Le tourisme est un secteur en plein accroissement. De nombreux pays le considèrent comme un vrai catalyseur de développement économique, un moyen de conserver leurs ressources naturelles et culturelles et de lutte contre la pauvreté. Le Maroc, en tant que pays en développement, accorde une attention particulière à ce secteur. Il s’agit d’une industrie importante qui fait promouvoir sa culture, son histoire et sa zone littorale. Grace à son statut géographique, et ses lieux touristiques fascinants, un grand nombre de touristes visitent le Maroc. Les français et les espagnols occupent la première place, puis les anglais et les allemands. En tant que destination touristique de loisirs populaire, la ville de Marrakech occupe une place importante grâce à son statut géographique. C’est une ville ou le nord et le sud se croisent et connait actuellement un vrai boom économique pouvant être attribué en large partie au développement du secteur de tourisme. La présente thèse a adopté une approche pragmatique pour analyser les données et a balancer différentes disciplines afin de fournir des explications appropriées. Notre approche pragmatique nous a permis d’étudier trois figures de discours importantes : la métaphore, l'allitération et les jeux de mots qui occupent une place très importante dans le langage publicitaire visant à projeter l’image de Marrakech comme destination touristique :a- Elles sont abondamment utilisées dans les annonces promotionnelles du Maroc et de Marrakech en toute évidence.b- Elles sont utilisées dans la langue formelle et informelle. Leur emploi reflète nos manières particulières de penser et de s’amuser vu qu’elles sont utilisées depuis des siècles.c- Elles nous présentent des informations spécifiques et positives à l’aide des publicités et aident les touristes, plus précisément, à traiter l'image et à construire une représentation intangible du produit touristique en se basant sur leur expérience concrète. / This research has also a contribution to the qualitative study in the domain of tourism and advertising. In order to get an exhaustive investigation in the process of interpreting advertising language, analyzing the content qualitatively with the integration of a linguistic approach is suggested. The qualitative study reinforces the tendency in tourism advertising since it necessitates careful studies about the topics of tourism and advertising. The objective of this research is not to make a comparison between different figurative devices employed in tourism advertising in the case of Marrakech, but rather to examine the connection between the explored rhetorical figures and discover how they contribute to forming the image of Marakech as one of the best destination the potential tourist may choose and how they make him understand the destination through advertising. These connections go around the context of metaphorical patterns and the wants of potential tourists. Analyzing the content underlines the features of the language used in tourism advertising. These features are extracted from the tendencies in tourism and changes that happen according to the wants and requirements of tourists throughout. Only a subjective interpretation is possible in the case of language in this research area. The unavoidable part of this kind of research is the researcher’s qualified opinion. The researcher generally guides the entire process; he is part of the study because the interpretations of the work are made according to the abilities and the beliefs of the researcher. However, this does not mean that the ideas and points expressed in this work are purely subjective. They rely on complete research that may be confirmed by other researchers in order to be considered as a reflection of general tendencies and wider facts about the practice of language in tourism advertising.

With the increasing demands of engaging in sustainability, the financial industry’s dominating market logic is currently being challenged. Banks are therefore experiencing demands to manage and legitimize sustainability, identified as containing both a market- and social logic, into a profit driven context. The aim of this study was thus to explore, at a micro level, how multiple logics of sustainability can be managed and legitimized in an organization where the dominant logic is being challenged. This was done by conducting a case study where the primary data was collected through semi-structured interviews with employees from Group Sustainable Finance (GSF) who are responsible for driving the sustainability agenda at Nordea. The results demonstrate that sustainability has been managed through a compromising strategy where elements of both the market- and social logic has been altered to appropriately suit the context characterized by profit maximization. During the process, an interesting finding evolved concerning how the micro perspective exposed the existence of conflicts within a single logic, defined as intra-logic conflicts. The results also contributed to identify stakeholder triggers as well as how normative-, instrumental-, and value rhetorical strategies are applied to legitimize Nordea’s sustainability practices.

