Rhetoric: An Introduction

1. Rhetoric: An Introduction ENGL 1010 Fall 2012

2. Definitions and Refutations • Rhetoric is… • “the art of winning the soul by discourse.” – Plato • “the faculty of discovering in any particular case all of the available means of persuasion.” – Aristotle • “Wherever there is persuasion, there is rhetoric, and wherever there is rhetoric, there is meaning.” –Kenneth Burke

3. A Brief History • During the 4th century B.C., Aristotle wrote On Rhetoric in which he defined rhetoric as discovering all available means of persuasion on a topic. Thus, for him, rhetoric has a clear persuasive function, but also an epistemic function– it serves as a way to discover what is known and what can be known about a subject. • Some might say that every time we use language– in speech or in writing– we engage in a rhetorical act. Therefore, we might conclude, that a modern definition of rhetoric is the intentional use of language to influence an audience.

4. The Rhetorical Situation • Whenever we write, whether it’s an email to a friend or a toast for a wedding, an English essay or a résumé, we face some kind of rhetorical situation. We have a… • Purpose, • Certain audience, • Particular stance, • Genre (your book offers 15 chapters dedicated to this), • And medium to consider.

5. Thinking About Purpose • What do you want your audience to do, think, or feel? (i.e. How will they use what you tell them?) • What does this writing task call on you to do? (e.g. Do you need to show that you have mastered certain content or skills?) • What are the best ways to achieve your purpose? (e.g. What kind of stance should you take? Should you write in a particular genre? Do you have a choice of medium/design?)

6. Thinking About Audience • Whom do you want to reach? or To whom are you writing (or speaking)? • What is your audience’s background—their education and life experiences? • What are their interests? • Is there any demographic information that you should keep in mind? • What political circumstances may affect their reading? • What does your audience already know—or believe—about your topic? What do you need to tell them? • What’s your relationship with your audience, and how does it affect your language and tone? • What does your audience need and expect from you? • What kind of response do you want? • How can you appeal to your audience?

7. Thinking About Genre • What is your genre, and does it affect what content you can or should include? (e.g. objective information, researched source material, your own opinions, personal experiences) • Does your genre call for any specific strategies? (e.g. personal narratives usually call for a narrative story; résumés usually call for an organized layout of your employment information) • Does your genre require a certain organization? • Does your genre affect your tone? • Does the genre require formal (or informal) language? • Do you have a choice of medium? • Does your genre have any design requirements?

8. Thinking About Stance • What is our stance, and how can you best present it to achieve your purpose? (e.g. If you’re writing about something you take very seriously, be sure that your language and even your typeface reflect that seriousness. Make sure your stance is appropriate to your purpose.) • What tone will best convey your stance? (e.g. Do you want to be seen as reasonable? Angry? Thoughtful? Gentle? Funny? Ironic? What aspects of your personality do you want to project?) • How is your stance likely to be received by your audience? • Should you openly reveal your stance? (e.g. Do you want or need to announce your own perspective on your topic?)

9. Thinking About Media/Design • What medium are you using—print, spoken, electronic—and how does it affect the way you will write your text? • Does your medium affect your organization and strategies? (e.g. Long paragraphs are fine on paper but don’t work well on the Web.) • How does your medium affect your language? (e.g. Some print documents require a more formal voice than spoken media; email often invites greater informality.) • Should you use a combination of media? (e.g. Should you include audio or video in Web text? Do you need PowerPoint slides, handouts, or other visuals to accompany an oral presentation?)