The aim of this paper is to demonstrate the applicability of multivariate mapping techniques to the exploration of the rhetorical semiotic brand image structure of ad films. By drawing on correspondence analysis and multidimensional scaling, two techniques that are amply used in corpus linguistics and in marketing research, but also on the data reduction technique of factor analysis, it will be displayed how a set of nuclear semes and classemes or an intended semic structure that underlies ad (...) filmic discursive structures may be projected alongside rhetorical figures by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The illustration of the exploratory analytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13 sub-brands of the 3 major brands in the UK cereals market and 321 ad filmic segments that resulted from the segmentation procedure. This paper seeks to contribute to advancements in the brand image and advertising rhetoric research streams by addressing distinctive modes of advertising rhetorical configuration at the level of the ad filmic text (as against print ads where the bulk of research on advertising rhetoric has concentrated), and moreover on a segment-by-segment level, rather than treating the ad film as a standalone unit of analysis, by adopting a multimodal outlook to advertising configurations that takes into account not only the verbal or the visual mode, but also interactions among modes, by adopting a product category-specific approach to advertising/brand textuality that draws on rhetorical semiotics and by employing exploratory statistical methods against the background of content analytic output. (shrink)

Noah Rosenberg et al.'s 2002 article “Genetic Structure of Human Populations” reported that multivariate genomic analysis of a large cell line panel yielded reproducible groupings (clusters) suggestive of individuals' geographical origins. The paper has been repeatedly cited as evidence that traditional notions of race have a biological basis, a claim its authors do not make. Critics of this misinterpretation have often suggested that it follows from interpreters' personal biases skewing the reception of an objective piece of scientific writing. I (...) contend, however, that the article itself to some degree facilitates this misrepresentation. I analyze in detail several verbal and visual features of the original article that may predispose aspects of its racial interpretation; and, tracing the arguments of one philosopher and one popular science writer, I show how these features are absorbed, transformed into arguments for a biological basis of race, and re-attributed to the original. The essay demonstrates how even slight ambiguities can enable the misappropriation of scientific writing, unintentionally undermining the authors' stated circumspection on the relationship between cluster and race. (shrink)

Even-like particles have widely been analyzed as inducing scalar and additive presuppositions (cf. Horn 1969; Karttunen & Peters 1979; Rooth 1992; Gast & van der Auwera 2011). However, the additivity of even has been controversial since at least Horn 1992 and increasingly called into question (see Greenberg & Umbach 2021 for references); Greenberg specifically argues that scalar even-like particles can vary in additivity. This claim is surprising in light of the typological study in Gast & van der Auwera 2011, which (...) subsumes even and similar expressions under a larger class of additive particles. Against this background, we present an analysis of Italian addirittura, which with perfino has been described as scalar-additive (Visconti 2005) – but only optionally so – and is chosen preferentially over perfino precisely in those contexts that Greenberg takes to challenge the additivity of even. We argue, drawing on observations in Atayan 2017, that addirittura contrasts with perfino in deriving its scalar alternatives from rhetorical structure rather than focus structure. Once this is recognized we can view addirittura as additive, after all, in a rhetorical sense we describe below. (shrink)

This essay is motivated by a common call for a reconceptualization of educational processes. Taking the contemporary era of informationalism,2 transnational knowledge economies,3 and, by implication, an epistemification of everyday life,it is held that the dynamics of globalized knowledge structures, altered epistemic cultures, and learning seems to be undertheorized.5 One distinct dilemma seems to be the inherent paradox of the current discourses, signifying — on the one hand — a move away from “the postmodern condition” towards universalism, while — on (...) the other hand — carrying an anti-universal thrust, emphasizing diversity, complexity, and hybridity of knowledge. My essay will by no means offer any solution to the paradox. Nevertheless, in giving an account of C.S. Peirce’s later semeiotic, while pointing to some fruitful contributions from his “speculative rhetoric,” I here explore how Peirce may help to illuminate the dynamic relations of knowledge and learning within a globalized world of change.6 In what ways may Peirce’s later semeiotic carry a promise of a productive theory of the dynamics of knowledge and learning that moves Beyond traditional notions of educational processes? (shrink)

In this paper, the political pamphlet “Der Hessische Landbote” by the eminent German author, Georg Büchner (1813–1837), will be positioned within the context of its political and historical background, analyzed as to its argumentative and stylistic structure, and critically evaluated. It will be argued that propaganda texts such as this should be evaluated by taking into account both rhetorical perspectives and standards of rational discussion. As far as argumentative structure is concerned, a modified version of the Toulmin (...) scheme will be used for the description of three passages of the “Landbote”. As far as stylistic techniques are concerned, Büchner’s strategic use of some figures of speech, especially parallelism, metaphor and metonymy will be examined. As to the critical evaluation, the recently developed concept of “strategic maneuvering” within Pragma-Dialectics, the typology of argumentative dialogues established by D. Walton, and sets of critical questions will be used to assess the status of the arguments within the “Landbote” as potentially fallacious ones. (shrink)

Although the controversy between Malthus and Ricardo has long been considered to be an important source for the history of economic thought, it has hardly been the object of a careful study qua controversy, i.e. as a polemical dialogical exchange. We have undertaken to fill this gap, within the framework of a more ambitious project that places controversies at the center of an account of the history of ideas, in science and elsewhere. It is our contention that the dialogical co-text (...) is essential for reconstructing the meaning and the evolution of science. In the present paper we try to substantiate this contention by means of a pragma-rhetorical study of this particular controversy. First, we reconstruct, through an analysis of a chunk of the correspondence, a micro-level of specific moves and countermoves which constitute a sequential structure within which also meta-scientific and meta-controversial considerations play a role. We then move to a macro-level of analysis, looking for recurrent patterns of argumentation. Finally, we draw epistemological conclusions on the nature of rationality and progress as manifested in actual scientific controversies. (shrink)

Intertextuality (mutual illustration) is a common rhetorical device in ancient Chinese and has been used many times in Laozi (Dao Dejing). Intertextuality (mutual illustration) is of unique significance for understanding the linguistic structure and philosophical thoughts of Lao-zi. According to the current research on mutual illustration rhetoric on ancient Chinese, the forms of this rhetoric in Laozi can be divided into mutual illustration of single sentence, of multiple sentences and of ellipsis and antisense. There are only two references (...) to mutual illustration in the annotations of Laozi in the past dynasties, and most of the commentators ignore the importance of mutual illustration in understanding Laozi. By interpreting Laozi through mutual illustration rhetoric, we can make innovations in understanding methods, understanding contents and philosophical thoughts. (shrink)

This paper examines Jason Stanley’s account of propaganda. I begin with an overview and some questions about the structure of that account. I then argue for two main conclusions. First, I argue that Stanley’s account over-generalizes, by counting mere incompetent argumentation as propaganda. But this problem can be avoided, by emphasizing the role of emotions in effective propaganda more than Stanley does. In addition, I argue that more propaganda is democratically acceptable than Stanley allows. Focusing especially on sexual assault (...) prevention campaigns, I show that propaganda can be acceptable even when it represents some in our communities as worthy of contempt. (shrink)

