When considering the discourse of presidential candidates, talk show hosts discussing mental health issues, and companies advertising sustainable goods, this essay argues that they share a formal resemblance. Whenever the same formal resemblance, or the same pattern, can be found within different instances of rhetoric, this indicates that the texts are homologous. Making sense of these instances of discourse is essential if one seeks to understand the way in which the public’s political engagement can be hindered by these rhetorical acts.

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