mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Myndighet och retorik – en fungerande taktik?: Hur offentliga myndigheter kan använda visuell och verbal retorik i samverkan i ett externt informationsmaterial
Mälardalen University, School of Innovation, Design and Engineering.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Studies show that young adults do not see public sector as an attractive employer. There is an incorrect view that needs to be treated with correct information. Ovanåkers municipality has therefore requested an information material that highlights them as employers.

Public sector need to comply with laws and directives in their external communication. But how can these rules coincide with visual and verbal rhetoric, in order to maintain both the tune of the authority and yet influence the target audience?

Previous research shows that visual and verbal rhetorical figures and tropes can affect the receiver so they look at the sender and the message more positively. However, there is no previous research on which rhetorical figures or tropes that works best in text and image, or how rhetorical figures and tropes can interact with language in public sector.

This study has through comparative analysis and testing on the target audience come to the assumption that there are 11 rhetorical figures and tropes that work better than others with language in public sector with an informative purpose, and that there are six figures and tropes that should be able to interact to some extent with language in public sector, for example in images. Of these figures and tropes, this study indicates that public sector could use rhyme in heading, epanaleps in the introduction, antithesis in body text and hyperbola in image if they want their target audience to positively be affected by the information. The visual rhetoric should subsequently complement or say the same as the verbal rhetoric in order for them to work together.

Abstract [sv]

Studier visar att unga vuxna inte ser på offentlig sektor som en attraktiv arbetsgivare. Det finns en felaktig syn som behöver bemötas med korrekt information. Ovanåkers kommun har därför bett om ett informationsmaterial som framhäver dem som arbetsgivare.

Offentlig sektor behöver förhålla sig till lagar och direktiv i deras externa kommunikation. Men hur kan dessa regler samverka med visuell och verbal retorik i syfte att behålla både myndighetstonen men ändå påverka målgruppen?

Tidigare forskning visar att visuella och verbala retoriska stilfigurer kan påverka mottagaren så att de ser på avsändaren och meddelandet mer positivt. Det finns dock ingen tidigare forskning på vilka retoriska stilfigurer som fungerar bäst i text och bild, eller hur retoriska stilfigurer kan interagera med myndighetsspråk.

Denna studie har genom komparativ analys och utprovning på målgruppen kommit fram till antagandet att det finns 11 retoriska stilfigurer som fördelaktigt borde kunna samverka med myndighetsspråk i informativ text, samt att det finns sex stilfigurer som till viss del borde kunna samverka med myndighetsspråk, exempelvis i bilder. Av dessa stilfigurer indikerar studien att offentlig sektor kan använda rim i rubrik, epanaleps i ingress, antites i brödtext och hyperbol i bild – om de vill att målgruppen positivt ska påverkas av meddelandet. Den visuella retoriken borde sedan komplettera eller säga samma sak som den verbala retoriken för att de ska kunna fungera tillsammans.

Place, publisher, year, edition, pages
2017. , 71 p.
Keyword [en]
Text design, information design, rhetoric, visual rhetoric, verbal rhetoric, official language, public sector, affect
Keyword [sv]
Textdesign, informationsdesign, retorik, visuell retorik, verbal retorik, myndighetsspråk, offentlig sektor, klarspråk, påverka
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:mdh:diva-36022OAI: oai:DiVA.org:mdh-36022DiVA: diva2:1118785
External cooperation
Ovanåkers kommun
Subject / course
Information Design
Presentation
2017-07-01, Filen, Smedjegatan 37, Eskilstuna, 15:00 (Swedish)
Supervisors
Examiners
Available from: 2017-07-18 Created: 2017-07-02 Last updated: 2017-07-18Bibliographically approved

Open Access in DiVA

fulltext(3700 kB)234 downloads
File information
File name FULLTEXT02.pdfFile size 3700 kBChecksum SHA-512
045bbedd5b9d7875947a7b2205dd1f84d126e95a66c25ab0b7ed5d034d4bafe476f8429989c4bee203bcff75160f7bbe19f7915c9251e8d5ed8973ea20caa323
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Andersson, Linn
By organisation
School of Innovation, Design and Engineering
Languages and Literature

Search outside of DiVA

GoogleGoogle Scholar
Total: 234 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 50 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf