A systematic rhetorical analysis may reveal elements of multimodal argumentative discourse that would otherwise remain hidden. In this article, we present simultaneously the basics of the method we have developed to integrate theories about different modalities in one parallel processing framework for rhetorical analysis and the results of its application to an intriguing ad.

This paper addresses the question how to analyze multimodal public discourse in such a way that the resulting reconstruction of the rhetor’s accountability either obliges the rhetor to acknowledge the argumentative reconstruction as valid or to refute its validity in a meta-discussion. This is a challenge for discourse theory as well as for argument theory because multimodal discourse seems far removed from the ‘standard’ propositional format of an argument. We argue that multimodal discourse should be analyzed as a coherent and (...) relevant discourse, assuming the possibility of instant interactions between all modes. We introduce a method that allows us to account for an argumentative reconstruction in a systematic way. We illustrate our method by analyzing the ABC news item titled Hu Jintao Visit: Economics and Panda Bears of January 20, 2011, holding ABC news as a rhetor accountable for several far reaching standpoints that are implied in the multimodal format. (shrink)

In this paper, a case study is presented of constitutional debates about abortion. An analysis is given of arguments from the Roe v. Wade case for definitions concerning the key notions of `person' and `human life'. The paper illustrates how the Court has gradually taken a more pragmatic or rhetorical position on definitional matters crucial to the purpose of regulating abortion.

This study analyses how online participants of celebrity gossip position themselves in relation to their audience through forms of moral argumentation and thereby contribute to social hierarchies. In this study, forms of moral argumentation are seen as enthymemes, that is, claim-reason units based on moral norms as premises. The material consists of a total of 900 asynchronous online comments in English and 900 in Finnish. In addition to rhetorical argumentation analysis, the study investigates the dependency of moral argumentation on three (...) contextual variables: gendered violence as the topic of discussion, as the shared culture of participants and a media institution as the moderator of online discourse. Four forms of moral argumentation were found in the material: 1) theoretical, 2) practical, 3) categorical and 4) digital enthymeme. Theoretical, practical and categorical enthymemes are rhetorical in a traditional sense because they include the hierarchical idea of moral norms as the shared, more or less authoritarian, basis of a community. Digital enthymemes, conversely, are texts without clear borders or any notion of moral norms. Such arguments characterized especially user-generated, English-language discussions concerning female celebrities’ fights. This indicates that the digital enthymeme is particularly prevalent where there is a lack of obvious hierarchies in the context of argumentation. As this study argues, however, the seemingly non-hierarchical and individualistic participation through digital enthymemes is a mere illusion, for these enthymemes are based on crowd behaviour supportive of sexist and class-bound domination. (shrink)

The paper examines selected aspects of the defence closing argument in a highly publicised criminal trial to illustrate the orchestration of various semiotic resources in legal persuasion and to explain their role in the creation of meaning. The study demonstrates that closing arguments are multimodal performances whose persuasiveness results from the combination of modes (speech, image, video, gaze, gesture, posture, proxemics) which contextualise and strengthen one another, rather than language alone. Drawing on earlier research into multimodality, courtroom rhetoric and (...) proximity in disciplinary genres, the analysis centres on the ways in which the defence counsel controls the rhetorical features of his narrative and constructs himself and the audience as people with similar understandings and goals. The study specifically demonstrates how the counsel constructs the proximity of commitment, the proximity of membership and the proximity of experience. It explores such facets of proximity as: organisation, argument structure, credibility, stance and engagement, and identifies key rhetorical strategies used to achieve the intended communicative effect. The analysis clearly shows that the persuasiveness of the counsel’s performance depends on the synchronisation of a range of meaning-making resources, which, if used in isolation, would result in a much less engaging argument. (shrink)

This article reacts against the undesirable ideological separation between dialectical and rhetorical approaches to argumentative discourse. It argues that a sound evaluation of argumentation requires an analysis that reveals all aspects of the discourse pertinent to critical testing. To explain the rationale of the various moves made in the discourse and the strategic patterns behind them, not only the interlocutors' dialectical goals must be taken into account, but also their rhetorical goals. After explaining how rhetorical insight can be instrumental in (...) deepening and justifying a dialectical analysis, an integrated analysis is made of the rhetorical strategies that are brought to bear in an advertorial published by the oil company Shell. (shrink)

This paper proposes a methodological synthesis in order to study multimodal media discourse and argumentation in the context of the so-called ‘refugee crisis’ in Greece. It follows the framework of Multimodal Critical Discourse Analysis, integrating this with argumentation studies, with a particular emphasis on the analysis of inference. Our data come from the Greek newspapers Kathimerini and Ta Nea. We contend that the proposed methodological synergy enables scrutiny of (a) racist conceptualizations cultivated by the representation of migrants and refugees in (...) headlines and photographs in newspaper articles along with (b) the argumentative potential that is implicitly sustained in these multimodal representations. (shrink)

This article examines precontextualization: the rhetorical act of previewing and contextualizing a future discursive event. I examine how an NBC News broadcast selected verbal–visual representations of the past in order to enact a context for an upcoming discourse moment: Colin Powell’s 2003 United Nations address. The article draws on appraisal analysis, multimodal video analysis and scholarship on the rhetoric of futurity. I show that the NBC journalists who precontextualized Powell’s address on the night before its delivery presented viewers with (...) a supportive context for understanding Powell’s argument. By representing Saddam Hussein as deceptive and even deserving of future violence, the journalists essentially pre-confirmed arguments that Powell employed the next day. More importantly, because the news representations were presented as factual, they allowed viewers little space to consider alternative viewpoints – and little reason to question or resist the seemingly inexorable push for war. (shrink)

