Photographer: Tseronis Assimakis

dr. A. (Assimakis) Tseronis

  • Faculty of Humanities
    Departement Neerlandistiek
  • Visiting address
    P.C. Hoofthuis
  • Postal address:
    Spuistraat  134
    1012 VB  Amsterdam

I teach courses on verbal communication, argumentation and rhetoric at the Department of Speech Communication, Argumentation Theory and Rhetoric of the University of Amsterdam. I am also affiliated guest of the department of Media Studies and associate member of the Argumentation and Rhetoric research group, and of the Adventures in Multimodality group, both part of the ACLC institute.

Between 2012 and 2017, I taught courses at the Media Studies department (within the Film team) and the department of Speech Communication, Argumentation Theory and Rhetoric (TAR). In summer 2017 I taught at Leiden University College, campus den Haag.

Between 2009 and 2012, I was employed as a post-doctoral researcher in Paris at the Laboratoire Communication et Politique of the CNRS, for a two-year project on the argumentative and social analysis of the controversies surrounding the development and applications of nanotechnology in France. In continuation of this project, I also worked within the Groupe de Sociologie Pragmatique et Réflexive of the EHESS.


2009       Ph.D. Leiden University.

2003       M.Phil. in Logic, Language and Argumentation, University of Amsterdam.

2000       M.A. in Language Sciences, strand Critical Discourse Analysis, Lancaster University.

1998       B.A. degree in Greek Philology, major Linguistics, University of Athens, Greece.

1997       D.E.U.G. in Sciences Humaines et Sociales, option Histoire des Arts & Archéologie, Université Paris X - Nanterre France (joint programme with the French Institute of Athens).


In my research, I seek to build bridges between studies carried out in the fields of visual communication and multimodality, on the one hand, and the field of argumentation studies and rhetoric, on the other. The aim is to expand existing concepts and to develop tools in order to analyse and evaluate argumentation that is produced in multimodal communication. In particular, I am interested in the interaction between verbal and non-verbal modes in argumentative and persuasive communication as well as in the argumentative functions that the visual mode (and other non-verbal modes) can be shown to have in communication. To this direction, the combinations of verbal text with static and moving images as well as with the audio mode in various media genres are studied in terms of their function to frame the disagreement, address the audience and convey arguments. So far, I have looked into printed advertisements, magazine covers, and documentary films. In the last year, I have started studying the use of image-text combinations in science communication more specifically.

Together with Charles Forceville I have edited a volume entitled Multimodal Argumentation and Rhetoric in Media Genres, to appear in the Argumentation in Context series of John Benjamins, in 2017.

I am also editing, together with Chiara Pollaroli, a special issue for the journal International Review of Pragmatics on the theme "Pragmatic Insights for Multimodal Argumentation" to appear in 2018.


In 2017-2018 I am teaching the following courses:

- "Verbale Communicatie", werkgroep BA Taal en Communicatie

- "Verbale Communicatie", hoorcollege BA Cognition, Language and Communication

- "Argumentatie en Persuasie", werkgroep BA Taal en Communicatie

- "Strategisch Manoeuvreren", werkgroep BA Taal en Communicatie

- "Bacheloronderzoek Taalbeheersing", werkgroep BA Taal en Communicatie

Courses taught at the department of Media Studies (2012-2017):

"Hedendaagse mediacultuur", BA Media en Cultuur (2012-13)

"Inleiding Analyse I", BA Media en Cultuur (2013-16)

"Wetenschapsfilosofie voor Mediastudies", BA Media en Cultuur (2012-16)

"Multimodal argumentative discourses", tutorial for RMA Media Studies (2012-15)

"Language-centred film analysis", research seminar for MA Film Studies (2014-15)

"Research Project", MA Film Studies (2016-17)

I have also supervised seven MA theses to completion.

Courses taught at the department of Speech Communication, Argumentation Theory and Rhetoric (2012-2017):

"Strategisch manoeuvreren", BA Taal en Communicatie (2013-14); BA Nederlandse Taal en Cultuur (2014-16)

"Verbale Communicatie", BA Taal en Communicatie (2015-17)

"Current research in argumentation theory: Visual argumentation: approaches, tools, applications", RMA Rhetoric Argumentation Theory and Philosophy (2012-13)

"Approaches to the study of argumentation: Approaches to the study of visual and multimodal argumentation", RMA Rhetoric Argumentation Theory and Philosophy (2013-14)

I have also supervised three MA theses to completion.

