Hållbar utveckling har på senare år blivit allt mer omtalat och ett ämne som ses som en lösning på den rådande klimatkris som världen står inför. För att ämnet ska uppmärksammas i samhället krävs det att organisationer och beslutsfattare kommunicerar budskapet, dock saknas det tydliga definitioner för hur kommunikationen ska konstrueras. Syftet med denna studie är att, ur ett explorativt synsätt, undersöka vilka visuella och retoriska element som används av den ideella organisationen Svenska Turistföreningen för att konstruera hållbarhet samt hur elementen samspelar med varandra i konstruktionen. Samtidigt önskar studien bidra med ytterligare kunskap om relationen mellan ideella organisationer, hållbarhet, kommunikation och sociala medier.Studiens empiriska material består av fem Instagram-inlägg som analyseras genom en semiotisk bildanalys och en retorisk textanalys. Analysresultatet visade på att de objekt som var synliga i bilderna kontextualiserade bilden och förankrade budskapet. Resultatet visade också att appellformerna ethos och logos var delaktiga i den textuella kommunikationen medan pathos inte återfanns. Samspelet i konstruktionen av hållbarhet synliggjordes mellan de konnotationsbärande objekt som återfanns i bilden och appellformen ethos som återfanns i texten. / Sustainable development has in recent years increased and is a topic that is seen as a solution to the current climate crisis the world is facing. In order for the subject to be noticed in society, it is required that organizations communicate the message of the climate crisis. However, there are no clear definitions for how the communication should be constructed. The purpose of this study is to, from an exploratory point of view, examine the visual and rhetorical elements that are used by the Swedish non-profit organization Swedish Tourist Association to construct sustainability in communication and how the elements interact with each other in the construction. At the same time, the study contributes with further knowledge about the relationship between non-profit organizations, sustainability, communication and social media. The empirical material of the study consists of five Instagram posts that are analyzed through a semiotic image analysis and a rhetorical text analysis. The result showed that the objects that was visible in the images contextualized the image and anchored the message. The results also showed that the rhetoric elements ethos and logos were involved in the textual communication while pathos could not be found. The interplay in the construction of sustainability was visible between the connotation-bearing objects that was found in the images and rhetoric element ethos that was found in the text.

Made available in DSpace on 2016-04-28T19:33:47Z (GMT). No. of bitstreams: 1 Claudia Mastromauro Cerveira Quintas.pdf: 2108039 bytes, checksum: b423bdc0a5d9a7fbca947cb702fe20f6 (MD5) Previous issue date: 2014-03-19 / This paper aims to verify which rhetoric strategies are used in legal discourses and how the characters' ethos is constituted in those discourses made along criminal cases. In the case analyzed, the father and the stepmother of a murdered child are the main suspects, and the sentences ended with the defendants conviction. In order to put in context the constitution process of the dissertation, historical and theoretical considerations about Classical Rhetoric and New Rhetoric were made, based on the studies of Aristotle, Chaim Perelman and Lucie Olbrechts-Tyteca, Michael Meyer, Olivier Reboul and Lineide do Lago Salvador Mosca. The studies of Luiz Antonio Ferreira were also used, referring to the principles of rhetoric analysis.The Constituição Federal da República Federativa do Brasil, in regard to magna laws, served as basis for the considerations of legal nature. The analysis is a result of the association of persuasion rhetoric techniques and the specificity of the construction of the ethos of the characters involved in a jury plenary, in order to point out how the discourses made in those scenarios were more or less persuasive and convincing. The selected piece shows the presence of several persuasive rhetoric strategies, as well as the way how the construction of the ethos of the characters is made in a discourse context. It can be seen the predominance of the epideictic genre and apodictic thinking, which start from probable or true premises and so, also bring speaker and audience close together. The characters involved in the analyzed discourses use passion movements to persuade the audience in order to obtain its adherence. Some rhetoric figures of presence and choice, like hyperbole and irony, are noticed in those discourses, what brings the speaker closer to the audience. The legal truth constitution, as shown in the analysis, starts from truthful premises and associates extrinsic and intrinsic evidence to conduct the audience. The rethoric context, surrounded by a universe of social values, is a major factor for the argumentative constitution and wields persuasive power. If the laws are vital for the promulgation of a sentence, the rhetoric path of all parts involved, done during the trial sessions, is key to the results obtained. It seems impossible to dissociate the logic conducting of the thinking without the potent association with the passion elements in the rhetoric constitution process of the act of judging, convicting or acquitting / Este trabalho objetiva verificar quais são as estratégias retóricas utilizadas nos discursos jurídicos e como se dá, ao longo dos processos criminais, a constituição do ethos dos sujeitos manifestados nesses discursos. Na amostra escolhida, o pai e a madrasta de uma criança assassinada são