The recent trend in institutional communication research seems to foster the image of the University as a private organization significantly oriented towards a policy of customer satisfaction. Following the concept of organizational culture, institutional settings too are conceived as organizational contexts, where discourse is a privileged vehicle to convey and spread values, traditions and artifacts, both through internal and external communication practices. Thus, within academic discourse organizational culture is shaped and perpetuated by specific devices of rhetorical argumentation. The corpus of (...) data consists of two different examples of academic discourse: the self promotional endorsement letters of the academic candidates to the chancellor’s position on occasion of the elections and the inaugural speeches proclaimed by the chancellors in charge during the opening celebration of the academic year. The first kind of academic discourse could be meant as an example of political discourse since the candidates use communication strategically and manipulate their academic membership as a rhetorical device to support their aims. On the other hand, the second example is a mere celebration of academic culture which through linguistic rituals recalls and perpetuates the basic values of this microcosm. The data have been analysed with the critical discourse analysis and diatextual analysis which pay particular attention to the context of speech. Moreover, attention has been focused on the metaphors and on the meta-discursive cues. The results show that although with different purposes academic discourse use similar discursive and rhetorical strategies as both belong to the same organization. (shrink)

In contemporary educational contexts there is considerable variation in how argumentation works and what forms and styles it takes. Influencing factors include the educational purpose and task, the level of education, and the discipline or curriculum subject in which it occurs. This paper offers a theoretical framework and a set of multimodal analytical tools which can provide a rich and systematic account of such variation. Using naturalistic data from three different educational sites I illustrate how such a framework reveals the (...) diverse ways in which students use language and other modes of meaning making as they engage in processes of argumentation. In particular, I consider how new technologies have caused shifts in the distribution of meaning across different semiotic modes (such as visual images, space, colour and graphics) and how this impacts upon both argumentation process and product. The educational implications of such changes are also considered. (shrink)

The semantic relations between and within utterances are marked by the use of connectors and adverbials. One type of semantic relations is causal relations expressed by causal markers such as because, therefore, so, for, etc. Some of these markers cover different types of causal relations such as causality, explanation and justification. In certain types of discourse, causal relations also imply an intentional element. This paper describes the way in which the semantic and pragmatic functions of causal markers can be accounted (...) for in terms of linguistic and rhetorical theories of argumentation. (shrink)

The paper reacts against the strict separation between dialectical and rhetorical approaches to argumentation and argues that argumentative discourse can be analyzed and evaluated more adequately if the two are systematically combined. Such an integrated approach makes it possible to show how the opportunities available in each of the dialectical stages of a critical discussion have been used strategically to further the rhetorical aims of the speaker or writer. The approach is illustrated with the help of an analysis of an (...) `advertorial' published by R. J. Reynolds Tobacco Company. (shrink)

Rather than the art of putting forward logically valid arguments leading to Truth, argumentation is here viewed as the use of verbal means ensuring an agreement on what can be considered reasonable by a given group, on a more or less controversial matter. What is acceptable and plausible is always coconstructed by subjects engaging in verbal interaction. It is the dynamism of this exchange, realized not only in natural language, but also in a specific cultural framework, that has to be (...) accounted for. From this perspective, it is not enough to reconstruct patterns of reasoning. As logos is by definition both Reason and Language, abstract schemata have to be examined in their verbal realization in a given situation of discourse. Such an approach to arguments allows for a “thick” description taking into account their discursive and communicational aspects, as well as argumentation’s constitutive dialogism and its inscription in a set of common representations, opinions and beliefs (a doxa). This approach, exemplified by the analysis of a short text on stock options borrowed from the French newspaper Libération, is an attempt at establishing a dialogue between disciplines like argumentation theories, rhetorical criticism and discourse analysis. (shrink)

This article focuses on the development of argumentation studies in France and their complex relations with discourse analysis. First, the meanings of the basic word `argument' in French and in American English are discussed and contrasted. Second, a brief historical section summarizes the complex history of rhetorical argumentation in France up until the late 1980s and the Perelmanian revival. Third, Grize `natural logic' and Anscombre and Ducrot `argumentation within language' are briefly discussed from the discourse analysis point of view. These (...) programmes have restored argumentation study to favour in France, where it is currently the research paradigm most referred to in recent work. The fourth section examines the present situation in France which is characterized by a strong new interest in argumentation in all disciplines; this is fuelling a tendency towards the use of argumentation theories — classical or modern — for practical, short-term analysis purposes. Fifth, a proposal is made for a better integration of argumentation studies in discourse analysis, based on the conception of argumentation as opposite points of view, either in face-to-face disputes or in written arguments, sometimes lasting for several centuries. This article is based on the premise that research into the history of rhetoric and argumentation, as well as in specific discourse analytic trends that emerged in France during the 1970s, has some permanent value in that a better understanding of an academic discipline's historical development can be a good introduction to its current problems. (shrink)

The semantic relations between and within utterances are marked by the use of connectors and adverbials. One type of semantic relations is causal relations expressed by causal markers such as because, therefore, so, for, etc. Some of these markers cover different types of causal relations such as causality, explanation and justification. In certain types of discourse, causal relations also imply an intentional element. This paper describes the way in which the semantic and pragmatic functions of causal markers can be accounted (...) for in terms of linguistic and rhetorical theories of argumentation. (shrink)

Defining technology : technology as apparatus -- Multimodal critical discourse analysis -- Analysing multimodal discourse : a toolkit approach -- Discourses of technology as progress -- Discourses of technological determinism -- Discourses of technological fetishism : (over)valuing technologies -- Discourses of technological (dis)satisfaction : consuming technologies.