I have also taught in France (2010-2011) the following courses:

"Pratiques du Discours" for 3rd year B.A. students in Information and Communication at the Institute of Information and Communication of the University Lumière Lyon 2.

"Principes de l'Argumentation" for 2nd year B.A. students in Communication at the Department of Communication of the University Paris 3 Sorbonne Nouvelle.


“Multimodal argumentation in covers of scientific journals: Using futuristic images to appeal to the audience and to argue for the societal relevance of nanotechnology”, 16th Biennial Wake Forest University Argumentation Conference, 30 May – 2 June, Venice, Italy.


“Extracting the commitments of image-makers: Insights from Relevance Theory for the argumentative reconstruction of multimodal discourse”, 14 th International Pragmatics Conference, 26-31 July, Antwerp, Belgium.


"Towards an argumentative analysis of multimodal discourse: Balancing facts and emotions in documentary films about the economic crisis", Bridging the Gap: Between Here and There. Combining Multimodal Analysis from International Perspectives, 10-13 September, Bremen, Germany.


"The argumentative role of visual metaphor and visual antithesis in 'fly on the wall' documentary", [co-authored with Charles Forceville and Melle Grannetia], 8 th International Conference on Argumentation, 1– 4 July, Amsterdam, The Netherlands.


"Visual rhetoric on the European economic crisis: an argumentative analysis of news magazine covers", International Conference 2013 Rhetorik in Europa: Konvergenz und Divergenz in der Entwicklung, 9-13 October, Saarbruecken, Germany.


"Argumentative functions of visuals: beyong claiming and justifying", 10th Conference of the Ontario Society for the Study of Argumentation, 22-25 May, Windsor, Canada.


"L’inscription langagière de l’argumentation. « A peine au-delà de » versus « plus de » : le cas de la mise en mots des scores électoraux", [co-authored with Marianne Doury], 1er Colloque Franco-espagnol d’Analyse de discours et Didactique des Langues. Le langage manipulateur : pourquoi et comment argumenter ?, 13-15 September, Arras, France.


"Refuting claims visually: the case of subadvertisements", First Croatian International conference on Rhetoric (in honor of  Ivo Skaric), 19-22 April, Postira, Croatia.


"Stance adverbs qualifying a standpoint as markers of dialogicity", Dialogicity in Argumentation: Formal and Structural Properties, panel organised by D. Pirazzini and A. Schiemann, during the 32e Romanistentag, 25-28 September, Berlin, Germany.


"Public debates on nanotechnology in France", [co-authored with Marianne Doury], Rhetoric and Democracy, Fondation Maison des Sciences de l’Homme, 12-14 September, Paris, France.


"Dealing with counter-arguments in the public deliberations on the future promised by nanotechnologies", [co-authored with Marianne Doury], International Colloquium “Argumentation in Political Deliberation”, 2 September, Lisbon, Portugal.


"Towards an empirically plausible classification of argumentative markers", 7 th International Conference on Argumentation, 27 June – 2 July, Amsterdam, The Netherlands.


"Les modalités appréciatives dans le débat sur l’avenir technologique promis par les nanotechnologies", Communication et Argumentation dans la Sphère Publique, Quatrième Edition, 13 – 16 May, Galati, Romania.


"What does it mean to qualify a standpoint?", 10 th International Pragmatics Conference, 9 – 13 July, Göteborg, Sweden.


"Evaluating qualified standpoints", 7 th Conference of the Ontario Society for the Study of Argumentation, 6 – 9 June, Windsor, Canada.


"Qualification of standpoints as a means to manage the burden of proof: the case of frankly and in fact", International Conference on Argumentation, Rhetoric, Debate and the Pedagogy of Empowerment, 24 – 26 November, Koper, Slovenia.


"Argumentative use of stance adverbials: the qualification of a standpoint as a means to manage the obligation to defend it", 8 th ESSE Conference, 29 August – 2 September, London, Great Britain.


"The management of the burden of proof and its implications for the reconstruction and evaluation of discourse", 6 th International Conference on Argumentation, 27 – 30 June, Amsterdam, The Netherlands.


"Stance adverbials in the formulation of a standpoint: a presentational device for the management of the burden of proof", 3 rd International Workshop on Semantics, Pragmatics and Rhetoric, 10 – 12 November, Donostia, Spain.


