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The purpose of this paper is to call for a rhetorical turn in the study of school leadership and discusses how principals use language to enact school improvement. The key purpose is to explore how talk is action in leading and managing school reform.

This paper presents a rhetorical framework and methodology for interpreting principal practice through language. As a model, the language use of one urban school principal is examined through a rhetorical analysis of 650 instances of principal talk in 14 administrative meetings. The paper reports on the form and content of principal rhetoric, including analysis of logos, pathos, and ethos, and comparative analysis across meeting contexts.

The paper demonstrates the importance of rhetorical form and content and highlights the role of audience in principal talk. In the present example, each of three rhetorical forms was used to transform school practice. Logos was used most frequently; emotional and ethical arguments were also integral to principal talk. Comparative analysis showed that the principal's rhetoric varied by audience. The principal's use of language did not just explain practice, but also defined and shaped ongoing practices.

The author proposes future cross-case research to develop an understanding of how leadership language varies across individuals and contexts, as well as interaction analyses of the co-performance of discourse and rhetoric in schools.

The author argues that principal preparation would benefit from the incorporation of the linguistic concepts and forms of rhetoric, particularly in the context of school improvement.

While many have turned to principal practice as an area of research, few have focussed on the underlying linguistic structures. This paper emphasizes the importance of language in principal practice and offers a specific methodology with which to study it.

This paper aims to discuss why there is often a gulf of difference between policy rhetoric and reality. In particular, the paper seeks to explore issues with the policy rhetoric, implementation process and the lens through which reality is perceived, explaining why these issues can open up a policy rhetoric‐reality gap. This article also suggests a simple matrix framework to analyse a rhetoric‐reality gap.

This paper is a reflection on, and analysis of, the issue of the difference between policy rhetoric and reality. The framework of analysis involves: issues with policy rhetoric; issues with the implementation process; issues with examining reality.

Although policy rhetoric always has laudable aims, the underlying dynamics of change and interaction among the various actors at different levels of the system often means that the rhetoric may be compromised in reality. However, it is also possible that even when implementation reality may not correspond closely to policy rhetoric, the adaptation of the policy allows for a better fit with the local context while allowing the policy rhetoric to retain its evocative values for an ideal state of affairs.

Policy rhetoric‐reality is not always “evil” and this gap can be systematically investigated.

This paper provides an explanation of the policy rhetoric‐reality gap and suggests a simple matrix framework to analyse such a gap.

The purpose of this paper is to review current thinking about visual and verbal images used in advertising. It also aims to critique a range of current alcohol advertisements and provides practical analysis of the visual and verbal rhetoric contained within them.

The article provides three empirical readings of alcohol advertisements. The first reading, presented by the authors, evaluates alcohol advertisements using the taxonomy of rhetoric, introduced by McQuarrie and Mick in 1996. They then offer a second reading of visual rhetoric, shown in the Absolut Vodka “Everything” advertisements, using the Phillips and McQuarrie's typology introduced in 2004.

The first two qualitative readings of alcohol and Absolut Vodka advertisements show that there is high deviance in advertisements. However, with the introduction of taxonomies, detailed textual interpretations can be made, categorised and commented upon using socio‐cultural cues. In terms of the third empirical reading, of the Absolut “Everything” television advertisement, informants displayed a collective understanding of visual rhetoric that is low in deviance, but a wide variety of interpretations where highly complex rhetoric is used.

The first two readings were completed by the authors, using their own interpretive practice skills, therefore, future research could be completed with informants that are in the target audience and informants that are outside the target audience. The empirical research invited informants that are in the target audience and informants not in the target audience. Future research could be conducted with different audience types and different research methods to gain a rounded picture.

Taxonomies of rhetoric have been created and developed over the years. The introduction of the visual rhetoric typology has given scholars the opportunity to categorise the signs and codes used in advertisements. This paper has used verbal and visual rhetorical taxonomies to highlight the wicked deviations shown in alcohol advertisements. It explores the perceptions of the scholars, with their own deep readings and the perceptions of scholars through depth interviews. This paper's examination of alcohol advertisements does not offer a fixed view of the interpretations that can be gained from rhetoric, it does, however, present insights into the concepts and methodological process for future studies.

