COST Action CA17132 - APPLY
European Network for Argumentation and Public Policy Analysis

(2023) “Arguing through best practice: The role of argumentation from example in activists’ social media posts on sustainable fashion” by Sara Greco, Chiara Mercuri, Barbara De Cock, Rebecca Schär

Examining a multilingual dataset of Twitter and Instagram messages posted by a variety of actors (NGOs and individual activists, small brands, and others) during the 2020 and 2021 Fashion Revolution Week campaigns for a more sustainable fashion system, we analyze frequently occurring discursive representations and self-representations that include individual mentions of persons or small brands. We show that individual mentions are mostly proposed in the tweets and Instagram messages posted by small brands and that they count as argumentation from example. Arguments based on a locus from example are part of two simultaneous argumentative patterns, responding to different issues and using two different maxims, respectively based on induction and from a principle ‘from truth to possibility’; in the latter case, brands represent themselves as best practice cases, showing that a more sustainable fashion system is possible because it is already happening. Our findings contribute to explaining how the activity type of digital activism successfully integrates multiple goals of different actors (citizens, NGOs, brands) in the campaigning by offering the possibility of simultaneous argumentation.

 

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COST Action CA17132

Providing and criticising reasons is indispensable to achieve sound public policy that commands the support of both citizens and stakeholders. This need is now widely acknowledged in the recent literature and key EU documents, which highlight the perils of populist discourse and policies.

Action Contacts

Andreia Domingues - Grant Manager [CA 17132]
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