Cite this article as: Wayar, B. (2025). Genre of spam messages as instruments of rhetorical persuasion for internet frauds. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 1(1), 224–231. www.doi.org/10.36349/sojolics.2025.v01i01.027
GENRE OF SPAM MESSAGES AS INSTRUMENTS OF RHETORICAL
PERSUASION FOR INTERNET FRAUDS
By
Bulus Wayar
buluswayar@gmail.com, buluswayar@yahoo.com
Department of
English
Gombe State
University
Abstract
This paper
examines how genre theory facilitates the understanding of spam messages by
analyzing their content, form, and specific features, as well as the
relationship between the genre and rhetorical persuasion. Genre is considered
useful because it makes communication more recognizable and understandable to
recipients, aiding in information processing. The term “spam” refers to
unsolicited electronic or commercial messages typically sent to a large number
of recipients without regard to their identities. The study evaluated 100
persuasive email spam messages obtained from 100 recipients, although only a
few were analyzed qualitatively due to space limitations. The analysis revealed
multiple layers within the spam genre, each with underlying intents to defraud
recipients. These fraudulent intents are executed through the three classical
modes of persuasion: ethos (appeal to credibility), logos (appeal to logic),
and pathos (appeal to emotion). While these rhetorical appeals have long been
used to influence audiences, a detailed linguistic examination of their
deployment in contemporary advertising language remains essential. Pathos, in
particular, often manifests in appeals to emotion, with spammers drawing on
tragedies such as wars, political crises, natural disasters, and serious health
conditions like cancers affecting sensitive organs. These emotional appeals are
designed to dispel disbelief and manipulate the target audience’s feelings.
Findings indicate that spammers employ strategies such as confession,
expressions of regret, pleas, promises, praise, and thanks, often reinforced
with emotive adjectives to heighten emotional impact.Logos is deployed through
logical appeals, including argumentation, claims, warrants, data, and examples.
Linguistic markers such as “initially,” “later,” and “finally” are used to
structure reasoning and classify information logically. Ethos is applied by
appealing to credibility and trustworthiness, often through expressions of
deference to the rights, feelings, and sensibilities of the recipients. These
rhetorical strategies indicate that the spam genre is not a singular form but a
complex array of recognizable print genres, each strategically designed to
persuade and manipulate recipients while achieving fraudulent objectives.
Keywords: Internet, Spam, Genre, Persuasion, Fraud
1. Introduction
This paper
examines the use of spam messages as instruments for defrauding internet users,
with analysis premised on Aristotle’s concepts of rhetorical persuasion, pathos,
logos, and ethos. These concepts, discussed in detail under the theoretical
framework, provide the foundation for understanding how spammers influence and
manipulate recipients. Spam messages are defined as unsolicited electronic
messages typically sent to a large number of untargeted recipients. Fraud, as a
phenomenon, has existed throughout human history, but the advent of the
Internet has introduced new dimensions and methods for perpetrating fraudulent
activities (Lee, 2003). The Internet enables perpetrators to exploit anonymity
and conduct fraudulent transactions quickly and repeatedly, often without
immediate detection by victims (PBI Media, 2003).
The increasing
penetration of digital technology has intensified fraud opportunities, as
online platforms create vulnerabilities that fraudsters worldwide can exploit
(Buil-Gil et al., 2020). Reports indicate that in 2020 there were over four and
a half billion Internet users, highlighting the scale of potential exposure.
Characteristics of Internet fraudsters often include the use of false
identities, as seen in romance scams where fake profiles are created to lure
victims (Whitty, 2015). Studies have shown that activities such as online
shopping, telemarketing, mail-order purchases, and online banking correlate
with higher risks of fraud victimization (Reisig &Holtfreter, 2020;
Holtfreter et al., 2018; Leukfeldt& Yar, 2020; Pratt et al., 2020; Reyns,
2018; Reyns& Henson, 2018; Van Wilsem, 2013). In particular, online banking
has been identified as a financial operation that increases susceptibility to
fraud (Reyns, 2018; Reyns& Henson, 2018). Spam messages are central to this
study because they facilitate the disclosure of personal and financial
information, which has a direct correlation with online fraud victimization
(Kerstens & Jansen, 2016; Reyns& Henson, 2018).