The paper criticises the dominant paradigm of public relations theory for lack of interest in discursive and rhetorical dimensions of public relations. An alternative theoretical approach to public relations is identified that does treat discursive and rhetorical dimensions of public relations, but it is indicated that at present it has not been sufficiently integrated into dominant public relations theory. The paper explores the points of convergence between rhetoric and public relations. The narrow and broad conceptions of rhetoric are presented, the first characterising rhetoric with persuasive and argumentative discourse, the second with different types of discourse. It is suggested that elements of the broad conception of rhetoric could provide heuristics for analysing public relations techniques as “genre repertoire” of public relations discourse. In the second part, an enquiry into the narrow conception of rhetoric as persuasive and argumentative discourse is made. Positivistic understanding of “truth” and “objectivity” as normative criteria of public relations discourse is criticised on the basis of the so‐called “rhetoric as epistemic” view. It is argued that in corporate discourse, especially in situations of confrontation with active publics, key managerial decisions have to be justified in argumentation. In the last part of the paper, Toulmin’s model of argumentation is suggested as especially suitable for analysis of the argumentative nature of corporate discourse.

This study examines the impact of gender on Facebook campaign strategies and the reception of these strategies during the 2018 Israeli municipal elections.

The authors analyzed all the messages posted on 48 politicians' official Facebook pages during the week leading up to the elections. They analyzed messages posted by 152 candidates running for the position of head of a municipality, 68 of whom were women (48 had an active Facebook account), examining the amount of engagement they had created. The authors also analyzed the candidates' use of rhetoric and use of negative campaigning and the engagement it created.

Analysis of the overall engagement of Facebook users in respect to men versus women politicians showed that men politicians' posts were significantly more engaging in terms of the number of likes and shares they generated, although the multilevel analysis found no significant differences between engagement in the posts of men and women politicians. The Aristotelian rhetoric analysis revealed no significant differences between women and men contenders; however, in line with the role incongruity theory, the engagement analysis found that male candidates' logic-based posts attracted significantly more shares. The negative campaigning analysis found that, contrary to the study’s hypothesis, female candidates posted twice as many messages, attacking their opponents as their men counterparts. However, in line with the hypothesis based on the role incongruity theory, these posts gained significantly less engagement than those of their men counterparts.

The study highlights that female candidates do not conform to their perceived gender role as soft, emotional, and gentle in their social media campaigning. However, in line with role incongruity theory, they were not rewarded for this “unwomanly” behavior because they gained significantly less engagement with their logic-based posts and their attacks against other candidates than their men counterparts. Despite the fact that prior studies have indicated the potential of social networks service (SNS) to empower women leaders, the findings of the study highlight the continued gender discrimination and the validity of role incongruity theory during social media campaigning, particularly at the municipal elections level.

This article aims to examine how non-governmental organisations (NGOs)' narratives portray the vulnerability of workers in global clothing supply chains during the COVID-19 crisis.

The research analyses the rhetoric in global clothing retailers' and NGOs' counter-rhetoric during the first seven months of 2020.

During this period, retailers employed rhetorical strategies to legitimise irresponsible actions (corporate hegemony prevailed), while NGOs embraced forms of counter-rhetoric trying to delegitimise the retailers' logic, stressing the role of neoliberalism in worsening the situation.

The authors contribute to the literature by providing new insight into the consequences of COVID-19 for retailers' neoliberal practices and the livelihood of workers in global supply chains. Findings of this study extend authors’ knowledge about retailers' COVID-19 measures: These have contributed to the plights of workers working for their supply factories in the global South.

This comparative study aims to investigate the rhetorical organization of Korean and English argumentative texts. In previous studies, the rhetorical organization of such texts has been categorized as either direct or indirect depending on the placement of the thesis statement (Chien, 2011). The present study attempts to document more specific rhetorical patterns using Swales (1990) concept of moves and steps.

Ten Korean EFL students with similar L1 and L2 literacy backgrounds were selected, and, adopting a within-subject design, the students wrote two argumentative essays, one in Korean and one in English, in response to two different topics. The students’ essays were analyzed at both the macro and micro levels. The focus of the macro-level analysis was on the placement of the thesis statement and of topic sentences in each of the body paragraphs. Once the macro-level analysis was done, the essays were analyzed at the micro level using Swales (1990) move analysis.

The findings suggest that both texts were organized in a similar way at the macro level, constituting a typical paper structure (i.e. introduction, body and conclusion). However, a difference appears at the micro level: the students used a variety of steps to create a move when writing in Korean, whereas little variation was found in the English texts. An analysis of the data suggests the possibility that the standardized moves and steps in the English texts may be due not to culture-specific rhetoric, but to a lack of practice with rhetorical thinking in English.

