Category Archives: July 2018 Issue 35

Juliana Popova, Natalya Venelinova – Reconstruction of the internal and external intergroup relations of the University of Ruse through the establishment of a communication strategy and a strategy for international branding

Abstract: In the times of extraordinary dynamics of the communication environment and a necessity for affirmation of a balanced and sustainable image of organizations, interactions with an organization’s audiences are of the utmost importance. The paper presents the Communication strategy of the University of Ruse as an innovative approach towards the modernization of university intergroup relations within the frames of a traditional organizational culture. The separate stages in the creation of the university Communication strategy are described, namely: on-desk exploration of communication practices of foreign universities; a PEST analysis of the external environment in relation to positioning of the University of Ruse in it; a SWOT analysis of the existing conditions and prerequisites for the communicative interaction between the University of Ruse and its audiences; identification of the target groups of the university’s communication policy. An empirical study of the communication needs of young university lecturers was used as an additional instrument for the identification of the priorities, objectives and measures of the strategic document.

Keywords: communication policy, communication strategy, communication needs, PEST analysis, SWOT analysis.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Stereotypes and social representations as intercultural dialogue facilitators or impediments

Yanka Totseva

European Polytechnical University

E-mail: y_totseva@abv.bg

Margarita Bakracheva

European Polytechnical University

Email: m.bakracheva@abv.bg

Abstract: The study is focused on the relations among social stereotypes and social distance, shared values in terms of culture and conspiracy theories related stereotypes. The outlined gender, age, education and social status effects can differentiate the profiles and the motivation for commencing communication and, respectively, avoidance of communication and intercultural dialogue. The dynamics of the social context and the related uncertainty may be a factor reinforcing stereotypes supported. The opportunity of establishing intercultural dialogue is therefore impeded, however it can be stimulated by the more general picture, delineating the groups that are more likely to engage in dialogue and through them the barriers maintained by the unwilling participants to be circumvented. To this end the results can be implemented for targeting the mechanisms promoting willingness and motivation for inclusion.

The questions that we try to answer, are: Is there a difference in the stereotypes concerning the familiar Self and the new Other? What is the social distance in this respect? How in particular are stereotypes associated with the maintained personal attitudes and affiliations? Which are the indicators/markers, according to which we take someone like self or other/alien? What are the qualitative categories that we use in categorising in-groups and out-groups?

Keywords: stereotypes, social representations, intercultural dialogues.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Similarities and differences between corporate social responsibility and social marketing

Philip Petrov Stoyanov

University of National and World Economy

E-mail:ph.stoyanov@unwe.bg

Abstract: In the modern business world, the swift global changes, ethical norms, environmental protection, the strict governmental regulations and the increasing power of society force organizations to give a new meaning to their role and to pay serious attention to social matters if they wish to keep their competitive advantage and to achieve their strategic goals. Organizations count on the successful practices of corporate social responsibility and social marketing in order to perform their social responsibilities and to achieve their sustained development. These two management methods, although often taken as close to each other, have different features and to a different extent help to achieve good interrelations with the parties involved, and the public as a whole.

Keywords: corporate social responsibility, marketing, social marketing, business organization, social responsibilities.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Innovation culture and effective management of organizations

 

Ivan Ilchev Angelov

Sofia University “St. Kliment Ohridski

E-mail: ivanangel@abv.bg

Abstract: Undoubtedly, the development of innovation culture is mainly related to the way organizations are managed – the way in which management decisions are taken. Nowadays, markets are characterized by extremely dynamic processes that lead to a continuous change in their way of functioning. The main issue facing scientists and researchers as well as active business representatives, is the identification of how managers of organizations manage or could manage knowledge (both their own and that of their employees). In turn, this leads to the creation of more competitive advantages. This issue is paramount not only for the academic and research environment, but for industries where organizations urgently need to develop such stimulating strategies and play a significant role in the development of innovations. That is why the issue of innovation management is continuously present around the scientific community and covers other issues related to innovation-oriented management and focused on research and industry.

Keywords: innovations, management, organizations.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Strategies for interpersonal and inter-group communication in the educational process: 21-st century skills

Radeya Gesheva

Sofia University “St. Kliment Ohridski

Email: radeya.gesheva@gmail.com

Abstract: This research involves discovering the difficulties in teaching the new generations at university to and how both professors and students can overcome them. The goal is to show that the political, social, economic and cultural situation has changed and for this reason the applied approaches should be much more flexible than before. This research highlights the importance of collaboration, development of literacy, critical thinking, problem-solving in shaping the actions of all the participants in the educational process. This research project analyzes innovative strategies for communication that have the potential to draw young university audiences to follow classes and be more involved in the educational process. We will evaluate the top factors and categorize them based on their usefulness and effectiveness by identifying 21-st century skills and all their subtypes, the specific Bulgarian educational background characteristics. We will eliminate the assumption that all professors and students, living in different periods of time, have the same characteristics. This will allow for more individual consideration of problems for all the key-factors involved in the educational process and may direct future research to these factors’ impact. They will be learner-driven. Factory-model or top-down are old stories, part from the past. Global education does not necessarily take place between four walls.