Spam messages,
while not inherently criminal, often serve as vehicles for illicit activities,
violating acceptable-use policies and privacy standards. For instance, in 2020,
losses due to spam-related productivity issues were estimated at $21.54
billion, illustrating the magnitude of the problem (National Technology
Readiness Survey, 2020). The retrieval of spam involves methods such as
brute-force or dictionary attacks, gibberish content to bypass filters, and the
use of viruses or worms to hijack computers for spam dissemination (Center for
Democracy and Technology, 2003). These techniques exemplify how spam functions
as a conduit for internet fraud.
The relationship
between spam and internet fraud is further illuminated through the lens of
genre analysis, which offers insight into language use as a socio-cultural
practice. Genre analysis seeks to explain how texts operate within socially
recognized communicative purposes shared by discourse communities (Feuer, 2012;
Gledhill, 2015; Fairclough, 1995; Bhatia, 1999; Konigsberg, 2007;
Berkenttoter& Huckin, 2005). Each genre is characterized by
conventionalized purposes that shape text patterns, while individual rhetorical
strategies employed by writers or speakers serve to achieve these objectives
without altering the genre classification. These strategies, although
reflecting personal intent, function within the framework of socially
recognized communicative goals (Moreno, 2022). Accordingly, spam messages can
be understood as a distinct communicative genre designed to persuade recipients
and facilitate fraud, operating within specific structural and rhetorical
conventions.
In summary, spam
messages are both a technological and linguistic tool, exploiting the
affordances of the Internet to achieve fraudulent objectives. Understanding
their rhetorical construction, the social practices surrounding their use, and
the vulnerabilities they exploit is crucial for developing strategies to
mitigate online fraud and protect users in an increasingly digital world.
2. Theoretical
framework
Aristotle’s conception of rhetoric has been
chosen for this paper. He perceives appeals pathos (emotion), logos (reason)
and ethos (credibility) as means of persuasion, but Aristotle failed to clarify
the analytical procedures for persuasive communication (Higgins & Walker,
2019). Accordingly, researchers who made use of Aristotle’s theory of
persuasion have constructed what can be referred to as ‘improved framework’
based on the phenomena of investigation.
Pathos states emotional appeal and involves
“putting the audience into certain frame of mind” (Demirdöğen, 2020, p. 190).
It performs the role of persuasion by using security, love, guilt, greed, pity
and humor (Gabrielsen & Christiansen, 2020); anger, insult, empathy, fear
and confusion (Mshvenieradze, 2018). In order to achieve emotional appeals, the
speaker must show identification with the “needs, values and desires of the
audience” (Higgins & Walker, 2019, p. 198). Thus, the communicator should
be good observer and appeal to the needs of the audience through the devices of
social status, age and other features (Mshvenieradze, 2018).
Al-Momani (2019) identified the following
persuasive techniques which appeal to emotions: confessing, regretting, making
pleas, promising, praising, and thanking. Al-Momani (ibid) explained that
confession achieved by drawing on the audience’s sympathy, but praising and
thanking work through manipulation of the audience’s feelings.
Logos is another
form of rational appeal and persuasion usually carried out through, ‘the proof,
or apparent proof, provided by the words of the speech itself” (Demirdöğen,
2020, p. 190). Thus, logos appeals to reason and it makes “clarity and
integrity of the argument” very important (Higgins & Walker, 2019, p. 198).
In a rhetorical
analysis, appeals to logos can be realized from the use of argumentation,
logic, justification, claims, data, and evidence. These substances are germane
components of logical, rational, critical and analytical discourse.
