Drawing on insights from contemporary studies on conceptual metaphor and multimodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, life is a journey, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to the restrictions imposed by the (...) institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial’s effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 41-67.

This paper proposes a methodological synthesis in order to study multimodal media discourse and argumentation in the context of the so-called ‘refugee crisis’ in Greece. It follows the framework of Multimodal Critical Discourse Analysis, integrating this with argumentation studies, with a particular emphasis on the analysis of inference. Our data come from the Greek newspapers Kathimerini and Ta Nea. We contend that the proposed methodological synergy enables scrutiny of (a) racist conceptualizations cultivated by the representation of migrants and refugees in (...) headlines and photographs in newspaper articles along with (b) the argumentative potential that is implicitly sustained in these multimodal representations. (shrink)

A convincing argument can change a discussant’s commitment regarding the acceptability of a claim, but the same effect can be achieved by examining evidence. Observing objects or events that count as evidence for or against the acceptability of a statement can change one’s commitment regarding that statement. If we speak of fallacies in the realm of convincing through argumentation, can we speak of fallacies in the realm of convincing through evidence? In this paper, we defend an affirmative answer. We introduce (...) and discuss the conceptual implications of evidentiary fallacies as fallacies committed when evidence is fabricated or suppressed during an attempt to resolve disagreement using proof. We then apply the notion of evidentiary fallacy to two real-life examples of mis-executed evidentiary procedures. We conclude that the notion of evidentiary fallacy can contribute to a more comprehensive fallacy theory and can foster new and broadly applicable critical skills. (shrink)

This article discusses “auditory” arguments: arguments in which non-verbal sounds play a central role. It provides examples and explores the use of sounds in argument and argumentation. It argues that auditory arguments are not reducible to verbal arguments but have a similar structure and can be evaluated by extending standard informal logic accounts of good argument. I conclude that an understanding of auditory elements of argument can usefully expand the scope of informal logic and argumentation theory.

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 69-94.

How might argumentation scholars approach sound? Using the analytics afforded by strategic maneuvering, this essay identifies three unique features of sonic presentational devices: they are immersive, immediate and embodied. Although these features offer arguers presentational resource, they also pose new problems to the reasonable resolution of disagreement: immersion hazards overlap, immediacy risks rate of delivery beyond reflection, and materiality can coerce listeners. To theorize strategic use of sound, I reconstruct and analyze a popular Radiolab segment “The Unconscious Toscanini of the (...) Brain.” I find Radiolab uses three different sonic figures: synchronicity, or the translation of data into sound to foreground temporal relations; musical stings, an auditory invocation of embodied memory and the wave, a sonic strategy to arouse and narrow attention. I conclude that Radiolab’s use of sound is reasonable because it extends the critical discussion. (shrink)

Arguments do not occur against silent backdrops. From the drone of televisions to the music in a retail space to the symphony of combustion engines on the street, we are perpetually immersed in sound. We live in a noisy world. The combined sounds of these environments, or soundscapes, provide the very conditions of social interaction. Charles Hirschkind remarked that soundscapes are as necessary "to politics and public reason as are markets, associations, formal institutions, and information networks". These soundscapes are far (...) from neutral and can be designed to promote desired outcomes: soothing tones as you board an airplane to alleviate fear, a blaring voice over the loudspeaker to compel... (shrink)

Some have suggested that images can be arguments. Images can certainly bolster the acceptability of individual premises. We worry, though, that the static nature of images prevents them from ever playing a genuinely argumentative role. To show this, we call attention to a dilemma. The conclusion of a visual argument will either be explicit or implicit. If a visual argument includes its conclusion, then that conclusion must be demarcated from the premise or otherwise the argument will beg the question. If (...) a visual argument does not include its conclusion, then the premises on display must license that specific conclusion and not its opposite, in accordance with some demonstrable rationale. We show how major examples from the literature fail to escape this dilemma. Drawing inspiration from the graphical logic of C. S. Peirce, we suggest instead that images can be manipulated in a way that overcomes the dilemma. Diagrammatic reasoning can take one stepwise from an initial visual layout to a conclusion—thereby providing a principled rationale that bars opposite conclusions—and the visual inscription of this correct conclusion can come afterward in time—thereby distinguishing the conclusion from the premises. Even though this practical application of Peirce’s logical ideas to informal contexts requires that one make adjustments, we believe it points to a dynamic conception of visual argumentation that will prove more fertile in the long run. (shrink)

This paper proposes that virtue theories of argumentation and theories of visual argumentation can be of mutual assistance. An argument that adoption of a virtue approach provides a basis for rejecting the normative independence of visual argumentation is presented and its premisses analysed. This entails an independently valuable clarification of the contrasting normative presuppositions of the various virtue theories of argumentation. A range of different kinds of visual argument are examined, and it is argued that they may all be successfully (...) evaluated within a virtue framework, without invoking any novel virtues. (shrink)

Informal logic is an attempt to develop a logic that can assess and analyze the arguments that occur in natural language discourse. Discussions in the field may address instances of scientific, legal, and other technical forms of reasoning, but the overriding aim has been a comprehensive account of argument that can explain and evaluate the arguments found in discussion, debate and disagreement as they manifest themselves in daily life — in social and political commentary; in news reports and editorials in (...) the mass media ; in advertising and corporate and governmental communications; and in personal exchange. (shrink)

Fugue and chaos are used in their contemporary meaning. Elements of the fugue, albeit a ‎small number of universals, will be demonstrated in the area of visual and verbal colors. ‎Chaos dominates the internet, fashion, and everyday life. The visual and verbal colors are ‎differentiated and their communicative potential is indicated alongside the diachronic changes. The prototypes of colors are the interface between visual and verbal colors.‎.

I will analyze the role of ostension in argumentation. Ostension involves gestures, bearing, postures, facial expressions, etc.; thus it can be argued that ostension can introduce non-verbal modes of argument, giving rise to multimodal arguments. Acts of ostension can be considered as a kind of speech acts according to the account in Wittgenstein’s Philosophical Investigations §27. As such they can provide the premises of a certain sort of arguments. We have to distinguish the proper act of ostension from both its (...) content and the object of ostension. While the latter can serve as evidence, as support for a linguistic claim without being part of it, as Dove points out, the act of ostension is a genuine act of arguing since to argue is to present something as a reason for something else. Acts of ostension are not assertive but directive acts, and so their content is not a statement but what I call an imperative. Thus I contend that imperatives can act as premises in some kind of arguments. Finally I will discuss whether arguments by ostension may be taken to be a kind of multimodal arguments. (shrink)

Recent work on multimodal argumentation has explored facets of argumentation which have no obvious analogue in the written arguments which were emphasized in traditional accounts of argument. One of these facets is prosody: the structure and quality of the sound of spoken language. Prosodic features include pitch, temporal structure, pronunciation, loudness and voice quality, rhythm, emphasis and accent. In this paper, we explore the ways that prosodic features may be invoked in arguing.