Pascal’s wager is the name of an argument in favor of belief in God presented by Blaise Pascal in §233 of Thoughts. Ian Hacking (1972) pointed out that Pascal’s text involves three different versions of the argument. This paper proceeds from this identification, but it concerns an examination of the rhetorical strategy realized by Pascal’s argumentation. The final form of Pascal’s argument is considered as a product that could be established only through a specific process of persuasion led with (...) respect to an intended reader with a particular set of initial beliefs. The text uses insights from the pragma‐dialectical approach to argumentation, especially the concept of rhetorical effectiveness of particular choices from the topical potential. The argumentation structure of Pascal’s wager is considered to be a reflection of the anticipated course of dialogue with the reader critically testing the sustainability of Pascal’s standpoint “You should believe in God”. Based on the argumentation reconstruction of three versions of the argument, Pascal’s idea of opponent/audience is identified. A rhetorical analysis of the effects of his argumentative strategy is proposed. The analysis is based on two perspectives on Pascal’s argument: it examines the strategy implemented consistently by all arguments and the strategy of a formulation of different versions of the wager. (shrink)

Building on the multivalent meanings of the Arabo- Persian tarjama (‘to interpret’, ‘to translate’, ‘to narrate’), this essay argues for the relevance of Qur’ānic inimitability (i'jāz) to contemporary translation theory. I examine how the translation of Arabic rhetorical theory ('ilm al-balāgha) into Persian inaugurated new trends within the study of literary meaning. Finally, I show how Islamic aesthetics conceptualizes the translatability of literary texts along lines kindred to Walter Benjamin. -/- .

The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionistconceptual model of the brand generative trajectory of signification it will be displayed in a stepwise fashion how a set of nuclear semes and classemes or anintended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders with view to attaining differential brand associations. The suggested methodological framework focuses on the strength (...) and uniqueness of brand associations as integral aspects of a brand’s equity structure and comprises a set of calculi that aim at addressing from a brand textuality point of view how associations may be systematically linked to their key sources with an emphasis on the ad filmic text. The propounded methodology is exemplified by recourse to a corpus of ad filmic texts from the major brand players in the UK cereals market. The argumentative thrust is intent on demonstrating that structuralist rhetorical semiotics is not only useful for analysing/interpreting brand texts, but, moreover, for constructing and for managing them over time. This demonstration is deployed by adopting a synchronic/diachronic and intra--filmic/inter--filmic approach to the formation of brand associations that make up a projected brand equity structure, in the context of embedded product category dynamics. (shrink)

The paper aims at disclosing the process of writer identity enactive construal in narrative writing. Three constituent parts of identity discoursal construction in the narrative are social semiotics as a reflection of the social environment, cultural identity theory as the embodiment of cultural choices and preferences, and pragmatics (Charles S. Peirce). The following research questions have been formulated: (1) What is the nature of identity construction? (2) What rhetorical factors influence identity construal in narrative discourse? By providing a step-by-step (...) analysis of thematic structure, the paper conducts a discourse analysis of narrative episodes in terms of Agent, Process, and Medium triad (Halliday, 1973), reflecting the mechanisms of reader’s manipulation with information as a dynamic semiotic process of interpretation, limited by a final interpretant. (shrink)

This paper proposes a reading of Galileo’s Letter to the Grand Duchess Christina as analogous to a legal brief submitted to a court en banc. The Letter develops a theory of the general issues underlying the case at hand, but it is organized around advocacy for a particular judgment. I have drawn two architectonic implications from this framework, each of which helps to resolve an issue still standing in the literature. First, the Letter anticipates varying degrees of acquiescence to its (...) general account, and provides ‘hooks’ for different readers to interpret variously while still converging on the particular judgment. This reading allows for a coherent Galilean interpretation of passages that notoriously concede priority to Scripture, while also explaining their dialectical function. Galileo is neither self-contradictory nor dissimulating here, but strategically leaves the specification of key distinctions for the reader. Second, the Letter, and particularly its apparent shifting of the burden of proof, must be understood in light of the tripartite ‘adversarial-judicial’ framework that Galileo sets up. The burden of proof is shifted to anti-Copernicans within the Church, not as a rhetorical trick, but because of the benefits of adversarial procedure that will accrue to the Church as the responsible judge. (shrink)

This study investigated the rhetorical move structure of the dental sciences research article abstract (RAA) genre using Swales’ (2004) model of move analysis, CARS (Create a Research Space), to find the frequency of rhetorical moves and steps in RAAs of the selected journals and also to examine the association between the frequency of moves and steps in the RAAs. To this end, 251 abstracts from articles published in 2018, 2019, and 2020 in four Iranian PubMed-indexed dentistry journals (...) were selected and examined. The frequencies were counted and compared using the Chi Square statistic. The findings revealed that all of the abstracts included M3S4 and M3S5, and all but only one, included M3S1. Yet, M3S2 and M3S7 had not been used in the abstracts whatsoever, and M1S3 had been employed only once. It was also found that the RAAs in the Journal of Dentistry and the Dental Research Journal used the steps considerably more frequently than the RAAs in the Journal of Dental Research and Frontiers in Dentistry. The findings of this study can provide EAP instructors with practical insights into the needs and wants of dental students, and also serve as a complement to the guidelines for academic writing for dental researchers to produce more received RAAs. (shrink)

In this paper, I expand my upon earlier linguistic research (Lian, 2023), which delved into the genre of abstracts from Western philosophical papers. I engage with the philosophical ramifications emanating from the guidelines established for crafting philosophy paper abstracts (Lian, 2023) and underscore their significance in the domain of academic philosophical writing. A pivotal focus of this research is to navigate the intricate philosophical challenges posed by cross-disciplinary investigations bridging applied linguistic statistics with philosophical paper composition, specifically, the nuanced interpretation (...) of linguistic findings in a manner palatable to philosophers. My exploration probes into the dynamics of various concepts within Inter-Disciplinary Research (IDR), highlighting the complexities in reconciling semantic intuitions related to the notions of "Method (M)" and "Conclusion (C)". I delineate three philosophical stances: (1) deferring to scientific authority, (2) recognizing domain-specific terminologies, and (3) interrogating peripheral scientific theories. I posit that these stances significantly influence the ways philosophers engage with and resolve the cross-disciplinary semantic and theoretical contentions stemming from the rhetorical structures of "Method (M)" and "Conclusion (C)". This work proposes avenues to attain either "theoretical coherence" or "disciplinary synthesis", thereby fostering enhanced cross-disciplinary collaboration and fortifying academic discourse across diverse fields. -/- Keywords: Inter-Disciplinary Research (IDR), Applied linguistics, Philosophical writing, Genre Analysis, Rhetorical Moves 本研究將先介紹筆者的語言學碩士論文（連，2023），如何分析《東吳哲學學報》2017年至2021年西方哲學論文摘要語體的修辭語步特徵與提供寫作建議，並試圖從哲學圈內人的角度，對連（2023）的哲學寫作 建議進行批判性的反思，探討哲學教師或新手哲學家可以如何看待華文哲學論文摘要的寫作建議。接著，筆者將問題聚焦在跨領域學科（應用語言學統計結果與哲學論文寫作）之間的哲學問題，即——哲學家應如何看待語言學家 針對哲學論文的研究結果。筆者將考慮領域間研究（IDR）的語言與詞語概念關係。而藉由討論上述跨領域研究中語義直覺分歧的問題，筆者提出了三種可能的哲學態度：(1)服從科學權威、(2)尊重特定領域用詞、(3 )質疑邊緣科學理論。筆者認為，上述三種態度對於哲學家如何看待「方法(M)」和「結論(C)」這兩項跨領域語義概念分歧和可能理論分歧有著重要的影響。筆者希冀藉由提出相關解決方案來尋求「理論統一」或「領域整 合」的可行性，最終得以促進跨領域合作與跨學門間良好學術交流的互動成長。 -/- 關鍵詞：領域間研究（IDR）、應用語言學、哲學寫作、語體分析、修辭語步 . (shrink)

