Theory of Identification

1. Theory of Identification Created by Kenneth Burke Presentation by Cerise Caiazzo CMS 495

2. About Its Creator • Kenneth Burke “is a giant among symbol theorists” and had great influence in message strategies of Communication Theory. • Burke published his Theory of Identification in his book Rhetoric of Motives (1969) • Wikipedia.org

3. Introduction • The Theory of Identification is categorized in our text as a theory of Message under Rhetoric Tradition. • The theory examines how people use symbols in their quest for identification through conquering division. • Burke goes even deeper and says that persuasion only occurs when a common ground (identification) has occurred between the speaker and listener. “present a set of ideas that speakers can use to determine the unique forms of identification (and perhaps division) that might be used in a particular message.” (143)

4. The Message • Our Text labels Burke’s Theory of Identification as a theory of “The Message”. • A theory focused on “the message” focuses on text or organized symbols that convey meaning to communicators. • People tactically communicate messages as a way to achieve goals. • Messages have the ability to bring people together or tear them apart. “We primarily see [Burke’s Theory] as a theory of the message because Burke is concerned with the ways in which messages can be structured to create identification or division.” (143)

5. Rhetoric • Rhetoric has obtained a broad definition throughout time and it is important to understand the Theorist definition of the term. • Burke defines rhetoric as “The use of words by human agents to form attitudes or induce actions in other human agents” (Brock 184) “Burke’s view of rhetoric begins with his concept of action. Burke starts with the distinction between action and motion. Action consists of purposeful, voluntary behaviors; motions are nonpurposeful, nonmeaningful ones. Objects and animals possess motion, but only human beings have action. Burke views the individual as a biological and neurological being, distinguished by symbol-using behavior or the ability to act. People are symbol-creating, symbol-using, and symbol-misusing animals. They create symbols to name things and situations; they use symbols for communication; and they often abuse symbols by misusing them to their disadvantage.” (Littlejohn 141)

6. Animals Using Action

7. Consubstantiality • Consubstantiality is the ability to share substance (objects, friends, values, beliefs, activities) with another individual. This is one way identification can be created between humans.

8. Three Sources of Identification • Material Identification • Results from owning similar possessions, objects that can be physically touched. • Idealistic Identification • Results from shared beliefs, values, feelings, and attitudes • Formal Identification • Results from being involved in similar events or organizations “Identification is not an either-or occurrence but a matter of degree….. Identification can be great or small, and it can be increased or decreased by the actions of the communicators.” (142)

9. Identification Through Mystification • Is the phenomena when people of lower strata identify with individuals of a higher strata, even though there can be dramatic differences or division. • “In such a situation, individuals perceive in others an embodiment of the perfection for which they themselves strive.”

10. Concept of Guilt • The concept of guilt, “any feeling of tension within a person—anxiety, embarrassment, self-hatred, disgust, and so forth”, helps explain how identification works. • Guilt is a condition caused by symbol use. Three Sources of Guilt • Negative- creation of rules that are bond to be broken • Principle of Perfection- inability to achieve perfection • Principle of Hierarchy- competition and division among groups causes guilt.

11. Message Strategies for Identification or Division • Strategies of Naming: using language to describe something in a way that creates I or D. • Strategies of Form: particular methods or means of expression. • Strategies of Spiritualization: appeal to supreme value or ideal. Refer to a topic of common interest “our shared vision” Syllogism “God Bless America”

12. Limitations • Was developed for face-to-face communication. Further studies should be done to see if effectiveness is similar in the IT world. • Does not consider Fake identity and how that has an affect on Identification or Division. Are similarities real or fake or does it truly matter?

13. Sources Burke, Kenneth. A Rhetoric of Motives. Berkeley: University of California, 1969. Print. Day, Dennis G. "Persuasion and the Concept of Identification." Quarterly Journal of Speech. Vol. 46. N.p.: n.p., 1960. 270-73. Print. Littlejohn, Stephen W., and Karen A. Foss. Theories of Human Communication. 10th ed. Long Grove, IL: Waveland, 2011. Print.