Ways of Argumentation in Public Discourse by Opinion Leaders

Abstract

The aim of the article is to look into ways of argumentation employed by opinion leaders in public discourse and to reveal the frequency of their application as well as the impact on the addressees. The articles by the most popular (according to the data of research company TNS LT) opinion leaders as well as journalists (referring to opinion leaders) published on Lithuanian Internet news portals in 2012–2013 served as a basis for this article. Theoretical hypothesis are made that the arguments opted for determine the success in both clarifying the problem and persuading the audience. Ways of argumentation, when properly chosen, help to ensure that the readers interpret the message they receive in exactly the way the author of the article expects them to, and take note of it. Nine ways of argumentation, together with some examples, are presented in the article.