5. 1. Exigence: What happens or fails to happen? Why is one
compelled to speak out?
2. Persons: Who is involved in the exigence and what roles do
they play?
3. Relations: What are the relationships, especially the
differences in power, between the persons involved?
4. Location: Where is the site of discourse? e.g. a podium,
newspaper, web page, etc.
5. Speaker: Who is compelled to speak or write?
6. Audience: Who does the speaker address and why?
7. Method: How does the speaker choose to address the
audience?
8. Institutions: What are the rules of the game surrounding/
constraining numbers 1 through 7.
6. 1. Exigence: What happens or fails to happen? Why is one
compelled to speak out?
Every Person
2. Persons: Who is involved in the exigence and what roles do
they play?
3. Relations: What are the relationships, especially the
Realizes Lions
differences in power, between the persons involved?
4. Location: Where is the site of discourse? e.g. a podium,
newspaper, web page, etc.
5. Speaker: Who is compelled to speak or write?
Should Always
6. Audience: Who does the speaker address and why?
7. Method: How does the speaker choose to address the
audience?
Move Indoors
8. Institutions: What are the rules of the game surrounding/
constraining numbers 1 through 7.
7. Three Categories of
ethos
•
phronesis - practical skills & wisdom
•
arete - virtue, goodness (disinterest)
•
eunoia - goodwill towards the audience
8. Phronesis
This moment in American history demands honesty and
leadership. Ultimately we are all in this together. By
working together, we can restore optimism in the
business community and grow this economy by
controlling spending and enacting common sense
reforms.
John King -- Republican Member of Congress
9. Arete
But for those making more than $1 million — there were
236,883 such households in 2009 — I would raise rates
immediately on taxable income in excess of $1 million,
including, of course, dividends and capital gains. And for
those who make $10 million or more — there were 8,274
in 2009 — I would suggest an additional increase in rate.
My friends and I have been coddled long enough by a
billionaire-friendly Congress. It’s time for our government
to get serious about shared sacrifice.
Warren Buffett
11. If you could master one element of
personal communications that is
more powerful than anything we’ve
discussed, it is the quality of being
likeable. I call it the magic bullet,
because if your audience likes you,
they’ll forgive just about anything
else you do wrong. If they don’t like
you, you can hit every rule on target
and it doesn’t matter.
--Roger Ailes
12. Code Grooming
Using terms,
phrases,
allusions, and
ideas that your
audience
recognizes
13. Using references that a
general audience believes
are innocuous but that
signal certain groups that
you are one of them.
Dog Whistling
14. Mitt Romney, not one of
us.
--Ad from President
Obama
Dog Whistling
15. "We are part of an Anglo-Saxon
heritage, ...The White House
didn't fully appreciate the shared
history we have."
--Aide to Gov. Romney
Dog Whistling
25. "According to Aristotle, rhetors can invent a
character suitable to an occasion--this is
invented ethos. However, if rhetors are
fortunate enough to enjoy a good
reputation in the community, they can use it
as an ethical proof--this is situated ethos."
(Sharon Crowley and Debra Hawhee,
Ancient Rhetorics for Contemporary
Students. Pearson, 2004)
