Persuasion in Public Discourse

Cognitive and functional perspectives

| Masaryk University
| Masaryk University
ISBN 9789027201386 | EUR 99.00 | USD 149.00
e-Book Open Access
ISBN 9789027263599

This book approaches persuasion in public discourse as a rhetorical phenomenon that enables the persuader to appeal to the addressee’s intellectual and emotional capacities in a competing public environment. The aim is to investigate persuasive strategies from the overlapping perspectives of cognitive and functional linguistics. Both qualitative and quantitative analyses of authentic data (including English, Czech, Spanish, Slovene, Russian, and Hungarian) are grounded in the frameworks of functional grammar, facework and rapport management, classical rhetoric studies and multimodal discourse analysis and are linked to the constructs of (re)framing, conceptual metaphor and blending, mental space and viewpoint. In addition to traditional genres such as political speeches, news reporting, and advertising, the book also studies texts that examine book reviews, medieval medical recipes, public complaints or anonymous viral videos. Apart from discourse analysts, pragmaticians and cognitive linguists, this book will appeal to cognitive musicologists, semioticians, historical linguists and scholars of related disciplines.

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Table of Contents
Persuasion across times, domains and modalities: Theoretical considerations and emerging themes
Jana Pelclová and Wei-lun Lu
Part I. Persuasion from a historical perspective
Chapter 1. Patterns of persuasion in Hungarian medical discourse domain from the 16th and 17th centuries
Agnes Kuna
Chapter 2. Construction of the speaker’s persuasive image in public discourse: Classical rhetoric revisited
Janja Žmavc
Part II. Persuasion in political discourse
Chapter 3. Metaphor as a (de-)legitimizing strategy in leadership discourse: The language of crisis in Winston Churchill’s Cold War speeches
Jan Sebera and Wei-lun Lu
Chapter 4. Fictionalizing scenarios in political discourse: Catalan self-determination
Gonzalo Calle Rosingana
Chapter 5. “The end is near” Negative attitude and fear in political discourse
Francisco O. D. Veloso and Dezheng Feng
Part III. Persuasion in social context
Chapter 6. Reframing as a persuasive device in public speech: Beyond globalized biodiversity
Anna Franca Plastina
Chapter 7. Dissuasion by characterization: The “poisoning” of an heroic analogy in Russian public discourse
Ludmilla A'Beckett
Part IV. Persuasion in marketing
Chapter 8. Saving face online: Institutional responses to negative customer reviews on TripAdvisor
Christopher Hopkinson
Chapter 9. Constructing the ideal organization: Metaphor in higher education brand communication
Carl Jon Way Ng
Part V. Persuasion in academic discourse
Chapter 10. Persuasion in academic discourse: Cross-cultural variation in Anglophone and Czech academic book reviews
Olga Dontcheva-Navrátilová
Chapter 11. Promotional strategies in academic writing: Statements of contribution in Spanish and ELF research articles
Pilar Mur-Dueñas
Part VI. Persuasion from multimodal perspectives
Chapter 12. Iconicity in independent noun phrases in print advertising: A multimodal perspective
Jana Pelclová
Chapter 13. Persuasion in musical multimedia: A conceptual blending theory approach
Mihailo Antović
Subject index
Author index
“The editors of this volume have collated an impressive set of chapters which, through a series of fascinating empirical case studies targeting a variety of contexts, modes and genres of communication where persuasion takes place, demonstrate the power of cognitive and functional linguistics in identifying, analysing, and resisting some of the specific linguistic and other semiotic phenomena involved in the act of persuasion. The book sheds important new light on the discursive dynamics of persuasion.”
Cited by

Cited by 4 other publications

Badarneh, Muhammad A
2020. Discourses of defense: Self and other positioning in public responses to accusations of corruption in Jordan. Discourse Studies 22:4  pp. 399 ff. Crossref logo
Dontcheva-Navratilova, Olga
2020.  In Persuasion in Specialised Discourses,  pp. 1 ff. Crossref logo
Dontcheva-Navratilova, Olga
2020.  In Persuasion in Specialised Discourses,  pp. 339 ff. Crossref logo
Lams, Lutgard & Wei-lun Lu
2018. Puppets, Compatriots, and Souls in Heaven: A Critical Discourse Analysis of Chiang Kai-shek's Early Wartime Rhetoric. Journal of Current Chinese Affairs 47:2  pp. 87 ff. Crossref logo

This list is based on CrossRef data as of 27 april 2021. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.

Subjects & Metadata

Communication Studies

Communication Studies
BIC Subject: CFG – Semantics, Pragmatics, Discourse Analysis
BISAC Subject: LAN009030 – LANGUAGE ARTS & DISCIPLINES / Linguistics / Pragmatics
ONIX Metadata
ONIX 2.1
ONIX 3.0
U.S. Library of Congress Control Number:  2018019441 | Marc record