POSITIVE DISCOURSE ANALYSIS OF LEADERSHIP COMMUNICATION: A STUDY OF PRESIDENT SIALKOT CHAMBER OF COMMERCE AND INDUSTRY (SCCI) IKRAM-UL-HAQ’S FORMAL CORRESPONDENCE WITH MEMBERS

Abstract

This research explores how President Ikram-ul-Haq of the Sialkot Chamber of Commerce and Industry (SCCI) constructs a positive image of leadership through his official communication with members. Utilizing Positive Discourse Analysis (PDA) and Appraisal Theory, the research examines the ways in which his language fosters optimism, unity, and inclusivity among members. Unlike previous studies that focus mainly on political or global leaders, this work highlights leadership communication within a regional business context. The researchers examined five formal messages by the President using the Attitude, Engagement, and Graduation systems of Appraisal Theory. The analysis reveals that his discourse consistently reflects gratitude, collaboration, and empathy. These qualities inspire trust and strengthen institutional harmony. These findings suggest that leadership communication can transcend transactional purposes and become a means of fostering collective motivation and credibility. Ultimately, the study contributes to discourse analysis by extending the application of PDA to local organizational leadership.