O presente trabalho investiga o discurso memorialístico de Paschoal Lemme (1904-1977), educador que atuou no Brasil entre as décadas de 1920 e 1960 no âmbito do movimento denominado Escola Nova. As fontes primárias são os seus livros de memórias publicados pela Editora Cortez/INEP na década de 1980. Estudadas em investigações anteriores, tais fontes são retomadas neste trabalho para serem analisadas por intermédio da análise retórica, metodologia fundamentada em Perelman e Olbrechts-Tyteca. O objetivo é identificar os argumentos centrais e as estratégias argumentativas utilizadas pelo mencionado autor na defesa de sua tese, situando seu intuito persuasivo no contexto de publicação de suas obras, e assim apresentar a análise retórica como alternativa válida para o exame de discursos memorialísticos. O primeiro capítulo discorre sobre a utilização de autobiografias em trabalhos de pesquisa e as situa como objeto de estudo da análise retórica. O segundo capítulo expõe a autobiografia de Paschoal Lemme e contextualiza os fatos narrados visando compreender a imagem por ele criada na exposição de sua vida e atuações. O terceiro capítulo analisa o discurso do autor examinado, focalizando seus argumentos centrais na defesa de suas concepções políticas frente à educação. O quarto capítulo apresenta a análise retórica das memórias do mencionado autor, destacando as estratégias argumentativas presentes em seu discurso, o qual exibe caracteres típicos da geração de intelectuais que atuou entre os anos de 1920 e 1940 no Brasil. A conclusão defende que a imagem messiânica construída por Paschoal Lemme em suas memórias atua como estratégia argumentativa em defesa de sua tese. Nas considerações finais, o trabalho apresenta uma discussão sobre o auditório visado pelo autor ao publicar suas obras na década de 1980, momento marcada pelo debate em torno de diversas concepções educacionais. / This study investigates the memorialist speech of Paschoal Lemme (1904-1977), educator who served in Brazil from the 1920s and 1960s under the movement called New School. The primary sources are his memories published by Editora Cortez / INEP in the 1980s, that was studied in previous investigations and now are analyzed work by means of rhetoric analysis methodology based on Perelman and Olbrechts-Tyteca. The goal is to identify the central arguments and argumentative strategies used by the author in defense of his thesis, placing your persuasive discourse in the context of the publication of his works, and so introduce the rhetorical analysis method as a valid alternative for examining memorialist speeches. The first chapter discusses the use of autobiographies in historical researches placing them as object of rhetoric analysis. The second chapter presents the autobiography of Paschoal Lemme and contextualizes the facts narrated in order to understand the image of his life and actions created by him. The third chapter analyzes the discourse of the author focusing on their core arguments in defense of his political conceptions in education. The fourth chapter presents the rhetoric analysis of the author memories, highlighting the argumentative strategies present in his speech, which displays typical of the generation of intellectuals who served between the years 1920 and 1940 in Brazil. The conclusion argues that the messianic image built by Paschoal Lemme acts as argumentative strategy in defense of his thesis. In the conclusion, the paper presents a discussion of the audience targeted by the author in the 1980s, moment marked by intense debate among several educational concepts.

