The author argues that the persuasive process is articulated within a dynamic linking beliefs and emotions. The different possible states of equilibrium balancing these two aspects define a persuasive process as more inherently rational or more inherently rhetorical. This latter, being marked by an immediate emotional participation, functions within a social context of the community type. It is dominated by an aesthetic form of communication, where epistemic belief proceeds out of a conformist adherence to the ethos of the group. Its (...) extreme form is represented by the discourse of propaganda. Linked to the epistemic structure of the rhetorical discourse there corresponds a moral structure of resentment and an authoritarian social structure. Although rational elements and emotional elements still coexist within concrete discourses, the possibility of distinguishing them in terms of autonomous functionalities represents the specific adjunct brought by philosophical reflection to the determination of the epistemic structure of persuasion. (shrink)

The author argues that the persuasive process is articulated within a dynamic linking beliefs and emotions. The different possible states of equilibrium balancing these two aspects define a persuasive process as more inherently rational or more inherently rhetorical. This latter, being marked by an immediate emotional participation, functions within a social context of the community type. It is dominated by an aesthetic form of communication, where epistemic belief proceeds out of a conformist adherence to the ethos of the group. Its (...) extreme form is represented by the discourse of propaganda. Linked to the epistemic structure of the rhetorical discourse there corresponds a moral structure of resentment and an authoritarian social structure. Although rational elements and emotional elements still coexist within concrete discourses, the possibility of distinguishing them in terms of autonomous functionalities represents the specific adjunct brought by philosophical reflection to the determination of the epistemic structure of persuasion. (shrink)

Journal Name: Semiotica Issue: Ahead of print.

Concluding with four philosophical essays, this volume of case studies demonstrates how the inventive and persuasive dimensions of scholarly discourse point the way to forms of argument appropriate to our postmodern age.

Jamie Dow presents an original treatment of Aristotle's views on rhetoric and the passions, and the first major study of Aristotle's Rhetoric in recent years. He attributes to Aristotle a normative view of rhetoric and its role in the state, and ascribes to him a particular view of the kinds of cognitions involved in the passions.

In lieu of an abstract, here is a brief excerpt of the content:Reviewed by:Peaceful Persuasion: The Geopolitics of Nonviolent RhetoricSarah E. DempseyPeaceful Persuasion: The Geopolitics of Nonviolent Rhetoric. Ellen W. Gorsevski. Albany: State University of New York Press, 2004.pp. 262. $55.00, hardcover.The overriding emphasis on violence, militarization, and retribution within current geopolitical contexts demands that we acquire greater understandings of nonviolent communicative practices. In Peaceful Persuasion, author Ellen Gorsevski, Professor of English and Communication at Oregon State (...) University, argues that nonviolent rhetoric tends to be ignored by scholars—that its methods, strategies, and impacts are often passed over and that nonviolence is often framed as hopelessly utopian, unrealistic, and ineffective. Gorsevski situates her study of nonviolent rhetoric less within its humanistic and religious inheritance, drawing instead on a contrast with existing models of rhetoric. As a strategy for rhetorical and political action, Gorsevski takes nonviolence to be instructive of new ways to reconfigure both rhetorical studies and social movement strategy.It is important to note that Gorsevski's need to study peaceful means of relating to others is driven as much by a love of rhetorical theory as by a passion for translating an understanding of nonviolent rhetoric into strategies for activists. As such, this book provides a solid introduction to rhetorical theory, including an appendix on the connection between rhetoric and nonviolence that details what activists have to gain from each. In addition, instructors will find useful a chapter on the specifics of incorporating nonviolence into speech communication classrooms.Peaceful Persuasion's greatest contribution to rhetorical studies is the careful drawing out of the many ways that a rhetorical take on nonviolence has become increasingly necessary. To make this solid case, Gorsevski draws on four very diverse case studies of nonviolent rhetoric. In a move that is both surprising and refreshing, Gorsevski's case studies do more than provide exemplars of how critics may read nonviolence as a powerful rhetorical strategy; each helps to further delineate the key characteristics of what has been, until now, a relatively undefined area of rhetorical action.Gorsevski's gift to her readers is the ability to demonstrate the rich subtleties of nonviolence through very different contexts. The case studies [End Page 89] draw from such different sources that at first seem disorienting. Upon reflection, it becomes clearer that they greatly complicate our notions of nonviolence, redressing the disservices of previous bleary analyses that configured nonviolence only by its lack of violence rather than according to its fruitful range of seemingly contradictory strategies. The cavernous distances each study crosses illuminate the multiplicity of forms, meanings, and strategies that nonviolence may take. As such, any definition of nonviolence that I may provide in this short review does a serious disservice to the depth that Gorsevski creates through her sometimes disjointed case studies.The case studies serve at least dual purposes, as each provides an analysis that extends our understandings of nonviolence in action as it also offers instructive mini-lessons for the further development of rhetorical studies. In the first case study, Gorsevski provides a contextualized analysis of critics' interpretations of the film The Spitfire Grill, which she shows to be reflective of the "predominantly accepting orientation that rhetoric and film critics hold for the idea that humans are characterized by "innate aggression" and violence" (68). For Gorsevski, this study demonstrates that nonviolence as a lens can be applied to a range of texts just as well as any other approach to rhetoric. Gorsevski moves her analysis of nonviolent rhetoric into the geopolitical realm for her study of President of Macedonia Kiro Gligorov's historic first speech before the United Nations. She takes his speech as evidence of the usefulness of pragmatic nonviolence, which entails "noncooperation or defiance of political adversaries in order to decry a perceived injustice" (72). Gligorov's speech illustrates that nonviolence and violence are best seen less as equivalent than, rather, as operating on a sliding scale. For Gorsevski, successful use of pragmatic nonviolence may even include a measure of violence as long as it serves to reduce the escalation of further strife.Next Gorsevski explores the visual rhetoric of the gendered body of Burmese activist and Nobel Peace Prize winner Aung San Suu Kyi to show... (shrink)

