Strategic communication should include rhetoric and discourse analysis

Por Mariana Antas Petine e Carla Cristina Passos Cruz |

The work of William Marcelino, of RAND Corporation, shows the benefits of strategic communication through studies on the Taliban intelligence case operations and computer-aided rhetorical analysis in the speech by the US Marines. Strategic communication is the speaker’s capacity to adapt language to persuade or change public opinion through public relations studies, communication theory and marketing. When added to linguistic science, it allows a discursive intertextuality, once the rhetoric is centered on argumentation and persuasion, while discourse analysis reviews the language usage. The knowledge of their practices, as well as the practices of enemies and partners is paramount.

Impacts on Security and Defense: Strategic communication, added to the linguistic study, offers an explanatory structure of how and why communication fails or is successful, as well as knowledge on how to conduct key exchange strategies in formation, persuasion, strategic planning and crisis management in the armed forces and public security.

Source: MARCELLINO, William M. Revisioning Strategic Communication Through Rhetoric and Discourse Analysis. Joint Force Quarterly, 2015, 76.1: 52-57. Available at:





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