Ordinary people can reason: A rhetorical case for including vernacular voices in ethical public relations practice [Book Review]

Journal of Business Ethics 87 (4):441 - 453 (2009)
Abstract
Modern public relations practices have been dominated by appeals to impulses, desires, and images that affect publics defined predominantly in demographic terms. This paper argues that abandoning basic rhetorical assumptions about the ability of ordinary people to engage in practical reason has serious ethical implications for the marketplace as well as for society in general. The study applies recent rhetorical scholarship on issues of public discourse and rhetorical culture to public relations practices, considering how rhetoric can contribute to more effective and ethical public discourse in our dominant modes of marketplace communication.
Keywords marketplace communication  public relations  rhetoric  vernacular discourse  Aristotle  Plato  Edward Bernays  Freud  Marvin Olasky  Stuart Ewen  J. Michael Sproule  Gerard Hauser
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    Chaïm Perelman (1969). The New Rhetoric: A Treatise on Argumentation. Notre Dame, [Ind.]University of Notre Dame Press.

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