1. What is Rhetoric?
 One form of human communication

2. What is Rhetoric?
communication
persuasive
rhetoric

3. What is Rhetoric?
 One form of human communication
 Unique “status” : social, literary, philosophical – Bryant 424

4. Rhetoric: Functions and Scope (Bryant, 1953)

5. What is Rhetoric?
 One form of human communication
 Unique “status” : social, literary, philosophical – Bryant 424
 “the [art of] use of symbols to induce social action” -
Hauser 3

6. What is Rhetoric?
 One form of human communication
 Unique “status” : social, literary, philosophical – Bryant 424
 “the art of using of symbols to induce social action” -
Hauser 3
 a “practical art” - Hauser 11

7. continuum of communication
Instrumental Expressive
Insistence Artistry
Practical Art-for-art’s sake
Local, limited Universal, timeless

8. What is Rhetoric?
 One form of human communication
 Unique “status” : social, literary, philosophical – Bryant 424
 “the art of using of symbols to induce social action” -
Hauser 3
 a “practical art” - Hauser 11
 Cooperative / transaction
 Temporary / situated
 Limited / strategic
 Ordinary / symbolic & social
 Productive / constitutive

9. Rhetoric is both…
•Product •Process
•Doing/action • concepts on
“how” to do it

10. Rhetoric as Practice
Narrative
Dialectic
Rhetoric

11. Rhetoric as Practice
Narrative Dialectic Rhetoric
Mode of thinking Storytelling; normative, Posing of objections to all Two-sided argument to
traditional, noncritical in doubtful propositions until arrive at likelihoods based
nature objections are refuted or on audience standards;
the original proposition is intersection of reason with
replaced by one better able experience in ways that
to withstand critical engage feelings and values
examination
Used by Bards; poets; everyone Experts Everyone
Outcome Transmits norms Criticism; explores and Probable conclusions in
tests norms, assumptions, specific circumstances
premises
Structure Stories, myths, religion, Question/answer; Public discourse & symbol
fable, parables philosophy; science use; speeches, essays,
statements
Focus Infer norms for Rational certainty, not Opinion and belief that
appropriate/valorous acts action lead to action
Subject Matter Traditions; reality reflected Generalizations, abstract Specific cases
through storyline principles

12. Rhetoric as METHOD
 Dialectic  Rhetoric
• “expert” argument • “everyday” argument
• begins with opinion • begins with opinion
• all subjects • all subjects
• contingent issues • contingent issues
• Generalized, “ideal” • Concrete, specific
questions questions
• expert, technical • popular argument
argument leading to leading to persuasion
criticism & “truth” & action

13. Rhetoric as METHOD
Dialectic = speculative inquiry
concerning generalized propositions
Rhetoric = practical inquiry concerning
concrete situations

14. BOTH Practice & Method
 Practice  Method
 act, performance  planning
 shape feelings, ideas,  investigate situations,
acts (persuading) solutions
 expression  how to express
 social study  intellectual study
 practical  theoretical
 instrument  concept
 doing  knowing
 action  philosophy

15. Aristotle Bk I, ch 2
“Rhetoric may be defined as the faculty of
observing in any given case the available
means of persuasion. This is not a
function of any other art.”

16. The Rhetorical Situation
Lloyd Bitzer (1968)

17. The Rhetorical Situation
Lloyd Bitzer (1968)
Elements of the Rhetorical situation

18. The Rhetorical Situation
Lloyd Bitzer (1968)
Elements of the Rhetorical situation
 Exigence