The Rhetorical Construction of Corporate Logos

This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con­struction of an original logo consistent with a company’s image.

“That’s not Ironic, that’s just Stupid!": Towards an Eclectic Account of the Discourse of Irony

This article draws on a range of models from language studies, particularly from linguistic pragmatics, in order to elucidate patterns in the production and reception of irony in its social and cultural context. An expanded view of the concept of irony, it is suggested, allows for better modelling of the creative mechanisms which underpin it, and in doing so can open the way for a fuller understanding of humour production and reception. A consequence of this broader (five-fold) typology of irony is that it can help shed light on the cultural dynamic of irony. The article uses a range of examples from different media and the lay definitions and interpretations that ordinary (non-academic) users of the language use in the comprehension of irony. Insofar as it seeks to develop an overarching model of irony, this paper draws on a variety of textual examples from a variety of sources, ranging from corpus evidence, through a stand-up comedy routine, to political wall murals and their discursive re-conformation as humour in present-day Northern Ireland. Although the central discussion is supported by insights from other linguistic, cognitive and socio-cultural approaches, the theoretical framework which emerges, with its focus on language and communication in context, is situated squarely within contemporary linguistic pragmatics.

'Regina v John Terry': The Discursive Construction of an Alleged Racist Event

This article explores the conformation in discourse of a verbal exchange and its subsequent mediatised and legal ramifications. The event concerns an allegedly racist insult directed by high profile English professional footballer John Terry towards another player, Anton Ferdinand, during a televised match in October 2011. The substance of Terry’s utterance, which included the noun phrase ‘fucking black cunt’, was found by a Chief Magistrate not to be a racist insult, although the fact that these actual words were framed within the utterance was not in dispute. The upshot of this ruling was that Terry was acquitted of a racially aggravated public order offence. A subsequent investigation by the regulatory commission of the English Football Association (FA) ruled, almost a year after the event, that Terry was guilty of racially abusing Ferdinand. Terry was banned for four matches and fined £220,000.

It is our contention that this event, played out in legal rulings, social media and print and broadcast media, constitutes a complex web of linguistic structures and strategies in discourse, and as such lends itself well to analysis with a broad range of tools from pragmatics, discourse analysis and cognitive linguistics. Amongst other things, such an analysis can help explain the seemingly anomalous - even contradictory - position adopted in the legal ruling with regard to the speech act status of ‘fucking black cunt’; namely, that the racist content of the utterance was not contested but that the speaker was found not to have issued a racist insult. Over its course, the article addresses this broader issue by making reference to the systemic-functional interpersonal function of language, particularly to the concepts of modality, polarity and modalisation. It also draws on models of verbal irony from linguistic pragmatics, notably from the theory of irony as echoic mention (c.f. Sperber and Wilson, 1981; Wilson and Sperber, 1992). Furthermore, the article makes use of the cognitive-linguistic framework, Text World Theory (c.f. Gavins, 2007; Werth, 1999) to examine the discourse positions occupied by key actors and adapts, from cognitive poetics, the theory of mind-modelling (c.f. Stockwell, 2009) to explore the conceptual means through which these actors discursively negotiate the event.

It is argued that the pragmatic and cognitive strategies that frame the entire incident go a long way towards mitigating the impact of so ostensibly stark an act of racial abuse. Moreover, it is suggested here that the reconciliation of Terry’s action was a result of the confluence of strategies of discourse with relations of power as embodied by the media, the law and perceptions of nationhood embraced by contemporary football culture. It is further proposed that the outcome of this episode, where the FA was put in the spotlight, and where both the conflict and its key antagonists were ‘intranational’, was strongly impelled by the institution of English football and its governing body both to reproduce and maintain social, cultural and ethnic cohesion and to avoid any sense that the event featured a discernable ‘out-group’.

