Denna studie undersöker hur en organisation försöker återuppbygga sitt rykte och förtroende när de kommunicerar direkt med sina konsumenter på deras Facebooksida. En kvalitativ textanalys har använts för att undersöka företaget Kronfågels kriskommunikation i deras kommentarsfält till två inlägg på deras Facebook. Inläggen publicerades i maj och september år 2021 i samband med att Aftonbladets program “200 sekunder” avslöjade och rapporterade om dålig djurhållning hos Kronfågel. Dessa två inlägg fick hundratals kommentarer från upprörda konsumenter och Kronfågel svarade på flera av dessa kommentarer.  För att genomföra studien valdes följande frågeställning ut: -Vilka kommunikationsstrategier använder sig Kronfågel av på Facebook för att återuppbygga sitt förtroende och rykte i samband med djurhållningsskandalerna som uppmärksammades i maj och september 2021?  Frågeställningen besvarades med ett teoretiskt ramverk som innefattar teorierna: Image repair theory, Apologia strategier och de retoriska medlen ethos, pathos och logos. I sökandet efter svaret på denna frågeställning studerade vi även konsumenters kommentarer och känsloyttringar på organisationens Facebooksida. För att ta reda på vilka strategier inom de olika teorierna Kronfågel använt sig av skapade vi förhandsdefinierade frågor utifrån de teoretiska ramverket som sedan applicerats på materialet. Materialet valdes ut genom att noggrant läsa igenom alla kommentarer Kronfågel svarat på för att sedan kunna välja ut kommentare som inte enbart bestod av Copy/paste-svar. Utöver det skapades även följande kriterier för studiens empiriska material:   -Kommentarerna måste beröra krisen -Varje kommentar bör innehålla bokstäver och får därmed inte endast bestå av smileys eller osammanhängande tecken. -Det första svaret av Kronfågel på varje konsuments kommentar Utifrån dessa kriterier landade studien i att analysera 56 kommentarer. Studiens resultat visade på att de Image repair strategier Kronfågel använde sig mest av var: Tillrättaläggande och Minimering. De strategier inom Apologia som Kronfågel använde sig mest av var: Uttryck för ånger och Ett försök till försoning med de drabbade intressenterna. De Image repair strategier vi fann som var mindre förekommande i Kronfågels kriskommunikation var: Bolstering, Differentiering och Defeasibillity och Good intentions. De strategier inom Apologia som vi fann mindre förekommande var: Ett tydligt erkännande att man gjort fel och Ett förbehållslöst ansvarstagande. I analysen fann vi även att Kronfågel använde sig av de retoriska medlen ethos, pathos och logos genomgående i sina kommentarer. Studien avslutas med en diskussionsdel där vi diskuterar studiens resultat och kopplar det till tidigare forskning kring ämnet kriskommunikation. Vi ger även förslag till vidare forskning och lyfter olika implikationer denna uppsats bidragit med för samhället och arbetslivet. / The purpose of this study is to examine how organizations are trying to rebuild their trust and reputation when they are communicating directly with their customers on their Facebook page in a crisis. To examine this the study used a qualitative text analysis. The posts on Facebook were posted after Aftonbladert came out with their investigation “200 Sekunder”, reporting and exposing bad animal husbandry at Kronfågel. The information was posted on their Facebook page in May and September 2021, they got hundreds of comments from upset customers and Kronfågel responded to many of the comments. To answer and examine the purpose, the following research question was formulated: -Which Communication strategies does Kronfågel use to rebuild their trust and reputation in conjunction with the animal husbandry exposing in May and September 2021? The research question was based on a theoretical framework including, Image Repair Theory, Apologia strategies, and the rhetorical framework Ethos, Pathos, and Logos. Besides this research question, we also examine consumers' comments and expressions of emotion on the organization's Facebook page.  To get the answers for what strategies Kronfågel used based on the theoretical framework we used predefined questions when we analyzed the material. After reading the comment thoroughly we could choose our empirical material. We focused on comments that didn’t have a copy/paste answer and showed variation from Kronfågel, we also based it on the following criteria -The comment has to be about the crisis -Every comment should include letters, not only smileys or other characters -We only analyze the first comment by Kronfågel for every customer Based on these guidelines and criteria we landed in 56 comments in total. The result of this examination showed that it was a few strategies that were used more frequently than others. Minimization and  Corrective actions were used the most In Image Repair Theory. In Apologia, Seeks reconciliation with injured stakeholders and Expresses regret was used most frequently. The analysis also showed that Kronfågel used Ethos, Pathos, and logos throughout their communication. Besides the strategies that were used the most we also found that it was strategies that occurred only a few times, Bolstering, Differentiering och Defeasibillity och Good intentions in Image Repair Theory. In Apologia, Explicitly acknowledges wrongdoing and Fully accepts responsibility was only found a few times in the comments.

