Classical Rhetorical Theory Humanistic 1 Rhetorical Tradition a Falls under the communication context of Public Communication One to Many 2 Goals of Public Communication a Inform Speaking to many to give them information clarify ideas or concepts b Persuade Change ones attitudes behaviors or beliefs or call them to action in some way c Entertain Drama related telling stories and all other forms of communication that do not attempt to inform or persuade i Eulogy 3 Types of Theories a Classical Rhetorical Theories Use artistic proofs i Aristotle s Rhetorical 384 BC 322 BC ii Quintilian 35 to 96 CE iii George Campbell 1776 b Contemporary Rhetorical Theories Use inartistic proofs i Dramatism Kenneth Burke 1950 ii The Narrative Paradigm Walter Fisher 1984 4 Rhetoric is a HUMANISTIC THEORY a Part of Humanist Tradition of theory building and testing Interpretive Hermeneutic Theories b Differs from the social scientific approaches we have studied thus far i Humanists deny an objective truth not looking for universal laws different interpretations are okay construction ii Theories are generated broadly so as to allow for individual interpretation and voice put theories into an intelligible frame iii Both epistemology and ontology involve knowledge through human reasoning and social iv Humanist axiology is open that is values different interpretations are encouraged a Aristotle 384 BC 322 BC Argument by finding all the available means of persuasion The b George Kennedy A system of language intentionally used to persuade others decisions or actions 5 Definitions of Rhetoric Rhetoric ORAL REHTORTIC ORALLY and WRITTEN 6 Origins of Classic Rhetorical Theory a Greece about the 5th Century BCE b Early rhetorical theorists emerge i The Sophists Taught Greek citizens public speaking and basic principles of persuasion ii Plato disagreed with the Sophists absolute truths about the world 7 Aristotle a Former student of Plato b More practical than Plato but still disagreed with the Sophists c Wrote a comprehensive treatise on rhetoric circa 384 BCE commonly known as The Rhetoric 8 Assumptions Guiding Classical Rhetorical Theory Regarding Aristotle a Rhetoric is designed to find the best or most appropriate form of influence or persuasion b Rhetorical communication is public one many i Speakers MUST consider their audience c Rhetorical communication is intentional i Speakers intend to influence their audiences and develop strategies to accomplish goals d Rhetorical theory is a Prescriptive Art Provides a method for preparing and delivering public messages i 5 Cannons of Rhetoric 1 Invention The construction or development of an argument related to the purpose of the speech begin thinking about artistic proofs 2 Arrangement How ideas are placed in order in a speech a Introduction thesis topic of speech Body argument evidence examples Conclusion summarize speech leave them with a bang 3 Style How ideas are expressed with language 4 Delivery How the ideas are presented more fluid delivery more persuasive 5 Memory Being familiar with what you re discussing e Effective speakers only rely on proofs i Proofs Available means of persuasion or the tactics and strategies that people use in order to persuade their audience 1 Inartistic Proofs Things that are there a Facts statistics laws contracts testimony information obtained under torture 2 Artistic Proofs Things the speaker creates in the audience a Ethos The moral character of the speaker i Established through credibility and or competence of the speaker ii Demonstrates good will towards the audience b Pathos Emotional Proof i Produced by eliciting emotions from audience members 1 Joy pain hatred fear etc c Logos Use of logical evidence and arguments in a speech i Examples A statement that is either factual or invested by the speaker 1 A Rhetorical Induction A specific claim to a generalized conclusion effects a If you smoke you are likely to experience these harmful ii Enthymemes Based of syllogism and deductive arguments go from general to specific all men are mortal Socrates is a man thus Socrates is mortal 1 May omit a premise or even the conclusion 9 Types of Speeches a Forensic Past Persuasive speeches in courtrooms i Speeches of accusation and defense ii Courtroom b Epideictic Present Eulogies i Praise blame ii Ceremonial in nature c Deliberative Future Giving a speech to ignite action i What should or should not be done ii Politics Law Making 10 Evaluation a Positive b Criticisms i Validity we can see the importance of persuasive messages in every day life i Narrow in Scope Other factors may explain why people are persuaded ii Ethics Doesn t take morality of ideas into consideration
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