The right people for the job? Projections of ethos in British and Norwegian political rhetoric

This article examines the rhetorical construction of ethos in British and Norwegian political discourse, demonstrating how political, cultural and media environments shape the credibility and authority of political leaders. While British political rhetoric often emphasises individual competence and personal narratives, Norwegian political rhetoric tends to foreground collective achievements and egalitarian values. Through a comparative analysis of key speeches and political performances, this article explores how competence, authenticity and leadership are projected in distinct democratic traditions. By situating these rhetorical strategies within their respective political and media contexts, this article highlights the role of ethos in shaping political persuasion across differing electoral and political cultures.