Web Rhetoric: Intentionality and textuality on the web pages of insurance and reinsurance companies

recorded by: Artificial Intelligence Laboratory
author: Alexandros-Andreas Kyrtsis, Faculty of Political Science and Public Administration, National and Kapodistrian University of Athens Panepistimiopolis
recorded by: Center of Excellence Cognitive Interaction Technology (CITEC)
recorded by: Artificial Intelligence Laboratory
published: March 24, 2012,   recorded: February 2012,   views: 2837


Related Open Educational Resources

Related content

Report a problem or upload files

If you have found a problem with this lecture or would like to send us extra material, articles, exercises, etc., please use our ticket system to describe your request and upload the data.
Enter your e-mail into the 'Cc' field, and we will keep you updated with your request's status.
Lecture popularity: You need to login to cast your vote.


Textual agency in organizations originates form the intention to frame minds and stimulate emotions in order to drive the recipients of signals to certain modes of thought and action. This aspect discussed by the organizational theorist François Cooren, implies intraorganizational rhetoric. However, business organizations do not solely rely on internal rhetoric. In order to create new market dynamics, or in order to exploit the existing ones, there is a need for developing external rhetoric. Firms must send signals to the customers (or clients), and mobilize their various business partners (from shareholders and other creditors to the suppliers and providers which constitute their specific inter-organizational environment). There was always a rhetorical aspect in the interconnection between businesses and the public. Advertisement and various verbal and visual signs made this apparent.

See Also:

Download slides icon Download slides: web_kyrtsis_rhetoric_01.pdf (2.4 MB)

Help icon Streaming Video Help

Link this page

Would you like to put a link to this lecture on your homepage?
Go ahead! Copy the HTML snippet !

Write your own review or comment:

make sure you have javascript enabled or clear this field: