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COMM 104: Exam 2
The Rhetoric
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All available means of persuasion
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Sophists
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speak well in order to conduct business of the community
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public
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the commonality among people that is based on consumption of common texts (essentially the audience)
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public sphere
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A common place where ideas and information are exchanged.
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deliberative rhetoric
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Originally spoken in legislature the speaker would try to convince the audience to complete or not complete an action. They would focus on future behavior.
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Forensic rhetoric
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originally spoken in court, would rely on past behavior, and elicits feelings of guilt or innocence.
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Epideictic rhetoric
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spoken in ceremonial situations, and focuses on present behavior. It seeks to either praise or blame.
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Ethos
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speaker's credibility. The 3 c's: Character, competence, caring.
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Logos
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logical dimension of an appeal. Arguments/reasoning and evidence
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Pathos
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emotional dimensions where one tries to influence audience's attitude towards topic/speaker
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invention
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choose the best possible arguments for your case.
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arrangement
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determine the most effective way to organize your arguments.
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style
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using certain language to present your arguments
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delivery
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nonverbally present your arguments (gestures, use of space, eye contact)
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memory
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delivering a speech without notes and recalling important information during a speech
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audience analysis
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our goal is to know enough about your audience make your ideas clear and meaningful to them.
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demographics
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age, gender, sex orientation, race, ethnicity, culture, religion, group membership
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situations
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number in audience, physical setting, occasion, disposition toward topic
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adaption
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connect with audience by choosing arguments, reason, examples, and speech topics that relate to them.
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parts of an argument
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a. Claim- statement that the speaker "claims" to be true, and is seeking to show as true or probably true.
b. Reasons- parts of arguments that offer support to the truth of claims.
c. Argument- built out of claims and reasons
Argument=Reason+Claims
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3 dimensions of credibility
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character(good person)
competence(smart)
caring(concerned for others)
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Initial ethos
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credibility assigned to a speaker prior to beginning a communication act
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derived ethos
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credibility assigned to a speaker during the act of communication
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terminal ethos
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credibility at the end of the communication act
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effects of initial ethos in the classroom
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paying attention, learning, behavior change
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long-term effects of ethos
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-high ethos sources lose impact over time
-may need to remind later on
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5 power bases
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Coercive-punishment
Reward-benefit
Legitimate-assigned role
Expert-competence
Referent-identification
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evaluate ethos
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look at a person's character, competence, and caring
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proposition of fact
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whether something is true/false, exists/doesn't exist, happened/didn't happen.
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proposition of value
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whether something is favorable/unfavorable, moral/immoral, fair/unfair, or better/worse
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proposition of policy
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whether someone should/shouldn't do or believe something.
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characteristics of good style
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-(accuracy)be accurate
-(clarity)be clear
-(propriety) language should be appropriate to the source, the topics, and the audience
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Monroe's motivated sequence
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A. Attention (get it)
B. Need (establish why it's important)
C. Satisfaction (provide a solution)
D. Visualization (paint a picture of the benefits of your solution)
E. Action (Call the audience to action)
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example evidence
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specific instances used to illustrate/represent people, ideas, experience, condition, etc,
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statistic evidence
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numerical data offered to clarify or strengthen a claim
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testimonial evidence
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quotations of paraphrases used to support a claim
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syllogism
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formal statement where two true premises equal a third.
1. Major premise-all people in the room are students
2. minor premise-you are in the room
3. conclusion-you are a student
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enthymemes
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legitimate persuasive arguments that are missing premises
-shortened syllogism
-audience fills missing pieces
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4 functions of theory
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1. describe
2. explain
3. predict
4. control
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testing truthfulness of an argument
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Recent? enough evidence? consistent? ambiguity? reliable source? relevant to claim?
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common fallacies
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1. appeals to ignorance
2. appeals to mob
3. appeals to emotion
4. ad hominem attack (attack on an individual)
5. straw man fallacy (distory oppositions argument)
6. playing with words
7. misuse of authority
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fear appeals
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appealing to someones fears to get them to agree with you
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Extended parallel process model
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is a theory that predicts responses to fear appeals.
Are you afraid? And what are you going to do about it?
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guilt appeals in public comm.
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i. be subtle
ii. use a familiar/likable source
iii. provide easy/clear solution to alleviate guilt
iv. anticipated guilt-how the audience can avoid guilt in the future
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effects of humor appeals
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taps into happiness or joy.
-attention getter
-can be a distraction
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