Keywords: communication, education, strategies, methods, development, self-awareness, collaboration.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Nikos Filipu – The role of Language Teachers in the CLIL curriculum

 

Nikos Filipu

Sofia University, the Faculty of Classical and Modern Philology

E-mail: nikosphilippou0368@yahoo.gr

Abstract: The European Union has, through the Bologna Process (1999) and the Europe 2020 Strategy (2000), set objectives in becoming by 2020 a leading and innovative society. The core objectives were recognised as being education, science and economics. Since the benefits of the EU objectives were to be enjoyed by every citizen, bilingualism — or multilingualism — was seen as the most suitable in achieving higher levels of language proficiency, cultural awareness and educational and economic growth. In the 1990’s, CLIL emerged as an educational approach that assigned language a special role in the learning of subject content and in promoting cultural awareness. The question that now arose was – since the content teacher was expected to teach the content in the target language and had to be competent in the target language, what is the role of the language teacher in the CLIL curriculum and how does this affect language teachers? This article looks at the role of language teachers in a CLIL environment.

Keywords: Content and Language Integrated Learning, language teachers, role of language teachers.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Kathy O’Sullivan – English-medium instruction at university in China – student perceptions

Abstract: English-medium instruction is expanding rapidly in China, especially in the higher education milieu. The reality of English language proficiency in the classroom is often at odds with expectations, particularly when many students are the product of rote learning in high school. This paper aims to illustrate the challenges of a mainland Chinese university to answer the needs of a knowledge-based society driven by globalisation. The central aim of this study is to critically explore the perspectives of students participating in programmes where English is the medium of instruction. Opportunities and challenges are identified, with recommendations for future practice being made. Amongst the main challenges identified are a gap between what is said and what is actually happening in the classroom and the increasing presence of foreign ‘experts’ in education in the country. Yet, students are also presented with an opportunity to take their place as global citizens in the twenty-first century.

Keywords: China, universities, English as a medium of instruction.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Psychagogia and the Rhetoric of Desire and Affect

Samuel Mateus

Madeira University (Portugal)

E-mail: sammateu@gmail.com

Abstract: When referring to rhetoric, most people focus on the argumentative, rational and critical reasoning involved in the art of persuasion. It is that logocratic (logos) dimension that is most alluded to when we think about the discursive skills an orator must possess in order to convince others that it is plausible to accept the arguments he advances that support his claims.

Yet, affect is another way through which we reason and think.

In this paper, I want to explore the genealogy of affective rhetoric. I suggest that not only pondering on emotional persuasion is crucial to contemporary, mediatized communication (including advertising and political communication), as also affective rhetoric is already implicit in the definition of early Greek rhetoric. In his dialogue Phaedrus, Plato already describes the affective nature of rhetoric and persuasion when he qualifies it as psychagogia.

Exploring rhetoric as psychagogia opens the door to the rhetoric of desire and the pervasive role of emotions in today’s advertising rhetoric. Emotions and desire are not a secondary or even a to-avoid aspect of rhetorical persuasion but the very core through which we think, decide and decide to act.

Keywords: rhetoric, emotions, desire, affect, psychagogia, advertising rhetoric.

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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Rhetorical ‘paedeia’ in modern educational settings: From theory to praxis… again

Foteini Egglezou

Hellenic Institute of Rhetorical and Communication Studies

E-mail: fegglezou@yahoo.gr

Abstract: The current paper intends to call for an educational rhetorical turn in school practice in the modern educational settings. This goal will be achieved at two levels: theory and praxis. Firstly, at the theory level, the diachronic value of rhetorical paideia (παιδεία) / pedagogy will be shown through the examination of its classical teachings as diachronic sources for empowering the learning and teaching process. Also, the correlation of classical rhetoric to the principles of modern pedagogical theories, will show the inborn pedagogical nature of rhetoric and its main essential qualities.

Secondly, at the praxis level, reference will be made to the use of various oral rhetorical activities as implemented in classrooms world-wide. Interpretive reading, practice in impromptu speech, exhortative speech and, mainly, in argumentation represent modern features of rhetorical paideia. Undoubtedly, within the core of rhetorical paideia stands the teaching of argument through various linguistic games and forms of debates, affirming the Protagorean conception that dittoi logoi/(debate) still consist of a precious pedagogical and epistemic methods, which increase students’ knowledge in various fields about the word and the world.

Nowadays, more than ever, it is necessary for educators and students to rehabilitate the relationship between education and rhetoric. In contrast to stagnant curriculums, monotonous teaching practices, passive approaches to learning and to life, rhetorical paideia is, still, the only revolutionary educational approach for the formation of skillful, integral, critical persons, who may affront effectively the challenges of life both as individuals and as collective characters in the modern world.

Keywords: rhetorical paideia/pedagogy, theory, praxis, interpretive reading, impromptu speech, exhortative speech, argumentation, dittoi logoi/(debate).

Rhetoric and Communications E-journal, Issue 35, July 2018, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

Read the original of the text (in English)