This chapter concludes the book's discussion and emphasizes the need for discursive conditions an... more This chapter concludes the book's discussion and emphasizes the need for discursive conditions and a constructive marketing critique that encourages virtuous marketing practices. The chapter also relates the virtue-framework to the field of marketing ethics, as well as other strands of research, and suggests avenues for future interdisciplinary work. We argue that rhetorical scholarship can contribute to the collaborative effort of steering market dynamics in more sustainable directions.
This chapter starts taking inventory of the building blocks for a virtue perspective, by drawing ... more This chapter starts taking inventory of the building blocks for a virtue perspective, by drawing on the classical tradition. The view of rhetoric as an integral part of public life is introduced and the rhetorical teachings of Isocrates, Quintilian, and Cicero are discussed, with particular focus on the virtue ethics they develop and how they can aid constructive analysis of present-day issues. Keywords Isocratean pedagogy • Roman oratory • Rhetorical virtues • The common good • Rhetoric and ethics 5.1 Isocrates: rhetorIcal actIon for the cIvIc Good So far we have argued for the need for a constructive turn in the scholarly discussion of green marketing, described some such attempts from the field of organizational rhetoric, and discussed the Aristotelian paradigm that these attempts conform to. We will now provide a somewhat different history of rhetoric and its relation to virtue. This presentation works both to further illustrate the historical paradigms at play in these discussions and to outline a possible new constructive paradigm relevant for us today. In doing so, we focus on the contributions by the classical rhetoricians
This chapter introduces legitimation studies and the institutional paradigm. It provides a concep... more This chapter introduces legitimation studies and the institutional paradigm. It provides a conceptual framework for analyzing legitimation practices and corporate image management.
This chapter introduces the idea, at the heart of the book, that we need a constructive turn in t... more This chapter introduces the idea, at the heart of the book, that we need a constructive turn in the rhetorical study of green marketing, as the negative focus on greenwashing can only ever be part of the solution. We elaborate on some key concepts, discuss the disciplinary position of the work, and provide an overview of the book.
This chapter further develops the virtue perspective. First, by taking stock of the classical vir... more This chapter further develops the virtue perspective. First, by taking stock of the classical virtues. Then, we flip the "sins of greenwashing" to bring to light the corresponding virtues they imply. Thereby, we provide a detailed model for the analysis of rhetorical virtues, specifically tailored for judging the ethical qualities of green marketing. Green marketing is viewed as a specific form of environmental communication, subject to rhetoric's domain. Keywords Sins and signs of greenwashing • Rhetorical virtues • Green marketing virtues 6.1 Taking STock: The TradiTional VirTueS In exploring the notion of an ethically constructive rhetoric as an art contributing to the common good, the classical rhetoricians have emphasized the value of carefully examining good examples, that is, paradeigmata in the sense of positive exemplars. The classical teachings include a pedagogy of creative imitation and critical emulation. For such an art, or rhetorical enterprise, it is not sufficient simply to map out the topoi for persuasion (i.e. the metaphorical places, where arguments can be found). We also need a typology, or better yet, a more fully
This chapter elaborates on the suggested shift of focus, from chastising greenwashing to promotin... more This chapter elaborates on the suggested shift of focus, from chastising greenwashing to promoting virtue. Our perspective aligns with a broader constructive turn in contemporary rhetorical studies. Keywords Greenwashing • Green skepticism • Rhetorical criticism • Validity • Constructive turn Research articles on green marketing often signify their relevance by describing how various forms of green marketing are on the rise and today constitute a significant part of commercial rhetoric. This trend is then described as an effect of an increased public awareness of the urgency of the climate crisis and the related need for transitioning our society (e.g.
This chapter is the most extensive chapter in the book. It uses the presented framework of virtue... more This chapter is the most extensive chapter in the book. It uses the presented framework of virtue critique to examine the role of environmental labels in green marketing and explore how green rhetoric is used in the marketing of clothes, as well as within the Energy Sector. Themes developed include standardized forms for sustainability communication, communicative efficacy, moral legitimacy, temporality, transparency, and the value of rhetorical spaces for prudent corporate communication on complex matters.
This chapter argues that the current regulatory framework is focused on the legal equivalent of s... more This chapter argues that the current regulatory framework is focused on the legal equivalent of sins, and discusses how virtue analytics can support legal development by supplying possible new criteria for legal assessment. We maintain, however, that regulatory development can only ever be part of the solution and that several simultaneous and mutually reinforcing shifts are necessary, for there to be a true shift in green marketing practice. Keywords Norms and sins • The bad man • Law and topics • Good marketing practice 7.1 On POssible Venues fOr legal DeVelOPment As mentioned, this book emanates from an interdisciplinary endeavor originating in the fields of law and rhetoric, utilizing perspectives from both fields in service of a common goal (cf. Mossberg 2020 and in general e.g. White 1985; Berger 2010). We might also recall that the approach entailed by the constructive turn fits well with the tendency of legal discourse to attempt to address practical problems through feats of social engineering and, in particular, by developing the regulatory frameworks. Critical evaluation of the current frameworks, including articulating
This chapter continues building on the virtue framework by supplying five analytical principles f... more This chapter continues building on the virtue framework by supplying five analytical principles for virtue critique. They concern rhetorical situationality, motives, effects, audiences, transparency, and prudence, and they provide not only conceptual scaffolding but also key perspectives for performing in-depth studies of green marketing.
This chapter starts bridging the gap between organizational and rhetorical studies by correlating... more This chapter starts bridging the gap between organizational and rhetorical studies by correlating the conceptual frameworks of the respective fields and comparing legitimacy theory with ethos analysis. Further, it critiques the dominant Aristotelian paradigm and its view of rhetoric as an amoral tool.
I "Myten som argumentationsbas" har jag utgatt fran de perspektiv som finns inom den re... more I "Myten som argumentationsbas" har jag utgatt fran de perspektiv som finns inom den retoriska kunskapstraditionen. Utifran dessa perspektiv har jag sokt svar pa fragestallningen: Hur overtygar man ...
The Concept of Doxa in the European Reinvention of Rhetoric
Since the birth of rhetorical theory in ancient Greece the discussion on rhetoric has been intert... more Since the birth of rhetorical theory in ancient Greece the discussion on rhetoric has been intertwined with a discussion on knowledge.In the American field of Speech/Communication a reawakened disc ...
Den mytiska argumentationsbasen : Roland Barthes mytbegrepp i retorisk argumentationsteori
Den mytiska argumentationsbasenRoland Barthes mytbegrepp i retorisk argumentationsteoriFor att vi... more Den mytiska argumentationsbasenRoland Barthes mytbegrepp i retorisk argumentationsteoriFor att vi ska kunna forsta standpunkter och argument behover vi analysera deras bas, det vill saga den social ...
The Epistemology of Rhetoric : Plato, Doxa and Post-Truth
This thesis aims to develop an epistemology of rhetoric in light of the apparent contemporary pos... more This thesis aims to develop an epistemology of rhetoric in light of the apparent contemporary post-truth condition of society. Epistemology is hereby understood as concerned with principles for kno ...
Förledd och förtjust : Andra generationens retorikvetare tar ordet
Fran slutet av 1980-talet har retorik etablerat sig som ett fullskaligt akademiskt amne vid flera... more Fran slutet av 1980-talet har retorik etablerat sig som ett fullskaligt akademiskt amne vid flera svenska larosaten. Retorikvetenskapen har allt tydligare tagit form som ett forskningsfalt i egen r ...
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