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Greco_2023_Sage_Discourse Stud_Arguing through best practice
Journal article

Arguing through best practice : the role of argumentation from example in activists’ social media posts on sustainable fashion

  • Greco, Sara Istituto di argomentazione, linguistica e semiotica (IALS), Facoltà di comunicazione, cultura e società , Università della Svizzera italiana, Svizzera
  • Mercuri, Chiara Istituto di argomentazione, linguistica e semiotica (IALS), Facoltà di comunicazione, cultura e società , Università della Svizzera italiana, Svizzera
  • De Cock, Barbara Université catholique de Louvain, Belgium
  • Schär, Rebecca Università della Svizzera italiana, Switzerland
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  • 2023
Published in:
  • Discourse Studies. - 2023, vol. 25, no. 4, p. 530–548
Agentivity
Argumentation from example
Digital activism
Instagram
Locus from example
Simultaneous argumentation
Sustainable fashion
Twitter
English Examining a multilingual dataset of Twitter and Instagram messages posted by a variety of actors (NGOs and individual activists, small brands, and others) during the 2020 and 2021 Fashion Revolution Week campaigns for a more sustainable fashion system, we analyze frequently occurring discursive representations and self-representations that include individual mentions of persons or small brands. We show that individual mentions are mostly proposed in the tweets and Instagram messages posted by small brands and that they count as argumentation from example. Arguments based on a locus from example are part of two simultaneous argumentative patterns, responding to different issues and using two different maxims, respectively based on induction and from a principle ‘from truth to possibility’; in the latter case, brands represent themselves as best practice cases, showing that a more sustainable fashion system is possible because it is already happening. Our findings contribute to explaining how the activity type of digital activism successfully integrates multiple goals of different actors (citizens, NGOs, brands) in the campaigning by offering the possibility of simultaneous argumentation.
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Language
  • English
Classification
Information, communication and media sciences
License
CC BY
Open access status
hybrid
Identifiers
Persistent URL
https://n2t.net/ark:/12658/srd1330314
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