In this paper, we propose an account of metaphor identification on the basis of contextual coherence. In doing so, we build on previous work by Nicholas Asher and Alex Lascarides that appeals to rhetorical relations in order to explain discourse structure and the constraints on the interpretation of metaphor that follow from it. Applying this general idea to our problem, we will show that rhetorical relations are sometimes insufficient and sometimes inadequate for deciding whether a given utterance (...) is a case of metaphor. They are insufficient, since rhetorical relations fall short at times of providing a basis for disambiguating between literal and metaphorical interpretations. In such cases, contextual information other than previous discourse needs to enter the picture. To this effect, we bring the idea of external consistency into play. Beyond that, though, we will argue that rhetorical relations are sometimes inadequate to account for coherence, if conceived as relations among sentences only. The reason is that extra-linguistic elements of the situation in which the sentence is uttered may be crucial for getting at the preferred interpretation. To account for these cases, we allow rhetorical relations to connect both with previous discourse and with extra-linguistic situations. In our final refinement of the notion of contextual coherence, we forfeit any appeal to rhetorical relations in favour of Questions Under Discussion (QUD). We defend the view that this account does not only explain the same sort of cases. What is more, it solves the issue of metaphor identification in impoverished contexts. (shrink)

This study deals with a linguistic phenomenon that has not been fully researched. This phenomenon was mentioned in some of the works of the bedî scholars who called it ittisâ (statements that can be interpreted in more than one meaning – provided that the vocabularies can express these interpretations – without any presence of any presumption in favour of any meaning, often out of the intention of the speaker. -/- Multiples interpretations used for many reasons, may be grammatical, word’s (...) class='Hi'>structure, phonetic or written, this linguistic phenomenon deserves in-depth survey. -/- This research examines the phenomenon of ittisâ on two sides: -/- 1- The techniques used by the speaker to produce statements with multiple meanings -/- 2- How the recipient interpret these statements. -/- This research will be a guide showing us the rhetorical art in ittisâ. it will introduce examples of the ittisâ science from the Holly Quraan, the prophet’s Hadith, the words of the companions, and the poems of the Arabs and their proverbs. (shrink)

Contemporary interdisciplinary research is often described as bringing some important changes in the structure and aims of the scientific enterprise. Sometimes, it is even characterized as a sort of Kuhnian scientific revolution. In this paper, the analogy between interdisciplinarity and scientific revolutions will be analysed. It will be suggested that the way in which interdisciplinarity is promoted looks similar to how new paradigms were described and defended in some episodes of revolutionary scientific change. However, contrary to what happens during (...) some scientific revolutions, the rhetoric with which interdisciplinarity is promoted does not seem to be accompanied by a strong agreement about what interdisciplinarity actually is. In the end, contemporary interdisciplinarity could be defined as being in a ‘pre-paradigmatic’ phase, with the very talk promoting interdisciplinarity being a possible obstacle to its maturity. (shrink)

This article aims to contribute to the economic science’s discourse analysis, bringing the concepts of Foucault’s post-structuralism to this debate. We seek to understand the epistemological change in the economy, started in the 80s, without having to resort to a split in social interpretation in abstract cultural spheres (postmodernism) and other material-economic spheres (neoliberalism). The field of rhetoric in economics has sparked an intense debate in the social sciences. The abandonment of Keynesian theses, empirically tested throughout the 20th century, due (...) to the absorption of neoliberal theses was interpreted as an expression of “postmodernity” in economic science. Arida and Paulani’s analysis trace the methodological criticism to the intense mathematization of the economy, to the resumption of premises based on ontologically questionable abstractions without, however, understanding the role of language in structuring the discourse of economic science. It is the search for an adequate ontology that guides the methodological critique of marginalist-neoclassical economic science. Based on Foucault’s concepts, we propose a new ontology for the understanding of the rhetoric field in economics. (shrink)

This paper examines the interrelation between justice and mercy in Anselm’s prayers. Divine justice and human injustice seem to rightly cut off a human being from any assistance, grace, or reformation, since human beings has set themselves in a condition of injustice from which they cannot extricate themselves. Mercy then seems the only solution, but appears not only unjust, but also to trump divine justice, a position inconsistent with Anselm’s explicit statements. So then, how are justice and mercy rendered compatible, (...) even complementary with each other? Human beings are brought into integral roles for each other as intercessors within a divine economy of justice offering mercy within the scope of that very justice. Anselm’s rhetorically and dramatically structured prayers perform an educative as well as petitionary function in assisting the human being to locate, understand, and exert themselves within that divine economy of justice and mercy. (shrink)

Dominus Vobiscum is undoubtedly one of Peter Damian’s most original works, and has experienced a renewed interest thanks to the re-emergence of the ecclesiology of communion around Vatican II, but in-depth studies of the work as a whole are missing and its sources seem quite limited. In this analysis of the text and its argumentative structure, the conceptual development is built on the dialectic of contrasts, starting from the binomial of “solitudo pluralis” and “multitudo singularis”, typical of the hermit. (...) The theme is unfolded in its pneumatological, Christological and ecclesiological aspects. A formal analysis seems to demonstrate that the theses presented by Peter Damian are mainly the result of the power of rhetoric, which he undoubtedly mastered. (shrink)

"Language and its Public Features: Reorganizing the Trivium in Locke's Essay and Port-Royal Logic" The new theory of language in the 17th century coincides with the end the traditional order of disciplines in the trivium (grammar, logic and rhetoric), which in the mediaeval times provided a comprehensive view of the problems of discourse. The article focuses on some key passages in Port-Royal Logic and Locke's Essay that provide us with a typical early modern scheme of linguistic representation, characterised by heavily (...) emphasized dualism of ideas and words. Since ideas are also the meanings of words and are ontologically essentially private, one can raise the question, where in this analysis of language is it even possible to locate its public features. The article tries to show that private language is not only possible for Locke and the Port-Royalists, but that it is even a necessary and primary character of language. Language becomes a public medium of communication only on the junctures of private meanings constituted by the “common use” of words. The article then focuses on almost complete marginalisation in the two works of the theory of public speech. Rhetoric, in the 17th century often reduced to mere eloquence, has no place in philosophy, and the duties of making speeches persuasive are taken over by reason alone. To show how the domains of jurisdiction of the trivial disciplines had been transformed in the linguistic theories proposed by the Port-Royal Logic and Locke, one can construct a hypothetical early modern trivium in the light of the following order: idea – word – figure, or, logic – grammar – rhetoric. Rhetoric is found to have kept its structural place only to be singled out as dangerous. (shrink)