La thèse étudie le Vocabulaire psychologique dans les drames conservés d’Euripide. Par le terme « psychologique » est entendu tout ce qui se rapporte à la psychè, la conception antique de l’âme, et aide à la décrire. La thèse comporte trois grandes parties : 1. Le vocabulaire de l’âme, 2. L’intelligence, 3. Les émotions. Dans un premier temps, sont répertoriés et classés les sens principaux des termes psychologiques, leurs nuances ainsi que leur emplois métaphoriques, et cela en fonction du contexte dans lequel ces termes apparaissaient. Dans un deuxième temps, à partir de cette première analyse, nous avons tenté de tirer quelques conclusions plus générales sur le sens et l’importance accordés par le poète à chaque notion. D’après cette analyse, il ressort que le souci d’Euripide est de décrire la richesse de l’humain sans le réduire à des catégories et à des oppositions rigoureuses et, du coup, nécessairement réductrices. L’élément le plus accentué de son œuvre est sans doute l’ambiguïté qui traduit dans ses tragédies la complexité humaine. / Our Doctoral Dissertation proposes an analysis of the Euripides’ psychological terms. By “psychological” we mean everything that has to do with the psyche, the Greek concept of the soul, and helps us describe it. We have divided our work in three parts: 1. The vocabulary of the soul, 2. The intellect, 3. The emotions. Firstly, we have identified and classified the main meanings of the psychological terms, their nuances as well as their metaphorical use, and this in reference to the context in which they are used. Secondly, based on the results of our first examination, we have tried to induce some more general conclusions about the sense and the significance accorded to each notion by the tragic poet. According to our analysis, it appears that Euripides’ ultimate goal was above all to describe the richness of the human soul without reducing it into strict categories or oppositions, and thus, inevitably reductive. The most salient element of his work is probably the ambiguity that translates in his tragedies the human complexity.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-09-18T12:29:51Z No. of bitstreams: 1 Priscilla Harka Wroblewski.pdf: 1080722 bytes, checksum: ffd96a1d1df50e4160dda2643542992d (MD5) / Made available in DSpace on 2017-09-18T12:29:51Z (GMT). No. of bitstreams: 1 Priscilla Harka Wroblewski.pdf: 1080722 bytes, checksum: ffd96a1d1df50e4160dda2643542992d (MD5) Previous issue date: 2017-09-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This work is part of the research line "Text and Discourse in Oral and Written Modalities", of the Postgraduate Program in Portuguese Language of the Pontifical Catholic University of São Paulo, has as general objective to analyze the rhetorical constitution of the ethos of the Brazilian composers of the Tropicalia period and the pathos effects in the social. For this to be possible, we reflect on music over time, as well as the ethos interfaces in Brazilian popular music. Based on rhetorical concepts, we analyzed Alegria, Alegria and Domingo at the Park, from 1967, at the III Festival of Brazilian Popular Music, in order to highlight the awakened pathos in the songs. We analyze the constitution of ethos, the use of logos as a resource for a new ideal and the movement of pathos before the songs. We conclude that despite the wrath aroused, the rhetorical elements and the ethos of the speakers were fundamental to the audience's adhesion / Esta dissertação, inserida na linha de pesquisa Texto e discurso nas modalidades oral e escrita, do Programa de Pós-Graduação em Língua Portuguesa da Pontifícia Universidade Católica de São Paulo, tem por objetivo geral analisar a constituição retórica do ethos dos compositores brasileiros do período da tropicália e os efeitos patêmicos de seus discursos no seio social. Para que isso fosse possível, refletimos sobre a música ao longo do tempo, bem como sobre as interfaces do ethos na música popular brasileira. Amparados pelos conceitos retóricos, analisamos as canções Alegria, Alegria e Domingo no Parque, divulgadas no III Festival de Música Popular Brasileira. Pudemos, assim, investigar a constituição do ethos, a utilização do logos na construção de um discurso sobre um novo ideal de sociedade e o mover do pathos ante as canções. Concluímos que, apesar da ira despertada no momento inicial, os elementos retóricos e os ethé dos oradores foram fundamentais para a adesão do auditório às teses defendidas nas canções

