Lederens ord i spil - effekten af retorik som værktøj

Flemming Folkvardsen, Pernille Neergaard Christoffersen, Mads Rolf Ahrenskjær & Dorthe Brauner Sejersen

Studenteropgave: Masterprojekt


The purpose of this study is to write a speech for a leader based on rhetorical theory and to analyse the audience reception of the speech. The aim of the speech is to address an internal problem by framing the issue using relevant and situational arguments to better the employees' understanding of the significance of the problem in an organisational setting.

The study is based on qualitative methods. The first step is to understand the rhetorical situation based on analysis of individual employee interviews and statements made by the leader. Then preparing, writing, and delivering the speech following Cicero's five canons of rhetoric. An empirical study of the reception is then conducted analysing a focus group interview using a customised multidimensional model.

In conclusion the study shows that out of the selected arguments, the participants respond the best to the argument based on employee statements made in initial interviews. Examples where the leader involves himself are more relatable for the participants. The refutation enables the leader to come across capable, trustworthy, and knowledgeable in the dialogue following the speech. The participants also demonstrate that the purpose of the speech has been achieved. They have understood the intended message and show involvement. There are even tentative signs of changed behavioural patterns among the employees. This does not mean that the problem is solved. It is recommended that the organisation follow up with additional measures to ensure a lasting change.

The tools used in this study to set a direction are applicable in many different settings, not only by leaders. The study therefore recommends that more people use rhetorical tools to experience the effect when their words come into play.

UddannelserMaster i Professionel Kommunikation (MPK), (Masteruddannelse) Master
Udgivelsesdato8 maj 2018
Antal sider67
VejledereJonas Gabrielsen


  • Ledertaler
  • Retorik
  • Reception
  • Ledelseskommunikation