Multimodal discourse analysis offers a novel lens for the study of legal discourse. Within the closing arguments of a trial, prosecution and defense attorneys utilize various multimodal resources to present evidence, articulate opinions, and adopt stances to achieve their communicative goals. This research focuses on the closing arguments in the criminal trial concerning the death of George Floyd to analyze the multimodal representation of the closing arguments delivered by both prosecution and defense attorneys. It employs the analytical framework of the (...) attitude system and paralinguistic typology proposed by Martin and colleagues, and uses the UAM Corpus Tool and Praat to qualitatively annotate and quantify the linguistic and paralinguistic information. The findings reveal that these attorneys employ different multimodal resources, including language and paralanguage, to convey their attitudes towards the case’s participants. This leads to the construction of competing narratives, shedding light on how justice is seen to be done. (shrink)

A pervasive feature of populism is the use of rescue narratives to stimulate emotional adherence with audience predicated on evoking fear versus hope for salvation. This paper argues that restricting the rhetorical appeal of rescue narratives to the affective domain obscures the argumentative function that these narratives partake in constructing political arguments. It, thus, claims that rescue narratives can perform as arguments when used to provide reasons to justify political action. The paper examines the way(s) Donald Trump employs rescue narratives (...) as arguments to justify military interventions in Iraq and Syria. The analytical framework supplements the argumentative strategies of the Discourse-Historical Approach to Critical Discourse Studies with pragma-dialectics’ argumentation schemes. The analysis shows that the different elements of the narrative construct premises for argument schemes adduced to justify the rightness of claims. Conceptualizing Trump’s rescue narratives as arguments prompts a reflection on the possibility of narrative discourse to be associated with the domain of reason. (shrink)

In this article, we analyze a seven-page speech delivered by Sukarno, first president of Indonesia, at the opening of the First Asia-Africa Conference where he advocated Afro-Asian unity/ solidarity as the panacea for colonialism, imperialism, and neocolonialism. Our aim, by focusing on a single text, is to demonstrate the role of an intensive analysis of ‘outstanding’ singular texts within the broad field of discourse analysis. The analysis is rooted within a positive discourse analysis (PDA) framework, with special focus on lexical (...) choices and variation, modality, intertextuality/interdiscursivity, metaphorical representations, ideological use of pronouns, indexical meaning, and strategies of argumentation. Through these rhetorical techniques, we illustrate how an independence leader constructs an emancipatory discourse aimed at reconciling the ideas and beliefs of the leaders of two continents that have a common history of colonialism. The study sheds light on the role of key speeches and political leaders in promoting an emancipatory discourse, and exemplifies how (presidential) rhetoric can be construed as offering a message of hope, strength, and inspiration while playing the role of a unifier, thereby highlighting the major underlying assumption of PDA: a commitment to a discourse of social change. (shrink)

Various argumentation analysis tools permit the analyst to represent functional components of an argument (e.g., data, claim, warrant, backing), how arguments are composed of subarguments and defenses against potential counterarguments, and argumentation schemes. In order to facilitate a study of argument presentation in a biomedical corpus, we have developed a hybrid scheme that enables an analyst to encode argumentation analysis within the framework of Rhetorical Structure Theory (RST), which can be used to represent the discourse structure of a text. This (...) paper describes the hybrid representation scheme and illustrates its use for investigation of contexts that license omission of elements of an argument. The analyses given in the paper involve reconstruction of enthymemes. Defeasible argumentation schemes serve as a constraint on reconstruction. In addition, the examples illustrate several other types of contextual constraints on reconstruction of enthymemes. (shrink)

How is reality really manufactured? The idea of social construction has become a commonplace part of much social research, yet precisely what is constructed, how it is constructed, and what constructionism means are often left unclear or taken for granted. In this major work, Jonathan Potter explores the central themes raised by these questions. Representing Reality explores the different traditions in constructivist thought--including sociology of scientific knowledge; conversation analysis and ethnomethodology; and semiotics, poststructuralism, and postmodernism--to provide a lucid introduction to (...) several key strands of work that have overturned the way we think about facts and descriptions. Potter illustrates his points throughout with varied and engaging examples taken from newspaper stories, relationship counseling sessions, accounts of paranormal events, social workers' assessments of violent parents, informal talk between program organizers, political arguments, and everyday conversations. Representing Reality offers the student and scholar in social psychology, rhetoric and discourse, and related fields a critical introduction to constructivism. (shrink)