Techne and Truth. The problem of techne in the dispute between Gorgias and Plato -/- The source of the problem matter of the book is the Plato’s dialogue „Gorgias”. One of the main subjects of the discussion carried out in this multi-aspect work is the issue of the art of rhetoric. In the dialogue the contemporary form of the art of rhetoric, represented by Gorgias, Polos and Callicles, is confronted with Plato’s proposal of rhetoric and concept of art (techne). The (...) ingenuous and dramatic structure of the dialogue composed of three acts, in each of which Socrates’ consecutive interlocutors emerge, is difficult to interpret. It seems, however, that even though the first conversation between Socrates and Gorgias constitutes a small part of the dialogue, it forms the foundations for the discussion. This part, dealing with such important issues as the subject of art, knowledge, power and relation between art and good, is the starting point for the conversations which follow. What do the differences between the Gorgias’ and Plato’s concepts of art consist in? Any attempt to answer the question requires presentation of the background for the discussion taking place in Plato’s work as well as the reconstruction of Gorgias’ vision of the art of rhetoric and art in general, defining the relation between art and knowledge. The latter may be undertaken on the basis of two paraphrases of the treatise “On Non-existence”, two epideictic speeches entitled “Helen” and “Palamedes” and some smaller fragments which have been preserved from Gorgias’ creative output. The treatise “On Non–existence”, very paradoxical in its philosophical meaning, testifies to new, sophistic thinking represented by Gorgias of Leontinoi. The treatise is the polemic and attack on Eleatism based on certain principles and methods elaborated by the Eleatics themselves. It also shows that Gorgias – using traditional Eleatic schemes – is opposed to this tradition. Even though the treatise does not discuss the problem of art directly, it anticipates the considerations from epideictic speeches. “Helen” and “Palamedes” constitute further stages in the development of Gorgias’ thought and concept of art combining typically epideictic elements with some philosophical convictions. Gorgias refers to the Eleatic theme considering the issues of truth, knowledge and belief, yet defining them in the empirical spirit. Solutions in the cognitive sphere determine the horizon of Gorgias’ rhetoric. The word is separated from the existence. Human cognition is limited and therefore the word and visual images affect the belief. This promotes the great importance of rhetoric, painting and sculpture, i.e. the areas which influence in a specific way – creating the “delusion” (ἀπάτη). Through idealization art provides pleasure, which is its objective. Therefore the task of art is to create delusion. The rhetor of Leontinoi discusses the issue of “how?” to use the word ‘rhetoric’. Gorgias is aware that rhetoric may be used to talk about what is unknown and that technical correctness of a rhetoric statement is not identical with the truthfulness of the proclaimed message. Mentioning it, Gorgias shows his respect to the truth as a value which should be respected in speech on the one hand, and on the other emphasizes that the truth in itself has no persuasive power. For this reason it is not enough to proclaim the truth, but, to convince the listeners, the orator should possess the skill of speaking. What is then the relation between truth and art emerging from epideictic speeches? Gorgias undoubtedly emphasizes the formal aspect of speech, as rhetoric is art, thus an ability based on certain principles. According to Gorgias, the truth is the value which should be respected in speeches. Rhetoric is able to create a fictive world, as a great range of reality remains outside direct human experience. Rhetoric does not oppose the truth but discussing not only what is directly given concerns the area outside the sphere of direct experience. This concept of rhetoric is the basis of the discussion about art carried out in the dialogue “Gorgias”. Even though the first of the discussions in the dialogue – the conversation between Socrates and Gorgias – is directly concerned with rhetoric itself, numerous remarks testify to its much wider character. This is best exemplified by the way of carrying out the conversation by Socrates, who, asking questions about rhetoric practised by Gorgias, throughout the whole conversation compares it with other skills. Additionally, the manner and the structure of the conversation prove that Plato considers the issue of rhetoric from a wider perspective determined by the issue of art. The specific feature of the conversation is ordering it around main issues – such notions as πρᾶγμα, ἐπιστήμη, δύναμις, each of which has its own meaning in Plato. In the first part of Gorgias Plato presents the principles previously occurring in other dialogues in a certain order, thus constructing the structure of the conversation with Gorgias. The notions are not novum in Plato but the fact that he clearly wants to systematise them and present a certain concept of art is a new and significant aspect. This tendency is of paramount importance for the discussion because Gorgias’ answers are evaluated by Plato from the perspective of this clearly set concept consisting of not only established notions but also certain principles. The discussion between Socrates and Gorgias introduces a theme which is crucial for the dialogue: the relation between art and good, i.e. the technical and ethical spheres. The issue is introduced by Gorgias, who mentions that rhetoric may be used for evil purposes. On this basis Socrates proves that if rhetoricians can use rhetoric for evil purposes, they have no knowledge concerning the subject of their art – justice, because one who knows what is just, always acts justly. Thus the relation between the technical and ethical spheres transpires to be the main point of contention. The question is whether a technician following the principles of the art he practices may act against good. This paradoxical statement based on the well-known Socrates’ principle "nemo sua sponte peccat" acquires philosophical foundations in the dialogue. In its remaining two parts Plato presents a justification, placing the principle within the framework of a certain concept of art, as a result of which not only rhetoric but also many other skills are criticised. The notions on which the conversation with Gorgias focuses are more precisely defined in the subsequent parts of the dialogue. Additionally, Plato presents twice the conditions which art should fulfill. They oblige the “technicians” to know the nature and purpose of the art and to know the causes of undertaken activities and to be able to justify them. These conditions determine the relation between the two spheres – technical and ethical. According to Plato, art may not act against good because it should be the objective of its activities. Certain concepts of good and knowledge outlined in the dialogue are the guarantees of “technicality”. Good, which should be respected by every art, is understood objectively and is contrasted with subjective pleasure. Knowledge, which should be the basis of art, opposes experience, which uses observation and recollection. Additionally, the definition of knowledge, significance of order in the world assuming the form of “geometrical equality”, significance of mathematics becoming the ideal of exactness indicate that Plato’s concept of knowledge is formed in Gorgias. These conclusions render it impossible that the results of any activity deserving the name of art should oppose good. And this is Plato’s main reproach of Gorgias’ concept, who wrote about false speeches possessing the power of conviction because they were written according to the principles proof of art or who defined tragedy as “a deceit, where he who cheats is more just than he who does not and the cheated is wiser than he who was not cheated”. Such determination of the relation between the technical and ethical sphere resulted from Gorgias’ concept of the world and fundamental philosophical principles. The whole concept of art described by Plato in the dialogue opposes the view presented by Gorgias. According to Plato, every technical activity has a defined object (ἔργον), is based on knowledge (ἐπιστήμη) and is always aimed at the good of human soul or body. The danger revealed and presented in the dialogue by Plato exists in the very concept of art presented by Gorgias, i.e. in its empirical foundations and the resulting understanding of the relation between art and good. Gorgias’ concept of art based on empirical cognition, which concerns the world of phenomena and rejects the possibility of perfect knowledge, leads, according to Plato, to a dangerous falsification of the relation between art and good. Plato proves that this weakness of Gorgias’ concept is revealed when confronted with these representatives of “the magnificent art” who are not protected against radicalism by the adherence to the moral tradition. The comparison of two, completely contrasting concepts of art based on different philosophical understanding of knowledge and good is decisive for the criticism of rhetoric in Gorgias. The concept presented by Plato criticises contemporary rhetoric and sophistry but determines the direction of research of the real art of rhetoric. (shrink)

