• Dr. Abdulrahman Alkhirbash

  Author

In qualitative research analytical frameworks are central as most of qualitative research
concentrate on exploring human behavior and social phenomena. Qualitative researchers need
analytical frameworks to support their analysis, but many of them encounter difficulties either in
finding analytical frameworks or in designing them when they investigate social phenomena.
One of the social phenomena which has recently become the focus of researchers is persuasion.
Persuasion is pertinent and indispensable in our lives. Thus, the intention of this paper is to
propose an analytical framework which can be employed by researchers to analyze persuasion
as a social phenomenon. Based on a comprehensive literature review of rhetoric and persuasion,
this study developed a framework which can be employed by researchers to analyze the three
appeals of persuasion; ethos (ethical proofs), logos (logical proofs) and pathos (emotional
proofs) which were proposed by Aristotle.

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