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Attitude matters: attitydyttringar som retoriska medel
Örebro University, School of Humanities, Education and Social Sciences. (Retoriska aspekter på kriskomunikation)ORCID iD: 0000-0003-2110-7598
2010 (Swedish)In: Rhetorica Scandinavica, ISSN 1397-0534, no 56, p. 4-30Article in journal (Refereed) Published
Abstract [en]

Rhetorical criticism refers primarily to studying and critically analyzing explicit expressions of actors in rhetorical situations: arguments, stylistic approaches, visual messages, etc. It can also refer to additionally mapping a more implicit, unspoken and elusive level of implications, for instance, as well as underlying values and premises. This article presents a discussion on yet another elusive but often decisive communication level that has received little attention within the study of rhetoric, namely communication attitudesand how they manifest themselves, verbally as well as non-verbally. When controversial issues are discussed, a personal engagement often colors the exchange. The attitude individuals or groups have developed regarding a certain issue greatly determines what is said and negotiated. Within a rhetoric context, Kenneth Burke discusses the concept of attitude and in interesting but undeveloped lines of reasoning suggests that his own model of dramatism, the pentad (Act, Scene, Agent, Agency, Purpose), be complemented with attitude as a sixth element. Burke seems to even see attitudes as the core of rhetorical, symbolic action. In this article, in relation to Burke but also to Michael Billig, a line of thought is developed regarding attitudes and attitude expressions as rhetorical tools, that is communicative factors that can certainly be unconscious but can also be chosen just like other rhetorical strategies can.

Abstract [sv]

Studiet av retoriska yttringar och övertygande medel, det vi kallar för retorikanalys eller ”rhetorical criticism”, syftar i första hand till att undersöka och kritiskt granska explicita yttringar hos aktörer i retoriska situationer: ar­gument, stilistiska grepp, visuella budskap etc.  Det kan också syfta till att därutöver kartlägga en mera implicit, outtalad och svår­åtkomlig nivå av t.ex. underförståddheter, och underliggande värderingar och pre­misser.1 Jag vill här diskutera ytterligare en svårgripbar men ofta av­görande kommunikationsnivå som sällan har berörts inom retorik­veten­skapen, näm­ligen kommunikationsattityder och hur de yttrar sig, verbalt och icke-verbalt. Kommunikation sker som bekant sällan enbart på ett rationellt plan utan det försiggår emotionella processer av t.ex. sym­pati/antipati, aggressivitet/vänlighet, entusiasm/likgiltighet etc. Det handlar i grunden om attityder till både situationen, ämnet och publiken respektive mot­parten.

Place, publisher, year, edition, pages
Åstorp: Retorikförlaget , 2010. no 56, p. 4-30
Keywords [sv]
Attityd, retorik, Kenneth Burke, riskkommunikation
National Category
Other Humanities not elsewhere specified
Research subject
Rhetoric
Identifiers
URN: urn:nbn:se:oru:diva-17196OAI: oai:DiVA.org:oru-17196DiVA, id: diva2:439531
Projects
Retoriska aspekter på kriskommunikationAvailable from: 2011-09-08 Created: 2011-09-08 Last updated: 2017-12-08Bibliographically approved

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Other links

http://www.retorikforlaget.se/titlar/rhetorica-scandinavica/losnummer/rhetorica-scandinavica-56-2010

Authority records BETA

Mral, Brigitte

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CiteExportLink to record
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Citation style
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