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  • 2017

  • Iversen, Stefan (2017): Narratives and Online Decorum. The Rhetoric of Mark Zuckerberg's Personal Storytelling on Facebook. In: STYLE 51 (3), S. 374-390. DOI: 10.1353/sty.2017.0031

    Abstract: The article ties in with and attempts to further interests in the - rhetorical aspects of personal storytelling by examining what is taken to be a pervasive yet understudied form of purposeful storytelling. The overall aim is to investigate how the narration of intimate biographical events may be used to influence or mold matters of decorum or appropriate behavior. Through close reading of the use of narratives in a Facebook post by Facebook CEO Mark Zuckerberg, the article argues for the potential meta-decorous nature of such posts; in addition to their private content, they are about what posting is or should be, and therefore also about what it may be, or should mean, to be someone posting on Facebook. Consequently, these personal stories are read as peculiar amalgamations of the personal, the strategic, and the moral.

    Keywords: Appropriateness, Art des Kommunikationsmediums, das Persönliche, decorum, doppelter Treffer, Facebook, Identität, Identitätsstiftung, Intimität, Kommunikation, Kommunikationsstrategie, Mensch-Maschine-Releation, Mensch-Technik-Relationen (MTR), Moral, Morals, Öffentlicher vs. privater Raum, Rhetorik, Situationsbedingter Kontext, Social Network, Social Network Einfluss, Soziale Angemessenheit, Storytelling, Strategien zur Erlangung von Sympathie, Wissen um Normen

  • 2016

  • Palmieri, Rudi; Mazzali-Lurati, Sabrina (2016): Multiple Audiences as Text Stakeholders. A Conceptual Framework for Analyzing Complex Rhetorical Situations. In: Argumentation 30 (4), S. 467-499. DOI: 10.1007/s10503-016-9394-6

    Abstract: 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: (1) 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; (2) 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; (3) 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 (stake) 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.

    Keywords: breites Publikum, Communicative Activity Type nach Rigotti und Rocci, Goffman, Interaktionspartner, Kommunikation, Kommunikationswissenschaft, Konversationsanalyse, Öffentliche Darstellung, Öffentlicher vs. privater Raum, Öffentlichkeit, Publikumswirksamkeit, Rhetorik, Sozialer Raum / Kultureller Kontext, stakeholder, Stakeholder Concept (of Communication), Strategien zur Erlangung von Sympathie, Theory of interaction (Goffman), Wissen um Normen

  • 2015

  • Popkin, Maggie L. (2015): Decorum and the Meanings of Materials in Triumphal Architecture of Republican Rome. In: JOURNAL OF THE SOCIETY OF ARCHITECTURAL HISTORIANS 74 (3), S. 289-311

    Abstract: In Decorum and the Meanings of Materials in Triumphal Architecture of Republican Rome, Maggie L. Popkin argues that the literal and figurative values of materials in republican triumphal architecture stemmed from complex interactions among patron, architect, audience, and sociohistorical context. Several case studies—the Temple of Fortuna Equestris, the Porticus Metelli, the Round Temple on the Tiber, and Temple B in the Area Sacra di Largo Argentina—demonstrate that the juxtaposition of multiple materials, changing historical circumstances, and new groups of viewers resulted in constantly shifting meanings of materials in republican architecture. The Roman notion of decorum helps explain the shifting uses and valuations of materials. Factors such as the monument’s patron, the event that sparked its construction, its location, the monument type, the availability of materials, and the intended audiences affected the choice of materials and their intended and perceived meanings, which had rich conceptual and imaginative potential to evoke Roman conquest, piety, and spectacle.

    Keywords: Architektur, Architektur (high and low ranking buildings), Art des Kommunikationsmediums, decorum, Geschichte, Häuser, Kunst, Öffentlicher vs. privater Raum, Raum/Ort, Situationsbedingter Kontext, Social Rank, Sozialer Raum / Kultureller Kontext, Sozialer Wert von Objekten/Prestigeobjekte etc., Strategien zur Erlangung von Sympathie, Wissen um Normen
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