THE RHETORIC OF ARISTOTLE

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THE RHETORIC OF ARISTOTLE

• Chapter 21 of Em Griffins
• A First Look at Communication Theory

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3 main components of rhetorical analysis

• THE SPEAKER
• THE SPEECH
• THE AUDIENCE

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Basic Principles

• Rhetoric is (about)
• PERSUASION, convincing audiences that the speaker
  is probably right
• ONE-TO-MANY COMMUNICATION
• Superior to FORCE
• Deals with KNOWN TRUTH
• Fundamentally PRACTICAL
• Involves considerations of CONTEXT

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RHETORIC FOR AFFAIRS OF STATE

• - JUDICIAL (guilt/innocence)
• - POLITICAL (future policy)
• - CEREMONIAL (praise/blame)

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THREE KINDS OF PROOF

• Logical (logos) line of argument
• Ethical (ethos) revealing of speakers
  character
• Emotional (pathos) the feeling drawn from the
  listeners

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(1) LOGICAL PROOF

• Logical proof entails
• 1. ENTHYMEME, moves from global principle to
  specific truth (deductive)
• major premise that audience already accepts
  (may be left as obvious - for audience to
  intuit) God will reward nonviolence
• minor premise We are pursuing our dream
  nonviolently
• conclusion God will grant us our dream
• 2. EXAMPLE examples are used by the speaker to
  draw a final conclusion from specific cases

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(2) ETHICAL PROOF

• Speaker must SEEM plausible as well as the
  argument BEING plausible
• High source credibility determined by
• Perceived intelligence (practical wisdom and
  shared values)
• Virtuous character (good and honest)
• Goodwill (has good intentions for the audience)

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Emotional Proof

• Emotional proof involves triggering responsive
  chords through play on opposing emotions, namely
• Anger (versus mildness)
• Love/friendship (versus hatred)
• Fear (versus confidence)
• Shame (versus shamelessness)
• Indignation (versus pity)
• Admiration (versus envy)

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Synthesizing Aristotles work 5 Cannons of
Rhetoric

• 1. Invention (construction of argument)
• Involves specialized knowledge AND general lines
  of reasoning common to all argument
• 2. Arrangement (ordering of material)
• State subject, then demonstrate it. First capture
  attention, then establish credibility, clarify
  purpose, conclude
• 3. Style (selection of language)
• Use of metaphor clarity appropriatness
• 4. Delivery (naturalness)
• 5. Memory.

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Critique

• Lecture note form leaves many holes, lack of
  precision in terms
• He promises analysis in terms of logical, ethical
  and emotional appeals, but actually structures
  his argument in terms of speaker, speech and
  audience
• Assumes a passive audience
• Does not say enough about SITUATION

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Critique (ctd)

• Aristotles discussion of emotional proof does
  not really deal with the power of speakers who
  rely on shock, charisma, dynamism. His
  discussion may really have been targeted at
  elites rather than the average people.