Criatividade e mudança: promoção da capacidade, competência e atitude criativa

A tese que se apresenta defende que a capacidade criativa, manifestação de criatividade da condição humana, ao ser promovida e desenvolvida facilita a ocorrência da aprendizagem da atitude criativa, que tem como efeito a flexibilidade de pensamento, a originalidade das ideias e a fluidez de expressão, potenciando, simultaneamente, a comunicação e a expressão pessoal, ao despertar a curiosidade e o espírito crítico. Para demonstrar a sua validade e legitimidade começou-se por estabelecer a conexão de dois campos de estudos, criatividade e comunicação-ludicidade. De seguida definiu-se três vias distintas que permitiu chegar à perspectiva teórica da pragmática da criatividade: A primeira via diz respeito ao entendimento de diferentes perspectivas teóricas de autores de referência que se dedicaram ao estudo da compreensão da criatividade e à investigação dos factores que permitem a promoção e o desenvolvimento da criatividade humana e social, tentando estabelecer um paralelo entre elas; a segunda via, foi a apropriação da pragmática da comunicação humana estabelecida pela Escola de Pensamento de Palo Alto (1967), e a sua transposição para o campo teórico da criatividade, o que permite sublinhar a relevância dos factores de interacção e de contextos situacionais na construção da aprendizagem e na mudança; a terceira e última via diz respeito à adopção da noção de consequencialidade estabelecido por Cronen e Sigman (1995), no contexto da comunicação humana, o que possibilita a delimitação do percurso no campo da pragmática da criatividade. Das três vias definidas resulta a elaboração da conceptualização sobre a atitude criativa e a definição da metodologia de design de criatividade que se define como uma metodologia de comunicação e ludicidade e de experiência criativa, concebida e desenvolvida segundo um modelo sistémico, que promove a construção de aprendizagens e mudanças, que potenciam o desenvolvimento da criatividade bem como os seus efeitos na autonomia individual, nomeadamente, a flexibilidade do pensamento, a capacidade crítica, a originalidade da concepção, a construção de artefactos e a cooperação na interacção com os outros e consigo mesmo. Os resultados obtidos fazem parte integrante do projecto de investigação, formação e intervenção designado por CriCoLudi– criatividade, comunicação-ludicidade que se apresentam e sustentam a afirmação da tese enunciada. O referido projecto CriCoLudi foi desenvolvido no contexto da formação inicial de futuros Educadores de Infância, integrado na disciplina de Comunicação e Ludicidade, da Licenciatura em Educação de Infância da Universidade de Aveiro decorrido no ano lectivo de 2004/05, com uma amostra constituida por dezassete sujeitos-alvo mediados (SAMos) e por um sujeito-alvo mediador (SAMr), autora da tese. O projecto CriCoLudi foi desenvolvido em contexto de sala de aula em situação de intervenção do tipo oficina, mediado pela concepção e produção de artefactos lúdicos e de criatividade. As relações estabelecidas entre o processo de promoção e desenvolvimento da capacidade criativa com o seu efeito, atitude criativa dela decorrente, revelaram-se ao longo do processo de construção da aprendizagem e da mudança de comportamentos dos sujeitos alvo mediados, através da metodologia proposta e criada para o efeito, design de criatividade, que se desenvolveu através de estratégias relacionais, em contexto situacional e inter-pessoal de oficina, promovendo-se e desenvolvendo-se a capacidade de questionar dos estereótipos reenquadrando um novo olhar sobre a realidade, promovidas pelo sujeito-alvo mediador, reponsável pelo processo em causa.

Estruturadores do discurso na aula de português em Moçambique

O nosso estudo debruça-se sobre o uso de estruturadores do discurso na interacção verbal, em contexto pedagógico. As nossas referências teóricas estão vinculadas à Análise do Discurso, quer à escola francesa (com origem na Linguística), quer à escola anglo-saxónica (com origem na Antropologia). Em relação à área da Linguística, buscámos os pressupostos da Pragmática, Sociolinguística e Psicolinguística; relativamente à Antropologia, seguimos as abordagens etnográficas, etnometodológicas e interaccionistas. Nesta pesquisa participaram 15 professores e 778 alunos de cinco escolas do ensino secundário/equiparado da cidade da Beira e da região de Maputo (Moçambique), que integravam, nomeadamente, as turmas do 1.º e 2.º ano do ramo comercial e 9.ª e 10.ª classe do ensino secundário geral. Observámos 40 aulas, das quais foram transcritas e analisadas 10 aulas. A transcrição e a anotação foram realizadas com o auxílio do programa Transcriber. Usámos métodos qualitativos e quantitativos e, predominantemente, procedimentos descritivos. Identificámos 4700 marcadores discursivos distribuídos nas seguintes subcategorias: marcadores discursivos directivos, marcadores discursivos de confirmação, marcadores discursivos de natureza fáctica e de concordância e as interjeições como marcadores discursivos. Os resultados da nossa pesquisa permitiram-nos concluir que os marcadores discursivos e as disfluências desempenham funções ligadas à estruturação textual-interactiva. Estes fenómenos linguísticos, ao estruturarem o discurso de professores e alunos, contribuem para a produção/compreensão de sentido das frases.

