Destrukcja wizerunku publicznego w dyskursie. Rola argumentu ad hominem w komentarzach internautów dotyczących polskiej pisarki Olgi Tokarczuk
Destruction of the public image in discourse. The role of the ad hominem argument in the comments of Internet users about the Polish writer Olga Tokarczuk

Summary/Abstract: The aim of this article is to analyze the destruction of a person’s image on the example of ad hominem argument in readers’ comments reacting to the news of the attribution of the Nobel prize in Literature 2018 by the Polish writer and activist Olga Tokarczuk. Selected comments were published on the polish news websites: „Dorzeczy”, „Gość Niedzielny”, „Wprost”, „Niezalezna”, „Fronda”, „wPolityce” and „Salon24”. The study was conducted from October 2019 to January 2020 on 104 comments, which constitute research material. The corpus was subjected to the argumentative analysis proposed by the French school; the studies on the concept of ethos and the ad hominem argument were used in detail (Amossy, Charaudeau, Druetta i Paissa, Maingueneau). The results of the analysis showed that ad hominem argument can play an important role in deconstructing the public image. In the comments concerning Olga Tokarczuk, the dominant argument was the personal ad hominem argument, which takes the form of the personal attack (ad personam argument), and the circumstantial ad hominem argument in various forms.

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