In public communication contexts, such as when a company announces the proposal for an important organizational change, argumentation typically involves multiple audiences, rather than a single and homogenous group, let alone an individual interlocutor. In such cases, an exhaustive and precise characterization of the audience structure is crucial both for the arguer, who needs to design an effective argumentative strategy, and for the external analyst, who aims at reconstructing such a strategic discourse. While the peculiar relevance of multiple audience is (...) often emphasized in the argumentation literature and in rhetorical studies, proposals for modelling multi-audience argumentative situations remain scarce and unsystematic. To address this gap, we propose an analytical framework which integrates three conceptual constructs: Rigotti and Rocci’s notion of communicative activity type, understood as the implementation of an interaction scheme into a piece of institutional reality, named interaction field; the stakeholder concept, originally developed in strategic management and public relations studies to refer to any actor who affects and/or is affected by the organizational actions and who, accordingly, carries an interest in them; the concept of participant role as it emerges from Goffman’s theory of conversation analysis and related linguistic and media studies. From this integration, we derive the notion of text stakeholder for referring to any organizational actor whose interest becomes an argumentative issue which the organizational text must account for in order to effectively achieve its communicative aim. The text stakeholder notion enables a more comprehensive reconstruction and characterization of multiple audience by eliciting the relevant participants staged in a text and identifying, for each of them, the interactional role they have, the peculiar interest they bear and the related argumentative issue they create. Considering as an illustrative case the defense document issued by a corporation against a hostile takeover attempt made by another corporation, we show how this framework can support the analysis of strategic maneuvering by better defining the audience demand and, so, better explaining how real arguers design and adapt their topical and presentational choices. (shrink)

In the last quarter-century, the emergence of argumentation theory has spurred the development of an extensive literature on the study of argument. It encompasses empirical and theoretical investigations that often have their roots in the different traditions that have studied argument since ancient times – most notably, logic, rhetoric, and dialectics. Against this background, I advocate a “thick” theory of argument that merges traditional theories, weaving together their sometimes discordant approaches to provide an overarching framework for the assessment of arguments (...) in a broad range of contexts. In sketching such a theory, I propose six steps that can “thicken” traditional approaches to argument in the interests of a comprehensive theory. (shrink)

Since the 1960s, Swahili-speakers on the coast of Tanzania have talked about attacks by Popobawa, a supernatural creature said to sodomize his victims. This article examines both narratives and metadiscourse about Popobawa. I examine two salient features of this contemporary legend: intertextuality and a narrative frame that obligates Popobawa victims to spread the legend. People use Popobawa discourse for both conservative and transgressive purposes, not only reflecting and spreading moral panics about deviant sexualities and the violation of gender norms but (...) also creating opportunities for Swahili-speakers to violate those very norms. (shrink)