Myndighet och retorik – en fungerande taktik? : Hur offentliga myndigheter kan använda visuell och verbal retorik i samverkan i ett externt informationsmaterial

Sammanfattning: Studies show that young adults do not see public sector as an attractive employer. There is an incorrect view that needs to be treated with correct information. Ovanåkers municipality has therefore requested an information material that highlights them as employers. Public sector need to comply with laws and directives in their external communication. But how can these rules coincide with visual and verbal rhetoric, in order to maintain both the tune of the authority and yet influence the target audience? Previous research shows that visual and verbal rhetorical figures and tropes can affect the receiver so they look at the sender and the message more positively. However, there is no previous research on which rhetorical figures or tropes that works best in text and image, or how rhetorical figures and tropes can interact with language in public sector. This study has through comparative analysis and testing on the target audience come to the assumption that there are 11 rhetorical figures and tropes that work better than others with language in public sector with an informative purpose, and that there are six figures and tropes that should be able to interact to some extent with language in public sector, for example in images. Of these figures and tropes, this study indicates that public sector could use rhyme in heading, epanaleps in the introduction, antithesis in body text and hyperbola in image if they want their target audience to positively be affected by the information. The visual rhetoric should subsequently complement or say the same as the verbal rhetoric in order for them to work together.