"Modern Greek dictionaries and the ideology of standardization", [co-authored with Anna Iordanidou], Logos Conference: Controlling Language; the Greek Experience, 9 – 11 September, London, Great Britain.


  • Tseronis, A. (2018). Multimodal argumentation: Beyond the verbal-visual divide. Semiotica, 220, 41-67. DOI: 10.1515/sem-2015-0144 


  • Tseronis, A., & Forceville, C. (2017). Arguing Against Corporate Claims Visually and Multimodally: The Genre of Subvertisements. Multimodal Communication, 6(2), 143-157. DOI: 10.1515/mc-2017-0008  [details] 
  • Tseronis, A. (2017). Analysing multimodal argumentation within the pragma-dialectical framework: Strategic manoeuvring in the front covers of The Economist. In F. H. van Eemeren, & W. Peng (Eds.), Contextualizing Pragma-Dialectics (pp. 335-359). (Argumentation in context; Vol. 12). John Benjamins. DOI: 10.1075/aic.12.18tse  [details] 
  • Tseronis, A., & Forceville, C. (2017). Introduction: Argumentation and rhetoric in visual and multimodal communication. In A. Tseronis, & C. Forceville (Eds.), Multimodal Argumentation and Rhetoric in Media Genres (pp. 2-24). (Argumentation in Context; Vol. 14). Amsterdam: John Benjamins. DOI: 10.1075/aic.14.01tse  [details] 
  • Tseronis, A., & Forceville, C. (2017). The argumentative relevance of visual and multimodal antithesis in Frederick Wiseman’s documentaries. In A. Tseronis, & C. Forceville (Eds.), Multimodal Argumentation and Rhetoric in Media Genres (pp. 166-188). (Argumentation in Context; Vol. 14). Amsterdam: John Benjamins. DOI: 10.1075/aic.14.07tse  [details] 


  • Tseronis, A. (2016). Multimodale argumentatie: bruggen slaan tussen argumentatieleer en multimodale analyse. Tijdschrift voor Taalbeheersing, 38(1), 1-26. DOI: 10.5117/TVT2016.1.TSER  [details] 


  • Tseronis, A. (2015). Documentary Film as Multimodal Argumentation: Arguing Audio-Visually About the 2008 Financial Crisis. In J. Wildfeuer (Ed.), Building bridges for multimodal research: international perspectives on theories and practices of multimodal analysis (pp. 327-345). (Sprache-Medien-Innovationen; No. 7). Frankfurt am Main: Peter Lang. [details] 
  • Tseronis, A. (2015). Multimodal argumentation in news magazine covers: A case study of front covers putting Greece on the spot of the European economic crisis. Discourse, Context & Media, 7, 18-27. DOI: 10.1016/j.dcm.2014.12.003  [details] 
  • Tseronis, A., Forceville, C., & Grannetia, M. (2015). The argumentative role of visual metaphor and visual antithesis in ‘fly-on-the-wall’ documentary. In B. Garssen, D. Godden, G. Mitchell, & F. Snoeck Henkemans (Eds.), International Society for the Study of Argumentation: 8th International Conference on Argumentation: July 1-July 4, 2014, University of Amsterdam, The Netherlands (pp. 1380-1395). Amsterdam: Sic Sat. [details] 
  • Doury, M., Quet, M., & Tseronis, A. (2015). Le façonnage de la critique par les dispositifs: le cas du débat sur les nanotechnologies. Semen, 39, 39-58. [details] 


  • Tseronis, A. (2014). Des 'craintes' légitimes aux 'craintes irrationnelles': analyse argumentative de l’inscription des modalités appréciatives dans les textes du débat public sur les nanotechnologies. Discours, 15. DOI: 10.4000/discours.8949  [details] 
  • Doury, M., & Tseronis, A. (2014). Les faits et les arguments: la mise en discours des scores électoraux. In J. Goes, J-M. Mangiante, F. Olmo, & C. Pineira-Tresmontant (Eds.), Le Langage Manipulateur: Pourquoi et Comment Argumenter? (pp. 193-210). (Etudes linguistiques: didactique des langues). Artois: Artois Presses Université. [details] 


