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1

Analyzing Televised Presidential General Election Debates

100%
Rzepecka M.
Ad Americam
|
2016
|
issue 17
197-209
EN
This paper describes how general election presidential debates have changed over the last four decades. It will trace the development of the debate format, the dynamics of visual rhetoric, and the patterns of discourse; and will compare the standards followed by John F. Kennedy and Richard M. Nixon in the first series of general election presidential debates held in 1960, with those followed by Barack Obama and Mitt Romney in the latest series of debates held in 2012. It will also analyze debate videos and transcripts in order to identify the techniques used during both series of debates, and emphasize the similarities, differences, and effectiveness thereof. Considering the growing influence of the media on presidential campaigns over the last forty years, it is assumed that the rules and format for debates, as well as the dynamics of visual rhetoric and functions of debate discourse, have changed. This stands in contrast to the role of such debates in managing and guiding public opinion during elections, which has remained the same.
2
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The Rhetoric of Popular Science Texts. Scientific American Magazine as a Typical Example

88%
Lichański J. Z., The University of Warsaw F. o. P. S., postmaster@lichanscy.atomnet.pl
Acta Universitatis Lodziensis. Folia Litteraria Polonica
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2016
|
vol. 35
|
issue 5
EN
The aim of the study is to describe the relationship between rhetoric and popular science texts. Scientific American magazine is taken as an example. In conclusion, the author suggests that the rhetoric of popular science texts rests on the presentation of a problem, avoiding controversy in the presentation of research issues, avoiding modal forms and the use of multiple elements of visual rhetoric. This article contains brief historical information about the development of the magazine Scientific American.
3

Anti-American Political Cartoons as Propaganda Published in Rudé Právo in 1951

88%
Katz P.
Communication Today
|
2022
|
vol. 13
|
issue 2
62-79
EN
Political cartoons have the power to entertain, inform and persuade. Their humour makes sometimes abstract or complicated topics more acceptable to readers. This study uses a methodology based on work by Medhurst and DeSousa and Ray Morris, to examine the rhetoric and symbols used by Communist controlled media in 1951 Czechoslovakia and decodes the visual and contextual elements of anti-American political cartoons published in Rudé právo (in English Red Law). The analysis shows consistent use of condensation to simplify complex issues with a clear bias towards portraying Czechoslovakia (and countries in the Soviet sphere of influence) as having a better quality of life under the Soviet Union. ‘Othering’ is accomplished through combination, undermining the credibility and humanity of any actors the state perceives as undesirable, compelling the reader to visualise them as horrible and animalistic. Another prominently displayed feature in the majority of political cartoons of the era is the use of Nazi symbols and caricatures used to associate the U.S. with the Nazi regime facilitating the continued feelings of outrage and hate to be transferred to the U.S. despite the relative feelings of goodwill and friendship developed in previous years. This propaganda proved effective for the Communist party in 1950’s Czechoslovakia. Of the 64 cartoons analysed, eight are included as a representative sample detailing the elements and topics depicted.
4
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INSTAGRAM W AUTOPREZENTACJI POLITYCZNEJ. ANALIZA WIZUALNA POSTÓW POLSKICH KANDYDATÓW DO EUROPARLAMENTU W 2019 ROKU

88%
Kampka A., Molek-Kozakowska K.
Polityka i Społeczeństwo
|
2020
|
vol. 18
|
issue 1
EN
This article reviews currently available literature on the role of Instagram in political communication and reports on the results of the analysis of 1976 Instagram posts of the most active politicians during the 2019 European parliamentary election campaign in Poland. With the aid of quantitative thematic analysis and qualitative visual rhetorical analysis, we identify the main patterns of self-representation of candidates and compare the forms of visualization and typical strategies of building ethos and mobilizing the voters across parties. We prove that traditional representations of candidates (delivering speeches, canvassing, shaking hands) and national (rather than European) symbols tend to dominate. We conclude with observations on the increase in personalization of politics, professionalization of political campaigning, and strong communitarian identification.
5
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The Rhetoric of Popular Science Texts. Scientific American Magazine as a Typical Example

