Retorisk fortolkning og adfærdsinterventioner

In this interdisciplinary article, I discuss the rhetorical effectiveness of an informational poster, part of the substantial intervention to stop the spread of the coronavirus by the Danish health authorities. I draw on one of the leading theories within the study of health communication campaigns as a frame of reference in discussions of behavioural intention, namely the Reasoned Action Approach (RAA). To properly grasp the intentional and strategic language uses embedded into the poster, I supplement RAA with rhetorical interpretation, with which I construct an analytical framework regarding stance and engagement, supplemented multimodal, social semiotic typology. Following the analysis, I discuss the individualistic biases embedded into both the RAA and the poster itself, provide suggested improvement to the theoretical approach, and finally I discuss the commensurability of the paradigmatically different theoretical approaches of behavioural psychology and rhetorical analysis. ; In this interdisciplinary article, I discuss the rhetorical effectiveness of an informational poster, part of the substantial intervention to stop the spread of the coronavirus by the Danish health authorities. I draw on one of the leading theories within the study of health communication campaigns as a frame of reference in discussions of behavioural intention, namely the Reasoned Action Approach (RAA). To properly grasp the intentional and strategic language uses embedded into the poster, I supplement RAA with rhetorical interpretation, with which I construct an analytical framework regarding stance and engagement, supplemented multimodal, social semiotic typology. Following the analysis, I discuss the individualistic biases embedded into both the RAA and the poster itself, provide suggested improvement to the theoretical approach, and finally I discuss the commensurability of the paradigmatically different theoretical approaches of behavioural psychology and rhetorical analysis.