os principais suspeitos e a sentença culminou com a condenação dos réus. Para bem situar o processo de constituição da dissertação, parte-se de considerações históricas e teóricas a respeito da Retórica Clássica e da Nova Retórica, com base nos estudos de Aristóteles, Chaim Perelman e Lucie Olbrechts-Tyteca, Michael Meyer, Olivier Reboul e Lineide do Lago Salvador Mosca. Também foram usados os estudos de Luiz Antonio Ferreira, no que tange aos princípios da análise retórica. A Constituição Federal da República Federativa do Brasil, no que diz respeito às leis magnas, serviu de base para as considerações de natureza jurídica propriamente dita. A análise resulta da associação de estratégias retóricas de persuasão e da especificidade da construção do ethos dos sujeitos envolvidos em um Plenário do Júri, a fim de apontar como os discursos elaborados nessas esferas foram menos ou mais persuasivos e convincentes. O recorte selecionado evidencia a presença de muitas estratégias retóricas persuasivas, bem como a forma como, no plano discursivo, a construção dos ethos dos sujeitos é retoricamente delineada. Observa-se, como produto analítico, a predominância do gênero epidítico e dos raciocínios apodíticos, que partem das premissas prováveis ou verdadeiras e, nesse sentido, também aproximam o orador e o auditório. Os sujeitos envolvidos nos discursos analisados valem-se do movimentar das paixões para persuadir o auditório em busca da adesão. Há, ainda, nos discursos analisados, ocorrência de figuras retóricas de presença e de escolha, como hipérbole e ironia, que aproximam orador e auditório. A constituição da verdade jurídica, como demonstra a análise, parte de premissas verossímeis e associa as provas extrínsecas às intrínsecas para a condução do auditório. O contexto retórico, envolto num universo de valores sociais, é fator preponderante para a constituição argumentativa e exerce forte poder persuasivo. Se as leis são vitais para a promulgação de uma sentença, o encaminhamento retórico de todas as partes envolvidas, criado durante as sessões de julgamento, é fator exponencial para o resultado obtido. Parece ser impossível desvencilhar a condução lógica do raciocínio sem a associação potente com os elementos passionais no processo de constituição retórica do ato de julgar, condenar ou absolver

Den världsomfattande coronapandemin har påverkat mänskligheten på många plan och Sverige har tvingats möta en kris som krävt stora uppoffringar, både individuellt och kollektivt. I mars 2020 höll därför statsminister Stefan Löfven sitt första tal till nationen. I november samma år höll han det andra. Två tal till nationen under samma år och som bemöter samma kris är en historisk händelse som vi valt att analysera. Som kommunikationsstudenter ansåg vi det intressant att analysera retoriken och den retoriska situationen kring talen samt kriskommunikationen i relation till pandemin. Med tanke på coronapandemins aktualitet och den ovanliga talsituation som ett tal till nationen är, finns det ett allmän intresse för denna typ av studie och studien kommer behålla sitt värde för många år framöver. Studien har vi gjort med hjälp av en kvalitativ textanalys med fokus på retorisk ochsemiotisk analys och med hjälp av teorier rörande kriskommunikation och diskursanalys. Frågor vi ställt rör vilka skillnader som finns vad gäller retorik och semiotik mellan de båda talen, om det finns särskilda avsnitt i talen som har särskilda syften och i sådana fall vad dessa är, samt om det finns skillnader i Löfvens tonalitet och framställning. Utifrån dessa frågor kunde vigöra en retorisk analys och en semiotisk analys som i sin tur lade grunden för en analys kringkriskommunikationen och diskursen i samhället i mars respektive november 2020. Vi kom fram till att de retoriska och semiotiska skillnaderna mellan talen är få, men att det finns en viss skillnad i tonalitet och framställning vilket är ett resultat av den förändrade diskursen kring pandemin. / The corona virus has affected the world globally on many levels and together with the rest of theworld, Sweden has been forced into a crisis, which affected the citizens both individually and nationally. In Mars 2020, Swedish head of State Stefan Löfven spoke to the nation addressing thepandemic for the first time. In November the same year, he did it a second time. As this is a historical event we decided to analyze these two speeches regarding the corona virus. Since we are communication students we find it interesting to analyze the rhetoric as well as the semiotic situation regarding the speeches and the pandemic. Considering the timeliness of the coronapandemic and the unusual speech situation that a speech to the nation is, there is a public interest in this type of study and it will retain its value for many years to come. We made this study by using a qualitative text analysis, focusing on rhetoric andsemiotic analysis together with theories concerning crisis communication and discourse analysis. we have asked are if there are any rhetoric and semiotic differences between thetwo speeches, if there are several parts of the speeches with a specific purpose and in that casewhich they are and also if there are any differences regarding voice and formality. From these questions, we did a rhetorical as well as a semiotic analysis, which formed the base for further analysis regarding crisis communication and the discourses about the pandemic in March and November 2020. From this study we can see that the rhetorical and semiotic differences between thespeeches are few, but that there are some differences in voice and formality which are a result ofthe varying discourse in Sweden regarding the pandemic between March and November