A retórica clássica no século XXI: m olhar sobre o storytelling

• Ano de defesa: 2017
• Autor(a) principal: Graciele Martins Lourenço
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: storytelling; discurso persuasivo; narrativa organizacional; retórica clássica; comunicação organizacional; Comunicação de massa e publicidade; Persuasão (Retórica); Discurso publicitário; Arte de contar histórias; Retórica; Comunicação nas organizações; Retórica antiga
• Link de acesso: http://hdl.handle.net/1843/RMSA-ALTJ7S

The changes in communicative act, promoted by internets emergence, and development of online social nets, make clear the necessity of changes on presently market placeds brands organizational communication positioning. In this context the storytelling has been pointed as a way to be followed, providing an approach between the brands and their audience, by means of their identification with the historys told by them. Understanding the narrative as an important component of the persuasive speech, classic rhetorics study object, the present study walks seeking to make organizational storytelling essence explicit through the elements that it is made of, to analyze it in light of the classic rhetorics basilar precepts, believing that it may exist a close relationship between them. Beyond literature reviews, an analysis of three brands audiovisual material is made, using the matrix structured by Cogo (2012, 2016), which proposes ten elements as constitutives of the storytelling, to then analyse the same material under the lens of classic rhetoric, having their five canons (inventio, dispositio, elocutio, actio, memoria) as parameter for analysis, as also the concepts of decorum, audience, kairós and discursive genre. The comparison between the two analysis methods confirms storyteelings argumentative potencial and reveals its bases based in the classic rhetoric, which can be a possible mutation of this art, or at least its costumization to be applied in the organizational communication of the twenty-first century.