O presente trabalho investiga o discurso memorialístico de Paschoal Lemme (1904-1977), educador que atuou no Brasil entre as décadas de 1920 e 1960 no âmbito do movimento denominado Escola Nova. As fontes primárias são os seus livros de memórias publicados pela Editora Cortez/INEP na década de 1980. Estudadas em investigações anteriores, tais fontes são retomadas neste trabalho para serem analisadas por intermédio da análise retórica, metodologia fundamentada em Perelman e Olbrechts-Tyteca. O objetivo é identificar os argumentos centrais e as estratégias argumentativas utilizadas pelo mencionado autor na defesa de sua tese, situando seu intuito persuasivo no contexto de publicação de suas obras, e assim apresentar a análise retórica como alternativa válida para o exame de discursos memorialísticos. O primeiro capítulo discorre sobre a utilização de autobiografias em trabalhos de pesquisa e as situa como objeto de estudo da análise retórica. O segundo capítulo expõe a autobiografia de Paschoal Lemme e contextualiza os fatos narrados visando compreender a imagem por ele criada na exposição de sua vida e atuações. O terceiro capítulo analisa o discurso do autor examinado, focalizando seus argumentos centrais na defesa de suas concepções políticas frente à educação. O quarto capítulo apresenta a análise retórica das memórias do mencionado autor, destacando as estratégias argumentativas presentes em seu discurso, o qual exibe caracteres típicos da geração de intelectuais que atuou entre os anos de 1920 e 1940 no Brasil. A conclusão defende que a imagem messiânica construída por Paschoal Lemme em suas memórias atua como estratégia argumentativa em defesa de sua tese. Nas considerações finais, o trabalho apresenta uma discussão sobre o auditório visado pelo autor ao publicar suas obras na década de 1980, momento marcada pelo debate em torno de diversas concepções educacionais. / This study investigates the memorialist speech of Paschoal Lemme (1904-1977), educator who served in Brazil from the 1920s and 1960s under the movement called New School. The primary sources are his memories published by Editora Cortez / INEP in the 1980s, that was studied in previous investigations and now are analyzed work by means of rhetoric analysis methodology based on Perelman and Olbrechts-Tyteca. The goal is to identify the central arguments and argumentative strategies used by the author in defense of his thesis, placing your persuasive discourse in the context of the publication of his works, and so introduce the rhetorical analysis method as a valid alternative for examining memorialist speeches. The first chapter discusses the use of autobiographies in historical researches placing them as object of rhetoric analysis. The second chapter presents the autobiography of Paschoal Lemme and contextualizes the facts narrated in order to understand the image of his life and actions created by him. The third chapter analyzes the discourse of the author focusing on their core arguments in defense of his political conceptions in education. The fourth chapter presents the rhetoric analysis of the author memories, highlighting the argumentative strategies present in his speech, which displays typical of the generation of intellectuals who served between the years 1920 and 1940 in Brazil. The conclusion argues that the messianic image built by Paschoal Lemme acts as argumentative strategy in defense of his thesis. In the conclusion, the paper presents a discussion of the audience targeted by the author in the 1980s, moment marked by intense debate among several educational concepts.

O ponto de partida da presente pesquisa foi a constatação de que o tema natureza humana constitui uma das bases fundamentais do pensamento do filósofo e educador John Dewey (EUA, 18591952), abrangendo suas elaborações no campo estrito da filosofia, bem como nos terrenos da psicologia, da política e da educação. Para o autor, é imprescindível dar tratamento científico à noção de natureza humana, mediante uma perspectiva que considere o homem um ser coletivo. Nessa formulação, surge como problema a necessidade de uma ciência social formada por saberes diretamente voltados ao entendimento da experiência humana no âmbito da cultura; destaca-se também a relevância das investigações desenvolvidas na área da psicologia, uma vez que tal ciência, para Dewey, é essencial para o pensar filosófico, pois se ocupa das manifestações particulares que permitem compreender o homem em sua totalidade. A pesquisa realizada teve por objetivo compreender a noção deweyana de natureza humana, analisando, para isso, a obra Human nature and conduct: an introduction to Social Psychology, de 1922. A metodologia de análise deste trabalho seguiu os estudos desenvolvidos pelo Grupo de Pesquisa Retórica e Argumentação na Pedagogia, que focaliza as teorias da argumentação elaboradas por autores como Perelman e Toulmin. Tal método qualitativo de análise permitiu o exame do discurso de Dewey sobre a natureza humana e a conduta, possibilitando, conseqüentemente, reflexões sobre as manifestações do filósofo acerca do psiquismo, do trabalho inteligente da mente e da comunicação associada como meio de formar e educar o homem. Vimos que o discurso deweyano identifica-se com a filosofia prática, pois se destina a elaborar propostas de ação, culminando com a proposição de uma ciência para estudar e transformar o homem. Os resultados da pesquisa realizada permitiram, também, obter uma compreensão das interlocuções de John Dewey com a comunidade de ouvintes/leitores de suas teses, bem como a relação do autor com as várias tradições filosóficas e psicológicas, cujas noções