FROM BRIEFINGS TO BELIEF: CONSTRUCTING ETHOS IN PUBLIC HEALTH COMMUNICATION

Abstract

In the aftermath of the Covid-19 pandemic, political communication remains central to shaping public trust, especially in times of national uncertainty and recovery. This paper explores the degree of public trust placed in Khairy Jamaluddin, Malaysia’s former Minister of Health, during the COVID-19 pandemic. It examines the rhetorical strategies, communicative practices, and leadership qualities that contributed to his perceived credibility and trustworthiness among the Malaysian public. Beyond offering a historical rhetorical analysis of his crisis communication, this study also serves as a valuable resource for scholars and practitioners seeking deeper insights into effective leadership discourse, crisis messaging, and the dynamics of public persuasion in times of national emergency. Grounded in Aristotle’s framework of ethos, the analysis focuses on how Khairy’s communication embodied practical wisdom (phronesis), moral character (arete), and goodwill (eunoia). His approach is examined through selected speeches delivered in 2021, a crucial year when Malaysia faced a surge in Covid-19 cases and launched its National Immunisation Programme. During this time, His communication played an important role in shaping public trust, making it a key period to analyse his use of ethos in crisis leadership. The findings reveal that his strategic use of ethos helped foster public compliance, build institutional trust, and humanise crisis leadership. As rhetorical practices continue to shape governance in post-crisis contexts, this paper offers timely insights into how ethos can serve as a guiding principle for effective and credible leadership communication.