The great challenge of rhetorical argument is to make discourse ethical without making it less logical. This challenge is of central importance throughout the full range of practical argument, and understanding the relation of the ethical to the logical is one of the principal contributions the humanities, in this case the study of rhetoric, can make to legal scholarship. Aristotle’s Rhetoric shows how arguments can be ethical and can create ethical relations between speaker and hearer. I intend to (...) apply Aristotle’s analysis to a phenomenon that did not yet exist for him, that of authority, by asking how the acts of asserting and accepting authority can be ethical acts. I take as a test case a peculiarly unfortunate and inept appeal to authority, that offered by the counsel for the District of Columbia in arguing Bolling v Sharp who cited Taney’s opinion in Dred Scott to clinch his point. By seeing just what goes wrong in such a maladroit appeal, I explore the rational, voluntary and ethical dimensions of a decision to accept a given commitment to authority. I use Joseph Raz’s analysis of authority and the relation of reason to authority, yet think I go beyond Raz by exploring the deliberate and voluntary nature of submission to authority. Choosing to be bound by an authority is an ethical act. As such it is always rational and yet never purely rational. The Supreme Court’s choice of authorities is part of its making itself into an authority, and is a paradigm of the ethical act of choosing to be obligated. Choosing to be committed or obligated is a central paradox of political theory and considerations of authority and obligation, at least since early social contract theorists. However, its importance for judicial reasoning, which at the same time chooses to submit to authority and itself becomes an authority, has not been noted. Consideration of the relations between the ethical and the logical can help us better to articulate the constitution of ethical authority. (shrink)

This study examined the disability support offices websites of twelve US higher education institutions anchored in multimodal discourse analysis and genre analysis to examine how semiotic resources are deployed to describe DSO services on their websites and to determine the discursive functions of advertisement they perform. The DSO websites were within four clicks from HEI homepages but had inconsistent navigation paths, making it difficult to reach DSO websites. DSO websites were foregrounding promoting and branding the institutions rather than presenting the (...) information about the services offered. This is achieved by using multimodal promotional rhetoric such as: situating accessibility as central commodifiable attribute, promoting the value of accessibility, establishing the superiority of the institution, constructing images of students with disabilities as empowered but dependent upon the DSO, and situating students within a college community. Implications for DSO websites functioning as advertisements are also discussed. (shrink)

Theoretical interest in Perelman's thought is linked, for the main part, to the place he accords to the notion of argumentation, defined in his work in reference to the Greek philosophy, as represented by Plato and Aristotle, in contrast to the assertions of the sophists and rhetors. He separates the notion of demonstration and that of argumentation and supports his position on an analysis of the debates which were common in the sophistic and rhetoric period.It is in different ways (...) that the notion of argumentation comes into the work of Perelman. By taking up again the analysis of justice with the aim of removing the various strata of meaning which had accumulated on it as a result of the reductions of Plato and the dialectical analyses of Aristotle, Perelman showed that the theory of argumentation transcends the domain of right in which it is rooted and ought not be abandoned to lawyers only. Thus, he follows a train of thought to which he accords a certain nobilty in the name of the new rhetoric. This manner of considering the relationship of the moderns to the Greeks leads him to set up the notion of argumentation in his own texts, where it demonstrates a logical retreat which enables him to work back from Aristotle to Plato and from him to the rhetors and sophists, whose discourse is defined on the level of the self-referential.The exemplary character of Perelman's work is on account of this rehabilitation of argumentation in the old rhetoric which will be examined here. (shrink)

This paper suggests a specific contribution of contemporary history and philosophy of science to the theory of history. The “pragmatic” in the technical sense of analysis of use and user aspects of scientific discourse, and the “pragmatist”, in the sense of a focus on utility as canon, dimensions of modern philosophy of science illumine the structure of historical inquiry. Simply put, the structure of writing produced by the historical discipline is argumentative. Further, the nature of the historical argumentative strategies is (...) best described by reference to classical rhetorical, to topical modes of argument. (shrink)

This study examines the concept of argumentation empirically, to correct the normative conception of argumentation adopted by most scholars since Aristotle. They are not interested in what argumentation is, but in what it ought to be. The pre-Aristotelian approach is preferable, because it recognizes that argumentation, although it includes persuasion, also embraces other eristic techniques in which the speaker does not necessarily seek to persuade, but simply to prevail. This broader descriptive and pragmatic analysis explains the different ways in which (...) discourse actually occurs and particular arguments succeed, leaving in a secondary place the opinion of each author on how they should be. (shrink)

This paper examines from a cognitive perspective the rhetorical and epistemic advantages that can be gained from the use of (extended) metaphors in political discourse. We defend the assumption that extended metaphors can be argumentatively exploited, and provide two arguments in support of the claim. First, considering that each instantiation of the metaphorical mapping in the text may function as a confirmation of the overall relevance of the main core mapping, we argue that extended metaphors carry self-validating claims that increase (...) the chances of their content being accepted. Second, we show how the recognition of an extended metaphor’s sophistication and relevance (on behalf of the addressee) can benefit the speaker’s perceived competence (ethos). We then assess whether these two arguments measure against the dual epistemic monitoring postulated in the notion of epistemic vigilance (i.e., assessment of the source of a message and assessment of the message) and conclude that extended metaphors may fulfil the requirements of epistemic vigilance and lead to the stabilisation of a belief. We illustrate our account with an analysis of the extended metaphor of the USA as an empire found in a political pamphlet written by the Swiss politician Oskar Freysinger. (shrink)

Normative pragmatics can bridge the differences between dialectical and rhetorical theories in a way that saves the central insights of both. Normative pragmatics calls attention to how the manifest strategic design of a message produces interpretive effects and interactional consequences. Argumentative analysis of messages should begin with the manifest persuasive rationale they communicate. But not all persuasive inducements should be treated as arguments. Arguments express with a special pragmatic force propositions where those propositions stand in particular inferential relations to one (...) another. Normative pragmatics provides a framework within which varieties of propositional inference and pragmatic force may be kept straight. Normative pragmatics conceptualizes argumentative effectiveness in a way that integrates notions of rhetorical strategy and rhetorical situation with dialectical norms and procedures for reasonable deliberation. Strategic effectiveness should be seen in terms of maximizing the chances that claims and arguments will be reasonably evaluated, whether or not they are accepted. Procedural rationality should be seen in terms of adjustment to the demands of concrete circumstances. Two types of adjustment are illustrated: rhetorical strategies for framing the conditions for dialectical deliberation and rhetorical strategies for making do with limitations to dialectical deliberation. (shrink)

