Persuasive discourse in videos related to sustainable eating : What are identifiable rhetorical elements used in the YouTube videos related to sustainability?

Abstract: Sustainable communication is intensively being done through social media platforms such as YouTube to create awareness among people. It is imperative to encourage people to adopt sustainable eating to have better health and a better environment—this research study aimed at analyzing the persuasive discourse in videos related to sustainable eating on YouTube. For this, the research has applied rhetorical analysis to three YouTube videos, focusing on the basic persuasive strategies: ethos, pathos, and logos. The analysis discussed how the speakers in these videos encourage their viewers to adopt sustainable eating. Through comparing these videos, the findings suggested what made the videos more persuasive and what weakened their ability to appeal to the audience. The results of the study contribute to the sustainable communicators who are willing to persuade their viewers to adopt sustainable eating.