Ethos, Pathos, and Logos: Examining the Rhetorical Strategies of Empowerment Narratives Using Discourse Analysis

This study examines how regional beauty queens shape persuasive narratives that empower communities and inspire action, with a focus on how these narratives are constructed with ethos, pathos, and logos on the rhetorical strategies employed by contestants in the Mutya ng Cotabato pageants from 2022 to 2024. Using discourse analysis as its primary method, the study investigates coronation night speeches to understand how beauty queens use language, personal stories, emotional appeal, and logical reasoning to advocate for social causes and assert leadership. The findings show that ethos is the most frequently used strategy, as candidates often draw from personal experiences and connections with credible institutions to build trust and authenticity. Pathos follows closely, with contestants using vivid imagery, cultural references, and emotional storytelling to foster unity and pride among Cotabateños. While logos appears less often, it plays a critical role in strengthening arguments with evidence and rational perspectives on social issues. This study adds to the growing recognition of beauty pageants as platforms for civic engagement and meaningful public discourse. By analyzing how rhetorical strategies are employed, the study offers a fresh perspective on pageantry—not just as a showcase of beauty, but as a space where young women develop their voices as advocates and leaders. Ultimately, the findings illustrate how beauty queens are evolving into influential public figures, capable of inspiring change and promoting empowerment within and beyond their communities.