LA CONSTRUCCIóN DEL ETHOS EN EL DISCURSO INAUGURAL DE CRISTINA F. DE KIRCHNER

this article analyzes the argumentative techniques and linguistic strategies used in building the political ethos of president cristina fernández of argentina. the object of study is her december 10, 2007 inaugural speech, which is essential in the construction of the president's identity and the definition of her political project. the main objective is to analyze the relationship between political discourse and argumentation. the theoretical and methodological framework is provided by critical discourse analysis (van dijk, wodak, 2003), while the proposal of perelman and olbrechts-tyteca (1994) is used for the study of argumentation. the concept of ethos is analyzed on the basis of the postulates set forth by maingueneau (1996) and charaudeau (2006). the analysis also reveals those characteristics of the president's speech that distinguish it from speeches given by other political leaders in similar situations and that influence the effectiveness of persuasion.