Argumentation and agency for building ethos in an Italian bank’s institutional website
Informazioni aggiuntive
Autori
Tipo
Contributo in atti di convegno
Anno
2024
Lingua
Inglese
Sommario
When arguing on their ability to have a positive impact on others (i.e. agency) in their institutional websites, banks can build their ethos appealing to the possibly conflicting arguments of competence (e.g. making profit) and benevolence (e.g. helping people), addressing multiple text stakeholders bearing different interests. Our explorative case-study investigates whether and how the biggest Italian bank reconciles the conflict between competence and benevolence by integrating the analysis of argumentation with that of agency.
Parole chiave
Agency, Banks, Benevolence, Competence, Corporate communication, Institutional advertising
Titolo atti di convegno
Conference of the International Society for the Study of Argumentation (ISSA 2023)
Nome convegno
10th Conference of the International Society for the Study of Argumentation (ISSA 2023)
Luogo convegno
Leiden
Data convegno
04-07/07/2023
Pagine (o numero dell’articolo)
205-217
Diffusione
Licenza
CC BY
Visibilità
Pubblico
Status open access
Gold
