Argumentation and agency for building ethos in an Italian bank’s institutional website
Additional information
Authors
Type
Article in conference proceedings
Year
2024
Language
English
Abstract
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.
Keywords
Agency, Banks, Benevolence, Competence, Corporate communication, Institutional advertising
Conference proceedings
Conference of the International Society for the Study of Argumentation (ISSA 2023)
Meeting name
10th Conference of the International Society for the Study of Argumentation (ISSA 2023)
Meeting place
Leiden
Meeting date
04-07/07/2023
Pages (or article number)
205-217
Diffusion
License
CC BY
Visibility
Public
Status open access
Gold