Caregiver's interpret infants' early gestures based on shared knowledge about referents

Gestures are the first forms of conventional communication that young children develop in order to intentionally convey a specific message. However, at first, infants rarely communicate successfully with their gestures, prompting caregivers to interpret them. Although the role of caregivers in early communication development has been examined, little is known about how caregivers attribute a specific communicative function to infants' gestures. In this study, we argue that caregivers rely on the knowledge about the referent that is shared with infants in order to interpret what communicative function infants wish to convey with their gestures. We videotaped interactions from six caregiver-infant dyads playing with toys when infants were 8, 10, 12, 14, and 16 months old. We coded infants' gesture production and we determined whether caregivers interpreted those gestures as conveying a clear communicative function or not; we also coded whether infants used objects according to their conventions of use as a measure of shared knowledge about the referent. Results revealed an association between infants' increasing knowledge of object use and maternal interpretations of infants' gestures as conveying a clear communicative function. Our findings emphasize the importance of shared knowledge in shaping infants' emergent communicative skills.

Enhancing teaching and learning speech acts: action research of Japanese as a foreign language /

This action research observes a second year Japanese class at a university where foreign language courses are elective for undergraduate students. In this study, using the six strategies to teach Japanese speech acts that Ishihara and Cohen (2006) suggested, I conducted three classes and analyzed my teaching practice with a critical friend. These strategies assist learners toward the development of their understanding of the following Japanese speech acts and also keep the learners to use them in a manner appropriate to the context: (I) invitation and refusal; (2) compliments; and (3) asking for a permission. The aim of this research is not only to improve my instruction in relation to second language (L2) pragmatic development, but also to raise further questions and to develop future research. The findings are analyzed and the data derived from my journals, artifacts, students' work, observation sheets, interviews with my critical friend, and pretests and posttests are coded and presented. The analysis shows that (I) after my critical friend encouraged my study and my students gave me some positive comments after each lesson, I gained confidence in teaching the suggested speech acts; (2) teaching involved explaining concepts and strategies, creating the visual material (a video) showing the strategies, and explaining the relationship between the strategy and grammatical forms and samples of misusing the forms; (3) students' background and learning styles influenced lessons; and (4) pretest and posttests showed that the students' Icvel of their L2 appropriate pragmatics dramatically improved after each instruction. However, after careful observation, it was noted that some factors prevented students from producing the correct output even though they understood the speech act differences.

Empathy and Emotion Processing in Mild Head Injury and Sub-clinical Psychopathy

The current study sought to investigate the nature of empathic responding and emotion processing in persons who have experienced Mild Head Injury (MHI) and how this relationship between empathetic responding and head injury status may differ in those with higher psychopathic characteristics (i.e., subclinical psychopathy). One-hundred university students (36% reporting having a previous MHI) completed an Emotional Processing Task (EPT) using images of neutral and negative valence (IAPS, 2008) designed to evoke empathy; physiological responses were recorded. Additionally, participants completed measures of cognitive competence and various individual differences (empathy - QCAE; Reniers, 2011; Psychopathy - SRP-III, Williams, Paulhus & Hare, 2007) and demographics questionnaires. MHI was found to be associated with lower affective empathy and physiological reactivity (pulse rate) while viewing images irrespective of valence, reflecting a pattern of generalized underarousal. The empathic deficits observed correlated with the individual’s severity of injury such that the greater number of injury characteristics and symptoms endorsed by a subject, the more dampened the affective and cognitive empathy reactions to stimuli and the lower his/her physiological reactivity. Importantly, psychopathy interacted with head injury status such that the effects of psychopathy were significant only for individuals indicating a MHI. This group, i.e., MHI subjects who scored higher on psychopathy, displayed the greatest compromise in empathic responding. Interestingly, the Callous Affect component of psychopathy was found to account for the empathic and emotion processing deficits observed for individuals who report a MHI; in contrast, the Interpersonal Manipulation component emerged as a better predictor of empathic and emotion deficits observed in the No MHI group. These different patterns may indicate the involvement of different underlying processes in the manifestation of empathic deficits associated with head injury or subclinical psychopathy. It also highlights the importance of assessing for prior head injury in populations with higher psychopathic characteristics due to the possible combined/enhanced influences. The results of this study have important social implications for persons who have experienced a concussion or limited neural trauma since even subtle injury to the head may be sufficient to produce dampened emotion processing, thereby impacting one’s social interactions and engagement (i.e., at risk for social isolation or altered interpersonal success). Individuals who experience MHI in conjunction with certain personality profiles (e.g., higher psychopathic characteristics) may be particularly at risk for being less capable of empathic compassion and socially-acceptable pragmatics and, as a result, may not be responsive to another person’s emotional well-being.

