Argumentation and agency for building ethos in an Italian bank’s institutional website

Coppola, Claudia; Greco, Sara

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Conference paper (in proceedings)

Argumentation and agency for building ethos in an Italian bank’s institutional website

Coppola, Claudia Philosophy, Communication and Performing Arts, Università degli Studi Roma Tre, Italy
Greco, Sara ORCID Istituto di argomentazione, linguistica e semiotica (IALS), Facoltà di comunicazione, cultura e società, Università della Svizzera italiana, Svizzera

2024

Published in:

Conference of the International Society for the Study of Argumentation (ISSA 2023). - 2024, p. 205-217

English When arguing on their ability to have a positive impact on others (i.e. agency) in their institutional websites, banks can build their ethos appealing to the possibly conflicting arguments of competence (e.g. making profit) and benevolence (e.g. helping people), addressing multiple text stakeholders bearing different interests. Our explorative case-study investigates whether and how the biggest Italian bank reconciles the conflict between competence and benevolence by integrating the analysis of argumentation with that of agency.

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