Ethos which is
ethical appeal is usually directed to the personal character of the speaker
(Demirdöğen, 2020). It refers to the “persona, projected character of a speaker
or acommunicator, including their credibility and trustworthiness” (Higgins
& Walker,
2019, p. 197).
3. Methodology
The data for this
study came 100 scams retrieved within the span of six months August 2023 –
February 2024. The identities of all participants were anonymous as they came
from the Internet spam. The researcher solicited for the spam from friends and
colleagues from their email boxes and read them in order to ascertain whether
or not a piece of discourse belongs to any of the three persuasive items as
contained in the theoretical framework before appropriate coding was done.
These spam
messages represent a tiny fraction of the spam received by the individuals. The
spam messages were based on the general features identified in the study, notably
the length, the greeting, and the offer.
The researcher does not propose that this set of messages is a
representative sample of all possible variations of spam sent to a broad range
of recipients. However, the researcher finds that the overall composition of
the spam in the sample roughly reflects the composition of spam recorded in much
larger studies (Åkesson et al. 1998).
As a starting
point and for the purpose of coding, these messages were coded twice by three
coders for subject, source of information, function, genre, format, subject
line/body relationships, structure, addressee, signer, action desired, and
tone. The coding results were cross-checked for inter-rater reliability.
In the second reading the researcher examined
the characters, the narratives and their function. Narrative analysis refers to
the examination of those specific structures that are familiar to both the
producer and the audience including patterns of character, setting and plot as
well as symbolic elements.
This regard, the
researcher examined the implied relationship between writer and reader,
specifically the devices employed to dispel suspension or disbelief, the
setting and characters in the story and plot or story line, the persona of the
narrator, the basis of the appeal, the quest or task, the promised reward, and
other elements. The letters were coded twice, by the coders and then verified
for inter-rater reliability. The coded letters and their elements were then
clustered around emerging themes or categories.
4. Data Presentation and Analysis
This aspect of the
paper shows and presents genre analysis beyond pure linguistic description to
deeper functional explanations. The analysis began with the presentations of
the excerpts, followed by relevant explanations.
The spammers in
the following excerpts alleged that they were bank officials, government
officials, officials of cooperate entities, spouses or wards of wealthy
political officer holders as in [1 – 5].
Excerpt (1)
I am writing to
you from China Citic Bank International, Hong Kong to seek your help in
something that will be beneficial to both of us. my names are Jim Su Yang I
live and work here in China as a senior banker
Excerpt (2)
I am Rev. Paul
Director cash United Bank for Africa the only bank for Africa appointed by
the AU Chairperson Paul Kagami. Due to the ongoing fraud in WA countries
where some innocent beneficiaries were asked to pay in advance before receiving
their money. The above African union and IMF held a meeting in Benin pay all
and resolved to pay all beneficiaries in cash through diplomatic courier
service. The union has approved and appointed united bank for Africa to pay you
the sum of 3.500 million dollars but due to the ongoing fraud in West Africa we
have taken 2000 dollars from your fund for handling charges.
Excerpt (3)
Can I trust you? l
know that this proposal will come to you as a surprise, I got your contact
through the internet - due to serious searching for a reliable personality. I
am Mr. Smith Harvey; I work as Banker in HSBC Bank London Kingdom.
Excerpt (4)
I am Ayesha
Qaddafi. I am writing this mail with tears and sorrow from my heart. I have
been passing through sorrowful moments since my father died. I got an urgent
email from Oman Government who are tracing hidden deposits of my late father
which I deposited in Burkina Faso I don’t want them of this particular fund
10.5 million dollars deposited in BIB Banquet international Du Burkina Faso. If
you can be of assistance to me, kindly get back. I am willing to reward you
bountifully with 50 % share.
Excerpt (5)
The Bank Manager has agreed to
convert the money into ATM so that you can claim
To release the
funds, the writers asked the victims to declare themselves as the rightful
inheritors of the funds and the victims were promised some percentages of the
funds as in [6 –8].