Note: This draft was updated on November 10, 2020. Discussing federal statutes, Justice Scalia tells us that “[t]he stark reality is that the only thing that one can say for sure was agreed to by both houses and the president (on signing the bill) is the text of the statute. The rest is legal fiction." How should we take this claim? If we take "text" to mean the printed text, that text without more is just a series of marks. If (...) instead we take "text" (as we must) to refer to something off the page such as the "meaning" of the series of marks at issue, what is that meaning and how do we know that all the legislators "agreed" on that "meaning"? In seeking answers here, we necessarily delve into semiotics (i.e., the “general theory of signs”) by noting that meaningful ink marks ("signifiers) signify a meaning beyond themselves (the "signified.") Thus, understanding how signs function is integral to lawyers' textual and linguistic analysis. Additionally, as this article demonstrates, legal analysis and rhetoric are much impoverished if lawyers ignore nonverbal signs such as icons, indices, and nonverbal symbols. In providing a broad overview of semiotics for lawyers, this article thus (1) begins with a general definition of signs and the related notion of intentionality. It then turns to, among other things, (2) the structure and concomitants of signs in more detail (including the signifier and the signified), (3) the possible correlations of the signifier and the signified that generate signs of interest to lawyers such as the index, the icon, and the symbol; (5) the expansion of legal rhetoric through use of the index, the icon, and the non-verbal as well as the verbal symbol, (6) the nature of various semiotic acts in public and private law (including assertives, commissives, directives, and verdictives); (7) the interpretation and construction of semiotic acts (including contracts as commissives and legislation as directives); (8) the role of speaker or reader meaning in the interpretation and construction of semiotic acts; (9) the semiotics of meaning, time, and the fixation of meaning debate; (10) the impact of signifier drift; (11) the distinction between sense and understanding; and (12) some brief reflections on semiotics and the First Amendment. This article also provides an Appendix of further terms and concepts useful to lawyers in their explorations of semiotics. (shrink)

Progress in philosophy is difficult to achieve because our methods are evidentially and rhetorically weak. In the last two decades, experimental philosophers have begun to employ the methods of the social sciences to address philosophical questions. However, the adequacy of these methods has been called into question by repeated failures of replication. Experimental philosophers need to incorporate more robust methods to achieve a multi-modal perspective. In this chapter, we describe and showcase cutting-edge methods for data-mining and visualization. Big data is (...) a useful investigatory tool for moral psychology, and it fits well with the Ramsification method the first author advances in a series of recent papers. The guiding insight of these papers is that we can infer the meaning and structure of concepts from patterns of assertions and inferential associations in natural language. (shrink)

Cis moves to innocence are rhetorical moves by which cisgender feminists falsely position their failure to engage with structures of transmisogyny as epistemically and morally virtuous. The notion derives from Tuck and Yang’s (2012) concept of settler moves to innocence and Mawhinney’s (1998) concept of white moves to innocence. This piece considers the case study of Manne’s (2017) work, in which she purports to offer a unified account of misogyny while explicitly refusing to consider transmisogyny. The justification she provides (...) is that she lacks the “requisite authority to do so.” I identify three functions of Manne’s cis move to innocence: i) to allow her to appear to be in solidarity with trans women and transfeminine people without taking on any of the obligations that requires, ii) to structurally reproduce the epistemic exploitation of trans women and transfeminine people, and iii) to reduce the obligations of allies to affect rather than action. (shrink)

This essay is dedicated to elaborating some of the stylistic elements at work in Nietzsche's polemical book, On The Genealogy of Morals with particular attention to the nature of the aphorism from its inception in ancient Greek literaure, Nietzsche's specific deployment of the aphorism as such, including Nietzsche's argument structure and rhetorical technique as well as the language of Greek and Jewish antiquity, master and slave. -/- In: Christa Davis Acampora, ed., Nietzsche’s On the Genealogy of Morals: Critical (...) Essays (Lanham, Md., Rowman & Littlefield, 2006), pp. 177-190. (shrink)

There are emotively powerful words that can modify our judgment, arouse our emotions, and influence our decisions. The purpose of this paper is to provide instruments for analyzing the structure of the reasoning underlying the inferences that they trigger, in order to investigate their reasonableness conditions and their persuasive effect. The analysis of the mechanism of persuasion triggered by such words involves the complex systematic relationship between values, decisions, and emotions, and the reasoning mechanisms that have been investigated under (...) the label of “heuristics.” On the one hand, arguing using ethical words is shown to sometimes involve value-based practical reasoning grounded on evaluative classifications stemming from hierarchies of values and maxims of experience. On the other hand, ethical words provide representations bound to the interlocutor’s experiences and judgments, which trigger specific emotions yielding a particular reaction. This chain of judgments and reactions and the potential fallaciousness thereof can be inquired into by examining the relationship between the heuristic processes of reasoning and the more complex argumentative structure that the use of such words involves. The analysis of the 2013 Italian political campaign and the ad hominem arguments used by the political candidates shows the different strategies and counterstrategies for the manipulation of emotions. (shrink)

In this paper I intend to reconstruct the weight of rational and non rational factors in ethical controversies and to highlight the mixed bequest this controversy left to 20th century analytic ethics. I argue that the structure of the controversy includes ‘Kuhnian’ factors, rhetoric and pragmatic dimensions, and that a consistent self-criticism of his own previous views may be detected in Mill’s writings published after the controversy. I argue that the controversy’s bequest for analytic ethics includes: (i) anti-empiricist elements, (...) which are what Sidgwick has taken from Whewell without paying due acknowledgement; (ii) consequentialist elements (impossibility of establishing what is duty in the real case, impossibility of solving moral dilemmas), which are what Sidgwick has taken over from Mill, on the latter’s authority and without due scrutiny of Whewell’s counter-arguments. (shrink)

The representation and classification of the structure of natural arguments has been one of the most important aspects of Aristotelian and medieval dialectical and rhetorical theories. This traditional approach is represented nowadays in models of argumentation schemes. The purpose of this article is to show how arguments are characterized by a complex combination of two levels of abstraction, namely, semantic relations and types of reasoning, and to provide an effective and comprehensive classification system for this matrix of semantic (...) and quasilogical connections. To this purpose, we propose a dichotomous criterion of classification, transcending both levels of abstraction and representing not what an argument is but how it is understood and interpreted. The schemes are grouped according to an end-means criterion, which is strictly bound to the ontological structure of the conclusion and the premises. On this view, a scheme can be selected according to the intended or reconstructed purpose of an argument and the possible strategies that can be used to achieve it. (shrink)

The representation and classification of the structure of natural arguments has been one of the most important aspects of Aristotelian and medieval dialectical and rhetorical theories. This traditional approach is represented nowadays in models of argumentation schemes. The purpose of this article is to show how arguments are characterized by a complex combination of two levels of abstraction, namely, semantic relations and types of reasoning, and to provide an effective and comprehensive classification system for this matrix of semantic (...) and quasilogical connections. To this purpose, we propose a dichotomous criterion of classification, transcending both levels of abstraction and representing not what an argument is but how it is understood and interpreted. The schemes are grouped according to an end-means criterion, which is strictly bound to the ontological structure of the conclusion and the premises. On this view, a scheme can be selected according to the intended or reconstructed purpose of an argument and the possible strategies that can be used to achieve it. (shrink)

In this paper, we locate a general rhetorical strategy employed in theoretical discourse wherein philosophers argue from the mere existence of internalized oppression to some kind of epistemic, moral, political, or cognitive deficiency of oppressed people. We argue that this strategy has harmful consequences for oppressed people, breaking down our analysis in terms of individual and structural harms within both epistemic and moral domains. These harms include attempting to undermine the self-trust of oppressed people, reinforcing unjust epistemic power hierarchies, (...) undermining the moral agency of oppressed people, and obscuring real issues of oppression. In light of these many harms, we conclude that there are pro tanto reasons not to employ this strategy, and instead offer a series of suggestions for those considering adopting such a rhetorical move. (shrink)

