Ein preußischer Postbeamter oder ein postmoderner Provokateur?

This article concerns itself with Gérard Genette’s reception in Germanophone literary study. Through an analysis of the rhetorical substrate from which Genette’s terminology draws its specific tension, the article determines that Genette is not only an excessive systematist, but also and simultaneously an author who battles received attempts at order and who foregrounds doubts about the idea of order. In this way, he displays a kinship with such theorists as Roland Barthes and Jacques Derrida. The receptions of the rhetorical construction of Genette’s texts and of the particular strategies of structuralism to which that construction refers did not occur synchronously in French, American, Russian, and German literary studies. The article demonstrates that, while German literary theory occasionally discusses Genette’s positioning within the field, there remains a general absence of the recognition that practically all of his books display a definite proximity to deconstruction, and that this proximity plays a central role in Genette’s enire theoretical edifice. This text is, last but not least, a call to read literary-theoretical texts in their aesthetic contexts.

SYNTAX EXPRESSEMES IN THE POETIC DISCOURSE BY LESIA UKRAINKA: INTENTIONALITY AND AESTHETICS

The article analyses Lesia Ukrainka’s poetic discourse from the standpoint of syntactic expressemes functioning within it. Expressemes are viewed as figurative-rhetorical constructions that express aesthetic, emotional-evaluative and expressive potential, effectively influence the human cognitive-mental complex, consciousness, spiritual worldview, emotional perception, in contrast to conventional syntactic units. Based on the relevant linguistic methodology, a significant amount of empirical data has been studied, which testifies to the artistic perfection of Lesia Ukrainka’s poetic idiolect. The use of a rich data source enabled systematization of syntactic expressemes and investigation of syntactic means of rhetoric speech, such as rhetorical questions, exclamations, dialogues. It is noted that rhetorical questions, in particular, realize emotionalexpressive statement or objection, creating figurative, semantic-aesthetic effect of communication, accentuate important information, representing a high style speech, and emphasize its sophistication and imagery. Drawing on empirical data the author also outlines functional potential of interrogative and exclamatory statements, focusing on the intentional potential of antiphrasis constructions and repetitions, and study period as a complex figurative-rhetorical construction, characterized by aphorism, dynamic nature and special syntactic structure. In the context of the poetic idiolect, vocative communication and addressing are analysed, which not only verbalize direct appeal but also serve as a source of aesthetic pleasure. Syntactic expressemes as a means of verbalizing the intentions of aesthetics in Lesia Ukrainka’s poetic discourse correspond to the author’s idea, create aesthetics and expressiveness, represent the writer’s linguistic creativity, testifying to the inalienable relevance of her work through the prism of time, history and personalities. The prospect of the research is seen in a more detailed study of the functional capabilities of syntactic expressemes in Lesia Ukrainka’s lyrical-epic discourse.

Brewing up brand loyalty: the rhetorical construction of the Starbucks rewards user interface and how consumer behaviour is influenced through gamification and visual tropes

Today, in the absence of a company’s product or service offering, a mobile-based loyalty application can be used as a non-transactional mechanism to shape consumer behavior. This Major Research Paper takes a look into the Starbucks Rewards loyalty program platform, both from a mobile application as well as a desktop website perspective, to understand how Starbucks generates customer loyalty in the multi-billion-dollar coffee market through the application of game elements and strategic document design within the platform’s user interface. Based on a comprehensive review of Starbucks Rewards, this project addresses the following research questions: 1) In the development of a loyalty application, has Starbucks employed elements that address a consumer’s behavioural motivations for autonomy, competence and relation? and 2) Within the scope of gamification and document design, how are the rhetorical appeals of ethos, pathos and logos employed in the user interface visuals of the Starbucks Rewards app and website? Starbucks has carefully employed principles of design within loyalty marketing efforts to manipulate the communicative intent of visualizations, capitalizing on the human mind in favour of company objectives.

Brewing up brand loyalty: the rhetorical construction of the Starbucks rewards user interface and how consumer behaviour is influenced through gamification and visual tropes

Today, in the absence of a company’s product or service offering, a mobile-based loyalty application can be used as a non-transactional mechanism to shape consumer behavior. This Major Research Paper takes a look into the Starbucks Rewards loyalty program platform, both from a mobile application as well as a desktop website perspective, to understand how Starbucks generates customer loyalty in the multi-billion-dollar coffee market through the application of game elements and strategic document design within the platform’s user interface. Based on a comprehensive review of Starbucks Rewards, this project addresses the following research questions: 1) In the development of a loyalty application, has Starbucks employed elements that address a consumer’s behavioural motivations for autonomy, competence and relation? and 2) Within the scope of gamification and document design, how are the rhetorical appeals of ethos, pathos and logos employed in the user interface visuals of the Starbucks Rewards app and website? Starbucks has carefully employed principles of design within loyalty marketing efforts to manipulate the communicative intent of visualizations, capitalizing on the human mind in favour of company objectives.