In excerpts (1 -),
the spammers used logo as a rational appeal through the application of specific
personals who controlled huge monies; the use of specific names, and addresses
are apparent evidence to dispel from the mind of the target victims.
Excerpt (6)
I
am a trusted and honest businessman, I hope I will not be betrayed as
the fund gets to your Bank Account. Moreover, it is risk free in the sense that
I have taken proper care of all formalities regarding this transaction. For
your assistance and co-operation, I havedecided to give you 40% of the total
£ 14.7Million(Fourteen Million Seven Hundred Pounds) and %60 is for me as I
come over to your house address
Excerpt (7)
… According to our
bank records, Ms. Nazly Siregar was from Indonesia and she did not put any
beneficiary at the time she made the deposit. All I
want you to do is to cooperate with me so you can apply as the
beneficiary of the deposit and claim the money from our bank
Excerpt (8)
I want you to help
me retrieve this money for onward transfer to any designated bank account of
your choice and I have mutually agreed to compensate you with 30% which is
your share
The scammers
created illusions of great wealth, or large sums which would be readily as in
[9 – 10] through projecting the commentators as trustworthy and credible. In
(6), we see the spammers used, ‘I am a trusted and honest businessman’ and the
use of ‘All I want you to do is to cooperate with me… (7) are expressions of
ethos.
Excerpt (9)
Mr. Bohdanko
Dymtrus is a Ukrainian businessman. He died with his family during the war
between Ukraine and Russia. He made a lot of money through the illegal sales of diamonds to the tune of £ 14.7Millionthat
he deposited in our Bank (HSBC Bank) London Kingdom.
In (9), the
spammer used the persuasion of pathos (empathy) to passage the message,
(Gabrielsen & Christiansen, 2020). The use of, ‘he died’ is attract empathy
from the targeted victim.
Excerpt (10)
…there is this huge
amount of money (US$18 Millionwhich my late father deposited here in South
Africa awaiting claim before he was assassinated by unknown persons during this
war in Darfur Sudan.
The spammer made
an appeal to the reader through the presentations of substance in the form of
gold and cash to be claimed as the rightful owners could not be traced due to
death which made the purported ownership not only safe but also realistic. The
use of Ukraine and Darfur in [9 &10] which were epicenters of crises
depicted the likelihood of the cases of assignations of the real owners of the wealth.
In some cases, the victims were drawn and convinced of the authenticity of the
proposals by the numerous documents bearing seemingly official addresses as in
[11-12]. The use of ‘assassination by unknown persons’; ‘illegal sales of diamonds
to the tune of £ 14.7Million’ are appeals to logos, (Demirdöğen,
2020, p. 190).
Excerpt (11)
HSBC BANK
Westfield Stratford City, Layton Road, London Kingdom
Tel/Fax....01547728216441547728216
WhatsApp Number.... +447464002601
Excerpt (12)
Address: Exxon
Mobil Corporation U.S.A, #5959 Las
Colinas Blvd, Irving, TX 75039, USA.
The supply of the
addresses as presented above was to dissipate hypocrisy, and doubt and appeal
to intellect of the recipients to avoid questioning the sources of the promise.
The use of great cities such as London, in the UK and Texas in the USA indicates
global investment hubs. Similarly, the countries offer friendly business
environments which would facilitate the disbursements of any amount of funds.
Accordingly, the recipients were more likely to believe the authenticity of the
offers. Further, the spammer appeared to be offering some sort of help usually
in monetary forms in the world most valuable currencies, but more often than
not, they appeared to be scam to obtain personal information from the
recipients. The spammers gave unduly long narratives, but inherently the
essence was to retrieve personal information as in [12 – 14]. Thus, multiple
appeals of logos and ethos are applied.
Excerpt (12)
…meanwhile, you
are advised to reconfirm the following information on receipt of this
message to avoid delivery to wrong person.
1. YOUR FULL
NAMES: 2. Delivery Address: 3 Phone Number: 4. Cell Numbers: 5. Email
Address: 6. Sex: 7. Age: 8. Occupation: 9. Country: 10. City: 11. Copy of Ur
Passport or Id.