The present dissertation deals with the analysis of rhetorical strategies of evaluation used in the "response" article in the field of applied linguistics. Based on a genre approach to discourse, our study shows how writers favour specific linguistic and rhetorical resources to produce critical comments in relation to another author's work. The results of this investigation show that patterns of praise and criticism are balanced within the genre of the "response" article to create a specific kind of interaction with the author of the reviewed text. Second, findings also reval that devices such as hedging, boosting and certain types of stance bundles are employed to convey the writer's deference, assertiveness and personal tone of comments. More specifically, the role and distribution of these devices is seen to vary in connection with different contexts of evaluation, ranging from positive to negative choices. In addition, our analysis emphasises the highly personal and controversial tone of the "response" article aimed at creating debate. Finally, our study suggests that the actual discourse context, the writer's preferences and the norms favoured within an academic community create a complex interplay of features that influences the subtlety of writer's critical comments.

A qualitative study of the Swedish Instagram account Kvinnohat´s framing of media criticism. The Instagram account Kvinnohat is an example when citizens with a feminist agenda participate in a public debate. With a critical point of view Kvinnohat approach society; which media is a part of. Social network with photo-sharing implement such as Instagram is a quite new type of social media. Instagram has quickly become a part of many peoples everyday life, especially among adolescents. Kvinnohat allows guest admins to do personal photo-sharing from the account Kvinnohat so that different feminist users have an opportunity to express their opinions. We have analyzed how Kvinnohat use rhetorical strategies and frames to express their opinions about media. By analyzing the frames with help of Robert Entmans (2004) Cascading Activation Model the result of the study shows how Kvinnohat frame their content. The semiotic analysis reveals the visual rhetoric in the post and is a supplement for the rhetorical analysis in which the strategies appears. The result of the study showed that the attitude in Kvinnohat's media criticism is both negative and positive. Kvinnohat and like-minded followers are not only consuming media but also questioning the content and the media industry. The founders of Kvinnohat often recommend their followers a positive media content where the content shows a norm critical perspective. The negative critique practiced by Kvinnohat tend to inform and educate their audience of a problem. To strengthen a relationship between Kvinnohat and its followers, Kvinnohat tend to be personal in their posts by relating to their followers, and inspire them to interact.

Sustainability has been identified as a fluffy idea containing conflicting logics that may make it problematic for individual employees to work with in practice. The aim of this thesis was to contribute to the literature of translating ideas by looking at the microlevel perspective of how the idea of sustainability has been translated within Nordic Choice Hotels. This was done by conducting an in-depth case study and collecting data primarily from qualitative interviews with individual employees at different hotels and the Manager of Sustainable Operations at the headquarters. The results show that sustainability within Nordic Choice Hotels has been translated into (1) the own label ‘WeCare’ containing different initiatives that has enabled the organization to concretize the fluffy idea of sustainability; (2) a culture built around sustainability which is based on a community logic; and (3) individual employees becoming sustainability ambassadors that can be seen as bilingual in using different arguments and reasonings in different situations. Our main contribution in relation to previous research is the fact that a third logic, namely a community logic, was used to bridge the conflicting logics of sustainability.