Fictional and non-fictional texts rely on the same language to express their meaning; yet many philosophers in the analytic tradition would say, with reason, that fictional texts literally make no truth claims, or more modestly that the rhetorical and literary devices to which fiction and non-fiction writers alike have recourse are unconnected to truth or have no propositional content. These related views are associated with a doctrine in the philosophy of language, most notably advanced by the late Donald Davidson, (...) which holds that we understand the semantic structure of a language by applying to it a theory of truth, which involves discovering the truth conditions of its sentences. This approach to semantic theory raises several seemingly intractable problems, such as the problem of stating the meaning of non-declarative sentences, e.g. questions and imperatives. The chief aim of this paper will be to try to dispel these problems by suggesting an adjustment in Davidson’s account of the relation of truth to meaning, one which will also allow us to picture such troublesome linguistic items as metaphor within a semantic theory, and to expand the range of objects which can be brought into a general theory of meaning. (shrink)

The main aim of the French logician and philosopher Petrus Ramus was to provide a method of teaching the liberal arts enabling the completion of the undergraduate program of studies in 7 years. This method was based on a new logic, in which the complex structure of Aristotle’s Organon and of the Summulae logicales of Peter of Spain is reduced to two main doctrines: the invention of arguments, by which it is possible to find the notions for reasoning and (...) disputing in any discipline, and the disposition of arguments in judgment, i.e., in propositions and syllogisms. Since this logic applies both to demonstrative and to probable reasoning, Ramus and Rudolph Agricola, who first introduced it, labeled it as dialectic. Ramus completed this twofold dialectic with a method, according to which disciplines have to be taught by providing general definitions, to be explained by subsequent dichotomous divisions. According to Ramus, this method ensures a well-ordered hierarchy and division of disciplines, and an efficient means to teach them in a shorter time than in the pedagogical programs of Juan Luis Vivès, Johann Sturm, and Philipp Melanchthon. This method had its main diffusion in the pre-university institutions such as the German gymnasia and gymnasia illustria (e.g., of Herborn), while in Reformed and Catholic universities the acceptance of Ramism was hindered by the predominance of the Aristotelian curriculum. (shrink)

On 6 January 1795, the twenty-year-old Schelling—still a student at the Tübinger Stift—wrote to his friend and former roommate, Hegel: “Now I am working on an Ethics à la Spinoza. It is designed to establish the highest principles of all philosophy, in which theoretical and practical reason are united”. A month later, he announced in another letter to Hegel: “I have become a Spinozist! Don’t be astonished. You will soon hear how”. At this period in his philosophical development, Schelling had (...) been deeply under the spell of Fichte’s new philosophy and the Wissenschaftslehre. The text Schelling was writing at the time was the early Vom Ich als Prinzip der Philosophie, though his characterization of this text would much better fit the somewhat later work which is the focus of the current paper: Schelling’s 1801 Darstellung meines System der Philosophie (hereafter: Presentation). The Presentation is a text written more geometrico, following the style of Spinoza’s Ethics. While Spinoza’s influence and inspiration is stated explicitly and unmistakably in Schelling’s preface, the content of this composition might seem quite foreign to Spinoza’s philosophy, so much so, in fact, that Michael Vater—the astute translator and editor of the recent English translation of the text—has contended that “despite the formal similarities between Spinoza’s geometrical method and Schelling’s numbered mathematical-geometrical constructions, Schelling’s direct debts to Spinoza are few”. The Presentation is an extremely dense and difficult text, and while I agree that at first glance Schelling’s engagement with the concept of reason (Vernunft) and the identity formula ‘A=A’ seems to have little if anything to do with Spinoza (especially since Spinoza’s key terminology of ‘God’, ‘causa sui’, ‘substance’, ‘attribute’, and ‘mode’ is barely mentioned in the Presentation), I suspect that at a deeper level Schelling is attempting to transform Spinoza’s system by replacing God, Spinoza’s ultimate reality, with reason. Though this might at first seem bizarre, I believe it can be profitably motivated and explained upon further reflection. It is this transformation of Spinoza’s God into (the early) Schelling’s reason that is the primary subject of this study. I develop this paper in the following order. In the first part I provide a very brief overview of Schelling’s lifelong engagement with Spinoza’s philosophy, which will prepare us for my study of the 1801 Presentation. In the second part, I consider the formal structure and rhetoric of the Presentation against the background of Spinoza’s Ethics, and show how Schelling regularly imitates Spinoza’s tiniest rhetorical gestures. In the third and final part I turn to the opening of the Presentation, and argue that Schelling attempts there to distance himself from Fichte by developing a conception of reason as the absolute, or the identity of the subject and object, just as the thinking substance and the extended substance are identified in Spinoza’s God. (shrink)

I want to know whether Chan masters and students depicted in classical Chan transmission literature can be interpreted as asking open (or what I will call “genuine”) questions. My task is significant because asking genuine questions appears to be a decisive factor in ascertaining whether these figures represent models for dialogue—the kind of dialogue championed in democratic society and valued by promoters of interreligious exchange. My study also contributes to a more comprehensive understanding of early Chan not only by detailing (...) contrasts between contemporary interests and classical Chan, but more importantly by paying greater attention to the role language and rhetoric play in classical Chan. What roles do questions play in Chan encounter dialogues, and are any of the questions genuine? Is there anything about the conventions of the genre that keeps readers from interpreting some questions in this way? To address these topics, I will proceed as follows. First, on a global level and for critical-historical context, I survey Chan transmission literature of the Song dynasty in which encounter dialogues appear, and their role in developments of Chan/Zen traditions. Second, I zoom in on structural elements of encounter dialogues in particular as a genre. Third, aligning with the trajectory of performative analyses of Chan literature called for by Sharf and Faure, I turn to develop and criticize a performative model of questions from resources in recent analytic and continental philosophy of language and I apply that model to some questions in encounter dialogue literature. (shrink)

Charles S. Peirce’s semiotics uniquely divides signs into: i) symbols, which pick out their objects by arbitrary convention or habit, ii) indices, which pick out their objects by unmediated ‘pointing’, and iii) icons, which pick out their objects by resembling them (as Peirce put it: an icon’s parts are related in the same way that the objects represented by those parts are themselves related). Thus representing structure is one of the icon’s greatest strengths. It is argued that the implications (...) of scaffolding education iconically are profound: for providing learners with a navigable road-map of a subject matter, for enabling them to see further connections of their own in what is taught, and for supporting meaningful active learning. Potential objections that iconic teaching is excessively entertaining and overly susceptible to misleading rhetorical manipulation are addressed. (shrink)

The first part of my hypothesis, then, is simple enough, and would be accepted in principle by most students of Plato: the dramatic structure of the dialogues is an essential part of their philosophical meaning. With respect to the poetic and mathematical aspects of philosophy, we may distinguish three general kinds of dialogue. For example, consider the Sophist and Statesman, where Socrates is virtually silent: the principal interlocutors are mathematicians and an Eleatic Stranger, a student of Parmenides, although one (...) who is not always loyal to his master's teaching of what might be called monadic homogeneity. In these dialogues, the mathematical character of philosophy is not merely emphasized but exaggerated, and any attempt to interpret them must take this fact into account. Otherwise, we shall not be able to understand why the Stranger seems to classify the general's art in the same species of the genus hunting as the louse catcher. The significance of this step, which does not stem from humanitarian considerations, but rather illustrates how the human becomes invisible from the mathematical viewpoint, contributes its share to the obscurity of these two dialogues. Second, there are dialogues like the Phaedrus and Symposium, in which the style, the interlocutors, and even the subject-matter seem to be largely poetic and rhetorical. Here, the overwhelming impression is of enthusiasm, divine madness, and intoxication in speech and deed. Finally, there are dialogues like the Philebus and Republic, in which it is not so easy to say whether poetry or mathematics predominates, if indeed either may be said to do so. (shrink)

