Politikerveckan i Almedalen har länge vart ett ämne i debatten om hur det svenska politiska klimatet har utvecklats. Under de senaste åren har Almedalen i medierna både hyllats som en unik demokratisk mötesplats och kritiserats för att vara ett elitistiskt ”jippo”. I takt med detta har ytterligare en politikervecka vuxit fram, Järvaveckan, med ledmotivet att minska avståndet mellan folk och folkvalda. Liksom i Almedalen, är ett av huvudmomenten på Järvaveckan partiledarnas tal som framförs en gång per kväll och samtliga svenska partiledare närvarar vid evenemanget. I denna uppsats jämförs de två politikerveckorna genom att undersöka vilka partiledarna riktar sig till i sina tal i Almedalen och på Järvaveckan. Analysen utgår från Blacks teori om The Second Persona som konkretiserar en idé om att varje talare har en tilltänkt publik i åtanke när dennes tal ska framföras. I artikeln diskuterar Black vidare om att denna tilltänkta publik kan uppmärksammas genom att undersöka talarens argumentation och stilistiska uttryck. Med inspiration från Blacks syn på argumentation har denna undersökning byggt på en analys som sökt efter argumentative tokens utifrån användningen av allmänna och specifika topiker på samtliga tal av partiledarna både i Almedalen och på Järvaveckan.  Av den topikanalys som förts har sedan generella tilltänkta publiker tagit form genom att applicera allmänna och specifika topiker på partiledarnas gemensamma och återkommande argumentationer. Dessa två tilltänkta publiker jämfördes sedan med varandra för att undersöka skillnaderna dem emellan. Resultaten av denna analys visar att partiledarna riktar sig till två olika tilltänkta publiker på de respektive veckorna, samt att dessa två tilltänkta publiker skiljer sig på vissa betydande sätt. Medan den tilltänkta publiken på Järvaveckan förmodas vara tämligen oinsatt i det svenska politiska klimatet och de olika partiernas ideologier, förväntas den tilltänkta publiken i Almedalen vara politiskt välmedvetna. Den tilltänkta publiken på Järvaveckan bor dessutom på den plats som Järvaveckan utspelar sig på eller andra s.k. ”utsatta områden” medan den tilltänkta publiken i Almedalen är en heterogen skara av människor runt om i landet. Slutligen ger denna analys ytterligare belägg för den tidigare forskning som förts gällande mediernas inflytande på de politiska talen i Almedalen. Denna undersökning visar alltså att politikerna i hög grad förutsätter att publiken på de två politiska evenemangen är olika och att talen därefter skräddarsys för att anpassas till respektive publik.

Eve Ensler's goal in writing The Vagina Monologues was to generate a dialogue regarding women's sexuality to counter the silence that pervades the patriarchal culture that they inhabit. To achieve this goal, Ensler constructs two ideologies—one grounded in patriarchy and another supposedly grounded in female agency and dialogue—to reveal the problems within the current ideology in hopes that her audience will adopt her new ideology and resolve the detrimental silence women endure. To evaluate its success, this study utilizes an eclectic approach—comprised of constitutive rhetoric, second persona, third persona, and bell hooks' rhetorical options—to determine if the play's content encourages the dialogue Ensler desires. / Master of Arts

Social media has changed how we the communicate, especially in the political sphere and in time of crisis. This thesis will explore this change by studying comment sections on Facebook during the spread of the disease covid-19, with the aim to understand how ideologies are spread and to who. The material used are comments on posts with links to news regarding the Swedish government’s handling of the spread of the virus published on SVT Nyheter´s Facebook page. The purpose is to answer what points, grounds and operations of discussion is to be found in the material and whom does the communication target? To do so the thesis uses a theoretical and methodological framework of Edwin Black´s the second persona and Maria Wolrath Söderberg´s topoi as meaning makers as well as her topoi analysis. The conclusion of the analysis of the material is that ideological influence and convincing is used in social media during the time of a crisis with two specific targets: to legitimize the values with and for like-minded and to convince undecided about the correct values by expressing their own and by diminishing others.