<p>I den här uppsatsen har jag undersökt internkommunikationen på ett multikulturellt företag för att se hur olika kulturer visar sig i olika förhandlingsstilar. Mitt material har bestått av sexton mejl mellan en tysk och en svensk affärsman från det multikulturella företaget Volkswagen. Mina frågeställningar var:</p><p>1. Skiljer sig Sch och Joh:s sätt att formulera sig och vilken betydelse får det i så fall för förhandlingen? 2. Vilka förhandlingsstilar används? Vad får de för konsekvenser? 3. Hade genomtänkta retoriska strategier kunnat effektivisera förhandlingens gång och i så fall vilka?</p><p>För att svara på frågorna har jag gjort en stilanalys kompletterad av en strukturell analys. Jag har även gjort en förhandlingsanalys och till sist undersökt de två kulturerna genom en jämförelse. Min uppsats lutar sig mot Hofstedes teori om kulturella dimensioner samt Ghauris teori om förhandlingens tre faser, för att nämna några.</p><p> </p><p>Viktiga slutsatser är att det finns större och mer betydelsefulla skillnader mellan tyskar och svenskar än väntat. Jag har också kommit fram till att kurser i förhandlingsteknik kan visa sig vara lönsamma för multikulturella företag och det är det jag vill förmedla med den här uppsatsen. </p><p> </p> / <p><p>In this essay I want to investigate the internal communication of an transcultural company to see how different cultures are shown in different styles of negotiation. I have been looking at sixteen emails between a German businessman and a Swedish businessman, both working at the transcultural company Volkswagen.</p><p>The essay’s research questions are: 1. Do the German and the Swede differ when it comes to manner of speaking, and if so, how does that effect the negotiation?  2. Which styles do they use in negotiation? What kind of consequences do the styles cause? 3. Would carefully prepared rhetorical strategies make the negotiation more effective, and in that case, which strategies would that be?</p><p>To answer these questions I have made a stylistic and a structural analysis, followed by an analysis of the negotiation style and strategies. At last I studied the two cultures and made a comparison between them. I have built my essay on the theory of cultural dimensions by Hofstede and Ghauri’s idea about the phases of negotiation, to mention a few.</p>Conclusions I’ve made are that there are bigger differences between Germans and Swedes then I expected. I’ve also seen that education in negotiation could be profitable for transcultural companies, which I with this essay would like to convey. </p>

I den här uppsatsen har jag undersökt internkommunikationen på ett multikulturellt företag för att se hur olika kulturer visar sig i olika förhandlingsstilar. Mitt material har bestått av sexton mejl mellan en tysk och en svensk affärsman från det multikulturella företaget Volkswagen. Mina frågeställningar var: 1. Skiljer sig Sch och Joh:s sätt att formulera sig och vilken betydelse får det i så fall för förhandlingen? 2. Vilka förhandlingsstilar används? Vad får de för konsekvenser? 3. Hade genomtänkta retoriska strategier kunnat effektivisera förhandlingens gång och i så fall vilka? För att svara på frågorna har jag gjort en stilanalys kompletterad av en strukturell analys. Jag har även gjort en förhandlingsanalys och till sist undersökt de två kulturerna genom en jämförelse. Min uppsats lutar sig mot Hofstedes teori om kulturella dimensioner samt Ghauris teori om förhandlingens tre faser, för att nämna några.   Viktiga slutsatser är att det finns större och mer betydelsefulla skillnader mellan tyskar och svenskar än väntat. Jag har också kommit fram till att kurser i förhandlingsteknik kan visa sig vara lönsamma för multikulturella företag och det är det jag vill förmedla med den här uppsatsen. / In this essay I want to investigate the internal communication of an transcultural company to see how different cultures are shown in different styles of negotiation. I have been looking at sixteen emails between a German businessman and a Swedish businessman, both working at the transcultural company Volkswagen. The essay’s research questions are: 1. Do the German and the Swede differ when it comes to manner of speaking, and if so, how does that effect the negotiation?  2. Which styles do they use in negotiation? What kind of consequences do the styles cause? 3. Would carefully prepared rhetorical strategies make the negotiation more effective, and in that case, which strategies would that be? To answer these questions I have made a stylistic and a structural analysis, followed by an analysis of the negotiation style and strategies. At last I studied the two cultures and made a comparison between them. I have built my essay on the theory of cultural dimensions by Hofstede and Ghauri’s idea about the phases of negotiation, to mention a few. Conclusions I’ve made are that there are bigger differences between Germans and Swedes then I expected. I’ve also seen that education in negotiation could be profitable for transcultural companies, which I with this essay would like to convey.

