Huizanga, John. 1950 [1938]. Homo Ludens. Boston: Beacon Press. 23 In the case under study, given the commercial nature of one of the speaking subjects identified, one obvious candidate for the status of “true addressee” is the customer, every company’s primary interlocutor. However, owing to the sensitive nature of the commercial activity involved, such corporate communication generally seeks to gain the adhesion of a far wider public, that of all the possible “stakeholders” i.e. all those directly or indirectly impacted by the decisions and activities of the organisation concerned. As such, and to all practical intents and purposes, it may quite well be assumed that the true addressee here is none other than all members of the public concerned, however remotely, as well as those who govern them. 7 In spite of its occasional use as a system of decision-making (the practice of casting and drawing lots) or its widespread use as a metaphor, the fundamental definition of gambling is an economic one, which the Encyclopaedia Britannica online defines as “The betting or staking of something of value, with consciousness of risk and hope of gain, on the outcome of a game, a contest, or an uncertain event whose result may be determined by chance or accident […].” As a single parent and a student, I initially came to Harrah’s seeking part-time employment to supplement my income. […] After only six months in a part-time clerical position, I was able to transfer to a better paying position. I am now a full-time employee with a thriving career. My story epitomizes Harrah’s continuing contribution to the community. 42 a) Legalising gambling does not reduce illegal gambling. On the contrary, it cultivates a tolerance for it. 45 a) Gambling brings addiction. 38 a) Gambling costs non-gamblers. Each compulsive gambler costs the economy between $14,000 and $22,000 per year. 48 Harrah’s begins by establishing its economic credentials through facts and figures: the solidity of the enterprise, its status as a Fortune 500 company, its annual turnover, the tax revenues generated at national, state and local levels, its contribution to regional and local economies and finally, its contribution to direct and indirect local employment. Argumentation is a verbal, social, and rational activity aimed at convincing a reasonable critic of the acceptability of a standpoint by putting forward a constellation of propositions justifying or refuting the proposition expressed in the standpoint. (2004: 1) Allan, Keith & Kate Burridge. 2006. Forbidden Words. Cambridge: Cambridge University Press. 69 All three professional testimonials, from law professionals and a public figure, repeat the same bleak message, warning against casinos and of the harm that befalls those that frequent them. 5 Several reasons explain this trend which may appear somewhat paradoxical in view of the increasing liberalisation of social mores. One explanation is, of course casino unlimited virginia beach, the series of highly publicised corporate scandals which marked the end of the last century in the United States – Enron and WorldCom, for example – and the resulting decline in the credibility of corporate leaders today. Another explanation is the heightened awareness of environmental disasters and other abuses generated by unbridled consumerism and in the name of the consumer, leading to a backlash in the form of “consumer power” and a call for a more responsible approach to consumerism. Today, aided by that all-powerful medium of information diffusion, the Internet, organisations of various hues and shapes constitute powerful lobbies which monitor, rank, denounce and sanction, thus obliging companies to toe more ethical lines under the vigilant eyes of self- or officially-appointed watchdog committees and associations. (Isani 2006) 2 Certain sectors of economic activity are more or less respectable, more or less acceptable than others. This acceptability however is so heavily conditioned by cultural values that it is difficult to single out any one area of economic activity which may be considered a universally consensual object of opprobrium. A recent article in The Economist (2007), entitled “World Cup Worries”, illustrates the point at issue with regard to the status of the world’s oldest profession in two countries with cultures which, if perhaps not close cultures, nevertheless share a number of common features, Germany and South Africa, the former and future World Cup host countries: in the former, 400,000 prostitutes are regarded as ordinary, tax-paying citizens entitled to social benefits, whereas in the latter, the profession was declared illegal in the 1950s and has been banned ever since. Resche, Catherine. 2005. “Les mission statements des grandes entreprises cotées en Bourse. prélude à l’étude d’un genre particulier de textes dictés par plusieurs contextes”. ASp 47-48, 5-30. 