This book was put together over the course of the past three years and is the outcome of the author’s publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//© model. It features four chapters that span different, yet interlocking aspects of ad texts’ multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of (...) the //rhetor.dixit//© model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//© model is intended to enhance understanding as to how a brand’s intellectual capital is configured and, moreover, to point to directions whereby what I call a brand’s figurative first mover advantage and differential figurative advantages may be furnished to a brand’s discourse. The systematic understanding of a brand’s distinctive modes of rhetorical configuration is not just a ‘nice-to-have’ add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand’s textual essence. (shrink)

This paper describes the development of pragma-dialectics as a theory of argumentative discourse. First the development of the pragma-dialectical model of a critical discussion is explained, with the rules that are to be complied with in order to avoid fallacies from occurring. Then the integration is discussed of rhetorical insight in the dialectical framework. In this endeavour, the concept of strategic manoeuvring is explained that allows for a more refined and more profoundly justified analysis of argumentative discourse and a better (...) identification of fallacies. The paper ends with a brief overview of current research projects. (shrink)

France and New Caledonia are currently involved in an ongoing debate surrounding the independence of the latter from the former that will lead to referenda in 2018–2022. The main stakeholders in the negotiation process are France, the Caldoche population of the island agglomeration and its Kanak inhabitants. Most critical discourse studies analyse texts as expressions of power entrenched in monologues. In this paper, however, the debate between the social actors is seen as a plurilogue. The study argues that the dominant (...) interactants propagate a rhetoric of unity and homogeneity, aiming to further marginalise the Kanak people and other minority groups in New Caledonian society by rendering them invisible. It further argues that the French political power aims to persuade the other groups to accept the reality of a common destiny as a given truth. The paper combines Systemic Functional Linguistics and Pragma-dialectics, and incorporates postcolonial and poststructuralist perspectives into a critical study of discourse samples, taken from a larger corpus of French data, across various genres and registers. The analysis reveals that the French rhetoric of unity is built upon Republican principles inherent to neo-colonialist ideology. It also shows that the French rhetoric is being reproduced by local settler interactants, based on values that pertain to Caldoche nationalist ideology. Both French and Caldoche ideologies are in discord with Kanak socialist ideology. By exposing the existing power inequalities the study does not only contribute to defending the Kanak minority discourse, but also emphasises the rights for recognition and self-determination of the Kanak indigenous people of New Caledonia. (shrink)

The activities of Fulani nomads in Ghana have gained considerable media attention and engendered continuing public debate. In this paper, we analyze the prejudiced portrayals of the nomads in the Ghanaian news media, and how these contribute to an exclusionist and a discriminatory discourse that puts the nomads at the margins of Ghanaian society. The study employs a critical discourse analysis framework and draws on a dataset of 160 articles, including news stories, editorials and op-ed pieces. The analysis reveals that (...) the nomads are discursively constructed as undesirables through an othering process that centers on three discourses: a discourse of dangerousness/criminalization, a discourse of alienization, and a discourse of stigmatization. This anti-nomad/fulani rhetoric is evident in the choice of sensational headlines, alarmist news content, organization of arguments, and use of quotations. The paper concludes with a call for more balanced and critical news reporting on the nomads, especially since issues surrounding them border on national cohesion and security. (shrink)

This paper presents selected findings from a historical analysis of change in the discursive construction of social identity in UK education policy discourse from 1972–2005. My chief argument is that through its linguistic forms of self-identification the government construes educational roles, relations and responsibilities not only for itself, but also for other educational actors and wider society. More specifically, I argue that New Labour's distinctive mode of self-representation is an important element in its hegemonic project, textually manufacturing consent over its (...) policy decisions, and helping to articulate its self-styled ‘enabling’ model of governance. As evidence for these claims I discuss two prominent trends in New Labour's education policy rhetoric, which I characterise as ‘personalisation’ and ‘managerialisation’. Respectively, these relate to the discursive representation of social identity and social action. (shrink)

ABSTRACT When Manchester United Football Club publicly announced the signing of Alexis Sanchez in 2018, it was done through a short video that purported to demonstrate the rich traditions and history of the club, its deep connection with its fanbase, and the strength of its support. However, locating this video within the broader social order where elite football clubs like MUFC essentially operate as for-profit corporations shows how it functions as an instantiation of the market-oriented discourse and rhetoric that (...) has penetrated sport in general. Taking up a Multimodal Critical Discourse Studies perspective, and via an analysis of the semiotics of sound, intertextuality, and the visual, this article shows how MUFC positions itself sympathetically and in so doing conceals its pursuit of profit. It shows how values of solidarity, organicity, and camaraderie are communicated and associated with MUFC and how the viewer is structured into identifying with MUFC instead of supporters as a collective group. Finally, it discusses how these tropes are aestheticized whilst outwardly claiming to deny that very pursuit, thereby masking the reconstrual of club-supporter relations as fundamentally exploitative brand–consumer relations. (shrink)