This essay delves into the essentialities of object-giving sources within the formulation of epistemic objectivity. It explores the relationship between objectivity and intentional states, particularly in the context of immediate and transcendent experiences. A key focus of this paradigm is the examination of inferences and how they are held in X’s intentional processes. These claims about inferences contribute to the perception of objectivity by highlighting the epistemological transitions of things that occur in the constitutive ideation. Additionally, the activity within X’s (...) episteme leads to significant articulations that reflect a structural realism of experiences. The essay also introduces a convention of the experiential-intentional process so that the causality manipulations could be avoided by the precents of sources of ideation. In this instance, the central niche is occupied by transcendental reflections of intentionality, which are fundamentally founded on experiences and objectivity, and they possess a distinct rhetorical quality. They manifest as acts, propositional forms, and constituents, all of which contribute to the understanding and justification of objectivity. To establish such a framework that upholds objectivity, certain prerequisites must be met. Firstly, the framework must possess justificational resources that prevent causality manipulations. Secondly, pre-reflective sources should not inter-define causality in epistemic circumstances, although this does not exclude the emergence of causal relations, and thus this approach offers a correlational explanation. Lastly, transcendental reflections should remain compatible with the experiential-intentional process, allowing for the accommodation of subjectivity in the justification of objectivity. (shrink)

Often described as an outcome, inequality is better understood as a social process -- a function of how institutions are structured and reproduced, and the ways people act and interact within them across time. Racialized inequality persists because it is enacted moment to moment, context to context -- and it can be ended should those who currently perpetuate it commit themselves to playing a different role instead. This essay makes three core contributions: first, it highlights a disturbing parity between the (...) people who are most rhetorically committed to ending racialized inequality and those who are most responsible for its persistence. Next, it explores the origin of this paradox – how it is that ostensibly antiracist intentions are transmuted into ‘benevolently racist’ actions. Finally, it presents an alternative approach to mitigating racialized inequality, one which more effectively challenges the self-oriented and extractive logics undergirding systemic racism: rather than expropriating blame to others, or else adopting introspective and psychologized approaches to fundamentally social problems, those sincerely committed to antiracism can take concrete steps in the real world – actions which require no legislation or coercion of naysayers, just a willingness to personally make sacrifices for the sake of racial justice. (shrink)

The chapter presents the prototyping of a thinking routine designed to foster good inference habits in children ages 6 to 11. The prototyping was developed at Ninho, an educational project for children from underprivileged households in Brazil. The thinking routines by Ritchhart and colleagues (2006) served as our starting point. Following a Virtue Education (VE) approach, we supposed that the repeated application would conduce to habituation. In addition, to increase peer-to-peer interactions, the teacher applying the routines worked as a facilitator (...) in a Community of Inquiry (CI). After six months of application, the results were partially successful. We identified that the repeated exposition to the magic question “What makes you say that?” made children more aware of the evidence supporting their assumptions. Furthermore, the interactions between peers made them recognize different perspectives. However, we also identified some shortcomings. Most of them seemed to arise from cognitive biases. At the individual level, belief perseverance kept children too attached to their first assumptions. They preferred self-serving rationalizations instead of accepting a counter-argument. At the group level, we identified problems of social contagion such as information cascades. The effects of a first opinion rhetorically voiced were hard to efface. Since none of the steps on the previous routines addressed these biases, we prototyped a routine to start filling this gap. Following Critical Thinking (CT) theorists, we added a step of structured instruction concerning one specific reasoning technique - the inference to the best explanation. Moreover, the recommendation of cognitive psychologists motivated the inclusion of some extra features to avoid groupthink biases. For instance, a visual table that juxtaposes contrasting arguments should facilitate comparative evaluations. Also, a star-based evaluation scale should help different individuals to discuss their assessments based on a common ground. As described in the end, the prototype with elements from VE, CI and CT presented promising results. (shrink)

This paper puts forward an argument for a systematic, technical approach to formulation in verbal interaction. I see this as a kind of expansion of Sacks’ membership categorization analysis, and as something that is not offered (at least not in a fully developed form) by sequential analysis, the currently dominant form of conversation analysis. In particular, I suggest a technique for the study of “occasioned semantics,” that is, the study of structures of meaningful expressions in actual occasions of conversation. I (...) propose that meaning and rhetoric be approached through consideration of various dimensions or operations or properties, including, but not limited to, contrast and co-categorization, generalization and specification, scaling, and marking. As illustration, I consider a variety of cases, focused on generalization and specification. The paper can be seen as a return to some classical concerns with meaning, as illuminated by more recent insights into indexicality, social action, and interaction in recorded talk. (shrink)

Despite Lyotard’s proclaimed end of metanarratives in a post-modern predicament, metanarratives appear to be making a comeback. This is the case for antinatalism, a relatively recent ideological formation or moral philosophical perspective that has spawned a new social movement with an active presence in social media. The organizational and structural aspects of NSMs render them amenable to being labeled as ‘post-modern’. In this context, the emergence of ideologies as moral philosophies, such as antinatalism, loom like an outsider, or like a (...) retro fissure in a plastic canvass. The reason is that antinatalism shares the holistic, fundamentalist and totalizing discursive traits of modernist metanarratives that were heralded by Lyotard (1984) as being outmoded in a post-modern condition. Yet, this metanarrative is also different in fundamental aspects from traditional metanarratives. These aspects pertain to its rhetorical self-reflexivity and to its pre-occupation with rooting the propounded arguments in empirical particulars, rather than in a metaphysical or transcendentalist realm. This new form of metanarrative I call metametanarrative as it constitutes a philosophical regression, so to speak, in a pre post-modernist cultural milieu. (shrink)

This paper investigates the emotive (or expressive) meaning of words commonly referred to as “loaded” or “emotive,” which include slurs, derogative or pejorative words, and ethical terms. We claim that emotive meaning can be reinterpreted from a pragmatic and argumentative perspective, which can account for distinct aspects of ethical terms, including the possibility of being modified and its cancellability. Emotive meaning is explained as a defeasible and automatic or automatized evaluative and intended inference commonly associated with the use of specific (...) terms, which can be represented and assessed considering its logical structure and its defeasibility conditions. This automatic inference is conceived as part of the connotation of an ethical term, and is not necessarily stable. By means of quasi-definitions, it is possible to modify the emotive meaning while maintaining the descriptive one, automaticizing the inferences drawn from an ethical word. Through examples drawn from the recent US presidential campaign, we show how re-contextualization and emotive contexts can affect emotive meaning. (shrink)