Les figures de la divinité chez Sartre, Giraudoux et Camus : trois pièces écrites sous l’Occupation allemande.

Les mouches, Sodome et Gomorrhe et Caligula présentent des divinités parodiant et critiquant les dirigeants politiques de l’Occupation (1940-1944), ainsi que l’usage par les dictateurs des idéologies religieuses traditionnelles dans le but de soumettre l’humanité à des régimes totalitaires. Divinités théâtrales autrefois infaillibles et toutes-puissantes, les figures analysées dans ce mémoire relèvent des remises en question de la divinité et du pouvoir politique du XXe siècle. Notre mémoire comporte trois chapitres examinant les discours de ces figures de la divinité sous des angles dramaturgique, sémiologique, philosophique et pragmatique avec comme point de départ l’hypothèse suivante : tout porte à croire qu’en limitant l’emprise de divinités fictives, et ce, en grande partie à travers les failles dans leurs discours, Sartre, Giraudoux et Camus ont tenté de neutraliser les discours correspondants d’hommes réels dans la conscience collective de l’époque. Les auteurs étudiés ont profondément modifié l’image traditionnelle de la divinité théâtrale en minant sa force langagière et en s’interrogeant sur son identité. Les divinités choisies pour cette étude annoncent la décomposition du personnage ayant lieu après 1950 : elles ont un statut dévalorisé de même qu’un langage à la force perlocutoire diminuée. Sans véritable emprise sur l’humanité, dépendant du théâtre, des simulacres, de l’histrionisme, ainsi que des faiblesses humaines, ces divinités caricaturales s’exposent à compromettre leurs régimes et sont réduites à une influence fortement limitée par la liberté des hommes. En actualisant ces mythes et récits ainsi, Sartre, Giraudoux et Camus ont tenté de discréditer, par extension, les dirigeants européens de l’époque.

Des typologies mécaniques à l'expérience esthétique : fonctions et mutations du genre dans le jeu vidéo

Cette thèse examine en profondeur la nature et l’application du concept de genre en jeu vidéo. Elle se divise en trois parties. La première fait l’inventaire des théories des genres en littérature et en études cinématographiques. Les propriétés essentielles du genre comme concept sont identifiées : il s’agit d’une catégorisation intuitive et irraisonnée, de nature discursive, qui découle d’un consensus culturel commun plutôt que de systèmes théoriques, et qui repose sur les notions de tradition, d’innovation et d’hybridité. Dans la deuxième partie, ces constats sont appliqués au cas du genre vidéoludique. Quelques typologies sont décortiquées pour montrer l’impossibilité d’une classification autoritaire. Un modèle du développement des genres est avancé, lequel s’appuie sur trois modalités : l’imitation, la réitération et l’innovation. Par l’examen de l’histoire du genre du first-person shooter, la conception traditionnelle du genre vidéoludique basée sur des mécanismes formels est remplacée par une nouvelle définition centrée sur l’expérience du joueur. La troisième partie développe l’expérience comme concept théorique et la place au centre d’une nouvelle conception du genre, la pragmatique des effets génériques. Dans cette optique, tout objet est une suite d’amorces génériques, d’effets en puissance qui peuvent se réaliser pourvu que le joueur dispose des compétences génériques nécessaires pour les reconnaître. Cette nouvelle approche est démontrée à travers une étude approfondie d’un genre vidéoludique : le survival horror. Cette étude de cas témoigne de l’applicabilité plus large de la pragmatique des effets génériques, et de la récursivité des questions de genre entre le jeu vidéo, la littérature et le cinéma.

Écrire la souffrance de l’enfant au tournant du XXIe siècle : le récit à l’épreuve de l’innommable

Thèse réalisée en cotutelle avec l’Université Charles-de-Gaulle – Lille-3 pour l'obtention du diplôme de doctorat en Langue et littérature françaises.