Strategic manoeuvring of argumentation in Chinese corporate public relations discourses

Abstract

Undertaking chairmen’s letters as data, the article discusses strategic manoeuvring of argumentation in Chinese corporate public relations discourses from the perspectives of topical potential, audience demand and presentational devices. Popular topics chosen were explored, including corporate commerciality, legitimation, entrepreneurship and approachability. Additionally, argumentation move structure and schemes such as symptomatic argument, analogy argument and causal argument were analysed. Inference modes undertaking priori, empirical and evaluative knowledge to respond to audiences’ rational, credibility and affective appeals were investigated. Presentational devices including allusion, metaphor and hypallage were also discussed. These findings were attributed to institutional and social-cultural contexts of the discourse. Hopefully, the study can enhance the explanatory power and applicability of the Pragma-Dialectics in corporate discourse studies and facilitate the research on Chinese corporate communication in general.