This research aims to analyze the appropriation of emotional speech, as Jorge Eliécer Gaitán strategy, for mass mobilization. The emotional speech analysis involves the study from psychological, sociological and political contexts that constitute a different scaffold to other research done based on the phenomenon “Gaitán” and the conception of emotion in mobilization. To achieve the objectives of this case study, will be realize a primary sources analysis (speeches Jorge Eliécer Gaitán, documented testimonies of several demonstrations that arose in the era in which the political leader was visible in the areas of power will take place). Also, a literature review on emotional speech use will take place as a strategy to mobilize masses, influence the decisions of the population, create judgments based on the motivations that mass built and then, generate concrete actions.