Refugees and migrants in public campaigns: being a voice for the voiceless
DOI:
https://doi.org/10.17231/comsoc.38(2020).2553Keywords:
refugees, migrants, public campaigns, discourse, rhetoricAbstract
This article focuses on the persuasive potential of public communication campaigns on refugees and migrants. From the analysis of the rhetoric to supports (n=62), it is concluded that the discourse adopts a rhetorical tactic based on the Aristotelian proposal: ethos, pathos and logos. The results indicate: 1) the use of the credibility of the source and the active subject, constructing the impression that they are worthy of trust; 2) at the level of pathos, the instigation of the affective dimension, motivating, potentially and with positive value, empathy, compassion, exercise of reflection, recognition of the error of prejudices, weight of responsibility, impetus to act and to solve problems, gratification for helping and awareness of the contribution to something positive and, with negative value, frustration and guilt; 3) at the level of logos, the strength of realism –, based on statistical data, facts, examples and personalization –, stylistic resources such as metaphor, the use of the question mark, and the diversity of creativity.
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