A presente dissertação de mestrado apresenta resultados de investigação sobre o relacionamento entre o direito e a economia não só na vertente da análise econômica do direito proposta pela Escola de Chicago, mas também pela corrente teórica do final do século XIX e início do século XX. Para tanto, considerou a relação entre direito e economia especialmente a partir de uma perspectiva da teoria retórica do direito, em que um modelo hermêneutico é desenvolvido a partir da teoria das funções da linguagem de Roman Jakobson. Utilizando este modelo interpretativo, é apresentada uma discussão sobre os limites para uma interpretação pautada pela análise econômica do direito, considerando-se uma análise normativa que buscasse se orientar pelos critérios de Kaldor- Hicks e de Pareto. Quando voltada a exemplos, a presente dissertação destaca o direito concorrencial, tendo em vista o inter-relacionamento de conceitos econômicos e jurídicos neste ramo do direito, o que permite observar com maior clareza os desafios presentes na utilização de conceitos econômicos pelo discurso jurídico. / The present masters thesis presents results of an investigation on Law & Economics, not just based on the economic analysis of law developed by the Chicago School, but also based in the theoretical approach developed at the end of the nineteenth century and during the beginnings of the twentieth. For that purpose, this thesis especially considered the relation between Law and Economics from the perspective of rhetorical theory of law, in which is developed a hermeneutic model, departing from the Roman Jakobsons model of functions of language. Using that interpretative model, it is presented a discussion on the limits of the interpretation directed by the economic analysis of law, in consideration of a normative analysis which is oriented by the Kaldor-Hicks criterion or the Pareto criterion. The examples in the present masters thesis are in their majority taken from the competition law that is the field in which the interrelationship between law and economics is more intense. This intense relationship makes able the analysis of the challenges which are posed by the adoption of economic concepts by the legal discourse.

Focusing on communication as an important means besides other efforts for conflict resolution in an asymmetric armed conflict in Afghanistan, this study looked for a rhetorical communication approach appropriate to Pashtun tribal setting in South-eastern (Loya Paktya region) Afghanistan. The study explored and found some perceived essentials of such persuasive communication by conducting face-to-face semi-structured in depth interviews with 17 participants. Thematic analysis was used to code and categorize data. Aristotle’s rhetorical theory provided a framework for this qualitative study by narrowing down the focus to exploring credibility of the communicator (ethos), the rationality of the message (logos), and the emotional appeals (pathos), particular for the south-eastern Pashtun tribal setting, during communication. In addition, considering the relation between rhetorical and soft power theories in influencing the choice of an audience, this project also asked participants if and how communication in their tribal setting could be framed as an influencing power by attraction rather than by coercion. Therefore, soft power of which persuasive communication is a crucial part was also used as a theoretical framework for this study. The findings show the significance of persuasive communication in future conflict resolution efforts in Afghanistan.

Syftet med detta arbete är att ut ett retorikteoretiskt perspektiv studera nio kroppspositiva bilder från instagramkontot @nudamag i förhållande till den patriarkala diskursen och ideologin som råder på Instagram och i vårt samhälle. I uppsatsen utförs en kritisk diskursanalys av bilderna för att kartlägga hur de är diskursbestridande och vad det betyder i förhållande till makt. Det retorikteoretiska perspektivet är av relevans vid undersökningen av hur en retorisk utgångspunkt kan vara fördelaktig för @nudamag som diskursbestridande konto. Den kritiska diskursanalysen som används är baserad på Norman Faircloughs tredimensionella definition. Analysmodellen tittar alltså på den visuella textens tre dimensioner; text, diskursiv praktik och social praktik. Förhandlingen mellan reproduktion och motstånd i de representerade bilderna kan liknas med en ta och ge-situation. Texterna är normbrytande och skapar ett diskursivt motstånd men genom en retorisk struktur ämnar innehållet inte provocera läsaren vid första anblick heller. Min tolkning är att målet med @nudamag’s innehåll är att genom estetiskt tilltalande bilder nå en så bred publik som möjligt och därav i längden positivt påverka så många människor som möjligt. Sociala medier tillhandahåller ett lättillgängligt verktyg för anti-diskursivt engagemang och effekten av det som sprids i den digitala världen bör inte underskattas. Fler frågor väcks dessutom kring den möjlighet man som konsument har att styra sitt eget intag av medier för att påverka sitt psykiska mående. Hur påverkas egentligen användaren av vem hen följer på Instagram? / The purpose of this thesis is to study nine body-positive images from the instagram account @nudamag in relation to the patriarchal discourse and ideology that prevails on Instagram and in our society. In the essay, a critical discourse analysis of the images is performed to map how they are discouraging and what it means in relation to power. A rhetorical theoretical perspective is also relevant in the investigation of how a rhetorical starting point can be beneficial for @nudamag as an anti-discourse account. The critical discourse analysis used in this thesis is based on Norman Fairclough’s definition of it and thereby utilises a three-dimensional analysis model. Which looks at the three dimensions of the visual text; text, discursive practice, and social practice. The negotiation between reproduction and resistance in the represented images can be compared to a take-and-give situation. The visual texts are norm-breaking and create a discursive resistance, but through a rhetorical structure the content does not intend to provoke the reader at first sight either. My interpretation is that the goal of @nudamag's content is to reach as wide an audience as possible through aesthetically pleasing images and thereby positively influence as many people as possible in the long run. Social media provides an easily accessible tool for anti-discursive engagement and the impact of what is spreading in the digital world should not be underestimated. More questions are also raised about the opportunity you as a consumer have to control your own intake of media text and what that would do for your mental health. How is the user really affected by who they follow on Instagram and what can they do about it?