What were the main goals in Navalny’s political agenda and how did this influence his rhetorical approach? This paper explores how Navalny and his aspirants were disqualified as political candidates in Russian elections, and how this affected his approach to being focused on contentious politics as it became the only viable means to push for political change in the country. Two of his most viral videos are analysed to investigate the rhetorical strategies he used to set frames on the political elite, and the main answers revolved around corruption, theft, and the self-image of Medvedev and Putin. Although there were clear similarities between the two videos, the most recent “Palace for Putin” displayed new and more moral, judgmental and offensive methods than the previous “He is not Dimon to you”. Furthermore, this paper investigates the large-scale protests of 2021 and how public opinion about Navalny has developed in Russia. The expectation was that public opinion would be more favourable in recent times than it has been in the past, largely due to the massive protests which he managed to spark. However, the answer was surprisingly the opposite, as statistics tilted slightly against him rather than the other way around. Part of the explanation to this was that the highest number of people who disapproved of Navalny used state television as their main source of information, as opposed to the majority of the younger population who frequently used the internet, and thereby had a more positive view of him. When examining the protest trajectories, it was possible to find elements of Navalny’s political message amongst the people in terms of keywords and phrases that they chanted, evidence of his success above the fact of the protests themselves. The final aim was to review how the authoritarian regime responded to Navalny’s contentious politics, and in this regard, it was concluded that both domestic and international pressure moved the regime to increasingly repressive measures against Navalny’s Anti-Corruption Foundation and further deteriorated the relationship between the EU and Russia.

This interpretative study attempts to ascertain why the Nazi movement gained the support of German voters by examining its persuasive strategies. The growth of the movement was divided into three periods. In each period, the verbal and non-verbal rhetorical strategies were explored. It was found that the movement's success stemmed largely from the display of party unity, the display of power through the Storm Troopers' use of violent street rhetoric, and the spread of Nazi ideals through speeches at meetings, on tours, and especially at the Nuremberg Party Rallies. Their communication capitalized skillfully on the conditions in Germany between 1919 and 1933. Hopefully, the findings of this study add to our knowledge of the role of rhetoric in creating mass movements.

Due to a lack of effective writing strategies and inhibition of English language proficiency, university students in China are found to produce little and shallow content in their English academic writing. Similar problems are also embodied in the academic writing of Chinese overseas students who struggle to survive in the target academic community. The purpose of this study was to investigate the writing processes of second language (L2) writers, specifically examining the writing strategies of three Chinese post-graduate students in an Australian higher education institution. The study was prompted by the paucity of research in the writing strategies used by Chinese students in English academic writing in an authentic context. Although it was too small in scale to generalise in the field of L2 writing, the study will stimulate research in L2 writing theory and practice. Based on a review of theories related to L2 writing and research in Chinese and English writing strategies, the writing strategies used by three Chinese post-graduate students while writing academic papers in English were investigated. Their understandings of English and Chinese writing processes, the issue of transfer of Chinese writing into English writing and cultural influence of native language on L2 writing were explored as well. Qualitative hermeneutic multi-case study methods were employed to provide a richer description of the writing strategies used by the three students to develop a deeper understanding of the L2 writing process. Data were provided by three Chinese post-graduate student writers in Public Health who were observed undertaking different tasks. Ally, a Masters student, was observed completing one of the assignments for a course. Susan and Roger, both doctoral students, were observed working on a second stage proposal and a journal paper respectively. Data collected from semi-structured interviews, questionnaires, retrospective post-writing discussions and papers were categorised and analysed using topical structure analysis and cohesion analysis. The findings suggest that writing in a second language is a complicated idiosyncratic developmental process influenced by cognitive development, social/educational experience, the writer's first language (L1) and second language (L2) proficiency and cultural factors as well. These proficient writers were found to utilise a broad range of writing strategies while writing academic papers in English. This study in some degree supports Silva's (1993) finding that the L2 writing process is strategically, rhetorically, and linguistically different from the L1 writing process. Most of the metacognitve, cognitive, communicative and social/affective strategies except rhetorical strategies (operationally defined in this study as organisation of text or paragraphs) were found to transfer across languages positively. These student writers were noticed to have difficulties in acculturating into the target academic discourse community because of their background of reader-responsibility which is regarded as a crucial feature in Eastern rhetoric and is distinguished from writer-responsibility in English rhetoric (Hinds, 1987, 1990).