In previous studies, the rhetorical organization of texts has been categorized as either direct or indirect depending on the placement of the thesis statement. The present study uses the framework of move analysis to describe more specific organizational patterns of Korean and English writing to determine the extent to which Korean and English writing is similar in the genre of argumentative writing. Another significance of the study lies in the choice of Korean writing as a reference point for comparison with English writing. It has been widely noted that there is a dearth of research of Korean students’ writing in contrastive rhetoric. To the best of the author’s knowledge, most of the contrastive rhetoric studies were conducted with Chinese or Japanese student writers.

The purpose of this paper is to contribute to the mapping of the social media discourse involving politicians and their followers during election campaigns, the authors examined Israeli politicians’ Aristotelian rhetoric on Facebook and its reception during the 2013 elections campaign.

The authors examined the Aristotelian rhetorical strategies used by Israeli politicians on their Facebook walls during the 2013 elections, and their popularity with social media users.

Ethos was the most prevalent rhetorical strategy used. On the reception front, pathos-based appeals attracted the most likes. Finally, the results point to some discrepancy between politicians’ campaign messages and the rhetoric that actually gains social media users’ attention.

The findings indicate that Israel’s multi-party political system encourages emphasis on candidates’ credibility (ethos) in contrast to the prevalence of emotion (pathos) in typical election campaigns in two-party systems like the USA. One possible explanation is the competitive nature of elections in a multi-party system where candidates need to emphasise their character and distinct leadership abilities.

Politicians and campaign managers are advised to attend to the potential discrepancy between politicians’ output and social media users’ preferences, and to the effectiveness of logos-based appeals.

The study highlights the possible effect of the party system on politicians’ online rhetoric in social media election campaigns.

This research objective was to explore how Romanian IT family businesses' co-founders enable entrepreneuring through familiness practices. The authors explored what familiness practices emerge and how these are facilitated and supported by the rhetoric framework.

Drawing on Romanian IT entrepreneurs' practice from five case studies of IT family businesses and purposive revelatory cases, the authors considered the family co-founders' narratives and representations of familiness presented in 31 interviews.

The respondents' communication in entrepreneuring is a joint collaborative effort of the family co-founders to function well. Family entrepreneurs generate positive perceptions in favour of enterprising families using persuasive communication via rhetoric appeals to familiness ethos, familiness logos and familiness pathos, leading to constructive conflict management. The rhetoric of persuasion supports family entrepreneuring.

The authors conducted multiple case studies, profiling technological co-founders and family entrepreneurs in the challenging circumstances of an emerging economy.

The analysis of the use of rhetoric contributes to a better understanding of familiness practices in the family business. Through appeals to ethos, family business entrepreneurs enforce family values built on shared history, complementarity and moral exemplarity. The appeals to logos in entrepreneuring involve fulfilling complementary roles, alignment and continuous learning and coaching. The appeals to pathos are about emotions and how the family entrepreneurs' discourse enforces constructive handling of emotions.

The perceived familiness communicated through appeals to ethos, logos and pathos contributes to legitimating the family firm structures.

Theorising from family entrepreneurs' familiness practices, the authors suggest that entrepreneuring requires good communication of the representation of familiness for co-founders, employees and other stakeholders to also serve constructive conflict handling. The perceived familiness communicated through appeals to ethos, logos and pathos helps family businesses leverage their unique strengths and resources in the entrepreneuring process.

The similarities between the developments of the United States (U.S.) and China into global powers (countries with global economic, military, and political influence) can be analyzed through big data analysis from both countries. The purpose of this paper is to examine whether or not China is on the same path to becoming a world power like what the U.S. did one hundred years ago.

The data of this study is drawn from political rhetoric and linguistic analysis by using “big data” technology to identify the most common words and political trends over time from speeches made by the U.S. and Chinese leaders from three periods, including 1905-1945 in U.S., 1977-2017 in U.S. and 1977-2017 in China.

Rhetoric relating to national identity was most common amongst Chinese and the U.S. leaders over time. The differences between the early-modern U.S. and the current U.S. showed the behavioral changes of countries as they become powerful. It is concluded that China is not a world power at this stage. Yet, it is currently on the path towards becoming one, and is already reflecting characteristics of present-day U.S., a current world power.

This paper presents a novel approach to analyze historical documents through big data text mining, a methodology scarcely used in historical studies. It highlights how China as of now is most likely in a transitionary stage of becoming a world power.