Made available in DSpace on 2016-03-15T19:47:46Z (GMT). No. of bitstreams: 1 Katia Raquel Bonilha Keller.pdf: 3718708 bytes, checksum: b7fae12b9704379bb010b959bf304231 (MD5) Previous issue date: 2010-02-22 / The thesis is based on notions of the greimasian semiotics as context of enunciation and category of person . Its aim is to identify the configuration of the pathos of the destinateur in a set of ten print pieces of advertising work created to advertise products for Valentine s Day in 2007 based on the profile of the sender of each piece. The detection of recurring traces in the referred corpus made it possible to achieve the aim of this study, i.e., to identify the pathos of an over-destinateur able to represent, by means of sampling, the communicative target of the advertisers. The concept which allows us to build a representing subject of the whole set is the one that incorporates the notion of unity (unus) and totality (totus): it is possible to identify the destinateur by means of analyzing the whole set of texts; it is possible to identify traces which point out to the discoursive universe of a destinateur s way-of-being (herein, the universe of advertising) through the study of the individual texts that belong to it. The thesis also incorporates principles of dialogism and ideology developed by Mikhail Bakhtin which we considered fundamentally important to establish the social, historic and cultural universe of the destinateurs of our corpus. The manifestation of both verbal and visual traces in advertisements places them in the category of sincretic texts which made us categorize them based on the intimacy level between verbal and non-verbal planes. This relation seemed significant as means of configuring the pathos of our destinateur, the one who actually determines the strategic choices of the advertisers in any possible level. Based on the premise there are few studies which intersect the fields of advertising and analysis of discourse, the author aimed to contribute with interests of students and professionals belonging to both fields. / A tese, baseada em fundamentos da semiótica greimasiana, com ênfase, no contexto da enunciação, na categoria da pessoa, tem como proposta a configuração do páthos do enunciatário de um conjunto de dez peças publicitárias - criadas para o Dia dos Namorados de 2007 -, a partir do perfil do narratário de cada uma delas. Por meio da detecção de traços recorrentes em todos os anúncios integrantes do Corpus, foi possível chegar ao principal objetivo do trabalho, isto é, o páthos de um supradestinatário , capaz de representar, por amostragem, o alvo comunicativo dos enunciadores publicitários na época. O conceito que nos fez partir de cada uma das peças para a construção de um sujeito representante do conjunto é aquele que versa sobre unidade (unus) e totalidade (totus): conhece-se o narratário pela análise de um texto e o enunciatário, por intermédio de uma totalidade de textos; identificam-se os traços que compõem o modo de ser do enunciatário de um determinado universo discursivo (no nosso caso, o da Propaganda) por meio do estudo de textos individualizados que o constituem. O trabalho ocupa-se, ainda, de princípios do ideário bakhtiniano acerca do dialogismo e da ideologia, os quais consideramos fundamentais para o estudo das características sócio- istórico-culturais dos narratários de nosso Corpus. Em função da manifestação verbo-visual presente em anúncios publicitários, o que os caracteriza como textos sincréticos, também julgamos relevante classificá-los com base no grau de intimidade entre os planos verbal e não-verbal neles presentes. Essa relação nos pareceu significativa para trazer à tona o páthos de nosso enunciatário, já que é ele quem, na verdade, determina as escolhas estratégicas do enunciador em todos os níveis. O trabalho, dessa forma, tenciona colocar-se como uma contribuição aos estudos da Propaganda sob o prisma do universo teórico da análise do discurso, em função de uma carência desse tipo de estudo, percebida como oportunidade para a autora desenvolver um trabalho diferenciado, com objetivos enraizados na Linguística, mas que interessem à formação e atuação de estudantes e profissionais da Propaganda.

Based on the concept of rhetorical situation, the purpose of this study is to compare and describe the three Socialist leader's May Day speech from the years 1954, 1978 and 2011. The results of the analysis showed that there is a big difference in how the leaders chooses to appeal to the rhetorical audience. Erlander, 1954, never appealed directly to his audience which Palme, 1978, did both initially as repeatedly throughout his speech. Juholt, 2011, has a personal and frequent appeal which is repeated throughout his speech, which is interpreted as a sign of the intimization of the public language. It proved difficult to discuss the Socialist rhetoric as one unified form. The rhetoric realm is influenced by too many external factors, such as the media, which makes it impossible to speak of it as one. The analysis revealed that the language of the 1th may-speeches is characterized by the people who use it. It is inevitable that the speaker puts his utmost emphasis, in both language and speeches. It would require a larger and more comprehensive analysis to allow any conclusions about a social-democratic language.Keywords: Rhetorical situation, genre, ethos-logos-pathos, 1th May, the Swedish Social Democratic Party, Tage Erlander, Olof Palme, Håkan Juholt

This essay examines the persuasive side of language in a speech given by Senator Barack Obama on Super Tuesday in February 2008. It studies how Senator Obama utilizes language to convince and persuade his audience. This is done from an Aristotelian point of view, meaning that the study focuses foremost on how the senator’s word choices relate to Aristotle’s three means of persuasion, ethos, pathos and logos. Those basic guiding principles are relevant to use since Aristotle’s work on the subject of rhetoric is still today one of the most relevant works in that field. The analysis is basically performed through personal observations guided by previous studies, within the frame of Aristotelian rhetoric. The results show how Senator Obama enforces the three means of persuasion through language and how it can be considered persuasive. The study might add to rhetoric studies from a linguistic perspective since it reaches a better understanding of language used in the field of politics, where rhetoric is a prominent component.