The present study examined how the pre-war debate of the US decision to invade Iraq (in March 2003) was discursively constructed in the US/British mainstream newspaper opinion/editorial (op/ed) argumentation. Drawing on theoretical insights from critical discourse analysis and argumentation theory, I problematised the fallacious discussion used in the pro-war op/eds to build up a ‘moral/legal case’ for war on Iraq based on adversarial (rather than dialogical) argumentation. The proponents of war deployed ‘instrumental rationality’ (ends-justify-means reasoning), ‘ethical necessity’ (Bush’s ‘Preemption Doctrine’) (...) and ‘humanitarian virtue’ (the bombing of Iraq to ‘save’ Iraqis from Saddam’s pestilent tyranny) to justify the pending invasion of Iraq. Their arguments intertextually resonated with Bush administration’s ‘war on terror’ rhetoric in a way that created a form of indexical association through ‘recontextualisation’. The type of arguments marshalled by the pro-war op/ed commentators uncritically bolstered the set of US official ‘truth claims’ and ‘presuppositions’. (shrink)

My focus is the ‘logico-rhetorical module’. This mental module, Sperber hypothesizes, is an evolved ability of human beings to examine critically what someone is saying, for example, to detect inconsistency or inadequate evidence in an argument. On the assumption that we have this natural ability, Chilton questions the need for Critical Discourse Analysis; in contrast, on his reading of Sperber’s work, Hart argues the opposite. In this article, I agree with Chilton’s stance to the extent that the competence of the (...) logico-rhetorical module is, generally speaking, adequate for enabling critical engagement with verbal input. That said, I highlight two limitations of the logico-rhetorical module for detecting inconsistency in arguments. To address these limitations, I hold a new approach is needed in Critical Discourse Analysis. This is one which draws on the corpus linguistic method; I refer to it as Electronic Deconstruction. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Philosophy and Rhetoric 36.1 (2003) 22-38 [Access article in PDF] Descartes's Rhetoric:Roads, Foundations, and Difficulties in the Method Jeanette Bicknell Descartes's Discours de la méthode is an extremely rich text for anyone interested in the rhetorical and literary aspects of philosophical works, as well as for those interested in the history of scientific discourse. 1 Commentators have tended to stress the inclusive and possibly emancipatory aspects of (...) the text: Descartes's use of the vernacular and inclusion of autobiographical elements. 2 Without denying the democratic potential of the Discours, I will argue that close attention to its rhetorical and literary features reveals an unacknowledged tension in Descartes's thought between the individual and the social or communal aspects of method. This tension seems to have been overlooked by commentators.Briefly, the tension I have identified is manifest in the conflicting metaphors Descartes uses to characterize scientific and epistemological progress. The best known and most studied of these metaphors are from architecture and town-planning. Less attention has been paid to the metaphor of the road or path (chemin) in the Discours. Descartes sees cognitive and scientific progress as ultimately the work of a solitary individual. We can call this the "heroic" or "great individual" view of scientific progress. This is clear in his architectural metaphors. Yet recurrent metaphors characterizing cognitive progress as a road point to a more social or communal view of science as the work of many hands (or feet). Roads are social entities par excellence. They pre-exist those who travel them and are available to all who want to travel them. Although roads may be planned and built according to specifications, they may arise simply from the aggregated actions of individuals. I suggest that this tension between two fundamentally different characterizations and conceptions of cognitive progress indicates a deep division in Descartes's thought, unresolved in the Discours.What is at issue, philosophically, in my analysis of Descartes's rhetoric? First and most generally is the problem of bringing together all the [End Page 22] elements of a philosophical text, especially a text with the seminal importance of the Discours. What status and significance should we give to those elements of a text that do not seem to be directly part of the arguments? These elements include the author's self-presentation and indications as to the implied audience, as well as figurative language and illustrative and explicatory metaphors. I shall show how these elements repay close attention, and that it is fruitful to test them for consistency with the text's explicit claims and arguments.More specifically, my interpretation has implications for Descartes's program. Descartes's work is generally taken to be the basis of strict traditional autonomism and reductionist individualism. One critique of such individualism is that methods, not to mention the languages in which they are expressed, are social rather than private. A close examination of Descartes's own language supports this critique, as his rhetoric can be seen to undercut his avowed position in the text. It is open to debate whether or not Descartes was aware of the tension between his autonomism and individualism on one hand, and his hopes for cognitive and scientific progress founded upon method on the other. Thus, it is entirely possible that the quintessentially modern philosopher of the self had excessive expectations of that self, not to mention an incoherent picture of it.Finally, the implications of my analysis reach beyond Descartes's text to broader conceptual issues. The tension I have identified in the Discours is not limited to Descartes's work, but it points to underlying difficulties in trying to think through the problems he discusses. While methods are social, an individualistic element may be ineliminable. But the social is not just the aggregation of asocial selves. The self, its education and development, and its ability to participate in a method, must all be social. Another issue is the nature of scientific and epistemological progress, and the relationship between their individual and more communal aspects. And whatever their relationship, we... (shrink)

The convincing argument that Brette makes for the neural coding metaphor as imposing one view of brain behavior can be further explained through discourse analysis. Instead of a unified view, we argue, the coding metaphor's plasticity, versatility, and robustness throughout time explain its success and conventionalization to the point that its rhetoric became overlooked.