66 If both parties also resort extensively to the rhetoric of emotion, they do so very differently: the one seeks to persuade while the other to dissuade. Harrah’s favours a true rhetoric of persuasion. As already seen, it seeks to appeal through highlighting the positive: the sense of responsibility, economic success, caring and sharing, fun and games, etc. In contrast, the NCALG favours a strong rhetoric of dissuasion: the focus of its apocalyptical discourse shifts from hell below to hell on earth with the threat of such earthly retributions and sufferings as crime, addiction, suicide, bankruptcy and violence – the classic rhetoric of fear and foreboding which seeks to dissuade. 75 Harrah’s, on the other hand online gaming canada national student, has a lavish website, appealingly crafted to attract and persuade. The abundance of colour and light is palpable. It is peopled not by isolated preachers at the pulpit but by people in groups, laughing, smiling and interacting together, a visual reinforcement of the “fun” and “happiness” lexical theme of the counter discourse. The images also provide a strong visualisation of the company’s – and the country’s – preoccupation with ethnic diversity and gender equality with clearly identifiable men and women from different ethnic backgrounds, whether customers or employees, all visibly pleased to be at Harrah’s whether for work or leisure. In contrast, the NCALG’s one Afro-American female “orator” suggests the token gesture. 67 One classic form of persuasion rhetoric is the use of personal testimonials. Both parties make use of this rhetorical device using both professional and personal testimonials. In the context of this study baccarat neptune crystal, it is professional testimonials – not individual customers or victims but employees, suppliers and other partners – which present greater interest. 59 In view of this, the dysphemistic lexeme “gamble” of hostile initialising discourse is replaced by the orthophemistic – and euphemistic? – lexemes “game”, “wager” and “play” in approbatory counter discourse casino games live, as for example, in “the gaming industry” and “a gaming company”. Similarly, “a gambler” is transformed into “a casino player ”, “a gaming enthusiast” and “gaming patron”. A further euphemising touch consists of enhancing the legitimacy of the “g-word” by a “respectable” adjunct, as in “gaming patron ”, “gaming enthusiast ”, “legal wagering” and “responsible gaming”. 1 These are in addition to the 184 American Indian groups which have opened a variety of betting parlours in thirty states, a sector generally referred to as “tribal gaming”. 41 d) Poverty increases the risk of pathological gambling by 69%. 14 Argumentation theory is based on the premise that there are two sides to every story as posited by the French argumentation scholar Plantin (1996: 6) according to whom, “Tout argument peut être renversé, et à tout discours répond un contre-discours, produit d’un autre point de vue et projetant une autre réalité.” Argument and counter argument – or discourse and counter discourse – constitute mature, codified genres in a number of professional areas. Law definitely presents a variety of examples with such well-known adversarial discoursal rituals as examination and cross-examination, closing arguments, oral arguments, refutations and rebuttals, etc. On another plane, journalism may also be considered to possess comparable discoursal rituals with the traditional oppositional rhetoric of editorials and op-eds highlighted by surface and textual juxtaposition. And finally, media and politics combine to provide another model based on the discourse/counter discourse paradigm with the now traditional televised debates between runners-up in presidential elections. Caillois, Roger. 2001 [1958]. Man, Play, and Games. Trans. Meyer Barash. (1961). Chicago, University of Illinois Press. 50 By its own account free online casino canada hunting, Harrah’s is a generous donor. Its Code of Commitment pledges 1% of its total profits to charity, which, in 2003, amounted to the sum of $30.5 million. In addition, the company has its own in-house charity organisation called “H.E.R.O” (Harrah’s employees reaching out) which “encourages” all Harrah’s employees to give of their time and money to support Harrah’s charities, with the commitment that all contributions in this area will be matched by the company. GAMING VS GAMBLING 2 Whether the proposed standpoint is positively or negatively formulated is ambiguous since, if at syntactic level, the formulation is positive, at semantic level, “evil” is definitely negative. For the purpose of this study, the syntactic interpretation will be retained and the standpoint considered positive. 