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Endoxa and cultural keywords in the pragmatics of argumentative discourse. (The pragmatic functioning and persuasive exploitation of keywords in the discourse of corporate annual reports and sustainability reports.)

English title Endoxa and cultural keywords in the pragmatics of argumentative discourse. (The pragmatic functioning and persuasive exploitation of keywords in the discourse of corporate annual reports and sustainability reports.)
Applicant Rocci Andrea
Number 124845
Funding scheme ProDoc
Research institution Istituto Media e Giornalismo Facoltà di Scienze della comunicazione Università della Svizzera italiana
Institution of higher education Università della Svizzera italiana - USI
Main discipline Communication sciences
Start/End 01.04.2009 - 31.03.2012
Approved amount 156'570.00
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All Disciplines (3)

Discipline
Communication sciences
German and English languages and literature
Science of management

Keywords (3)

cultural keywords; enthymeme; argumentative discourse

Lay Summary (English)

Lead
Lay summary
The project investigates the argumentative function and rhetorical exploitation of keywords in persuasive texts, with an applicative focus on the corporate reporting discourse, more precisely on top management's introductory letters from annual and corporate social responsibility reports. The research starts from the hypothesis (Rigotti & Rocci 2005, Rocci 2006, Bigi 2006, 2007) that cultural keywords act as pointers to endoxa (in the Aristotelian sense of culturally shared assumptions and values) that can be recovered from the communal common ground, so enabling the addressee to supply implicit premises required by the enthymematic structure of the argument, or to elaborate the content or structure of the argument in other relevant ways. The project aims to provide a new method for keyword identification, combining corpus analysis with multilevel argumentative reconstruction of individual texts, and investigates the rhetorical exploitation of keywords drawing from the results of cognitive pragmatics and persuasion research carried out within dual-process theories. In particular, it will be observed whether and under what circumstances the connotations carried by keywords contribute to a central line of argumentation of which the arguer ostensibly takes full commitment, or they belong to peripheral lines of persuasion resting on weakly implicated inference chains. Following this line of research, the project endeavours to develop a new integrative theoretical framework, aimed at bridging the gap between two complementary approaches to persuasion: the theory of argumentation and rhetoric on one hand, and cognitive pragmatics and dual-process theories of attitude formation and change on the other. At the same time the project will offer the opportunity to empirically test some of the theoretical models employed in different phases of the research (e.g. "Y model" of a locus, the model of communication context) so enabling their theoretical refinement and possible extension. By its applicative part, the project will offer new significant tools for increasing the quality of the persuasive strategies employed in corporate reporting, extensible without doubt to other genres of (more or less customized) business communication: letters to shareholders, managerial communication and marketing communication, including advertising). At the same time, the project will offer new insights on the interplay between corporate identity and organizational culture in strategically conveying a multiple faceted, yet coherent company image.
Direct link to Lay Summary Last update: 21.02.2013

Responsible applicant and co-applicants

Employees

Publications

Publication
Argumentative valences of the key-phrase value creation in corporate reporting
Filimon Ioana Agatha (2011), Argumentative valences of the key-phrase value creation in corporate reporting, in In F.H. van Eemeren, B.J. Garssen, D. Godden & G. Mitchell (Eds.):, Proceedings of the 7th Conference of the International Society for the Study of Argumentation (CD-RO.
Comparing the Argumentum Model of Topics to other contemporary approaches to argument schemes: The procedural and material components
Rigotti Eddo, Greco Morasso Sara (2010), Comparing the Argumentum Model of Topics to other contemporary approaches to argument schemes: The procedural and material components, in Argumentation, 24(4), 489-512.
Cultural Keywords in Arguments. The Case of Interactivity
Rocci Andrea, Marcio Wariss Monteiro (2009), Cultural Keywords in Arguments. The Case of Interactivity, in Cogency, 1(2), 65-100.
Kyosei – an example of cultural keyword argumentatively exploited in corporate reporting discourse
Filimon Ioana Agatha (2009), Kyosei – an example of cultural keyword argumentatively exploited in corporate reporting discourse, in Studies in Communication Sciences , 9(2), 131-151.
The discourse system of financial communication
Rocci Andrea, The discourse system of financial communication, in Cahiers de L’Institut de linguistique et des sciences du langage (CILSL, Lausanne) , (n. 31).

Scientific events

Active participation

Title Type of contribution Title of article or contribution Date Place Persons involved
Filimon I.A. (2011). “Keywords in corporate reporting discourse.” EpiDay 2011 – Third USI-Com Young Scholars Research Day 18.05.2011 Lugano
Fillimon, I.A.– Cultural Keywords in Argumentation, within the course “Topics: the argument generator”, 09.03.2010 Bigorio (TI)
Filimon, I.A.– Cultural Keywords in Argumentation - culture, context and framing, within the course “Argumentation and Framing in Collective Activities 11.06.2009 Crêt Berard (Puidoux)
Filimon, I.A. – Cultural keywords in argumentation. “Kyosei” – an example from the corporate reporting discourse – presented at the 9th Lugano-Amsterdam Colloquium 08.05.2009 Amsterdam (The Netherlands)


Self-organised

Title Date Place
Filimon I. A. (2011). “Keywords in the two-sided rhetorical strategies of the letters to stakeholders.” Final Conference of the ProDoc Doctoral SchoolArgupolis - Argumentation practices in context 02.12.2011 Lugano
Filimon I.A. (2011). Keywords in corporate reporting. ILS – VALS-ASLA Colloquium 16.09.2011 Lugano
Filimon, I.A.– Cultural keywords in argumentation. Workshop on Keywords in Corporate Communication 15.03.2010 Lugano
Rocci, A. – “Endoxa and keywords in the pragmatics of argumentative discourse: an ongoing research project”. Workshop on Keywords in Corporate Communication 15.03.2010 Lugano

Knowledge transfer events

Active participation

Title Type of contribution Date Place Persons involved


Communication with the public

Communication Title Media Place Year
Media relations: print media, online media A. Rocci (2012). Oltre i numeri, un intreccio complesso di parole, argomenti, generi e canali SQUARE USI Magazine 7, 2012 Italian-speaking Switzerland 01.01.2012
Media relations: print media, online media I.A. Filimon (2012) Il potenziale persuasivo delle parole chiave. SQUARE USI-Magazine 7, 2012 Italian-speaking Switzerland 01.01.2012
Media relations: print media, online media G. Merminod (2011). Quelle valeur pour un mot-clé? Point de mire n.46, 2011, p. 11 Western Switzerland 25.11.2011

Associated projects

Number Title Start Funding scheme
123089 Argumentation practices in context (Argupolis) 01.10.2008 ProDoc

Abstract

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