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Chapter 12. Visual arguments in activists’ campaigns

A pragmadialectical perspective
  • Chiara Degano
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Argumentation across Communities of Practice
This chapter is in the book Argumentation across Communities of Practice

Abstract

This chapter contributes to the ongoing debate on the possibility and realizations of visual arguments, focussing on advertisements produced by NGOs as part of their campaigns – image-based messages that are inherently argumentative and whose reach, thanks to the Web, extends well beyond the time and space constraints of the campaigns themselves. One of the nodes of such a debate concerns whether visuals can express at the same time the two parts of an argument (standpoint and supporting argument), and how each of them can be identified. The analysis carried out here heads into this direction, by putting to use categories from Kress and van Leeuwen’s ‘grammar’ of visual design and combining them with the tenets of the pragma-dialectical approach to argumentation.

Abstract

This chapter contributes to the ongoing debate on the possibility and realizations of visual arguments, focussing on advertisements produced by NGOs as part of their campaigns – image-based messages that are inherently argumentative and whose reach, thanks to the Web, extends well beyond the time and space constraints of the campaigns themselves. One of the nodes of such a debate concerns whether visuals can express at the same time the two parts of an argument (standpoint and supporting argument), and how each of them can be identified. The analysis carried out here heads into this direction, by putting to use categories from Kress and van Leeuwen’s ‘grammar’ of visual design and combining them with the tenets of the pragma-dialectical approach to argumentation.

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Cross-disciplinary perspectives on context-specific argumentation practices 1
  4. Section I. Theoretical perspectives on argumentation – revisited
  5. Chapter 1. Uncontroversial arguments 21
  6. Chapter 2. Connection premises 39
  7. Chapter 3. Argumentative and non-argumentative rhetorical content 57
  8. Section II. Argumentation practices in political discourse environments
  9. Chapter 4. Questioning the questionable 73
  10. Chapter 5. Reason and passion in political rhetoric 99
  11. Chapter 6. Interpersonal style(s) in diplomatic argumentation online 127
  12. Section III. Argumentation practices in legal discourse environments
  13. Chapter 7. The interpreter-mediated police interview as argumentative discourse in context 151
  14. Chapter 8. Context and genre in judicial argumentation 177
  15. Section IV. Argumentation practices in debates on societal and family issues
  16. Chapter 9. Caught between profitability and responsibility 197
  17. Chapter 10. Multi-participant TV debate as an argumentative activity type 229
  18. Chapter 11. The transmission of what is taken for granted in children’s socialization 259
  19. Section V. Argumentation practices in multi-modal discourse environments
  20. Chapter 12. Visual arguments in activists’ campaigns 291
  21. Chapter 13. Attacks on the cartoonist’s strategic manoeuvring 317
  22. Subject index 341
  23. Name index 339
https://doi.org/10.1075/aic.10.13deg

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Cross-disciplinary perspectives on context-specific argumentation practices 1
  4. Section I. Theoretical perspectives on argumentation – revisited
  5. Chapter 1. Uncontroversial arguments 21
  6. Chapter 2. Connection premises 39
  7. Chapter 3. Argumentative and non-argumentative rhetorical content 57
  8. Section II. Argumentation practices in political discourse environments
  9. Chapter 4. Questioning the questionable 73
  10. Chapter 5. Reason and passion in political rhetoric 99
  11. Chapter 6. Interpersonal style(s) in diplomatic argumentation online 127
  12. Section III. Argumentation practices in legal discourse environments
  13. Chapter 7. The interpreter-mediated police interview as argumentative discourse in context 151
  14. Chapter 8. Context and genre in judicial argumentation 177
  15. Section IV. Argumentation practices in debates on societal and family issues
  16. Chapter 9. Caught between profitability and responsibility 197
  17. Chapter 10. Multi-participant TV debate as an argumentative activity type 229
  18. Chapter 11. The transmission of what is taken for granted in children’s socialization 259
  19. Section V. Argumentation practices in multi-modal discourse environments
  20. Chapter 12. Visual arguments in activists’ campaigns 291
  21. Chapter 13. Attacks on the cartoonist’s strategic manoeuvring 317
  22. Subject index 341
  23. Name index 339
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