GALA, Paulo <br/><br/>
A Retórica na economia institucional de Douglass North 

 - São Paulo :  Editora 34,  abr./jun.  2003 
<br/><br/> This paper analyses the rhetoric of Douglass North. After a brief discussion about the relevance of rhetorical studies for methodological purposes, we investigate the author's speech in Institutions, Institutional Change and Economic Performance (1990) in two stages. The first deals with the way in which North delivers his theory - the main focus here is in the way he ´ talks ´ to his audience. The second shows the author's use of some of the classical rhetorical rules as proposed by Arida (1983). In the last section we discuss some aspects of North’s work considering other studies with the same task in Brazil