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Denna studie undersöker reklamfilmer producerade av två svenska spelföretag, ett statligt ägt och ett privat. Med grunder i en retorisk analys syftar studien till att undersöka ifall dessa reklamfilmer kan anses vara måttfulla sett till spellagen som stiftades 2018. För att besvara studiens syfte ställs följande tre frågeställningar: Följer Svenska spel och Leo Vegas spellagen sett från ett retoriskt perspektiv? Förekommer det gränsöverskridande retorik i företagens reklamfilmer? Kan man se någon skillnad i hur statligt ägda företag respektive privata företag anpassar sig till spellagen? Slutsatsen av studien visar att Svenska spel följer spellagen sett från ett retoriskt perspektiv medan Leo Vegas inte gör det. Resultatet visar att det förekommer gränsöverskridande retorik i företagens reklamfilmer och att det statligt ägda företaget har anpassat sig bättre till spellagen än vad det privata gjort. Studien visar dock att en mer omfattande undersökning krävs för att få fram resultat som är mindre generaliserande. Studien visar även att undersökningen blir viktig för fortsatta studier, då den väcker frågor om vad som kan anses vara måttfullt inom marknadsföring samt huruvida retoriska aspekter ska övervägas i spellagen.

This essay examines the possibility to use the Federalist Papers as authentic classroom material for English 7 within Sweden’s upper secondary school. To do this, three close readings have been done of the first, tenth and fifty-first essay amongst the Federalist Papers. Although the material is quite advanced, this essay found that these essays should be considered when choosing material for English 7 as they are challenging but have a lot of opportunity for learning, especially regarding rhetoric. Like most material in a classroom, one must compare the possible material’s compatibility with the class being taught. However, the Federalist Papers fulfills many of the requirements for course content within the Swedish curriculum for upper secondary school as well as the course plan for specifically English 7. This is because the material regards existential questions and is both historical and political which makes it aligned with the course plan. Likewise, many of the issues covered in these essays regard questions on democratization and human nature in relation to government, which makes the Federalist Papers a good candidate for school material.  The main points of interest for the learners when it comes to English skills to be gained from working with the Federalist Papers are the rhetorical devices,particularly ethos and pathos, that can be observed within the essays. Learners would understand how analogies and metaphors can be used to make an audience feel in a certain way, resulting in a more efficient use of language, while also learning how certain words can indicate an adversarial stance towards opposing ideas.

This thesis explores the development of naturalistic rendering of emotion in the art of Greece through facial expression and body posture from 525 to 400. Why does emotional naturalism arise in the art of Greece, and in which particular regions? Why at this period? In which contexts and media? What restrictions on situation and type of figure can be interpolated or reconstructed? The upper chronological limit is based on simple observation. It is about this time, in many media, that naturalistic emotional expression is employed, although there are exceptions that blur this line slightly. The lower limit marks a major historical turning point, a culmination in Beazley's chronology of Attic vase painting and a common dating threshold for small finds. Emotional expression accelerates from the fourth century, and requires a different set of questions. 400 is for this reason held as a strict end-point. Many categories of physical object were considered; gems and coins did not offer substantial results, but are used for comparison. The rest have formed the armature of the thesis. Only original objects are included, as emotionality undergoes marked changes in Hellenistic and Roman copies. The first section treats publically-commissioned sculpture – sculpture integrated into architecture. The second section treats privately-commissioned sculpture, stone and terracotta; the third pottery: black-figure, red-figure and whiteground. Within these sections, material is arranged broadly chronologically. Human figures are the focus, and semi-humans such as Centaurs and satyrs are included; figures with essentially non-human faces such as the Gorgon are not. Human anatomy is constant, so the method of analysis is physiological. Rather than putting facial expressions in folk terms – a frown, a smile – they are described anatomically for precision: by muscular contractions and extensions and their correspondent manifestations on the surface of the body. Moving beyond description to explanation, neurochemistry and psychology are the preferred tools, although neither discipline has a consensus on the nature of emotion or its expression. History, religion, location, maker, commissioner, viewer, medium and technique are brought to bear in order put expressivity in context. An important methodological tool has been the separation of emotional 'input' and ‘output’. Output is the evocation or intended evocation of an emotional state in the viewer, and the thesis is constantly aware of the disconnect between the 'intended audience' and a modern one. It focuses instead on input – the methods used to render the inner state of the figures shown. This has twofold benefit: it avoids insurmountable subjectivity – one might laugh at the expression of fear on a maenad being raped by a satyr, while another might not – and allows for comparison across genre and medium.