The paper investigates whether contradictory arguments are less likely to be noticed when they are expressed implicitly rather than explicitly. It builds on the fact that—in natural language productions—contradictions are often not logical but rather—lato sensu—pragmatic in nature. The study presents an experiment using ecological and slightly modified material. In a Facebook post, Italian journalist Selvaggia Lucarelli conveyed two contradictory arguments through implicatures, presuppositions and vague expressions. This text was presented to experimental subjects: half read the original version, while the other half read a version in which the implicit content had been made explicit. Their responses to specific questions indicate that the contradiction is more easily noticed when it occurs between explicit assertions rather than between arguments that must be at least partially inferred. A strong effect is observed in relation to age and education differences among the groups. These results may provide experimental insight into the conditions under which argumentation flawed by contradictions may still achieve its intended effect, as if the contradiction were not present.

Abstract The use of social media influencers as a rhetorical strategy contributes significantly to reshaping Emmanuel Macron’s public image. Aimed at countering the perception of distance conveyed in his initial Covid-19 speeches, this study explores the strategy’s rhetorical mechanisms, illustrated by a surprising encounter with two Youtubers, presented as a reward. I argue that Macron’s ethos is redefined through a deliberate balance between authority and proximity – both crucial to his image repair. The influencers’ unique format enables the implementation of this dual strategy, but they go even further by functioning as intermediaries who assist the president in adapting his discourse to align with the expectations, language, and values of their followers. In this encounter, ethos serves as both a means and an end. The collaboration between the politician and the influencers raises several critical questions: How is the strategy constructed? Who holds authority, and upon which models of authority does each party construct and articulate their discourse? How does this interaction affect the president’s style and language? What are the characteristics of their interaction? This analysis explores how influencers shape Macron’s communication and reveals distinctive features of his rhetoric within this unique format. In doing so, broader questions emerge about the boundaries between rhetoric, argumentation, and manipulation.

Abstract In numerous communicative practices, particularly in social media communication, it has become common to encounter messages pursuing a multiplicity of possible functions. They provide information, but sharing it is not their only or most important purpose. They appear to advocate for a particular viewpoint, yet no specific conclusion is stated, no argumentative or persuasive context surrounds them, and no dialectical exchanges follow or precede them. From a practical perspective, such messages, designated as “info-arguments,” are powerful strategies for advancing reasons, enabling the speaker to avoid the corresponding burden of proof. From a theoretical perspective, they challenge the pragmatic theories of meaning underlying argument reconstruction. Absent a specific context and considering the composite nature of an audience characterized by diverse backgrounds, how can we establish and justify that an info-argument conveys an argument? This paper proposes an analytical framework based on a dynamic and dialectical approach to meaning. In this view, the meaning of an info-argument is not represented as a pre-existing speaker’s intention manifested in a clear communication setting. Instead, it is regarded as a set of distinct, least defeasible interpretations characterizing various possible scenarios defined by several factors (or presumptions) that vary depending on the interlocutors’ backgrounds and values.

AbstractIn this paper, we present a model of pathos, delineate its operationalisation, and demonstrate its utility through an analysis of natural language argumentation. We understand pathos as an interactional persuasive process in which speakers are performing pathos appeals and the audience experiences emotional reactions. We analyse two strategies of such appeals in pre-election debates: pathotic Argument Schemes based on the taxonomy proposed by Walton et al. (Argumentation schemes, Cambridge University Press, Cambridge, 2008), and emotion-eliciting language based on psychological lexicons of emotive words (Wierzba in Behav Res Methods 54:2146–2161, 2021). In order to match the appeals with possible reactions, we collect real-time social media reactions to the debates and apply sentiment analysis (Alswaidan and Menai in Knowl Inf Syst 62:2937–2987, 2020) method to observe emotion expressed in language. The results point to the importance of pathos analysis in modern discourse: speakers in political debates refer to emotions in most of their arguments, and the audience in social media reacts to those appeals using emotion-expressing language. Our results show that pathos is a common strategy in natural language argumentation which can be analysed with the support of computational methods.

AbstractThis study tackles hashtags as framing devices which shape public arguments and controversies in computer-mediated communication environments. It focuses on the use of thegenocidehashtag on Twitter in the context of the Ukraine-Russia war. It proposes and showcases a methodology to surface how the semantic and discourse properties of the term genocide affect its framing properties as a hashtag which bears argumentative functions, directly or indirectly calling for action.

Abstract“Why are millions of dollars worth of orders being left unpaid?”. With tweets like this questioning brands’ policies, activists advocating for sustainable fashion re-discuss material starting points that are assumed by fashion brands, who argue that they are sustainable because they care about their workers’ conditions. This paper argues that activists use tweets to open subdiscussions on material starting points to engage citizens and consumers, re-discussing factual data that brands take for granted, such as the fact that they provide fair conditions for their garment workers. Activists justify their opening of subdiscussions, often through an argumentative pattern that includes an argument based on the locus from effects to cause. They argue that if there are negative effects, the brand cannot claim to care about the conditions of its workers. In discussing how subdiscussions are used by fashion activists, this paper also introduces a conceptualization of Twitter argumentation as a discussion that is not isolated, but is part of a polylogical argumentation that takes place in different venues. For this reason, the argumentation used in tweets is reconstructed as a response to a fashion brand’s communication campaigns around sustainability, which extend beyond the confines of Twitter. As an empirical illustration, this paper is based on the campaign targeting fashion retailer Primark; the dataset includes the brand’s website as well as activists’ tweets.