80 The above considerations suggest a paradigmatic shift. Since the counter discourse is so overwhelmingly louder and more efficient than the initialising discourse, the question arises as to whether it is not the tiny voice of the NCALG discourse which should be considered as a refutation and therefore as the counter discourse. By reversing the initial standpoint and replacing it with “Gambling is socially acceptable”, the positioning of the protagonists would be reversed: Harrah’s becomes the proponent who justifies the premise and provides the initialising discourse and the NCALG the opponent who refutes the standpoint and proposes the counter discourse. Shaeda Isani. « Discourse and counter discourse in the “sin” industries: The case of the gambling industry in the United States », ASp [En ligne], 51-52 | 2007 online craps for real money lace, mis en ligne le 01 décembre 2010, consulté le 07 avril 2017. URL. http://asp.revues.org/554 ; DOI. 10.4000/asp.554 44 c) Gambling corrupts politics. 12 Ever since gambling was legalised in the state in 1931, Nevada has undoubtedly become the best-known of the “gambling states”, with its capital Las Vegas, the mythic “Sin City” and so-called casino gambling capital of the world, boasting 210 commercial casinos located on its main avenue, the Strip. Allan, Keith & Kate Burridge. 1991. Euphemism & Dysphemism – Language used as shield and weapon. Oxford: Oxford University Press. The practical estate of the study of argumentation covers all the institutionalized and non-institutionalized settings that serve as formal or informal meeting places where the inhabitants can have their exchanges – from official deliberations in law courts and political gatherings to unofficial get-togethers and encounters in offices, pubs, at home or at the proverbial village pump. (2004: 32) 40 c) Gambling doubles bankruptcy. Personal bankruptcy rates are 100% higher in countries with casinos than in countries without. Scripps Survey Research Center at Ohio University. 07/07/2007 <http://newspoll.org/story >. 70 Harrah’s use of personal testimonials presents a sharp contrast in that it is deployed in its classic function of overt hetero-laudatory discourse. The professional testimonials presented come from Harrah’s suppliers, professional peers – e.g. the NIGA (Native Indian Gaming Association) – and charity associations and convey a positive message underlining the responsibility, generosity, reliability and citizenship of Harrah’s as a professional partner. Gambling has infatuated human beings since the beginnings of time. […] The desire to seek out risk seems to be a universal human phenomenon, uniting all societies – ancient and modern, western and oriental. […] Not just all societies but all levels of society, too: from royalty – the Queen of England is known to like a flutter on the nags and on internet companies; to academics – Isaac Newton lost a bundle in a punt on the South Sea Bubble; politicians – Richard Nixon funded his early political career with his winnings from poker; and writers like Dostoevsky, who was as addicted a gambler as any. The urge to gamble unites the aristocrats, who lost vast estates in the gaming clubs of 18 th century England, with the working man whose natural habitat is Jack Lee’s betting shop. (Atherton, 2006: xvii-xviii) 30 Selecting representative locutors for each side of the debate was a relatively easy task since both sides have very vocal and visible protagonists. Concerning the gambling industry, Harrah’s Entertainment, as the largest gambling enterprise and casino operator in the United States was a natural choice. Concerning the anti-gambling lobby, The National Coalition Against Legalized Gambling (the NCALG henceforth), is widely considered to be the most active and visible of anti-gambling lobbies. The choice of the NCALG is also dictated in part by the fact that Harrah’s website, in a surprising show of fair play, cites the NCALG website and invites the reader to visit it: 77 Argumentation scholars agree that one of the defining objectives of argumentation is to obtain the approval of the standpoint advanced or, inversely phrased, to diminish the acceptability of the opponent’s standpoint with the audience for which it is intended. Argumentation is hence a form of verbal interaction which results in the designation of a winner and loser. In the more traditionally codified genres of professional discourse and counter discourse ipad casino 89123, winner and loser are determined either on the spot or very shortly after, as for example in the case of legal arguments in court where the nature of the verdict implicitly designates the victor, or televised debates between presidential runners-up where telephone surveys carried out immediately after determine who fared best. 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