ABSTRACT Speakers may argue in ways that facilitate cooperation, without really establishing unity. If emphasis is put on the word “composite” in composite audience, then the complementary act of addressing such an audience can be understood as an orchestration of different people, who may cooperate toward a conclusion. This brings attention to the multidimensionality of issues in pluralistic communities and the range of consequences proposals may have. Following Perelman’s and Olbrechts-Tyteca’s New Rhetoric, I discuss how the compositeness of such argumentation (...) can be fruitfully approached pluralistically. I argue that proposals on practical issues imply concomitant situations, wherein audiences are assigned different roles to play toward the ends of argumentation. This means that rhetorical argumentation performs implicit diplomacy, with implications for different audiences and the relationships between them. I conclude this article by discussing what this pluralistic and interactional account means for the analysis and evaluation of arguments and their rhetoric. (shrink)

Compared to other domains of media discourse, economic-financial news contain a considerable amount of speech acts regarding future events, in particular predictions. This can be explained by their specific institutional context, financial markets, where investors constantly seek to single out gain opportunities and to correctly assess their risk. One of the crucial factors making economic-financial predictions worthy of being considered in investment decisions is argumentation, in particular the extent to which the predicted proposition follows from a plausible and acceptable reasoning. (...) Starting from a corpus of 50 articles of the Italian economic-financial press, we consider the inferential dimension of prediction-oriented arguments, focusing on the locus, i.e. the ontological relation on which the connection between the argument and the predictive conclusion rests. All predictions found in the corpus were manually annotated with the software UAM Corpus Tool. For each of them we identified the source, which could be either the journalist him/herself or a third party, typically financial analysts or corporate actors. We distinguished mere predictive opinions from predictive standpoints, i.e. predictions for which the journalist advances one or more supportive arguments. For the latter category, we identified the locus referring to an adaptation of the taxonomy outlined by Rigotti. The findings highlight in particular the following three interesting aspects: in predictions, journalists reinforce their stance by plausible justifications, but weaken it at the same time by marking it as uncertain and/or by using reported speech or evidential means to reduce their responsibility for the predictive speech act; the justification of a predictive standpoint, by the journalist or by third parties, is mostly based on loci of causality, in particular on the locus from efficient cause, the locus from final cause and complex forms of causality where the involvement of rational agents is implied but defocused; moreover, journalists refer to the predictive opinions of experts or corporate insiders to activate the locus from authority, either by explicit argumentation or implicitly, by reporting speech from reliable sources. Our study suggests that the role of predictions in financial news is not so much that of giving any straightforward advice to investors, but rather that of providing chunks of sound argumentative reasoning, including both supportive evidence and rebuttals or refutatory moves, that the investor-reader might apply and combine in the highly uncertain context of financial markets. Overall, our findings shed light on how financial journalists fulfil the function of information intermediaries in finance. (shrink)

This study examines how the American Institute of Certified Professional Accountants (AICPA) uses character and concept words to communicate normative narratives to different internal audiences. Our analysis of 552 editorials published in the AICPA’s Journal of Accountancy during the 1916–1973 period illustrates how the AICPA communicated similar yet different normative narratives to firm partners and students. During this time period, the centrality of ethically infused words such as ethics, conduct, and independence not only varied across different time periods but also (...) across different target audiences. The findings draw attention to the importance of considering the audiences for ethical narratives as well as the ways that the intra-textual positioning of concepts and characters allow organizations to speak to slightly different audiences within the same communication medium. (shrink)

This article seeks to extend existing models of argumentation by considering an important dimension of real-life argumentative discourse: how complex argumentative discussions evolve over time. We define a complex argumentative discussion as a multi-issue discussion, in which the different issues are interrelated in the form of a hierarchy. We claim that justified reframing might be used to transform a single-issue argumentative discussion into a complex argumentative discussion. To illustrate this, we examine the Facebook discourse of the Rhodes Must Fall movement (...) in South Africa. We analyse how reframing is justified by means of arguments, allowing the protagonists to claim as legitimate their reframing of a single issue into a complex argumentative discussion. Our findings complement existing sociological research on social movements by highlighting how their goals are achieved by means of argumentative discourse. (shrink)

“Why are millions of dollars worth of orders being left unpaid?”. With tweets like this questioning brands’ policies, activists advocating for sustainable fashion re-discuss material starting points that are assumed by fashion brands, who argue that they are sustainable because they care about their workers’ conditions. This paper argues that activists use tweets to open _subdiscussions on material starting points_ to engage citizens and consumers, re-discussing factual _data_ that brands take for granted, such as the fact that they provide fair (...) conditions for their garment workers. Activists justify their opening of subdiscussions, often through an argumentative pattern that includes an argument based on the _locus from effects to cause_. They argue that if there are negative effects, the brand cannot claim to care about the conditions of its workers. In discussing how subdiscussions are used by fashion activists, this paper also introduces a conceptualization of Twitter argumentation as a discussion that is not isolated, but is part of a polylogical argumentation that takes place in different venues. For this reason, the argumentation used in tweets is reconstructed as a response to a fashion brand’s communication campaigns around sustainability, which extend beyond the confines of Twitter. As an empirical illustration, this paper is based on the campaign targeting fashion retailer Primark; the dataset includes the brand’s website as well as activists’ tweets. (shrink)