This paper begins the development of a pragmatics of emotion based on the pragma-dialectical programme, Externalization, Socialization, Functionalization, and Dialectification, applied to the emotional mode of argumentation. The first step points out a systematic equivocation within pragma-dialectics between the notion of argument and that of 'dialectics.' With this cleared, it is shown that each of the first three main assumptions can be altered to accommodate a non-logical mode of communication. However, dialectification, insofar as it is actually defining of the dialectical (...) mode, must be created anew. A defining assumption for emotionality is presented as a replacement for dialectification. (shrink)