88%
Lichański J. Z.
Acta Universitatis Lodziensis. Folia Litteraria Polonica
|
2016
|
vol. 35
|
issue 5
93-102
EN
The aim of the study is to describe the relationship between rhetoric and popular science texts. Scientific American magazine is taken as an example. In conclusion, the author suggests that the rhetoric of popular science texts rests on the presentation of a problem, avoiding controversy in the presentation of research issues, avoiding modal forms and the use of multiple elements of visual rhetoric. This article contains brief historical information about the development of the magazine Scientific American.
6
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Retoryka tekstów popularnonaukowych na przykładzie pisma „Scientific American”

88%
Lichański J. Z., Uniwersytet Warszawski W. P., Jakub Z. Lichański – specjalista w zakresie retoryki h. k. i. l. d. k. X. w., postmaster@lichanscy.atomnet.pl
Acta Universitatis Lodziensis. Folia Litteraria Polonica
|
2016
|
vol. 31
|
issue 1
EN
The aim of the study is to describe the relationship between rhetoric and popular science texts. Scientific American magazine is taken as an example. In conclusion, the author suggests that the rhetoric of popular science texts rests on the presentation of the problem, avoiding controversy in the presentation of research issues, avoiding modal forms, the use of multiple elements of visual rhetoric. This article contains brief historical information about the development of the magazine "Scientific American".
7
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Średniowieczny dokument książęcy jako medium społecznej komunikacji na peryferiach łacińskiej Europy

75%
Gut A.
Zapiski Historyczne
|
2021
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vol. 86
|
issue 2
125-136
EN
In his book published in 2019, Sébastien Rossignol has inquired into medieval ducal charters issued in Silesia, Western Pomerania and Eastern Pomerania as a means of communication between the rulers and the ruled in the thirteenth and early fourteenth centuries. The purpose of this discussion article is to assess the scholarly value of Rossignol’s publication and to engage in a discussion of his proposed research strategy. The very subject of the reviewed book is noteworthy, as it goes beyond the issues concerning the functioning of ducal chanceries and the charters they produced that researchers have taken up so far. Rossignol proposes to look at medieval charters issued by the Silesian and Pomeranian dukes in the context of how they functioned in the system of communication in medieval society. Thus, the subsequent chapters of his book analyse how the intitulation and the preamble influenced the recipients of the charter, as well as the visual rhetoric of medieval charters issued by the dukes of Silesia, Western and Eastern Pomerania. It is also worth noting that the comparative approach used by the author to present the analysed issues required him to select territories at a similar level of social, economic and political development and with a similar state of research on medieval diplomatics. However, this selection raises a number of questions due to the inclusion of Eastern Pomerania, which stands apart from the other two regions in this context, and due to the insufficient state of research on the visual rhetoric of charters issued in Silesia and Pomerania during the medieval period.
8
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O retorycznych aspektach tęczy: od konstruowania tożsamości do strategii marketingowej