The expression of fragility has always been a difficult and complex matter for African Americans, for the discourse of mainstream media is set up to sustain their fragility while at the same time misrecognizing it. Even though the black public sphere split off from the dominant public sphere after the Civil War to enable distinctive forms of expression, the “practiced habits” of which Coates speaks continued in the structures of the dominant discourse. My essay will analyze the structure of (...) America’s indifference to fragility in three parts. In the first section, I will introduce a normative problematic that can track how the hegemonic public sphere uses the rhetoric of formal equality to subordinate and silence African Americans speech while it also opens a space for black speech to be heard rather than dismissed. I then will trace the silencing structures back to the Brown v. Board of Education Supreme Court decision of 1954, for this “progressive” decision provided a template for what can be said and cannot be said. The next second section examines how Ralph Ellison thematizes and revises the encounter between the black and dominant public spheres. In the last section of the essay, I analyze the ways that Ta-Nehisi Coates exposes the contemporary forms of these discursive structures. (shrink)

Guided by the bold ambition to reexamine the nature of philosophy, questions about the foundations and origins of Plato’s dialogues have in recent years gained a new and important momentum. In the wake of the seminal work of Andrea Nightingale and especially her book Genres in Dialogue from 1995, Plato’s texts have come to be reconsidered in terms of their compositional and intergeneric fabric. Supplementing important research on the argumentative structures of the dialogues, it has been argued that Plato’s philosophizing (...) cannot be properly assessed without considering its intellectual debts. By detailed examinations of the practical, generic and textual origins of the dialogues, it has been shown how Plato’s chosen form of philosophical inquiry is deeply influenced by traditional forms of poetry, rhetoric, sophistry, and even medicine... (shrink)

Brand image constitutes one of the most salient, over-defined, heavily explored and multifariously operationalized conceptual constructs in marketing theory and practice. In this Chapter, definitions of brand image that have been offered by marketing scholars will be critically addressed in the context of a culturally oriented discussion, informed by the semiotic notion of iconicity. This cultural bend, in conjunction with the concept’s semiotic contextualization, are expected both to dispel terminological confusions in the either inter-changeable or fuzzily differentiated employment of such (...) terms as brand image, symbol, icon, as well as to address the function of brand image at a deeper level than a mere construct to be operationalized in quantitative studies of purchase drivers. This shift in focus is coupled with a critical turn from the cogito-centric view of the consuming subject through the cognitivist lens of the AI metaphor as decision-making centre at the origin of largely conscious meaning-making, in favor of a psychoanalytically informed approach that considers figurativity as an essential process whereby brand image is formed. In these terms, brand image will be intimately linked to brand images as figurative multimodal expressive units and rhetorical tropes, as figurative syntax, that are responsible for shaping an idiolectal brand language, as well as to distinctive levels of iconicity as textual condition of possibility of a brand language. In order to understand the role of iconicity as fundamental condition of brand textuality, rather than just a procedure for spawning brand images, the discussion is contextualized in a wider framework involving the culturally situated source of brand images, how they become correlated with brand image concepts and how correlations between brand images and brand image result in brand knowledge structures (Keller 1998). This opening up of the discussion on iconicity is enacted against the background of what I call the Brand Imaginarium which involves: (i) a critical engagement with the dominant cognitivist perspective in branding research that prioritizes individual memory in brand knowledge formation, through a cultural branding lens that involves two additional types of memory, viz. communicative and cultural (ii) a critical engagement with the cognitivist perspective on brand knowledge formation that prioritizes conscious processing of stimuli (as ‘brute facts’, rather than as already semiotized expressive units) in a cognitive mechanism from which the faculty of imagination has been expelled, by restoring the importance of imagination in brand knowledge formation, and, concomitantly, by showing that the highly figurative language of brands may not be researched thoroughly unless imagination is posited anew as processing correlate (iii) the adoption of an expansionist approach to the role of the imaginary in brand knowledge formation, from cognitive (or psychic) faculty, to a more sociologically inclined process of inter-subjective mirroring, and concomitantly as imaginary social significations (Castoriades 1985) that are shared by culturally conditioned and habituated subjects that engage in meaningful cultural practices, rather than individual processing monads. (shrink)

The article is based on an analysis of the works of the French historian Pierre Nora, who, trying to find a "true" history, comes to the opposition of history and memory. Outright political agitation and national imperatives are dominated in History, therefore history cannot be correct and objective. Instead of history, the philosopher believes, we should focus on the right memory. But when memory itself has been torn apart, it can only exist on the basis of "memory places" - mnemonic (...) places. The power of memory is preserved now in the places of memory that accumulate and preserve history. Places of memory have lost their physical or geographical meanings. Meaning and sense are made places of memory, important place for history. Due to the nature of the memory places, the multiplicities of their interpretations are the normal. And the past, therefore, became a poly semantic space, focused on the co-presence of many different versions of the interpretation of the same memorial structures (monuments, historical facts and events, texts of the past). Contrasting memory and history, P. Nora concludes about "the tyranny of memory (it is reminiscent of Reeker's statement). In his opinion, at any moment the memory is ready to lift history under itself, to "memorize" it, it deeply and dangerously distorts the meaning of words. Precisely because there is no collective memory, the places of memory appear that designed to compensate for its absence. When the space of memory disappears, mnemonic places appear. It is through mnemonic places (places of memory) as spaces that provide access to traditions, Nora moves from the present to the past. But the noble goal of finding the truth, of recreating traditions, has turned into honoring memory for political purposes, where the past has become the rhetorical construct of the present. Hence, the perception of truth is changing. Now, the truth is not in the "factuality" of the data, but in their "relevance". In the end, Nora makes a rather devastating conclusion for history- that the past has lost its meaning, the present historical consciousness gives meaning to all possible and valid versions of the past, and that official memory (politics of memory) is associated with practices of selective forgetting or memory. (shrink)

Was there a concept of data before the so-called ‘data revolution’? This paper contributes to the history of the concept of data by investigating uses of the term ‘data’ in texts of the Royal Society's Philosophical Transactions for the period 1665–1886. It surveys how the notion enters the journal as a technical term in mathematics, and charts how over time it expands into various other scientific fields, including Earth sciences, physics and chemistry. The paper argues that in these texts the (...) notion of data is not used merely as a rhetorical category, and also cannot strictly be identified with the category of evidence. Instead, the notion comes with an associated epistemic structure, one that is in line with its development from an early mathematical use. (shrink)

Joseph Conrad’s Heart of Darkness is a frequent point of reference for Edward Said’s investigations into the various forces that structure and define the encounter of imperial societies with others. In Culture and Imperialism, Said explains the importance of Conrad’s novella by linking it to his concept of culture as the aesthetic acme of a society that simultaneously marks it and divides it from others. In Heart of Darkness, Said claims, we have a narrative that challenges its own imperial (...) society by emphasizing the ambiguity of its cultural limit. Heart of Darkness is thereby able to dramatize and emphasize the constituent elements of imperial society, even as it is unable to exceed that society’s fundamental character. Said’s reading is important, and even vital, for an appreciation of the complexities of Conrad’s novella, but it does not go far enough. The ambiguity of Conrad’s depiction of imperial society is only an ambiguity to the extent that the novella is critiqued at the level of content, with a corresponding lack of emphasis upon its rhetorical form. Through a consideration of the three primary elements of this form – the careful situation of the Nellie as the site of the narrative, the work of interruption in Marlow’s narrative, and the reverberation of Kurtz’s dying words in the conclusion of the novella – this essay argues that there is very little ambiguity in Conrad’s text. Indeed, what ambiguity remains is a function of its effort to dramatize the limit of imperialism precisely as a limitation, as a cultural determinant that through its form perpetually determines other societies as inferior, even as this very culture, as a limit set against these other societies, shows their richness to which imperialism is essentially blind. (shrink)