Den här uppsatsen syftar till att undersöka hur trovärdighet i reklam skapas genom vilka val som görs när det kommer till narratologiska och filmtekniska komponenter. Genom en kritisk retorikanalys med stöd av narratologi och filmteknisk teori, granskas reklamfilmen ​Gunde Svan och sjungande grenar som drivmedelsbolaget Preem gav ut hösten 2019. I analysen framkommer det att Preem bygger sin trovärdighet i frågan på ethos- och pathosargumentation, där Gunde Svan och de sjungande grenarna spelar en stark roll i det narratologiska, med hjälp av filmtekniska aspekter som iscensättning, ljud och ljus.Sökord: Grön marknadsföring, Greenwashing, Kritisk retorikanalys, Trovärdighet i reklam, Burkes pentad, Filmtekniska komponenter. / This paper aims to investigate how credibility in advertising is created through what choices are made when it comes to narratological and film-technical components. Through a critical rhetorical analysis supported by narratology and cinematic theory, the commercial ​Gunde Svan och sjungande grenar, ​issued by the fuel company Preem in the fall 2019 is examined. The analysis reveals that Preem builds its credibility on the issue on ethos and pathos reasoning, where Gunde Svan and the branches play strong roles in the narratological, with the help of film-technical aspects such as staging, sound and light.Keywords: Green marketing, Greenwashing, Critical rhetorical analysis, Credibility in advertising, Burke’s Pentad, Film style

This paper examines dialect as a rhetorical means of persuasion. A survey containing inquires about four different Swedish dialects have been handed out mainly in Södertörn University and Stockholm University, in order to research the values and connotations of theese dialects. The four chosen dialects are as following: Göteborgska, Stockholmska, Norrländska and Skånska. The results of the survey are processed and compiled to see which attitudes these values and connotations may indicate to each dialect. These attitudes and values are then discussed in correlation with five rhetorical theories: Attitude as a means of persuation, Ethos, Persona, Rhetorical Agency and Pierre Bourdieu’s theory of Field and Habitus. From this discussion, conclusions are drawn about whether dialect may be used as a means of persuasion. However, the values and attitudes presented from the survey represents only the survey participants, and cannot be regarded as a general opinion. Altough it is a small-scale survey, certain conclusions can be made. The author of this essay concludes that dialect may be used as a means of persuasion, based on the survey results and rhetorical theories presented above. Finally, a critical component for this rhetorical agent is the adjustment of the audience. Without knowing the audiences values and attitudes to the dialect, the outcome of the effect may be hard to predict.

As society and business is becoming more complex, the creation and management of knowledge attracts more attention. For intelligence research it offers an alternative perspective on the art and science of intelligence that challenges a previous dominance of strategy and decision-making theories. The article is based on semi-structured interviews with intelligence personnel in four different multinational companies. Through the use of Burke’s pentad this article gives an account of important challenges encountered by intelligence personnel in modern business organizations due to an increasing dependence on different knowledge processes. These challenges are summarized in four central tasks for knowledge activists; that is to initiate and focus knowledge creation, to reduce the time and cost needed for knowledge creation, to leverage knowledge creation initiatives throughout the corporation and to guide knowledge creation by the instigation of complementary reference points. By engaging in these types of activities intelligence workers are able to stage and influence different sorts of analytical conversations, where the insights from these conversations as reformed knowledge govern an evolving strategy in dispersed circumstances. Thus, intelligence workers fulfil their purpose, which in this perspective can be viewed as creating better business in whatever process they engage in.

On January 8th, 2011 tragedy struck in Tucson, Arizona. A gunman opened fire on Representative Gabrielle Giffords' "Congress on Your Corner" event, wounding thirteen and killing six ("Arizona Shooting"). Four days later, President Obama spoke to a grieving crowd at the University of Arizona's McKale Memorial Center. This study seeks to demonstrate how the dramatistic process and the pentad provide insight into how Obama guides the nation through the process of relieving the guilt. Specifically, Obama's call for mortification instead of scapegoating as the means for victimage is examined in light of the context and organizational structure of the speech. In addition, a pentadic analysis of the speech is conducted, showing Obama's stress on the agent-agency ratio and a corresponding idealist-pragmatist outlook. Finally, conclusions are drawn about what this study adds to the academic literature on national eulogies, the presidency, and rhetorical studies at large. / Graduation date: 2012

In the following pages I assert that important rhetorical work is being carried out by aesthetic means in museums and memorials in order to facilitate experiences of identification. I describe in rhetorical terms how that work is done, especially within my primary artifact of study, the United States Holocaust Memorial Museum. Specifically, this paper explores concepts developed in studies of epideictic rhetoric, the rhetoric of place, and museology. The theoretical framework of this paper is founded on the ideas of John Dewey and Kenneth Burke. Deweys theories discuss how we learn from experience and the role of the aesthetic in creating such an experience. Burke asserts that people are primed for rhetorical identification by specific settings or œscenes, which he expounds upon in his theory of the dramatic pentad. I believe that the setting of an aesthetically vivid scene creates an emotional ecology in which museum and memorial patrons can have meaningful experiences. Furthermore, these experiences educate the patrons emotions by allowing them to identify with (and develop empathy for) narratives and groups that they had not previously. In short, aesthetic elements set the stage for a meaningful rhetorical experience to take place, which ideally allows patrons to congregate and identify with the values and ideas they are presented with in the exhibit.

