| Summary: | The purpose of this study is to examine the role and effectiveness of rhetorical
strategies in the process of institutionalization. Rhetorical strategies present continuity
with regard to institutionalization of certain social phenomena in society and are
classified as Pathos, Logos and Ethos (Aristotle 1991). When considered from this point
of view, institutional actors representing the important sections of the society produce
effective texts through the discourse they use and ensuredissemination of the ideas
regarding social phenomena they defend. In the study, insurance industry was taken
into the scope of research to present in company with which rhetorical strategies
institutionalization takes place. In accordance with the idea t
hat different strategies might be dominant in different contexts, the findings put forth as a result of Pathos, Ethos and Logos strategies.
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