Retórica na comunicação empresarial
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2014
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Face à actual confusão terminológica e aos diferentes critérios de classificação pelos quais vêm sendo agrupadas as particulares formas de comunicação que ocorrem na empresa, procura-se mostrar como, no contexto do estudo em causa, faz sentido optar por um conceito lato de Comunicação Empresarial, que abranja tanto a comunicação com fins mercadológicos como a que persegue fins institucionais. Assinala-se a tonalidade persuasiva presente na generalidade dos actos comunicativos, que põem em marcha o projecto empresarial, mediante alguns exemplos que ilustram a necessidade de se prestar uma atenção muito particular ao cruzamento da argumentação com a persuasão discursiva. A retórica surge, então, como lugar central para o estudo da competência argumentativa pelo que, após breve enquadramento histórico da sua polémica emergência como disciplina, são analisadas as principais técnicas argumentativas que fazem com que a antiga retórica aristotélica possa ser vista como arte de encontrar, para cada questão, o argumento mais convicente. Complementarmente, actualiza-se o património retórico com o exame detalhado das estruturas lógico-argumentativas e das estratégias de persuasão elaboradas por Perelman, que integram uma Nova Retórica, mais apta a responder às questões do nosso tempo. O estudo foca, ainda, o desejável equilíbrio entre a eficácia e os limites éticos da retórica, e conclui pela necessidade de se estudar a comunicação, ao nível da empresa, do ponto de vista dos seus particulares efeitos persuasivos, o que, implicitamente, leva ao reconhecimento de uma retórica empresarial.
Given the current terminological confusion and different classification criteria which have been grouped by the particular forms of communication that occur in the company, it attempts to show how, in the context of the study in question, it makes sense to opt for a broad concept of Corporate Communications covering both communication for marketing purposes as well as one chasing institutional purposes. We accentuate the persuasive tone present in most communicative acts that start the business project through some examples that illustrate the need to pay very particular attention to the intersection between arguing and the discursive persuasion. Rhetoric, then, emerged as a central place for the study of argumentative competence whereby, after a brief historical context of its emergence as a controverse discipline, analyzes the main argumentative techniques that make the old Aristotelian rhetoric be seen as the art of finding for each question the most convincing argument. Additionally, refreshes the rhetorical heritage with a detailed examination of the logical- argumentative and persuasive strategies developed by Perelman structures, which comprise New Rhetoric, more responsive to the issues of our time. The study also focuses on the desired balance between efficiency and the ethical limits of rhetoric, and concludes with the need to study communication at the level of the company, from the standpoint of their particular persuasive effects, which implicitly demands the recognition of a business rhetoric.
Given the current terminological confusion and different classification criteria which have been grouped by the particular forms of communication that occur in the company, it attempts to show how, in the context of the study in question, it makes sense to opt for a broad concept of Corporate Communications covering both communication for marketing purposes as well as one chasing institutional purposes. We accentuate the persuasive tone present in most communicative acts that start the business project through some examples that illustrate the need to pay very particular attention to the intersection between arguing and the discursive persuasion. Rhetoric, then, emerged as a central place for the study of argumentative competence whereby, after a brief historical context of its emergence as a controverse discipline, analyzes the main argumentative techniques that make the old Aristotelian rhetoric be seen as the art of finding for each question the most convincing argument. Additionally, refreshes the rhetorical heritage with a detailed examination of the logical- argumentative and persuasive strategies developed by Perelman structures, which comprise New Rhetoric, more responsive to the issues of our time. The study also focuses on the desired balance between efficiency and the ethical limits of rhetoric, and concludes with the need to study communication at the level of the company, from the standpoint of their particular persuasive effects, which implicitly demands the recognition of a business rhetoric.
Descrição
Orientação: Catarina Moura
Palavras-chave
MESTRADO EM MARKETING E PUBLICIDADE, COMUNICAÇÃO ORGANIZACIONAL, RETÓRICA, PERSUASÃO, ORGANIZATIONAL COMMUNICATION, RHETORIC, PERSUASION, COMUNICAÇÃO, COMMUNICATION