63%
Miłkowska-Samul K.
Nowoczesne Systemy Zarządzania
|
2023
|
vol. 18
|
issue 1
61-76
EN
The aim of this paper is to analyze the use of the rainbow motif on the elements of material reality that surrounds us, such as clothes, accessories, furniture, decorations, but most of all in case of marketing communication of companies and brands. This analysis is based on the belief that things are important factors shaping social reality, which stems from Bruno Latour’s actor-network theory. Material products that transmit the rainbow motif sometimes acquire rhetorical value when the rainbow as a symbol becomes a means of persuasion. These situations, especially the use of the rainbow as a symbol of LGBTQ+ communities to shape the brand image, known as rainbow capitalism and rainbow washing, will be examined in this paper with the help of rhetorical concepts, especially from the point of view of visual rhetoric. This is because persuasion in this case does not take place through the verbal code, but the visual one. Rhetorical means such as the concept of identification and two elements from the triad of persuasive devices: ethos and pathos, will be used to explain these phenomena. The distinction between persuasion and manipulation will also prove useful in the analysis of the phenomenon discussed.
PL
Celem niniejszego artykułu jest zaprezentowanie użycia motywu tęczy na elementach otaczającej nas rzeczywistości materialnej, takich jak ubrania, akcesoria, meble, dekoracje, ale przede wszystkim w komunikacji marketingowej firm i marek. Analiza ta wyrasta z przekonania o roli rzeczy jako czynników kształtujących rzeczywistość społeczną zgodnie z teorią aktora-sieci Bruno Latoura. Wytwory materialne będące nośnikami motywu tęczy nabierają niekiedy waloru retorycznego, gdy tęcza jako symbol staje się narzędziem przekonywania. Te właśnie sytuacje, a szczególnie użycie tęczy jako symbolu środowisk LGBTQ+ w celu kształtowania wizerunku marki, znane jako tęczowy kapitalizm oraz tzw. rainbow washing zostaną zbadane w artykule za pomocą narzędzi retoryki, a zwłaszcza retoryki wizualnej. Perswazja nie odbywa się tu bowiem za pomocą kodu werbalnego, lecz głównie przez kod wizualny. Do wyjaśnienia tych zjawisk zostaną wykorzystane narzędzia retoryki, takie jak koncepcja identyfikacji oraz dwa elementy z triady środków perswazyjnych: ethos i pathos. Także rozróżnienie perswazji i manipulacji okaże się przydatne w analizie omawianego zjawiska.
9
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Exploring Visual Framing Strategies, Sentiment, and Product Presentation Modality in Instagram Posts of Fashion Influencers

63%
Karimova G.
Res Rhetorica
|
2020
|
vol. 7
|
issue 1
EN
A highly visual social media platform such as Instagram is incorporated by many companies in their marketing communications strategies to advertise their products and services employing digital visual rhetoric. The purpose of this study is to extend the current understanding of visual framing strategies, sentiment, and product presentation modality in the multicultural context by examining social media practices of influencers belonging to two cultural backgrounds, namely the United Kingdom of Great Britain and the United Arab Emirates. Using content analysis, this study reveals visual rhetorical strategies practiced by Instagram influencers that can equip digital marketing practitioners with effective devices of persuasion. The study provides a useful contribution to the theory of digital visual rhetoric.
PL
Analiza strategii kadrowania wizualnego, emocji i sposobów prezentacji produktu w postach influencerów modowych na InstagramieWiele firm używa Instagrama – wizualną platformę społecznościową, w swoich strategiach komunikacji marketingowej do reklamowania produktów i usług, wykorzystując cyfrową retorykę wizualną. Celem niniejszego artykułu jest poszerzenie wiedzy na temat strategii kadrowania wizualnego, emocji i sposobów prezentacji produktów w kontekście wielokulturowym, poprzez zbadanie praktyk influencerów należących do dwóch środowisk kulturowych, mianowicie Zjednoczonego Królestwa Wielkiej Brytanii i Zjednoczonych Emiratów Arabskich. Analiza treści przedstawia wizualne strategie retoryczne stosowane przez influencerów, które mogą służyć praktykom marketingu cyfrowego jako skuteczne narzędzia perswazji. Badanie stanowi wkład w dyskusję na temat cyfrowej retoryki wizualnej.
10
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Virtual rhetoric. A theoretical approach

63%
Aczel P.
Res Rhetorica
|
2016
|
vol. 3
|
issue 4
2-15
EN
The paper argues that rhetoric since its very beginning features inherent visual capacities. Therefore, it lends itself perfectly to be interpreted also in terms of virtual communication. The complementary perspectives of virtual as rhetorical and rhetoric as virtual are investigated in order to set a frame for (re)conceptualizing virtual and rhetorical.
PL
Artykuł dowodzi, że retoryka od samego swojego początku wykazywała inherentne własności wizualne. Z tego względu znakomicie nadaje się do interpretacji także w kategoriach komunikacji wirtualnej. W artykule omówione są dwie komplementarne perspektywy - to, co wirtualne, jako retoryczne i to, co retoryczne, jako wirtualne – aby zaproponować model teoretyczny, pozwalający na (re)konceptualizację wirtualności i retoryczności.
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