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RhetoricThe rhetor, the rhetorician, and the rhetorical.
Some Definitions
Plato: The art of winning the soul by discourse.
Stanford University, “Some Definitions of Rhetoric”
Some Definitions
Aristotle: The faculty of discovering in any particular case all of the available means of persuasion.
Stanford University, “Some Definitions of Rhetoric”
Some Definitions
Quintillian: Rhetoric is the art of speaking well.
Stanford University, “Some Definitions of Rhetoric”
Some Definitions
George Campbell: Rhetoric is that art of talent by which discourse is adapted into its end. The four ends of discourse are to enlighten the understanding, please the imagination, move the passion, and influence the will.
Stanford University, “Some Definitions of Rhetoric”
Some Definitions
I. A. Richards: Rhetoric is the study of misunderstandings and their remedies.
Stanford University, “Some Definitions of Rhetoric”
Some Definitions
Andrea Lunsford: Rhetoric is the art, practice, and study of human communication.
Stanford University, “Some Definitions of Rhetoric”
The Fundamentals
At its essence, rhetoric may be defined as the study of how language—broadly defined as any sign system—is used to persuade.
The Fundamentals
At its essence, rhetoric may be defined as the study of how language—broadly defined as any sign system—is used to persuade.
This study allows us to do three primary tasks: To analyze and understand texts written by others To produce texts ourselves for others To teach others what we know
Fundamentals
Rhetoric is a process or activity It is not a thing or the discourse we create It is not eloquence or persuasion itself
Beginning of Rhetoric
Ancient Greece is recognized as the country in which rhetoric originated (≈ 465 BC)
Beginning of Rhetoric
Ancient Greece is recognized as the country in which rhetoric originated (≈ 465 BC)
Accompanied by two major shifts How reality was previously determined: by kings and by gods to
by individuals How knowledge was transmitted: spoken to written discourse
Beginning of Rhetoric
Ancient Greece is recognized as the country in which rhetoric originated (≈ 465 BC)
Accompanied by two major shifts How reality was previously determined: by kings and by gods to
by individuals How knowledge was transmitted: spoken to written discourse
Sophists = first paid teachers, first rhetoricians
5 Cannons of Rhetoric
Before writing became commonplace, early Romans recognized five canons—components or principles—of rhetoric used to compose and give speeches.
5 Cannons
Invention: Developing the strategy of an argument through the three appeals (ethos, logos, pathos)
5 Cannons
Invention: Developing the strategy of an argument through the three appeals (ethos, logos, pathos)
Arrangement: Organizing the information in a familiar, logical, sequential order
5 Cannons
Invention: Developing the strategy of an argument through the three appeals (ethos, logos, pathos)
Arrangement: Organizing the information in a familiar, logical, sequential order
Style: Choosing particular words and examples to make the message concrete, visual, and accessible to the audience
5 Cannons
Invention: Developing the strategy of an argument through the three appeals (ethos, logos, pathos)
Arrangement: Organizing the information in a familiar, logical, sequential order
Style: Choosing particular words and examples to make the message concrete, visual, and accessible to the audience
Memory: Committing a speech to the mind using mental frames
5 Cannons
Invention: Developing the strategy of an argument through the three appeals (ethos, logos, pathos)
Arrangement: Organizing the information in a familiar, logical, sequential order
Style: Choosing particular words and examples to make the message concrete, visual, and accessible to the audience
Memory: Committing a speech to the mind using mental frames
Delivery: The use of voice and body to present the speech
Cannons
We redefine these terms today with written, oral, visual, and electronic media in mind.
Rhetorical Situation
What
When
Who
Which
Where
How
Rhetorical Situation
What
When
Who
Which
Where
How
Topic
Angle
Purpose
Readers
Context
Rhetorical Situation
What
When
Who
Which
Where
How
Topic
Angle
Purpose
Readers
Context
Act
Rhetor
Audience
Exigence (issue)
Rhetorical Situation
Audience
Context
Purpose
Rhetorical Situation
Audience
Context
Purpose
Audience
Exigence
Limitations
Rhetorical Situation
Audience
Context
Purpose
Audience
Exigence
Limitations ?
Applications of Rhetoric
Rhetoric helps us identify with those both within and outside of our communities
Likewise, rhetoric may divide us from those same groups
Analyzing the use of language helps us become better communicators and teachers
Analyzing others’ texts allows us to locate, critique, maintain, and challenge systems of power
Readers Profile
What are their expectation
Readers Profile
What are their expectation
Where will they be reading
Readers Profile
What are their expectation
Where will they be reading
When will they be reading
Readers Profile
What are their expectation
Where will they be reading
When will they be reading
Why will they be reading
Readers Profile
What are their expectation
Where will they be reading
When will they be reading
Why will they be reading
How will they be reading
Readers Profile
What are their expectation
Where will they be reading
When will they be reading
Why will they be reading
How will they be reading
What are their values
Readers Profile
What are their expectation
Where will they be reading
When will they be reading
Why will they be reading
How will they be reading
What are their values
What’s their attitude
Rhetoric & Literacy
From “The Writer’s Audience is Always a Fiction”
What do we mean by saying the audience is a fiction? Two things at least. First, that the writer must construct in his imagination, clearly or vaguely an audience cast in some sort of a role…
Walter Ong, excerpt from Cross Talk in Comp Theory (3e), 60
Rhetoric & Literacy
From “The Writer’s Audience is Always a Fiction”
Second, we mean that the audience must correspondingly fictionalize itself. A reader has to play the role in which the author has cast him, which seldom coincides with his role in the rest of actual life.
Walter Ong, excerpt from Cross Talk in Comp Theory (3e), 60
Rhetoric & Literacy
From “The Writer’s Audience is Always a Fiction”
For the speaker, the audience is in front of him. For the writer, the audience is simply further away, in time or space or both.
Walter Ong, excerpt from Cross Talk in Comp Theory (3e), 57
Rhetoric & Literacy
From “The Writer’s Audience is Always a Fiction”
Context for the spoken word is simply present, centered in the person speaking and the one or ones to whom he addresses himself and to whom he is related existentially in terms of the circumambient actuality.
Walter Ong, excerpt from Cross Talk in Comp Theory (3e), 57
Framing Theory
The concept of framing suggests that how something is presented influences the choices people make.
California State University Northridge, “Framing and Framing Theory”
Framing Theory
The concept of framing suggests that how something is presented influences the choices people make.
“Communication itself comes with a frame. The elements of the Communication Frame include: a message, an audience, a messenger, a medium, images, a context, and especially higher-level moral and conceptual frames.”
– George Lakoff, UCBerkeley
California State University Northridge, “Framing and Framing Theory”
Activity
Using the “rhetorical lenses” you
have learned today, identify the rhetorical motives in this
ad.
Share with the class your analysis.
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