COMMUNICATION STRATEGIES OF UNIVERSITY PRESIDENTS IN BACCALAUREATE SPEECHES

Abstract

The study analyzes the communication patterns and strategies used by university Presidents in Baccalaureate speeches addressed to graduates of Harvard and Yale universities between 2018 and 2023. The epideictic genre of Baccalaureate speeches constituting the academic-administrative discourse, is an important part of the tradition in American universities. Baccalaureate services are currently interfaith in nature, featuring music, prayers, hymns, and speeches from faith and campus leaders. Methods used include both content and corpus analysis, interpreting quantitative and qualitative findings. Baccalaureate speeches, meditational and encouraging in nature, contain key themes including personal transformation, social responsibility, resilience, and embracing uncertainty. The speeches emphasize values like perseverance, flexibility, and service, often referencing contemporary cultural issues such as decline in social engagement and loneliness. Rhetorical devices, such as intertextuality, negation, humor, and question-based constructions for argumentation (ethos, logos, pathos), are actively used to engage the audience. The speeches mention precedent proper names, including famous university alumni and faculty, influential leaders in civil rights, religion, and culture, the quotes from their addresses, works, or statements, as well as key historical and contemporary events. Academic leaders often employ irony, self-deprecating humor, puns, satire, and personal anecdotes. The analysis shows that they use a combination of various devices in their speeches, which allows them to effectively achieve their goals and maintain active interaction with the audience. Baccalaureate speeches highlight the inclusive, intergenerational, interfaith, and intercultural aspects of universities, positioning them as key promoters of diversity, creativity, and ensuring a sense of safety within their communities. Further analysis could explore the translational potential of Baccalaureate speeches across cultural contexts, reinforcing their role in shaping global educational and leadership communities. The identified rhetorical strategies can also enhance leadership development programs, helping leaders navigate today’s complex global challenges.