  • Tseronis, A. (2013). Argumentative functions of visuals: beyond claiming and justifying. In D. Mohammed, & M. Lewiński (Eds.), Virtues of argumentation: proceedings of the 10th International Conference of the Ontario Society for the Study of Argumentation (OSSA), 22-26 May 2013 Windsor, ON: OSSA. [details] 
  • Tseronis, A. (2013). Exploiter la dialogicité argumentative: le cas des adverbes épistémiques et illocutifs qualifiant une thèse. Bonner Romanistische Arbeiten, 108, 297-312. [details] 
  • Doury, M., & Tseronis, A. (2013). The place of counter discourse in two methods of public deliberation: the conférence de citoyens and the débat public on nanotechnologies in France. Journal of Argumentation in Context, 2(1), 75-100. DOI: 10.1075/jaic.2.1.04dou  [details] 


  • Tseronis, A. (2011). From connectives to argumentative markers: a quest for markers of argumentative moves and of related aspects of argumentative discourse. Argumentation, 25(4), 427-447. DOI: 10.1007/s10503-011-9215-x  [details] 
  • Tseronis, A. (2011). Towards an empirically plausible classification of argumentative markers. In F. H. van Eemeren, B. Garssen, D. Godden, & G. Mitchell (Eds.), Proceedings of the 7th Conference of the International Society for the Study of Argumentation (pp. 1892-1904). Amsterdam: Rozenberg/Sic Sat. [details] 
  • Tseronis, A. (2011). Use and abuse of the strategic function of ‘in fact’ and ‘frankly’ when qualifying a standpoint. Pragmatics, 21(3), 473-490. DOI: 10.1075/prag.21.3.09tse  [details] 


  • Tseronis, A. (2010). Les marqueurs d'une stratégie de gestion de la charge de la preuve: franchement et en fait qualifiant une thèse. Verbum, 32(1), 73-91. [details] 


  • Tseronis, A., & Iordanidou, A. (2009). Modern Greek dictionaries and the ideology of standardization. In A. Georgakopoulou, & M. Silk (Eds.), Standard Languages and Language Standards: Greek Past and Present (pp. 167-186). (Publications Centre for Hellenic studies, King's College London; No. 12). London: Ashgate. [details] 


  • Tseronis, A. (2007). Evaluating qualified standpoints. In H. V. Hansen, C. W. Tindale, J. A. Blair, R. H. Johnson, & D. M. Godden (Eds.), Dissensus and the search for common ground: OSSA 2007 Windsor, ON: Ontario Society for the Study of Argumentation.
  • Tseronis, A. (2007). The management of the burden of proof and its implications for the analysis of qualified standpoints: the case of evaluative adverbials. In F. H. van Eemeren, J. A. Blair, C. A. Willard, & B. Garssen (Eds.), Proceedings of the 6th Conference of the International Society for the Study of Argumentation (pp. 1387-1394). Amsterdam: SicSat.


  • Tseronis, A. (Author). (2011). Les mots des nanos : de quelques formules évaluatives. Web publication/site


  • Tseronis, A. (Author). (2010). Petites nuances lexicales, grands écarts argumentatifs II : Tant de conditions nécessaires…. Web publication/site
  • Tseronis, A. (Author). (2010). A la recherche des marqueurs argumentatifs. Web publication/site


  • Tseronis, A. (2009). Qualifying standpoints. Stance adverbs as a presentational device for managing the burden of proof. (LOT Dissertation Series; No. 233). Utrecht: LOT.


  • Tseronis, A. (2017). [Review of: C. Plantin (2016) Dictionnaire de l’argumentation: Une introduction aux études d’argumentation]. Argumentation, 31(4), 727–734. DOI: 10.1007/s10503-016-9412-8  [details] 


  • Tseronis, A. (2013). [Review of: I. Fairclough, N. Fairclough (2012) Political discourse analysis: a method for advanced students]. Journal of Argumentation in Context, 2(2), 269-278. DOI: 10.1075/jaic.2.2.08tse  [details] 


  • Tseronis, A. (2010). [Review of: M.A. van Rees (2009) Dissociation in argumentative discussions: a pragma-dialectical discussion]. LINGUIST LIST, 21979. [details] 

Book editor

  • Tseronis, A., & Forceville, C. (Eds.) (2017). Multimodal Argumentation and Rhetoric in Media Genres. (Argumentation in Context; Vol. 14). Amsterdam: John Benjamins. DOI: 10.1075/aic.14  [details] 
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