Narratives: the rhetoric of intentional action

Purpose: The purpose of this paper is twofold: first, to clarify that narratives have a rhetorical dimension, whose study has to be considered an important part of rhetoric (this claim is not accepted by important scholars). The arguments are based on the properties that narratives are very persuasive and that they are implicitly involved in the three species of rhetoric (deliberative, judicial and celebrative) introduced by Aristotle in his Rhetoric. Second, narratives are strongly related to the concept of intentional action or human action that has a purpose, a mental project and the execution of the act, such it is defined in the classical paper by Alfred Schutz common-sense and scientific interpretation of human action (1953). This property relates narratives with phenomenology, epistemology of social sciences and management research and practice. Design/methodology/approach: This research is a theoretical work based on the study of central concepts of rhetoric, narratives, historiography and epistemology of social sciences and it uncovers the narrative aspects involved in intentional action. As a theoretical study, it does not include empirical studies, but it points out some kinds of management activities, such as creating projects and case studies. Findings: It uncovers the relationships between rhetoric and narratives, and between narratives and intentional action. If offers a new conceptual frame that can be very productive. Originality/value: This conceptual approach is new. It clarifies important misunderstandings about narrativity, facts, meanings and interpretations.