Excerpt (13)
Reply me through
my private email address: mrs
marylouis2022@aol.com
Excerpt (14)
Provide me with
your information so I can send it to the bank as the new beneficiary and issue
you a letter of authorization. FULL NAMES: SEX: ---AGE: ---MARITAL STATUS:
--COUNTRY: --CONTACT ADDRESS: ---PHONE NO#---FAX NO#--OCCUPATION: ---
The scammers used
the upper case for emphatic purpose. On the other hand, seeking for personal
information using specifications may entail ascertaining the authenticity of
the purported claims available for collections as wrongful release of the
addresses may lead to the unreal transmission of the purported goods to the
wrongful ownerships. Nonetheless, the senders knew that bank details could be
obtained through vital sources as contained in cell phone contacts, emails,
etc. It is culturally practiced especially in Africa to disclose to people
including non-acquaintances basic information such as cell phone numbers,
emailaddresses, etc. without exercising any fear of harm. Indeed, in many
contexts, it signifies recognition, honor and popularity to unveil personal
information to someone especially in public gatherings. In summary, these
appeals logos, (Demirdöğen, 2020, p. 190). Thus, logos appeals to reason and it
makes clarity and integrity of the argument very important
In some cases, the
spam may apply the use of ‘confirmations’ of orders or preapproved applications
as in [15 - 17] below.
Excerpt (15)
Finally, you have been
considered as one of the victims of unpaid inheritance, lottery, contract
payments funds owed for many years ago after promises from different
corrupt individuals and organizations and so finally your prayers have been
answered and you are hereby advised as a matter of urgency to contact the
center, London, UK, Mr. Roland Peter through their London, official address
below: Address: London EC1A, UNITED KINGDOM.
Excerpt (16)
Be informed that we have been
authorized by the UN debt reconciliation to release your approved compensation
and award of four million, five hundred US dollar however for security your
compensation has been loaded in ATM VISA card and will enable you to have
direct control over your funds.
Excerpt (17)
Following message
received today from the USA State Department of the Treasury, under Reserve
Bank of the USA, we hereby confirmed to you that we at the Comptroller
of the Currency Washington will advise you to stop all further communication
until you receive the release pin code from Mr. Chung lee Paul fraud and
payments agents ATM Bank England.
There were
instances in the data in which the letters contain the stories of promising and
successful men working in multibillion dollars firms, but hadbeen wrongfully
abused or persecuted as a result of political mishaps in their countries. In
other situation, the solicitors presented stories about their spouses’ death,
or currently having terminal diseases such as cancer and needed the recipients’
help in accessing the rightful inheritances, but these did not accurately
reflect the actual intent of the letters as in [18 - 20]. The of pathos in the
excerpts above is a strategy to persuade the reader.
Excerpt (18)
I am Mrs. Jean
Gonzales, nationality of France. I was married to late Engr Mr. Harry Gonzales
who works as a former Director of Controller on Importation and Exportation of
Petroleum and Mineral Resources. My husband died on a fatal accidentwith
his business colleague on one of their business trips to Philippines. And as a
result of the shock in the death of my husband, my cancer sickness got
worse. I and my late husband were married for years without a child.
As I speak to you now, I have been diagnosed with cancer of the kidney…
I feel that this money in the bank would be a waste if I die. So, this is why I
have come to the conclusion of donating the fund out to the orphan children.
Excerpt (19)
Kindly read and
respond. I am Mariam Ahmed, the wife of late Mohan Hassan Ahmed. My husband
worked with Libyan national oil corporation, under the leadership of the late
Head of State Mummar Gadaffi. My late husband died during the war that
also leads to Muammur Gaddafi’s death. We were married for 30 years and Allah
blessed us with a handsome son… While he stayed behind to protect our property,
I discovered that both my lovely husband and son were dead …that was the
most horrible and saddest day of my life as I tried to die and join them...
