Multimodal rhetorical analysis of Amnesty International’s website

Aleksandra Ochowicz

Abstrakt


Niniejszy artykuł dotyczy retorycznych aspektów struktury i zawartości oficjalnej strony Amnesty International. Studium ma charakter empiryczny i obejmuje omówienie zarówno tekstowych wzorców, jak i wizualnych przedstawień działalności organizacji z uwzględnieniem kolorystyki i kompozycji strony. Materiały poddane analizie to aktualne raporty, misja, wizja i lista wartości przyjętych przez organizację, a także logotypy, infografiki, fotografie i krótkie filmy udostępnione na stronie. Celem studium jest zidentyfikowanie i omówienie głównych rozwiązań w perswazyjnej komunikacji wielokanałowej, a także ocena, w jaki sposób zastosowane strategie retoryczne przekładają się na potencjał perswazyjny służący do mobilizowania poparcia dla organizacji i remediacji jej przekazu w mediach społecznościowych. Ponadto, wykorzystuje się tu pojęcie wartości informacyjnej, aby wskazać, jak raporty, obrazy i posty na stronie organizacji przyczyniają się do wzbudzania emocji (patos), podkreślania autentyczności zdarzeń i adekwatności akcji (logos) oraz podnoszenia wiarygodności organizacji (etos).


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DOI: https://doi.org/10.29107/rr2018.3.3

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