COMM 305 1st EditionLecture 17Outline of Last Lecture 1. Key Concepts a. Fear of Isolation b. Quasi-Statistical Sense c. Willingness to Speak 2. Spiral of Silence Process 3. Multilevel Process 4. Evidence 5. Moderators a. Issue Attachment b. Education and Affluence c. Referent Group 6. Key CriticismsOutline of Current Lecture 1. Toulmin’s Model of Arguments a. Preliminaries i. Two sense of “argument” ii. Justification, Correctness, and Persuasiveness b. Argument Form c. Argument Prototypes d. Applying the Model to Arguments 2. Theories of Reasoned Action/Planned Behavior 3. Elaboration Likelihood Model 4. Aristotle’s Logos, Ethos, and PathosCurrent LectureThe Toulmin model is a message that is ideal. Some of these theories focus on audience processes. The Toulmi model focuses only on messages themselves. 1ai. Two sense of “argumentWe use argument in a broad way. Argument has two distinct meanings.It appears in sentences like: “they had an argument” sometimes we use the word to mean an overt disagreement. It also appears in: “he made an argument” here it means a claim and its supporting reasons.The possible relationship having an argument - people may or may not make arguments. They may or may not be engaged in giving reasons. We may or may not find overse disagreements. We can make an argument without having an argument. How do we support our claims with evidence? 1ai. Justification, Correctness, and PersuasivenessThere is a difference in justifying a claim and correctness for a claim. A claim may be correct butsomeone may give bad reasons for it. Someone may have good justification for a claim that may not be correct. You may think the carwill be reliable. You could have good reasons but you may still be wrong. You may think the stocks will be up when you have no reason to think that. Good evidence doesn’t mean a claim is correct. There is a difference in a well-reasoned and a justified claim.An argument may be persuasive even though it is a bad argument. It may sound good but it may not be. Our focus isn’t on the effects the message will have or how the audience will receive a message but on the message itself. These are not all stated when people make arguments. Only some parts are stated explicitly.Toulmin’s Model: Argument FormGround - Claim Warrant A claim is an assertion advance for the acceptance of others. Grounds and ClaimsThe price of crude oil has increased (G). - The price of products made from crude oil will increase soon C). Warrant. The grounds answers the question what are you basing that claim on. Car commercial. They don’t say they want you to buy a car but they are indirectly saying that. The warrant is a general statement that justifies or warrants using a grounds as a basis for the claim.COMM 305 1st EditionThe warrant is a way from getting to that ground to that claim.Backing. The grounds and the warrants are claims. Backing provides statements for the grounds for the warrant. Backing signals an argument chain. The existence of backing should point out that arguments don’t exist in isolation. Grounds and warrants are claims that may need to be justified. Qualifiers and rebuttals A qualifier is a word or phrase that indicates a strength to which the claim is advanced. A rebuttal is a statement that shows possible exceptions to the claim. By rebuttal we don’t mean counter argument. A counter argument is where something is wrong.A rebuttal acknowledges there may be certain situations where it is not accurate. 1b Argument Prototypes Classification Generalization Cause to effect Effect to cause Analogy Authority How should we build
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