In his first term as president, George W. Bush was confronted with one of the worst national attacks in United States history: the September 11 terrorist attacks of 2001. Through the devastation, however, President Bush triumphed in unifying and guiding this nation during what would become the height of his rhetorical leadership. Following his reelection in 2004, President Bush faced one of the worst natural disasters in the nation's history: Category 4 Hurricane Katrina. In its aftermath, Katrina became known as "one of the worst mishandled disasters ever." Utilizing Kenneth Burke's pentad, this study analyzes the president's rhetorical response and the primetime network news coverage following each crisis in an attempt to determine how President Bush could fare so well in one instance, consoling and leading the American people, while falling short in his second major crisis during his term as president. / Master of Arts

Through a case study about the impact of IT adoption in a residential aged care organisation, this thesis examines the increasing pressure for service integration as mainstreamed through reform policies. Specifically, the research investigates the role of IT in facilitating the 1997 aged care reform agenda of 'ageing in place' focusing on the levels of transformation from the policy context to the organisational/management context, and to the context of service provision by care staff. A single embedded case study (Yin, 1993) is used in order to meet the general objective to capture the dynamics of the impact of ageing in place in the three social contexts. The research is informed by social constructionism, a theoretical framework that emphasises the significance and effects of language in shaping social realities (Ainsworth, 2001; Hosking, 1999). The framework, therefore, justifies the qualitative analysis of both written (i.e., policy documents) and spoken (i.e., interviews with staff) texts to address meaning in relation to context. Changing technologies can result in altered societal structures (Betz, 2003) at all levels, from the very complex to the very basic. As such, it is important to understand a few basic premises of technology. First, technology is a human invention to improve the well-being of society (Ayres, 1996). Consequently, technological inventions that improve the quality of life are seen by people as a necessity for modern living. In the case of ageing, modernisation and technological advances effectively resulted in people becoming healthier and living longer (Department of Health and Aged Care [DHAC], 2000). Second, technology is a human means to control nature (Betz, 2003). As such, technological advances can be seen as a modernising process of predicting and regulating the effects of the trends existing in the environment, such as ageing. Ageing in the twenty first century presents a challenge to government's development policies because ageing is depicted as a steady force with a long-term economic impact (Johnson, 1999). Third, a technology becomes powerful when it is sponsored by the market (Betz, 2003; Hughes, 1983). Unless a technology is backed by business, it lacks the influence on a large scale. Fourth, technology is used to enable change. By using IT, governments, business and the community are co-operating through a paradigm similar to the business sector. As a result, the service environment is shifting towards more business-like approaches. To sustain the changes brought by a different paradigm and modes of operation, the rhetoric of technology is employed. Therefore, the purpose of the study is to investigate the use of IT in processes of organisational adaptations to reform, which requires the examination of: a) specific meaning of IT as used in long-term care policies for older people since the last structural reform, b) the rationale behind the introduction of a new IT system into a residential care organisation, and c) the meaning of IT as articulated by care staff who have experienced a change in technology. The first paper represents a rhetorical analysis at the macro or policy level. There is a significant influence of a global political actor in developing proactive strategies on ageing, which results in a new, multi-organisational approach in delivering government-subsidised services, such as residential care. Three key institutional texts were selected to represent international to local policy development since the time ageing became a global concern. Since then, ageing is also viewed as a human rights issue. Using Burke's pentad, an analytic framework to analyse rhetoric in texts (Stillar, 1998), these institutional texts are seen to employ the rhetoric of 'technology for sustainability' to justify changes to policy approaches that seek long-term viability. Technology, in the name of sustainable development ensures support for economic growth, which balances the long-term effects of population ageing. The existence of a global force, such as population ageing, allows the intervening powers of the UN in mainstreaming ageing into development policies. Accordingly, it initiates corresponding actions at national (Australian Commonwealth Government) and state (Queensland Government) levels. IT is a medium of communication, knowledge transfer, and standard practice at these levels of actions. The second paper represents a qualitative analysis at the meso or organisational level. This paper explores the cogent rationale in the introduction of a computer-based, care documentation system in a large residential aged care organisation. Twenty two staff, from every level of the organisation, were interviewed to get an insight into the role of IT in substantive changes to organisational structure and modes of service provision. Responses from staff indicate external and internal influence that pressured the organisation to change. In the bid to sustain the future of aged care, the industry is changing through the introduction of new structure of service delivery. The Aged Care Structural Reform instigated a shift towards sustainable service provision that is consumer-driven, with a fixed cost compliance mechanism and performance criteria that are tied to funding. Facing the requirement for evidence to corroborate funding, a residential care organisation changed its structure of service delivery by introducing a new strategic direction. IT is part of this new strategic direction, planning, and operations of a changed service environment. The third paper represents a qualitative analysis at the micro or individual level to examine the impact of IT at frontline service delivery. This study is also based on interviews with twenty-two staff, across the organisational structure; however, this time the focus is more on staff who are involved in providing direct care to older residents at the organisation. The reason behind this is that IT has always been a management tool which handles management priorities such as financial planning and performance monitoring. The themes arising from the interviews indicate discord at the level of service delivery from the introduction of a new technical system. It also points to the idea that staff generally refer to ethical ideas and future promise of the new system. In summary, these three papers attached to this thesis support the notion that the meaning of technology is socially constructed. First, technology in the aged care sector has particular reference to improving or enhancing the well-being of older people, and in this case, the provision of high quality services that fulfil the needs of older people. Second, IT has an important role in meeting the evidence-based requirement, such as in the use of information in manipulating the use of resources required for the ageing population. Third, the meaning of IT is conceived from the context requiring its use such as the need to use resource efficiently to ensure long-term sustainability, which were emphasised in the last reform. Fourth, IT is used to enable structural changes in organisations to implement generic practices originated from the business sector, requiring the use of strong rhetoric such as balance and future. The limit of this case study is that these dimensions of technology can only be applied to the specific context of aged care and is not generalisable to other political contexts. However, the strength of the study rests on the macro-, meso- and micro-analysis of the meaning of technology. Therefore, future studies should investigate and compare the dimensions of technology in other contexts.

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