Ethiopia has been in an unremitting chaos and unstoppable ethnic conflicts. Because of the mob protest, many of the protesters lost their lives, injured and arrested by different criminal cases largely from the people of Oromia, Amhara and Konso society from Southern Nation Nationalities and Peoples of Ethiopia Region; since 2014 but not limited only in the above regions. There were oppositions before 2014; Allo (2017) stated that public protests dated back since 2011 by Muslim protestors. “Protests by members of Ethiopia’s Muslim community began in December of 2011, when representatives of the Muslim community from across the country gathered in Addis Ababa to protest the government’s interference in their religious affairs, laying the basis for a nationwide movement” ( p.37).
Armed Conflict Location & Event Data Project (2017), hereafter (ACLED) reported that Addis Ababa University Students, who were from the Oromo ethnic group made a demonstration by opposing the Addis Ababa Master Plan, intended to expand the capital in June 2014. This type of objections transformed to secondary school students, farmers and the entire population of the Oromo and expanded to the other regions stated above. “Looking beyond Oromia, simultaneous protests in Amhara significantly escalated the threat against the EPDRF’s brutal one-party rule. When Amhara protestors took to the streets to express their grievances, the geographic scope and intensity of the protest suddenly expanded and deepened” (Allo, 2017, p.41). As a result, human and democratic rights have denied and the constitutional violations were happened.
The government has attempted many efforts in taking actions and finding solutions for public unrests and constitutional violations. ACLEd reported that “The government ultimately declared an unprecedented state of emergency on 8 October 2016, imposing tight restrictions that have since successfully curbed the protests” (ACLED, 2017, p.1) which was considered as the first alternative.
The state of emergency postponed for additional four months and lifted up. However, within a short period of time grievances started again. The second state of emergency avowed as a result on instability from different corners. Despite the fact, the country continued more than a year under the state of emergency; the protest was inexorable because of the government’s limited response towards the demand of deep structural reform, lack of interest in solving protesters’ grievances or addressing the democratic deficit in the county, Africa Confidential (as cited in ACLED, 2017).
When the problem reached climax and covers all over the country, ethnic disputes between regions of country from the north to south, east to west, the public including university students were in catalyzing the reformation. EPRDF has also made a deep-rooted reform frequently but no more changes seen (the legislative committee press release of EPRDF in December, 2017). The 2017 public protest of Kero (youth in Oromifa) of Oromia and the Fano of Amhara (freedom fighter in Amharic) continued their struggle and the government of Ethiopia and the ruling party forced to change the Prime Minister. The former Prime Mister Haiemariam Dessalegn resigns power voluntarily to be one of the solution finders for the country, and gives his position to the other “charismatic leader” different local media reported in April 3 2018 and later.
Then Abiy Ahimed (PhD) becomes the leader of the Federal Democratic Republic of Ethiopia since 2nd April 2018 and the chairperson of EPRDF and OPDO, who is the first Oromo leader since 1991 (BBC, reported). After taking oath, the newly elected prime minister made an inauguration speech. From the observation of the researcher, Ethiopian political landscape appears Peaceful; the peoples are relatively on the move to unity, love, and democracy. Abiy Ahimed (PhD) seems getting public support as engineer of the Ethiopia’s renaissance and the sustainability of his party, Ethiopian People’s Revolutionary Democratic Front (EPRDF). He is from the ruling party (EPRDF), part of house of people’s representative (HPR), the chair of EPRDF and Oromia people’s democratic organization (OPDO).
Abiy made his first inaugural speech on Monday 2 April 2018, a few days later he has started discussions with the peoples of regional states, and have made diplomatic relationships with Saudi Arabia, Egypt, Djibouti, Somalia and Eritrea for the sake of mutual benefit and strong diplomatic bonds. As a result, the people of the country have been giving him support to the newly elected leader without any visible economic or political change.
Reasonably, the change might be a result of his rhetorical communication ability to persuade the audience. That is why the people who was opposing dramatically made supportive demonstrations. The public rally held at Mesquel Square on Saturday 23 June 2018, Gondar, Woldia and Debre Markos, on the next days the cities and towns of regional states and Ethiopians from different corners of the world including America gives their support to the newly assigned ruler. Based on this fact the researcher has initiated to conduct a study on the approaches and strategies how the prime mister speeches persuade the people. Rhetorical speech has significance in motivating the audience ‘to do things in a way he wanted to be done’ (Chissano, 2016). Therefore, the prime minister speech may rhetorically influence the people decision.


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