What is Rhetoric?

Rhetoric refers to the study and uses of written, spoken and visual language. It
investigates how language is used to organize and maintain social groups, construct
meanings and identities, coordinate behavior, mediate power, produce change, and
create knowledge. Rhetoricians often assume that language is constitutive (we shape
and are shaped by language), dialogic (it exists in the shared territory between self and
other), closely connected to thought (mental activity as "inner speech") and integrated
with social, cultural and economic practices. Rhetorical study and written literacy are
understood to be essential to civic, professional and academic life.

Rhetoric began 2500 years ago as the study of the forms of communication and
argument essential to public, political and legal life in Ancient Greece. It has since
evolved a rich and diverse body of research, texts, and pedagogies.

5 characteristics of rhetoric
rhetoric typically addresses public audiences

is more or less purposeful - intention comes into play, but we try not to look at what the author's
intent is (intentional fallacy)when evaluating an argument's persuasive powers

responds to and creates more or less obvious social concerns/ rhetoric produces rhetoric/creates
social situations /exigencies - situations requiring rhetoric to resolve

relies on verbal and nonverbal symbols - images, audio, color, architecture, scene, gestures,
facial expressions

shapes the way people think. act, believe, and feel

Rhetorical Discourse
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James A. Herrick, a specialist in the areas of rhetoric and argument and author of The History and
Theory of Rhetoric, describes rhetorical discourse as having the following six characteristics:

1. Planned
2. Adapted to an audience
3. Shaped by human motives
4. Responsive to a situation
5. Persuasion-seeking
6. Concerned with contingent issues

(If after reading the names and descriptions of the characteristics you still aren't sure what they mean, try
the "dude translation" for a more straight forward application which is located at the end of each
description!)

1. Planned
Rhetorical discourse involves forethought or planning.
Things to consider are:
Which arguments will I advance?
Which evidence best supports my point?
How will I order and arrange my arguments and evidence?

Dude translation:
Dude, you have to actually think about what you say, and it has to make sense.

2. Adapted to an audience
Discourse is planned with some audience in mind. Audiences are different and range from a group of
friends to a room of scholars. You will approach these two audiences differently which must be considered
ahead of time.

In the pictures below, it's obvious that how you approach the group on the left would be different that that
on the right. The group on the left may bring to mind certain examples or analogies you could use to
better target them versus the group on the right. So keep in mind your audience when thinking of
rhetorical discourse.
By: businessroundtable By: KevinStandlee

Dude translation:
Dude, it's probably not a good idea to discuss quantum physics and its effect on rotational ellipses to a
group of five year-olds.

3. Reveals Human Motives

Rhetors address audiences with goals in mind. Rhetors accomplish such goals by aligning their own
motives with an audiences commitments. There are good and bad motives. For example, in politics you
may have an official who says he/she wants to be elected into office to achieve a certain goal that you
support him/her on and consider a good motive. At the same time, motives may either be admitted or
conceal. The goal the official has openly discussed would be admitted, but there could also be a concealed
motive as to why the official wants to be elected, like fame or money.

Dude translation:
Dude, chances are you're trying to get at something. You can make this easy or hard. Don't be an ass
(unless that's the point you're getting at, in that case, Rock on).

4. Is Responsive
Discourse is typically a response either to a situation or to a previous rhetorical statement. So rhetoric is
both situated and dialogic meaning it is crafted in response to a set of circumstances.

It's impossible to forget the images of September 11, 2001. This image below is one of many showing the
dust and debris from the collapsing towers. This immediately invoked a response from the president,
George W. Bush.
 911.jpg

By: wallyg

Dude translation:
Dude, he just challenged your manhood. You just gonna take it like that? Start something, and expect to
get something back.

5. Seeks persuasion
Rhetorical discourse is usually intended to influence an audience to accept an idea, and then to act in a
manner consistent with that idea. This is achieved by arguments, appeals, arrangement, and aesthetics.

Images like the one below seek persuasion in the direction that war is not the answer, but rather peace.
 no_warr.jpg

By: Myhandsarecold

Dude translation:
Dude, you gotta try this. You can thank me later, or punch me in the face, whichever you feel is most
appropriate.

6. Addresses Contingent Issues

In discourse, you cannot argue something that isnt contingent such as an alien encounter (unless you
believe it that kind of thing...).
By: Ben Heine

Dude translation:
Dude, nobody cares about Edward and how he maybe, possibly, could have, did not, think about biting
that chick. My left pinky has more of a plot line than the entire Twilight saga.