Komunikowanie o śmierci i pochówku psów przez polską branżę zoologiczną i dogparentingową jako przykład negocjowania i ustalania norm retorycznych – analiza treści artykułów poradnikowych
Communicating dog death and burial by the Polish pet and dog parenting industry as an example of negotiating and establishing rhetorical norms – a content analysis of advice articles

Summary/Abstract: This article aims to demonstrate how the pet and dog parenting industries in Poland shape the rhetorical norms concerning the death and burial of dogs in social practice by communicating with their owners via advice articles published online. Given the persuasive nature of these texts, which serve as a tool of content marketing, and the impact of new media on the awareness of internet users, it is highly probable that they influence changes in the attitudes, beliefs and communication behaviours of participants in the dog parenting discourse, despite the resistance or skepticism of Polish language users who are accustomed to traditional dichotomies such as culture-nature, human-animal, and feelings-instinct.

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