são aceitas ou refutadas a fim de conduzir o auditório a novos acordos. / The starting point of the present research was the verification that the theme \"human nature\" constitutes one of the fundamental bases of the thought of the philosopher and educator John Dewey (USA, 1859-1952), including his elaborations in the strict field of philosophy, as well as in the lands of psychology, politics and education. To the author it is indispensable to give a scientific treatment to the notion of human nature, through a perspective that considers the man a collective being. In this formulation, it appears as a problem the need of a social science formed by knowings directly inclined to the understanding of human experience in cultures extent; it also stands out the relevance of the investigations developed in psychological area, once for Dewey, psychology as a science is essential for the philosophical thinking because it studies those private manifestations that allow us to understand the man in his totality. The accomplished research aimed to understand the Deweyan notion of human nature analyzing, for that, the book Human nature and conduct: an introduction Social to Psychology, 1922. The methodology of analysis of this work followed the studies developed in the Research Group \"Rhetoric and Argumentation in Pedagogy\", which focuses its attention to the argumentations theories elaborated by authors as Perelman and Toulmin. Such a qualitative method of analysis allowed us to exam Deweys speech about human nature and conduct, making possible, consequently, reflections about his manifestations concerning the psyche, the intelligent work of the mind and associated communication as a way to form and educate the man. We saw that deweyan speech identifies itself with practical philosophy, as it is destined to elaborate proposals of action culminating with the proposition of a science to study and transform the man. The results of the accomplished research also allowed us to obtain an understanding of John Dewey\'s dialogues with the community of listeners/readers of his thesis, as well as this author\'s relationship with the several philosophical and psychological traditions, whose notions are accepted or refuted in order to drive the auditorium to new agreements.

This is a qualitative study about Art transformation and commodification in the digital age. The study applies a rhetoric analysis with the aim to understand how art sellers, gallery owners and entrepreneurs take part in this transformation process through their websites’ presentation texts ”about us”. The analysis is related to communication theories but it is also inspired by other theories such as Gramsci’s hegemony theory and Bourdieu’s cultural critical theory. The study shows that in an environment of ”Global Communication”, activities that are related to the visual art on the net are strongly influenced by the commodification. Marketers and business managers have a big advantage of this phase of change in Art activities on the net. As senders in a one-way communication process, they use their rhetorical skills in their presentation texts to build identities or to enhance their business, depending on the positions of power they have in the market. They invest in art and artists, in order to expand their businesses and to capture a wider audience of recipients on World Wide Web to get more money and power. The study recommends further research about the Art commodification, preferably from the receiver’s and the artists’ sides to reveal more aspects of the effects of this transformation process in Art and its values.

This study focuses on outcome justifications during the preparation of project applications at the Swedish Research Council during the period of 2002-2004. The study is based on a theoretical approach derived from Michel Foucault placement of the reproductive processes in language use, John L. Austin’s pragmatic speech act theory, and Judith Butler’s idea of power in authoritarian language and combines it with forms of representativity used in the methodological approach of qualitative content analysis of institutionally oriented communication. Three analyses are made that aims to clarify the argumentative content and applications used in the language for the preparation of project applications. The result is that assessment varies without obvious reason; contextual and functional representativity is included within the rhetoric’s in assessments as a message within the practice itself; and the overall communication of representativity lacks factuality. The following conclusions are made. Sanctions are justified even if they only express the principled positions or speculation. Assessment does not need to give any information of value beyond what motivates the impression of the sanction itself. Information may be missing in the assessment without prejudice to recommendations for further preparation. Experiences of this might have repercussions for the applicants and for the experts. It is pointless to engage in an honest form of calls or text-processing. One of the merits of the study is to learn how to deal with the practice of academic writing in such a way that it ceases to impress. In this way anyone involved in producing  research papers and evaluations can re-evaluate their understanding of their practice. The purpose of this study has taken on a wider significance beyond the examples of language use in the samples. As further research is proposed, the broader issue of this study emphasizes how research is conducted with the primary interest of strengthening researcher’s own institutional importance.