The Rhetorical Construction of Corporate Public Apologies

In this major research paper (MRP), I analyzed the ways in which rhetorical strategies are used in the construction of corporate public apologies. Organizational reputation management has become increasingly important in the digital age. When companies are criticized or accused of wrongdoing, it is essential to issue a timely and effective response to salvage stakeholder relationships. Speaking from the Rhetorical Tradition, Aristotle demonstrated that the art of persuasion is largely built upon three rhetorical appeals: the appeal to pathos (emotion), ethos (character), and logos (logic). Through methods of coding and rhetorical analyses, I examined 7 corporate public apologies released by high profile companies between 2008 and 2012. I found that corporate public apologies tend to appeal to ethos more than any other means of persuasion. Reflecting good organizational character is therefore, germane to organizations in crisis. Employed the least was the appeal to logos, or logic. I found that this rhetorical strategy was used primarily to strengthen other persuasive appeals such as appeals to emotion or character. Logos, used in isolation, was rare and arguably ineffective. It is in my opinion that the focus on rhetorical strategies is lacking in public relations literature. To conclude, I made several recommendations to organizations responding to criticisms or accusations of misconduct. These recommendations are to be taken with the understanding that their effectiveness was not considered for this project.

The Rhetorical Construction of Corporate Public Apologies

In this major research paper (MRP), I analyzed the ways in which rhetorical strategies are used in the construction of corporate public apologies. Organizational reputation management has become increasingly important in the digital age. When companies are criticized or accused of wrongdoing, it is essential to issue a timely and effective response to salvage stakeholder relationships. Speaking from the Rhetorical Tradition, Aristotle demonstrated that the art of persuasion is largely built upon three rhetorical appeals: the appeal to pathos (emotion), ethos (character), and logos (logic). Through methods of coding and rhetorical analyses, I examined 7 corporate public apologies released by high profile companies between 2008 and 2012. I found that corporate public apologies tend to appeal to ethos more than any other means of persuasion. Reflecting good organizational character is therefore, germane to organizations in crisis. Employed the least was the appeal to logos, or logic. I found that this rhetorical strategy was used primarily to strengthen other persuasive appeals such as appeals to emotion or character. Logos, used in isolation, was rare and arguably ineffective. It is in my opinion that the focus on rhetorical strategies is lacking in public relations literature. To conclude, I made several recommendations to organizations responding to criticisms or accusations of misconduct. These recommendations are to be taken with the understanding that their effectiveness was not considered for this project.

Claiming historical agency : intertextuality as autobiographical rhetorical strategy in Ian Smith's Bitter Harvest: the Great Betrayal and its Dreadful Aftermath

This article discusses the rhetorical construction of self-identity in Ian Smith's autobiography. I argue that in communicating self-identity and claiming historical agency, Smith deploys rhetoric born out of intertextuality. Intertextual references construct nation-building rhetoric that positions Smith as an agent of history. The article demonstrates that Smith's invocation of past texts and citations provokes unintended and problematic meanings. While Smith constructs rhetorical discourse, he is in turn also constructed by that discourse as a subject of history.

Translation Analysis of Ideological Aspects through the Use of Rhetorical Constructions in How to Win Friends and Influence People

Rhetorical construction may have a number of functions in a text. It attempts to prompt a reaction to the message of a statement by expressing it in words that have particular connotations. The study aims at the application of rhetorical constructions reflecting the author’s ideology, Dale Carnegie, in ‘How to Win Friends and Influence People’ and how the translator rendered them through the selection of translation techniques into Indonesian version using Van Dijk’s CDA model to determine the quality of translation. By applying a content analysis, the study finds that in general the author uses rhetorical constructions such as repetitions, metaphors, rhetorical questions, and hyperboles to represent his ideology in this book. The author explores a lot on the persuasive and motivational ideology. The findings also show evidence that the translator implements several different translation techniques, such as established equivalent, variation, transposition, amplification, and modulation in order to attain a high quality of translation and to preserve the author’s ideology. Meanwhile, the use of translation techniques such as literal, reduction, generalization, modulation (optional), and discursive creation result in a lower quality of translation and also create a shift (in form and meaning) in the translated version. Thus, these techniques used show the translator’s ability to comprehend what is behind the text, and the translator must also take into consideration any shift in meaning of the ideological construction in the translation process so as to avoid a low quality of translation. This implies that translator should consider the ideology behind the author’s intention to deliver his or her message and chooses the appropriate techniques of translation to maintain the original message in the translated version

Moderation of Islamic Messages Based on Cyber Media

The spread of radical ideology through cyber media was balanced by moderate journalism constructed by the journalism of Nahdlatul Ulama (NU) and Muhammadiyah. This study aims to understand the moderation construction of Islamic messages on the nu.or.id and Muhammadiyah.or.id sites. This research uses a constructivist approach with the kind of discourse analysis research model of Teun A. van Dijk. The results of the study describe that thematically, the two sites construct the Islamic message Wasathiyah. The schematic construction of the two sites is constructed with a news journalism frame. Semantic construction on the nu.or.id site emphasizes the connotative meaning of deviation, site; Muhammadiyah.or.id emphasized the importance of preventing religious deviations. Site syntax construction; nu.or.id emphasizes the connotative meaning, site; Muhammadiyah.or.id emphasized denotative meaning. Site stylistic construction; nu.or.id uses allegory figurative language, website; Muhammadiyah.or.id does not use a standardized language style. The rhetorical construction of the site; nu.or.id uses connotative sentences, site; muhammadiyah.or.id uses the phrase 'foreign' as a characteristic of the development of thought. The moderation construction of media cyber-based Islamic messages on both sites is presented in a tolerant manner, does not corner other religions, is fair, maintains a balance of news, and follows the latest events. The results of this study have contributed to the development of news writing based on peace journalism.