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THE GOOD, THE BAD, AND THE RHETOR Rhetoric in Management Guru Literature

Jones, Nichola; Mirkoska, Vesna and Nass, Louise (2009)
Department of Business Administration
Abstract
ABSTRACT Title: The Good, the Bad and the Rhetor
Rhetoric in Management Guru Literature Date of Seminar: June 2nd 2009
Course: BUSM 18 D level – Degree Project in Managing People, Knowledge and Change
Authors: Louise Nass, Nichola Jones and Vesna Mirkoska
Supervisor: Dr. Peter Svensson
Keywords: Management gurus, rhetoric, ethos, pathos, logos, binary, analog, ambiguity tolerance, decision making, freedom of choice Thesis Purpose The study starts from one basic assumption, on which the research question is contingent upon. The basic assumption is that management gurus utilize persuasion strategies to appeal to the reader. To test this assumption the Aristotelian triad is used. However, the latter rests on a problematic premise, since the... (More)
ABSTRACT Title: The Good, the Bad and the Rhetor
Rhetoric in Management Guru Literature Date of Seminar: June 2nd 2009
Course: BUSM 18 D level – Degree Project in Managing People, Knowledge and Change
Authors: Louise Nass, Nichola Jones and Vesna Mirkoska
Supervisor: Dr. Peter Svensson
Keywords: Management gurus, rhetoric, ethos, pathos, logos, binary, analog, ambiguity tolerance, decision making, freedom of choice Thesis Purpose The study starts from one basic assumption, on which the research question is contingent upon. The basic assumption is that management gurus utilize persuasion strategies to appeal to the reader. To test this assumption the Aristotelian triad is used. However, the latter rests on a problematic premise, since the Aristotelian triad of ethos, pathos, and logos has so far solely been applied to examination of oral speech, as will be explained in the Method section. This study, however, challenges the premise by presuming that the triad may also be identified in written discourse. Once the assumption proves true, which means that ethos, pathos and logos are identified within the objects of study, the research question may be derived: to what extent can this triad be evaluated and qualified to account for the persuasive appeal? Methodology: This thesis employs the qualitative study of text as ‘mute evidence’, and applies rhetorical criticism as an analytical method and partly recognizes the second hermeneutical cycle within Hermeneutics Theoretical Perspective: NeoAristotelianism, classical rhetoric, combined selectively Empirical data: The empirical data consist of written material, or artifacts Conclusion: The study concludes that the Aristotelian triad applies also to written discourse but the extent to which it accounts for the effect may be qualified restrictively due to the nature of ethos, pathos and logos. Moreover, the study argues that the artifacts construct a preferred audience which favours binary models over analog and prefers non-ambiguity in messages (Less)
Please use this url to cite or link to this publication:
author
Jones, Nichola; Mirkoska, Vesna and Nass, Louise
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Management gurus, rhetoric, ethos, pathos, logos, binary, analog, ambiguity tolerance, decision making, freedom of choice, Management of enterprises, Företagsledning, management
language
Swedish
id
1437839
date added to LUP
2009-06-02 00:00:00
date last changed
2012-04-02 17:45:28
@misc{1437839,
  abstract     = {ABSTRACT Title: The Good, the Bad and the Rhetor
Rhetoric in Management Guru Literature Date of Seminar:	June 2nd 2009
Course:	BUSM 18 D level – Degree Project in Managing People, Knowledge and Change
Authors:	Louise Nass, Nichola Jones and Vesna Mirkoska
Supervisor:	Dr. Peter Svensson
Keywords:	Management gurus, rhetoric, ethos, pathos, logos, binary, analog, ambiguity tolerance, decision making, freedom of choice Thesis Purpose	The study starts from one basic assumption, on which the research question is contingent upon. The basic assumption is that management gurus utilize persuasion strategies to appeal to the reader. To test this assumption the Aristotelian triad is used. However, the latter rests on a problematic premise, since the Aristotelian triad of ethos, pathos, and logos has so far solely been applied to examination of oral speech, as will be explained in the Method section. This study, however, challenges the premise by presuming that the triad may also be identified in written discourse. Once the assumption proves true, which means that ethos, pathos and logos are identified within the objects of study, the research question may be derived: to what extent can this triad be evaluated and qualified to account for the persuasive appeal? Methodology:	This thesis employs the qualitative study of text as ‘mute evidence’, and applies rhetorical criticism as an analytical method and partly recognizes the second hermeneutical cycle within Hermeneutics Theoretical Perspective: NeoAristotelianism, classical rhetoric, combined selectively Empirical data:	The empirical data consist of written material, or artifacts Conclusion:	The study concludes that the Aristotelian triad applies also to written discourse but the extent to which it accounts for the effect may be qualified restrictively due to the nature of ethos, pathos and logos. Moreover, the study argues that the artifacts construct a preferred audience which favours binary models over analog and prefers non-ambiguity in messages},
  author       = {Jones, Nichola and Mirkoska, Vesna and Nass, Louise},
  keyword      = {Management gurus,rhetoric,ethos,pathos,logos,binary,analog,ambiguity tolerance,decision making,freedom of choice,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {THE GOOD, THE BAD, AND THE RHETOR Rhetoric in Management Guru Literature},
  year         = {2009},
}