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In The Rhetorical Making of the Asian/Asian American Face: Reading and Writing Asian Eyelids, I examine representations of East Asian blepharoplasty in online video in order to gain a sense of how cultural values change over time. Drawing on scholarship in and around rhetorical theory, cultural rhetorics, Asian American rhetoric, cultural studies, Asian American studies, and postcolonial theory alongside qualitative data analysis of approximately fifty videos and the numerous viewer comments that accompany them, this study is a rhetorical analysis of the discourse on East Asian blepharoplasty in online video. These videos--ranging from mass media excerpts and news reports, to journals of healing and recovery, to short lectures on surgeon techniques, to audience commentary--offer insight into how social time is negotiated in the cross-cultural public sphere of YouTube. I do my analysis in two steps, first looking at how rhetors rationalize the decision to get blepharoplasty, and second, examining the temporal logics that ground these rationalizations. As result, I've identified five tropes through which people rationalize double eyelid surgery: racialization, emotionologization, pragmatization, the split between nature and technology, and agency. Moreover, I've identified at least five temporal logics that ground these tropes: progress, hybridization, timelessness, efficiency, and desire. Using these two sets of findings I build a framework for the analysis, production and organization of multimodal representations of bodies.

Indiana University-Purdue University Indianapolis (IUPUI) / In this study, ideological criticism combined with use of muted group theory are employed to analyze four Quiverfull mothering blogs in order to unveil the models of mothering and maternal messages that emerge from the discourse. The Quiverfull, comprised of fundamentalist Christians who advocate prolific birth rates and strict traditional gender norms, propose a very narrowly defined view of motherhood. Therefore, the goal of this study is to analyze how Quiverfull mothers choose to construct and maintain their own rhetorical vision of motherhood through mommy blogs, in an effort to understand if Quiverfull mothers also struggle to “get it right” like so many other contemporary mothers, faced with cultural contradictions. The findings unveil that Quiverfull mothers struggle with many of the same ideological pressures that mainstream mothers endure such as being almost entirely responsible for childrearing, wanting to find time for themselves amidst society’s demands that children become a mother’s “everything,” and negotiating their role as mothers in the public sphere. However, Quiverfull mothers’ primary difference from mainstream mothers is through their relationship with God. They relinquish all control to God’s will, challenging the notion that good mothers must always be in control. Additionally, Quiverfull mothers distance themselves from feminist ideology by promulgating the need for male authority and criticizing all pro-choice sentiment. Moreover, through the exploration of these online artifacts, this study acknowledges the ideological differences between mothering groups, yet exposes that both mainstream and Quiverfull mothers find success as a mother almost unattainable. As a result, this study proposes that mommy blogs have the rhetorical ability to challenge mothering models that destine many mothers to “fail,” imbue value into motherhood, and unite women of competing and polarized ideologies as a way to question the “timeless truth” of what constitutes good mothering.

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