Recently I was diagnosed of chondrosarcoma…
Excerpt (20)
I am Mrs. Mary
Louis from London. I am 62 years old. I am suffering from a long-time cancer
of the lungs which also affected my brain.From all indication my
conditions are really deteriorating…may not live for the next two
months. This is because the cancer stage has gotten to a very bad stage.
Due to their
anonymity, and misfortunes orchestrated by natural disasters and awful deaths
have been considered as powerful means of expressing logos and pathos appeals
to the readers. Similarly, non-sociological factor such as gender was
recognized as an instrument of deceit as some letters contained appeals to the
recipients via the female gender. Consider the following phrases, ‘married to
late Engr Mr. Harry Gonzales’, ‘Mrs. Mary Louis’, ‘the wife of late Mohan
Hassan Ahmed’ comprises double appeals: logos, and ethos craftly framed to
persuade the victims.
In addition to
facing economic hardship and insecurity, widows across cultures may be
subjected to stereotypes, prejudices and harmful treatments. Thus, for many
women around the world especially Africa and Asia, the devastating loss of
their partners is magnified by long term suffering and traditional
practices. The spammers were very much
aware that the vulnerability of the women folks could the yardstick for the
attractions of sympathies from care – givers usually the men folks.
Excerpt (21)
Hi!
Dear Beloved! Dear Friend!
The use of ‘Hi’,
‘Dear Friend!’ implies the ‘intimacy’.
One would think that the letters were addressed to known personalities,
but there were no plausible explanations on the reason for the selections of
the recipients. As such, the letters evoke a sense of having been ‘chosen’ and
that one has been deemed worthy of inclusion in a secretive, lucrative, and
rare opportunity as a result of the relationship between the senders and the
presumed recipients. These strategies were employed to dispel doubts and suspension
from the recipients.
More often than
not, the spammers use religion, righteousness, and divinity to invoke the
recipients’ trust as in [22] and pain, agony, etc. as in [23].
Excerpt 22
I want you as God
fearing person, to also use this money to fund church, mosque, orphanages and
widows, I took this decision, before I rest in peace because my time will soon
be up.
Excerpt 23
I am suffering
from a long-time cancer of the lungs which also affected my brain…
according to my doctors they have advised me that I may not live for the next
two months. This is because the cancer stage has gotten to a very bad stage.
Excerpts [22 &23] contain divinity and use of disease. Humans
generally are likely to succumb to the appeals to logo, as there are serious
challenges are mentioned
5.
Findings
Genre becomes a tool for deception, and
internet frauds are disguised as ordinary communications which, at glance, take
the shape of a recognizable form. The letters provide a high level of
extraneous detail, presumably in order to increase believability and to
establish an air of intimacy and encourage a response. Thus, the language in
this genre of spam is usually ornate and pleading, with expressions crafted to
sound ‘out of touch’, evoking the tone of a rich, isolated, and sheltered
diplomat who is in exile.
6.
Conclusions
The spam messages as analyzed in this
paper are problematic in that they are written by communities of senders with
varied education, purposes, etc. Thus, the analysis suggests that spam covers a
range of genres, serving a wide range of purposes as there is more evidence to
suggest that the spammers use memos, advertisements, letters, and announcements
to appeal to the readers. This is one of the several reasons why the genre of
spam is multidimensional. Accordingly, scholars need to understand that genre analysis
needs to be understood from multiple
layers. Thus, spam genre is a tool for deceptions as fraudulent e-mails
are disguised and used as ordinary
communications. A memo is a recognizable genre and common format of e-mail
messages. The memo may in fact reveal itself to be an advertisement for a
product when further analysis of its structural content is made, but at the
same time, the memo-advertisement may in fact not be an advertisement at all.
Its real purpose may be to harvest e-mail addresses and perpetrate frauds. The
major finding reveals that the appeals to logo, pathos and ethos are all used
extensively by the spammers in their epistles.
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