José Antonio's rhetoric of fascism

Abstract

Jose Antonio Primo de Rivera relied heavily on rhetorical discourse while forming Spain's pre‐civil‐war version of a fascist movement. To give insight into Jose Antonio's persuasive prow'ess and perhaps into the rhetorical and consequent political power of fascism wherever it takes hold, this study attempts to demonstrate that the fascist ideology invited and constrained his choice of the rhetorical elements that formed his message: his themes and arguments, his second persona, and his first persona. The dynamic interplay of these elements represents a formula for fascist persuasion which made him an effective spokesman to audiences who would enact the fascist agenda.