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How Is Cultural Intelligence Related to Human Behavior?
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In: Journal of Intelligence; Volume 10; Issue 1; Pages: 3 (2022)
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Russia-My History: The Amazing Transformations of a History Exhibit in Post-Crimean Russia
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In: Doctoral Dissertations (2022)
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Argumentação retórica e ethos organizacional ; Rhetorical argumentation and organizational ethoscase studies in Portuguese contexts ; estudos de caso em contexto português
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Abstract:
UIDB/00183/2020 UIDP/00183/2020 ; O estudo da argumentação, seguindo os preceitos clássicos, como se sabe, está atrelado a uma concepção lógico-discursiva. Contudo, na atualidade, nas diversas práticas sociais, o ato de argumentar deve ser revisto, devendo-se considerar não apenas a sua dimensão racional (logos), mas as suas dimensões éticas (ethos) e patéticas (pathos), tradicionalmente estudadas pela Retórica. É esta argumentação retórica, estrategicamente semiotizada, que está presente nos discursos midiáticos, políticos, publicitários e empresariais. Frente à relevância da temática, no mundo atual, este trabalho volta-se para a análise dessa argumentação em um gênero textual específico: anúncios publicitários presentes em discursos organizacionais. Com isso, este artigo objetiva demonstrar de que forma algumas empresas fazem uso de estratégias argumentativo-retóricas ‘politicamente corretas’ para a construção de um ethos organizacional mais ‘adequado’ aos valores socialmente aceitos na atualidade. Visa, assim, a mostrar que o ‘ser politicamente correto’ na comunicação organizacional pode requerer diferentes estratégias linguístico-textuais, de natureza argumentativa, em função dos interesses mercadológicos institucionais. De forma a atingir os objetivos propostos, serão analisados alguns estudos de caso selecionados a partir de empresas de transporte portuguesas. Estudos preliminares atestam que questões ambientais (um dos aspectos relevantes para a caracterização da sustentabilidade das empresas), evidenciadas por empresas politicamente corretas, em seu triple botton line, estão diretamente relacionadas a valores éticos, sendo que estes são semiotizados distintamente nos textos analisados. Evidentemente, esses valores estão a serviço de valores pragmáticos, característicos da comunicação organizacional centrada no seu papel mercadológico. The study of argumentation, according to the classic precepts, as we know, is linked to a logical-discursive concept. However, nowadays, in the various social practices, the act of arguing must be revised, considering not only its rational dimension (logos), but its ethical (ethos) and pathetic (pathos) dimensions, traditionally studied by Rhetoric. It is this rhetorical argumentation, strategically ´semiotized´ that is present in media, political, advertising, and business discourses. In view of the relevance of the theme, in the current world, this work focuses on the analysis of this argumentation in a specific text genre: the advertisement present in organizational discourses. With that, this paper aims at demonstrating how companies make use of ‘politically correct’ argumentative-rhetorical strategies to build an organizational ethos more 'appropriate' to the socially values accepted today. Thus, it aims to show that ‘being politically correct’ in organizational communication may require different text-linguistic argumentative strategies, depending on institutional market interests. In order to achieve the objectives, some case studies selected from Portuguese transportation industries were analyzed. Preliminary studies attest that environmental issues (one of the relevant aspects for characterizing the sustainability of companies), evidenced by politically correct companies, in their triple bottom line, are directly related to ethical values, and these are semiotized´ distinctly in the analyzed texts. Evidently, these values are at the service of pragmatic values, characteristic of organizational communication centered on their marketing role. ; publishersversion ; published
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Keyword:
Argumentação retórica; Comunicação organizacional; Ethos; Linguística dos textos e discursos; Organizational communication; Rhetorical argumentation; Social values; Text and Discourse Linguistics; Valores sociais
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URL: https://doi.org/10.4025/actascilangcult.v43i1.56904
http://hdl.handle.net/10362/130334
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Contextual Communicative Competence in Multinational Infrastructure Projects
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In: Buildings; Volume 11; Issue 9; Pages: 403 (2021)
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Women Entrepreneurs in China: Dialectical Discourses, Situated Activities, and the (Re)production of Gender and Entrepreneurship
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Tian, Zhenyu. - : Digital Commons @ University of South Florida, 2021
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In: Graduate Theses and Dissertations (2021)
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Revealing Challenges of Teaching Secrecy
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In: Secrecy and Society (2021)
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Classifying Laughter: An Exploration Of The Identification and Acoustic Features of Laughter Types
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In: Joseph Wharton Scholars (2021)
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Rhetorical argumentation and organizational ethos: case studies in Portuguese contexts ; Argumentação retórica e ethos organizacional: estudos de caso em contexto português
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In: Acta Scientiarum. Language and Culture; Vol 43 No 1 (2021): Jan.-June; e56904 ; Acta Scientiarum. Language and Culture; v. 43 n. 1 (2021): Jan.-June; e56904 ; 1983-4683 ; 1983-4675 (2021)
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Dis/organizing Social Capital: Tension in a U.S. National Park
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In: Boise State University Theses and Dissertations (2020)
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Rezistance: Diné Grassroots Organization and Modes of Activism
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In: Senior Projects Spring 2020 (2020)
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Experiences and Perspectives of Activity Facilitators in Memory Care
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In: http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1586808219109459 (2020)
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| 12 |
“Knowledge Puffs Up”: The Evangelical Culture of Anti—Intellectualism as a Local Strategy
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In: Sermon Studies (2020)
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"Woman Problems": Superior-Subordinate Communication of Endometriosis
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In: Masters Theses & Specialist Projects (2020)
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| 14 |
IEP stakeholder communication and collaboration and its effects on student placement ...
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Stork, Micah. - : University of Southern California Digital Library (USC.DL), 2019
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The Rhetorical Situation Meets Adult Education: A Public Speaking Workshop for B-School Graduate Students
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In: Lindsey Ives (2019)
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Digital public discourses on antibiotic resistance in Switzerland ...
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| 18 |
Cyber Metaphors and Cyber Goals: Lessons from “Flatland”
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In: Military Cyber Affairs (2019)
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Communication as Constitutive of Organization: Practicing Collaboration in and English Language Program
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In: Graduate Theses and Dissertations (2019)
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