Abstract
The text argues for the possibility of multimodal argumentative analyses. The main objective of this essay was to speculate on how an orator's modes of subjectivation, discursively materialized by ethos, provide evidence for the persuasion of audiences. In order to do that, we use the “Pathway of passions” theory as a theoretical-methodological analysis apparatus. The object of study was the official campaign video of the current state deputy for the State of São Paulo, Arthur Moledo do Val, published on the YouTube website, in 2018. The results of the work indicate that the analysis of multimodal texts is essential at the present time, since the most varied social practices, such as politics, have been using these materialities to persuade. It is also clear that ethos gains more argumentative relevance within a virtual communicative context. Furthermore, the rhetorical perspective of argumentation, transdisciplinary since its genesis, can provide the necessary means to carry out such an undertaking
Highlights
The COVID-19 pandemic has radically affected the way people lived from 2020 onwards
The self builds itself from a certain stability resulting from the controversy between internal and external logoi, that is, one’s subjective status would constantly update itself as consequence of the confrontation of a relatively stable, yet resilient self-conception and an arbitrary, often disciplinary conception that others make of our selves
Among the stages proposed by the “Pathway of passions” theory, we focused on Availability and Identification
Summary
The COVID-19 pandemic has radically affected the way people lived from 2020 onwards. Unable to carry out their routine activities, social isolation ensured the creation or updating of communication practices. We sought to argue that the argumentative studies, in their rhetorical perspective and transdisciplinary dialogue, have the necessary means to analyze multimodal texts, substantially contributing to the discussion of contemporary issues This position will be defended throughout this paper through the analysis of a video from the electoral campaign of state deputy Artur Moledo do Val (better known by the epithet “Mamãe, falei”1), posted on his YouTube channel in 2018. The choice of this object justifies itself because it is in dialogue with the theme of this paper, that is, the investigation of how subjectivities (or selves) can function as rhetorical devices that ethically and pathetically project themselves onto speech in or der to generate persuasion. Let us move on to the theoretical discussions and analytical reflections undertaken
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