This book shows how research in linguistic pragmatics, philosophy of language, and rhetoric can be connected through argumentation to analyze a recognizably common strategy used in political and everyday conversation, namely the distortion of another’s words in an argumentative exchange. Straw man argumentation refers to the modification of a position by misquoting, misreporting or wrenching the original speaker’s statements from their context in order to attack them more easily or more effectively. Through 63 examples taken from different contexts (including (...) political and forensic discourses and dialogs) and 20 legal cases, the book analyzes the explicit and implicit types of straw man, shows how to assess the correctness of a quote or a report, and illustrates the arguments that can be used for supporting an interpretation and defending against a distortion. The tools of argumentation theory, a discipline aimed at investigating the uses of arguments by combining insights from pragmatics, logic, and communication, are applied to provide an original account of interpretation and reporting, and to describe and illustrate tactics and procedures that can be used and implemented for practical purposes.. This book will appeal to scholars in the fields of political communication, communication in general, argumentation theory, rhetoric and pragmatics, as well as to people working in public speech, speech writing, and discourse analysis. (shrink)

Tension is a major issue in the analysis of argumentative discourse in ordinary language. Tension is an operator showing that the speaker is highly involved in her speech, and wants to share her commitments, that is, wants to persuade her audience. This paper proposes a case study of an extremely tense and controversial argument with strong anti-Semitic undertones. The following sections examine the main components of tension: radicalization of arguments; exclamations; rhetorical questions; emotions. Tension is interpreted as a verdictive operator (...) resisting refutation. (shrink)

The analysis explores the main arguments of Noam Chomsky’s short book,Media Controlthat also reprints the monograph “The Journalist from Mars: How the ‘War on Terror’ Should Be Reported.” The problematic is Aristotelian rhetoric and Enlightenment rationality (justice) in civic discourse (Lógos) as compared to the thematic of dialogic reasonableness (Eulógos). Chomsky’s assumption of, and critique of, “old rhetoric” [Aristotle’srhētorikḗ] is followed by a discussion of Chiam Perelman’s “new rhetoric” [presocraticpoiētikḗ/epideiktikos / gērys] and his “incarnate adherence” (givingvoiceto) concept (...) of the Universal Audience as a function of Epideictic argumentation. This is also a critique of Stephen Toulman’s neo-Aristotelian model of rhetorical “warrant” and its connection to Charles S. Peirce’s normative semiotic of the “argument cycle.” Heidegger’s and Lakoff’s concept of discourse framing is associated with Michel Foucault’s rhetoric concept of an ethic of social discourse for the common good (parrhesia) in the age of Umberto Eco’s hyperreality media that displays Baudrillard’s simulacra, such as Donald Trump. (shrink)

Recent rhetorical critiques of philosophy and science assume a contrast between rational argument and rhetoric that is inherited from an antirhetorical tradition in philosophy. This article rejects that assumption. Rhetoric is compatible with reasoned discourse in a strong sense originally outlined by Aristotle. Rhetorical analysis reveals the inadequacy of purely demonstrative accounts of rational argument and cognitive accounts of the conditions for rational assent to propo sitions. Social studies of the rhetoric of science, and in particular of (...) credibility claims, need not fall into the forms of relativism and global antirealism with which they have become associated. (shrink)

This article introduces the concept of inversion as a rhetorical-political strategy used to redescribe climate concerns from being sacrificed in favour of profitability to seeing that profitability necessitates climate concerns. Drawing on discourse theory and rhetorical analysis, the article analyses discursive struggles in the dominant discourse of fossil-fuel growth in Norway, from 2013 to 2019. By inverting the image of fossil-fuel dependency from growth and success to loss and stagnation in the Norwegian public discourse on fossil fuels and climate risk, (...) those who challenge the hegemonic pro-fossil fuel-investments system pave the way for an alternative description of an ideal welfare state. As such, inversion, as a practice and rhetorical-political strategy may help us understand the strategic manoeuvring of the environmental movements as counter-hegemonic forces. (shrink)

This paper extends the fields of visual and object semiosis, style, and rhetoric by introducing the concept of critical object images. It identifies five of their rhetorical functions in literature and demonstrates the semiotic and rhetorical specificity and force of literary object images. Inter-disciplinary concepts and theories used in the study are introduced before the concept is tested and developed through analyses of object images with critical roles in the Victorian scenes of Virginia Woolf’s novels. The inductive analyses trace (...) the semiosis and stylistic affordances of the selected critical object images, with reference to three categories of kitsch inauthenticity, and their formal and cultural contexts, noting the rhetorical function they serve. Multimodal stylistics and the semiotics of visual images and of objects are used in these analyses, and the unique contribution of critical object images as rhetorical elements in literature is uncovered and explained. The analysis of Woolf’s representation of selected objects shows how the critical object images function rhetorically, through their stylistic connotations, to present unambiguous meanings that are not openly stated in the texts’ verbal discourse. (shrink)

The growing influence of the visual media in contemporary society is quite alarming; hence, learning to explicate them is inevitable. This is a paradigm shift from verbal argumentation to visual argumentation. The aim of this article is to contribute to the understanding of visual analysis and visual literacy, a part of discourse analysis. Visuals employ a number of rhetorical devices; however, understanding the effectiveness of these devices is still a challenge. Adopting Visual Argumentation Theory, the article analyzes argumentation in cartoons (...) on the post-election violence that rocked Kenya in 2007/2008. From the analyses, it is concluded that visuals can argue as simply and forcefully as their verbal counterparts. The blending of caricature and portraiture makes them even more explicit as portraiture denotes the characters so that we can recognize who they are; caricature ridicules them, analogy attributes actions to them in a satirical or sarcastic way, and cultural memory is needed to access the reference to the analogies. Visuals are designed to make the reader think not only about the event or the people being portrayed but also about the message being communicated. This means visuals have the ability to stretch the truth beyond caricature or mere amusement. (shrink)

