Intervening in Collectivities Using Persuasive Argumentation

Prat-i-Pubill, Q., & Lozano, J. M. (2014). Intervening in collectivities using persuasive argumentation. Ramon Llull Journal of Applied Ethics, (5), 65-89

Humanistic Management Network, Research Paper Series No. 24/15

26 Pages Posted: 29 Jun 2015 Last revised: 6 Aug 2015

See all articles by Q Prat-i-Pubill

Q Prat-i-Pubill

ESADE Business School

Josep M. Lozano

ESADE Business School

Date Written: 2014

Abstract

PURPOSE – Prior research claims that persuasive argumentation, or meaning-making, can be used to successfully intervene in organizational settings. However, it is not clear how persuasive narratives affect individuals and how meaning-making is operationalized. The present study uses linguistics and ethology research to explain how meaning is created and structured. These are alternative disciplines to the rhetoric, narrative and storytelling currently utilized in management. We explain how to reach human sensibility and how, therefore, to transform the original enquiry on focus on superficial persuasive argumentation to a focus on immanent structures of persuasion that are related to axiological choices. This shifted focus allows for the creation of potent narratives which are able to intervene in collectivities.

DESIGN/METHODOLOGY/APPROACH – The authors address meaning-making using assumptions from linguistics and ethology, thereby connecting, explaining and valuing the significance of joining three fundamental theoretical contributions. Firstly, understanding the concrete, qualitative logic of valuable orientations, and their formality. Secondly, using language’s elemental structure and the transformative semiotization of these qualitative elements. Thirdly, using the Greimasian Actant model which organizes the axiological immanent levels in a communicative form.

FINDINGS – The authors provide an operationalized meaning-making persuasive argumentation theory, based on developing the structure of axiological projects. These are the immanent structures existing in any communicative effort, which can be manipulated to achieve the required intervention through the use of persuasive argumentation.

RESEARCH LIMITATIONS/IMPLICATIONS – We have set out a complete operationalization structure, based on three levels of meaning-making. However, we have neither discussed nor presented the competing semic (valuable meaningful) content that may currently be in opposite structural relationship.

PRACTICAL IMPLICATIONS – Understanding the immanent value structures required to develop persuasive argumentation, that reach individuals’ sensibilities. We provide a tool that allows managers to move from the current focus on persuasion to the focus on axiological projects, in order to be able to affect meaning-making.

ORIGINALITY/VALUE – We have shown how to reach human sensibility and therefore how to intervene in individuals’ characteristics or in altering their relationships. We have connected existent theoretical contributions in linguistics to build persuasive argumentative narratives for collectivities.

Keywords: Narrative, Intervention, Sensibility, Value, Persuasion, Rhetoric

JEL Classification: M00, Z1, I2

Suggested Citation

Prat-i-Pubill, Q and Lozano, Josep M., Intervening in Collectivities Using Persuasive Argumentation (2014). Prat-i-Pubill, Q., & Lozano, J. M. (2014). Intervening in collectivities using persuasive argumentation. Ramon Llull Journal of Applied Ethics, (5), 65-89, Humanistic Management Network, Research Paper Series No. 24/15, Available at SSRN: https://ssrn.com/abstract=2624186

Q Prat-i-Pubill (Contact Author)

ESADE Business School ( email )

Av. de Pedralbes, 60-62
Barcelona, 08034
Spain

Josep M. Lozano

ESADE Business School ( email )

Av. de Pedralbes, 60-62
Barcelona, 08034
Spain

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