O ponto de partida da presente pesquisa foi a constatação de que o tema natureza humana constitui uma das bases fundamentais do pensamento do filósofo e educador John Dewey (EUA, 18591952), abrangendo suas elaborações no campo estrito da filosofia, bem como nos terrenos da psicologia, da política e da educação. Para o autor, é imprescindível dar tratamento científico à noção de natureza humana, mediante uma perspectiva que considere o homem um ser coletivo. Nessa formulação, surge como problema a necessidade de uma ciência social formada por saberes diretamente voltados ao entendimento da experiência humana no âmbito da cultura; destaca-se também a relevância das investigações desenvolvidas na área da psicologia, uma vez que tal ciência, para Dewey, é essencial para o pensar filosófico, pois se ocupa das manifestações particulares que permitem compreender o homem em sua totalidade. A pesquisa realizada teve por objetivo compreender a noção deweyana de natureza humana, analisando, para isso, a obra Human nature and conduct: an introduction to Social Psychology, de 1922. A metodologia de análise deste trabalho seguiu os estudos desenvolvidos pelo Grupo de Pesquisa Retórica e Argumentação na Pedagogia, que focaliza as teorias da argumentação elaboradas por autores como Perelman e Toulmin. Tal método qualitativo de análise permitiu o exame do discurso de Dewey sobre a natureza humana e a conduta, possibilitando, conseqüentemente, reflexões sobre as manifestações do filósofo acerca do psiquismo, do trabalho inteligente da mente e da comunicação associada como meio de formar e educar o homem. Vimos que o discurso deweyano identifica-se com a filosofia prática, pois se destina a elaborar propostas de ação, culminando com a proposição de uma ciência para estudar e transformar o homem. Os resultados da pesquisa realizada permitiram, também, obter uma compreensão das interlocuções de John Dewey com a comunidade de ouvintes/leitores de suas teses, bem como a relação do autor com as várias tradições filosóficas e psicológicas, cujas noções são aceitas ou refutadas a fim de conduzir o auditório a novos acordos. / The starting point of the present research was the verification that the theme \"human nature\" constitutes one of the fundamental bases of the thought of the philosopher and educator John Dewey (USA, 1859-1952), including his elaborations in the strict field of philosophy, as well as in the lands of psychology, politics and education. To the author it is indispensable to give a scientific treatment to the notion of human nature, through a perspective that considers the man a collective being. In this formulation, it appears as a problem the need of a social science formed by knowings directly inclined to the understanding of human experience in cultures extent; it also stands out the relevance of the investigations developed in psychological area, once for Dewey, psychology as a science is essential for the philosophical thinking because it studies those private manifestations that allow us to understand the man in his totality. The accomplished research aimed to understand the Deweyan notion of human nature analyzing, for that, the book Human nature and conduct: an introduction Social to Psychology, 1922. The methodology of analysis of this work followed the studies developed in the Research Group \"Rhetoric and Argumentation in Pedagogy\", which focuses its attention to the argumentations theories elaborated by authors as Perelman and Toulmin. Such a qualitative method of analysis allowed us to exam Deweys speech about human nature and conduct, making possible, consequently, reflections about his manifestations concerning the psyche, the intelligent work of the mind and associated communication as a way to form and educate the man. We saw that deweyan speech identifies itself with practical philosophy, as it is destined to elaborate proposals of action culminating with the proposition of a science to study and transform the man. The results of the accomplished research also allowed us to obtain an understanding of John Dewey\'s dialogues with the community of listeners/readers of his thesis, as well as this author\'s relationship with the several philosophical and psychological traditions, whose notions are accepted or refuted in order to drive the auditorium to new agreements.

Sustainability communication have in the wake of a wider discussion about climate change been a subject of great exponential growth. This study, The sustainable hotel - A critical discourse analysis of Scandic Sweden´s sustainability communication, aims to present how one of the largest companies in the hotel industry in Scandinavia presents sustainability communication within their system of media. This study relies on a theoretical framework based on Mcluhan´s theory of medium, Bauman´s idea on the society of consumption and the theory of sustainability. With the method of critical discourse analysis combined with rhetorical analysis, we studied Scandic hotels sustainability communication in the context of Fairclough´s three dimensions: textual, discursive practice and social dimension. Furthermore, we analysed how each channel within Scandic Sweden´s media system were used for sustainability communication in the light of Mcluhan´s broad definition of medium. This study makes a number of interesting findings of how sustainability communication mediates from a industry-leading company in regards of sustainability. Scandic hotels make use of vague and broad statements on social media platforms while they communicate about sustainability extensively on their website and in policy documents. This indicates that Scandic construct and presents their sustainability communication differently depending on which medium they make use of.

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On the 15th of March 2019, more than 1.6 million students have protested in 125 countries against the climate change effects, as part of the Fridays for Future movement. The manifestations represented the biggest day of global climate action ever taken, according to media outlets. At the core of this movement stands Greta Thunberg, a Swedish 16-year old climate activist and a Nobel Prize nominee, whose actions and speeches serve as inspiration for both students and adults.  With a focus on environmental communication and climate activism, this research aims to find how the teenager addressed climate change topics and how she succeeded in conveying her ideas to audiences. It discusses how the rhetoric was constructed within her speeches, and which of the argumentative elements gave Greta Thunberg the ability to convince the public. The study combines frame and rhetoric analysis with a focus on the text of the speeches that Greta Thunberg delivered in three major international events. The purpose is to observe and understand the nature of Greta Thunberg’s activism by analyzing how the high school student used the linguistic tools and tactics in her public speeches, and to explore a few theories within the text: the issue framing of the climate crisis; the argumentative and discursive techniques that helped her to gain media and public attention.  The thesis concludes that the evolution of Greta Thunberg’s climate activism, from ‘no attention’ to global reputation, is based on grassroots activism, particular personality features, and efficient use of rhetoric devices combined with moral purpose argumentation. / <p><strong>Acknowledgements</strong></p><p>I take the opportunity to thank my Master thesis supervisor professor Paola Sartoretto, from Stockholm University, for the valuable professional support that she offered. Additionally, I thank professor Mia Verhoeff Friman from Jönköping University, for her useful remarks and input during this 2-year Master’s Program.</p><p>Last but not least, I want to express my gratitude for all the encouragement I received in my efforts to attend this program and to address special thanks to my mother Otilia for her continuous guidance and love, for always believing in me, and for being my role model as a mother, woman, teacher, and respected professional.</p>

Climate change is something that people are growing more concerned about. In conjunction with this, sustainability is becoming more important for Swedish consumers who shop online. Studies have also shown that it has become more common to shop second hand. A company that seeks to capitalize on this is Sellpy. The company describes itself as Sweden's largest e-commerce for second hand items. The purpose of this essay was to conduct a critical rhetoric analysis to investigate how the rhetoric works in Sellpy's communication on the web page “Vårt ansvar”. In addition the study aimed to investigate if there were underlying meanings in Sellpy's communication. To accomplish the purpose of the study the theoretical framework includes rhetorical theories, more particularly the rhetorical situation and the rhetorical disposition. The theoretical framework also includes the terms greenwashing and corporate social responsibility. These terms are used as tools to strengthen our reasoning and to helps us interpret why Sellpy's communication looks the way it does. The method used in this study is critical rhetoric analysis and includes the aspects disposition and situation. It aims to gather a deeper understanding of why a message is formatted as it is. The result showed that the text on the page "Vårt ansvar" largely follows the five parts included in the rhetorical disposition. The results also indicate that the rhetoric in Sellpy's communication is used to convince the audience that Sellpy is a reliable company with a good sustainability agenda that continuously strives for improvement through its sustainability work. Finally our results show that there is a primary underlying meaning in Sellpy's communication, namely that Sellpy wants to capitalize. In addition to this we interpret that there are also two secondary underlying meanings: the audience is good and does the environment and society a favour if they use Sellpy’s service and Sellpy is a reliable company that does good.