Analytic philosophers have, since the pioneering work of B.K. Matilal, emphasized the contributions of Nyāya philosophers to what contemporary philosophy considers epistemology. More recently, scholarly work demonstrates the relevance of their ideas to argumentation theory, an interdisciplinary area of study drawing on epistemology as well as logic, rhetoric, and linguistics. This paper shows how early Nyāya theorizing about argumentation, from Vātsyāyana to Jayanta Bhaṭṭa, can fruitfully be juxtaposed with the pragma-dialectic approach to argumentation pioneered by Frans van Eemeren. I (...) illustrate the implications of this analysis with a case study from Jayanta Bhaṭṭa’s satirical play, Much Ado about Religion (Āgamaḍambara). (shrink)

This book positions itself at the intersection of the key areas of the modern humanities. Different authors from a variety of countries take innovative approaches to investigating multimodal communication, adapting pedagogical design to digital environments and enhancing cognitive skills through transformations in teaching and learning practices. The eclectic forms under study require eclectic approaches and methodologies, and the authors cross disciplinary boundaries drawing on philosophy, linguistics, semiotics, computational linguistics, mathematics, cognitive studies and neuroaesthetics. Part I presents methods of analysing multimodal (...) communication in its different displays, covering promotional video in crowdfunding project presentations, multimodal public signs of prohibition and visuals as arguments. Part II explores varied teaching methodologies that have emerged as a result of and in response to modern technological changes and contains some practical hints for educators. It demonstrates the pedagogical potential of video games, virtual worlds, linguistic corpora and online dictionaries. Part III focuses on psychological and cognitive factors influencing success in the classroom, primarily, ways of developing students’ and teachers’ personalities. The volume sits at the intersection between Communication Studies, Digital Humanities, Discourse Analysis, Education Theory and Cognitive Studies and is useful to scholars and students of communication, languages, education and other areas of the humanities. This book should trigger scholarly discussions as well as stimulating practitioners’ interest in these fields. (shrink)

The Irish Republic's economic success story has been simultaneously regarded as antithetical to and indicative of neoliberal hegemony. The question of the neoliberal pedigree of the Irish case is explored here from the perspective of mediatized representations of political economy. The paper's argument is advanced in three distinct stages. First, it outlines a theoretical and methodological rationale for the analysis itself. Second, it formulates a summary account of neoliberalism as discourse and ideology, introducing a key analytical distinction between ‘transparent’ and (...) ‘euphemized’ neoliberal discourses. Third, it presents an empirical overview of how neoliberal assumptions are articulated through mediatized representations of political economy. The article shows how the ‘Celtic Tiger’ can be understood as a case of neoliberal hegemony, as long as it is recognised that neoliberalism is hegemonically constituted through a plurality of discursive forms and rhetorical strategies. In addition, the paper highlights the constitutive role of media representation, especially the media rhetoric of Irish political leaders, in the production and reproduction of an Irish neoliberalism. (shrink)

This paper surveys the contributions to the study of argumentation in the two decades since the work of Toulmin and Perelman. Developments include Radical Argumentativism (Anscombre and Ducot), Communication and Rhetoric (American Speech Communication Theory), Informal Logic (Johnson and Blair), Formal Analyses of Fallacies (Woods and Walton), Formal Dialectics (Barth and Krabbe), and Pragma-Dialectics (van Eemeren and Grootendorst). From the survey it is concluded that argumentation theory has been considerably enriched. If the contributions can be made to converge, a (...) sound basis will be created for developing educational methods for producing, interpreting and evaluating argumentative discourse. Thus, argumentation theory may be instrumental in improving the quality of democracy by furthering a reasonable management of differences of opinion. (shrink)

Argumentation theory is a distinctly multidisciplinary field of inquiry. It draws its data, assumptions, and methods from disciplines as disparate as formal logic and discourse analysis, linguistics and forensic science, philosophy and psychology, political science and education, sociology and law, and rhetoric and artificial intelligence. This presents the growing group of interested scholars and students with a problem of access, since it is even for those active in the field not common to have acquired a familiarity with relevant aspects (...) of each discipline that enters into this multidisciplinary matrix. This book offers its readers a unique comprehensive survey of the various theoretical contributions which have been made to the study of argumentation. It discusses the historical works that provide the background to the field and all major approaches and trends in contemporary research. Argument has been the subject of systematic inquiry for twenty-five hundred years. It has been graced with theories, such as formal logic or the legal theory of evidence, that have acquired a more or less settled provenance with regard to specific issues. But there has been nothing to date that qualifies as a unified general theory of argumentation, in all its richness and complexity. This being so, the argumentation theorist must have access to materials and methods that lie beyond his or her "home" subject. It is precisely on this account that this volume is offered to all the constituent research communities and their students. Apart from the historical sections, each chapter provides an economical introduction to the problems and methods that characterize a given part of the contemporary research program. Because the chapters are self-contained, they can be consulted in the order of a reader's interests or research requirements. But there is value in reading the work in its entirety. Jointly authored by the very people whose research has done much to define the current state of argumentation theory and to point the way toward more general and unified future treatments, this book is an impressively authoritative contribution to the field. (shrink)