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Coppola-Greco_2024_ISSA_4107775
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
Agency
Banks
Benevolence
Competence
Corporate communication
Institutional advertising
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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Language
  • English
Classification
Information, communication and media sciences
Other electronic version

Public version

Notes
  • 10th Conference of the International Society for the Study of Argumentation (ISSA 2023)
  • Leiden
  • 04-07/07/2023
License
CC BY
Open access status
gold
Identifiers
  • RICERCO 34952
  • ARK ark:/12658/srd1336087
Persistent URL
https://n2t.net/ark:/12658/srd1336087
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