerated sense of self-importance, an agentic orientation, a belief in being unique, and a strong drive for success. The work aims to uncover how these manipulations serve Sharif's hidden agenda. Additionally, it demonstrates how a political leader exerts influence and dominance over the collective consciousness of the public through the utilization of narcissistic ideology. By combining Fairclough's tripartite analysis with the Shanon-Weaver model of communication and Campbell and Foster's model of narcissism, the researcher has been able to decipher the speech's hidden meaning. The objective of this research is to enhance individuals' discernment and intelligence, enabling them to avoid being deceived by the verbose and self-centered rhetoric employed by leaders while fostering a heightened sense of awareness.