Visual Argumentation in Scandinavian Political Advertising: A Cognitive, Contextual, and Reception Oriented Approach

Kjeldsen, Jens E.

doi:10.1080/00028533.2007.11821668

Cited by 38 publications

(21 citation statements)

References 9 publications

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“…Kjeldsen 2007Kjeldsen , 2012Ripley 2008), while others have demonstrated how the key components of the Toulmin model can be expressed in images and function as an essential element of visual argument (Groarke 2009). …”

Section: Theoretical and Methodological Departure Pointsmentioning

confidence: 99%

“…Since research on visual or multimodal argumentation often challenges traditional conceptions of what an argument is, O'Keefe discusses, conceptualises and defines a notion of argument that encompasses both verbal and visual argumentation (e.g. Gilbert 1994;Blair 1996;Lake and Pickering 1998;Schwed 2002;Kjeldsen 2007).…”

Section: Theoretical and Methodological Departure Pointsmentioning

confidence: 99%

“…Thus, the most ''important and foundational feature of visual argument is its enthymematic nature'' (McNaughton 2007: 136). Visual rhetoric and argumentation strikes a responsive chord that elicits, cues, or awakens arguments in the audience (Gronbeck 1995;Kjeldsen 2007Kjeldsen : 131, 2012.…”

Section: Theoretical and Methodological Departure Pointsmentioning

confidence: 99%

See 2 more Smart Citations

The Study of Visual and Multimodal Argumentation

Kjeldsen

2015

Argumentation

Self Cite

100

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Section: Theoretical and Methodological Departure Pointsmentioning

confidence: 99%

Section: Theoretical and Methodological Departure Pointsmentioning

confidence: 99%

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The Study of Visual and Multimodal Argumentation

Kjeldsen

2015

Argumentation

Self Cite

100

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“…I found it by examining 80 newspaper articles that mentioned the ad. Thirty-seven of these articles describe and discuss the advertisement itself (Kjeldsen 2007). The key point here is that these articles implied or explicitly spelled out reconstructions of the claim and the argument presented visually in the ad.…”

Section: Some Insights Can Only Be Gained Through Empirical Audience mentioning

confidence: 99%

Studying Rhetorical Audiences – a Call for Qualitative Reception Studies in Argumentation and Rhetoric

Kjeldsen

2016

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Abstract:In rhetoric and argumentation research studies of empirical audiences are rare. Most studies are speaker or text focused. However, new media and new forms of communication make it harder to distinguish between speaker and audience. The active involvement of users and audiences is more important than ever before. Therefore, this paper argues that rhetorical research should reconsider the understanding, conceptualization and examination of the rhetorical audience. From mostly understanding audiences as theoretical constructions that are examined textually and speculatively, we should give more attention to empirical explorations of actual audiences and users.Résumé: Dans la rhétorique et la recherche de l'argumentation les études empiriques d'auditoires sont rares dans les recherches des disciplines de la rhétorique et de l'argumentation. La plupart des études sont axées sur le locuteur ou sur le texte. Cependant, les nouveaux médias et les nouvelles formes de communication rendent plus difficile la tâche de distinguer l'interlocuteur de son auditoire. La participation active des utilisateurs des médias et de leur auditoire est plus importante que jamais. Par conséquent, cet article soutient que la recherche rhétorique devrait reconsidérer la compréhension, la conceptualisation et l'examen de l'auditoire rhétorique. Nous devrions accorder plus d'attention à des explorations empiriques des auditoires et de des utilisateurs des médias au lieu d'interpréter généralement les auditoires comme des constructions théoriques qui sont examinées textuellement et spéculativement.

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“…In other cases, commentators have invoked modes of arguing (and 'multimodal' argument) to explain the non-verbal elements that play a role in many acts of arguing. The significance of these elements is highlighted in the work of a growing number of authors who recognize that there are ways of arguing which employ pictures or other visual components (see, e.g., Tseronis 2013;Birdsell and Groarke 2007;Blair 1996;Dove 2012;Groarke 1996;van den Hoven 2012;Kjeldsen 2007;Feteris et al 2011;Roque 2012;Slade 2002).…”

Section: Introductionmentioning

confidence: 99%

Going Multimodal: What is a Mode of Arguing and Why Does it Matter?

Groarke

2014

Argumentation

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During the last decade, one source of debate in argumentation theory has been the notion that there are different modes of arguing that need to be distinguished when analyzing and evaluating arguments. Visual argument is often cited as a paradigm example. This paper discusses the ways in which it and modes of arguing that invoke non-verbal sounds, smells, tactile sensations, music and other non-verbal entities may be defined and conceptualized. Though some attempts to construct a 'multimodal' theory of argument are criticized, it advocates for an argumentation theory that makes room for visual arguing and for other non-verbal modes that have not been explored in depth. In the process, the paper provides a method for identifying the structure of multimodal arguments and argues that adding modes to our theoretical tool box is an important step toward a comprehensive account of argument.

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Visual Argumentation in Scandinavian Political Advertising: A Cognitive, Contextual, and Reception Oriented Approach

Cited by 38 publications

References 9 publications

The Study of Visual and Multimodal Argumentation

The Study of Visual and Multimodal Argumentation

Studying Rhetorical Audiences – a Call for Qualitative Reception Studies in Argumentation and Rhetoric

Going Multimodal: What is a Mode of Arguing and Why Does it Matter?

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