Constructing Political Legitimacy Through Moral Discourse: A Discourse Analysis of Moroccan Electoral Communication

Abstract

This study examines how Moroccan political leaders construct and communicate morality through political discourse during election periods. Rather than treating each quotation separately, the study argues that the selected quotations collectively construct a political discourse in which combating corruption, respecting the law, acting ethically, promoting participation, and serving citizens are presented as foundations of legitimate governance. The quotations do not, however, perform exactly the same function. For example, Saad Dine El Otmani’s statements emphasize collective responsibility, Aziz Akhannouch emphasizes governmental integrity and responsiveness, Nizar Baraka emphasizes legal and institutional enforcement, while Abdellatif Ouahbi introduces legal nuance and the presumption of innocence. The analysis suggests that morality in Moroccan political discourse is predominantly constructed through an anti-corruption and ethical-governance framework. Moral discourse is not limited to personal ethics; it also concerns the way political life and governance should be conducted. The study therefore examines how political leaders use moral vocabulary to construct legitimacy, present themselves as responsible political actors, and address issues that are presented as important to citizens. The study identifies several recurring dimensions of moral political discourse, including anti-corruption and integrity, political responsibility, legitimacy and good governance, collective identity and inclusion, law and institutional ethics, fairness and public interest, and citizen participation. These dimensions show that morality is constructed not simply as a personal virtue but as a broader framework for political conduct and governance. The study argues that, in the Moroccan electoral context, moral language can serve as a means of constructing political legitimacy. Political leaders present themselves and their institutions as committed to integrity, accountability, legality, public interest, and responsiveness to citizens. At the same time, references to corruption and political responsibility reflect broader concerns within Moroccan political discourse. The study therefore highlights the context-dependent nature of moral political communication and shows how morality can become a resource for constructing political legitimacy during electoral periods.