Abstract：This study originates from a reflection on the lack of rhetoric-based philosophical studies of pragmatic identity. The research proposed in this paper clarifies the shortcomings of current stud‐ ies of identity by tracing the rhetorical proofs (logos, ethos and pathos), which demonstrates why the New Rhetoric, comprising unified philosophical thinking and practical discourse skills, can offer an alternative research perspective for identity studies. From this perspective, the paper ad‐ dresses the essence and attributes of pragmatic identity as an epistemic resource. Subsequently, the research methodology for pragmatic identity studies is applied to a case study of coronavirus discourse. Specifically, a necessary first step is to differentiate the audience identity and the type of argumentation. The second step entails the identification of the premise of argumentation and the argumentative schema triggered by identity. The analysis will show how the effect of argu‐ mentation leaks from audience evaluation. The final step is to isolate the pattern through which pragmatic identity operates effectively in epistemic argumentation. This will hopefully improve the discourse practice and the theoretical value of identity studies.
Key words: pragmatic identity; new rhetoric; epistemic argumentation; analytical procedure; coronavirus discourse