Syftet med denna kandidatuppsats i retorik är att söka svar på hur svenska UNICEF kommunicerar på det sociala mediet Facebook för att påverka människor till att skänka pengar och skapa identifikation med mottagarna. Uppsatsen använder sig av en neo-aristotelisk analysmetod för att analysera hur mottagare påverkas att bidra till organisationens verksamhet. Appels föreslagna identifikationsmetodansats tillämpas för att analysera vilken publik som kan antas skapa identifikation med UNICEF Sverige. Analysen genomfördes på fyra slumpvist utvalda inlägg innehållande text och bild, vilka publicerades på  organisationens Facebook-sida i februari 2017. Resultaten visar att UNICEF Sverige uppmanar till handling eller kommunicerar med mottagarna, vilka påverkas främst genom att inläggen talar till förnuftet. Organisation vänder sig främst till en publik som värdesätter och prioriterar barns välmående. Detta visades vara den publik som främst kan tilltalas av inläggen och som främst kan skapa identifikation med UNICEF Sverige för att bidra ekonomiskt till organisationen.

This rhetorical study examines the use of myths and the identification process in the Nordic resistance movement's (in Swedish ”Nordiska motståndsrörelsen” or NMR) party program. NMR is a national socialist organization and political party in Sweden. I have used Burke's view of myths and identification and supplemented the study by examining which recipient NMR is trying to reach, in accordance with Black's theory of the second persona. The study was carried out through a myth analysis based on Burke's topoi he found by analyzing Hitler's "Mein kampf" which consists of inborn dignity, projection device, symbolic rebirth and commercial use. The methodological approach to the identification analysis is based on Edward C. Appel's identification analysis called "PAIVE" which stands for pieties, allegiances, interests, values and experiences. The results show that NMR uses myths to a large extent to build narratives about races, common enemies and solutions for a utopian society. The identification markers which exists are mainly based on dichotomies between "us" and the established enemy. NMR also uses several metaphors to convince the reader of their worldview. The study has been done to gain a better understanding of how racist organizations influence us with their rhetoric so that we can more easily see through their “rhetorical tools” and then protect ourselves against them.

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The intention of this essay is to examine how the political commentators from three different kinds of media (evening, morning, public service) portray the party leaders after the election of 2018 in Sweden. My first specific research task is to analyze how the commentators portray the party leaders according to Kenneth Burke´s pentadic analysis. Hereafter, I aim to identify the intended audience that the commentator could have in mind. For this question it is important to analyze how they use language as a way to depict the political reality. The theoretical framework for this essay is based on Burke´s dramatism, terministic screens and identification, and Edwin Black´s second persona. The result shows that two of the commentators have fairly the same way to present the narrative of the dramatic pentad. They frequently highlight the purpose of the way the party leaders handle the situation. The other commentator, from the evening paper, strongly emphazises the lack of action from the politicians after the election. All commentators use a language that mostly depicts the politics as a game or strategy – but the tone differ from accusatory to understanding towards the party leaders. The analysis shows that the overall intended audience probably is quite politically interested, but from different political parties and ideologies.

Building trust in vaccines depends on understanding perceptions of socioeconomic status, historical experiences, and religious affiliations. Therefore, rhetorical audience understanding in crisis communication concerning vaccine crises is crucial to enable effective crisis management and repair confidence in vaccines. With this study, the Swedish Public Health Agency's understanding of the public, as it appears in its crisis communication in connection with Astra Zeneca's and Moderna's vaccine pause, is analysed. As trust in vaccines depends on the public's trust in the authorities communicating vaccine information, the agency's crisis communication was analysed based on William L. Benoit's Image Repair Theory to identify main crisis strategies. Additionally, the strategies were analysed with Edwin Black's theory regarding The Second Persona to determine how the public was constructed in the crisis communication. The method of this study was a close textual analysis based on Michael Leff's definition. The findings show that the authority on both occasions conducted two principal strategies: Minimization and Corrective Action. However, the strategy Provocation could only be identified in the communication regarding Astra Zeneca and the strategy Differentiation exclusively in statements concerning Moderna's vaccine pause. Furthermore, the analysis shows that the communication concerning Astra Zeneca's vaccine pause gives the impression of a calm and expectant audience. In contrast, the audience in Moderna's vaccine pause is interpreted as sceptical.

This essay in rhetoric examines TV commercials for some of the biggest online casinos in Sweden. The aim is to identify if these gambling companies are targeting young people under 18 years old in their communication. Therefor I analyzed a total of three commercial movies – one from each gambling company – to determine which audience they are directing their communication to. To be able to do this I used Edwin Blacks theory the second persona and Kenneth Burkes theories identification and dramatism. With the use of the pentadic analysis method I found several factors that young people can identify themselves with. According to my results in the analysis I found that the second persona for each TV commercial was young people. Therefor I determined that some of the biggest gambling companies have young people as one of their target groups. I discuss my result in comparison to earlier research about both gambling commercial and children’s ability to understand and trust TV commercials. I also discuss the problematic of these kinds of commercials that targets young people and I’m therefore trying to create awareness about this issue.