In chapters on the Gorgias and the Meno in his 1997 From Plato to Postmodernism, James Kasterly argues that an important point made in the Gorgias is that Socrates fails to persuade Callicles. Its lesson is that philosophers will never succeed in persuading nonphilosophers if they rely on dialectic, with its premises grounded in epistemology, and in the Meno, he finds a type of dialectic that functions rhetorically. In this new book, The Rhetoric of Plato's "Republic": Democracy and the (...) Philosophical Problem of Persuasion, Kastely builds on his earlier work. He reads the Republic as Plato's effort to address the implicit challenge posed by Socrates' defeat in the Gorgias. Plato's purpose in the... (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Reviewed by:Persuasion and RhetoricThomas M. ConleyPersuasion and Rhetoric. Carlo Michelstaedter. Translated with an introduction and commentary by Russell Scott Valentino, Cinzia Sartini Blum, and David J. Depew : New Haven: Yale University Press, 2004. Pp. 178. $32.50, hardcover.Readers of this book will not find much in it about the "persuasion" and "rhetoric" they might expect to read about in this journal. Nor will they find (...) in it the Appendici Critiche that appear in the original text, Michelstaedter's thesis entitled I concetti di persuasione e rettorica [sic] in Platone e Aristotele, which he submitted to the Faculty of Letters in Florence in 1910. But the version printed here by the editors (hereafter "VBD," as there is no indication of who did what) will no doubt appeal to those who dislike Plato and Aristotle, have the idea that something better can be found in the Presocratics, and claim allegiance to such philosophers as Schopenhauer, Nietzsche, and the Heidegger of Being and Time; for this is a book about the problem of attaining a sort of existential "authenticity" and not, in my view, "one of the most trenchant and influential studies in modern rhetoric," as the liner notes claim. To be sure, Persuasione e rettorica has been the subject of decades of contentious scholarship in Italy. But most of that scholarship (and that displayed in the headnotes provided by VBD) concerns the sources of Michelstaedter's ideas and his true debt to the likes of Parmenides and Heraclitus, both of whom figure significantly in his worldview."Persuasione"—and I use the Italian here to avoid confusion—might best be understood to mean a sort of self-possession, being at one with oneself and with the world, or what I called before "authenticity." Michelstaedter himself never makes an effort to define it, for to do that would be to turn it into the sort of abstraction that Michelstaedter opposes. Defining things, as we learn from the Appendici, is the sort of thing philosophers like Aristotle and Hegel do in an act of bad faith or delusion. "Persuasione" is, by contrast, something lived, not understood—or, more precisely, it is a state to which true philosophers (Parmenides and Socrates, for instance) aspire with the full understanding that, like the limit approached asymptotically by an hyperbola (see 48, 109), it can never be attained. That understanding was replaced by the false consciousness represented by the "rettorica" taught by the Sophists and Plato (along with his disciple, Aristotle), and continues to the present day. This account is hinted at in the "Historical Example" allegory of the present text (77–84); but is more fully "documented" in a section of the long Appendix 2, "Note alla triste historia" (107–56 in the 1972 Raschini edition), entitled "La decadenza" (129–35). [End Page 170]"Rettorica," then, is the name Michelstaedter gives to the whole range of ingenious linguistic devices we use to convince ourselves that we are satisfied, fulfilled, secure in our selves and in the world—i.e., "persuaded"—when we are only suffering from a delusion created by language itself. It is rettorica that gives rise to "commonplaces" that masquerade as true understanding, to the impostures of "science" in the name of "objectivity" (see 89–95), to technology and machines, to "education" (110–11, 148–52), and indeed to every manifestation of bourgeois ideology (see the "dialogue" at 104–6, for instance). Rettorica is a kind of hypocrisy, deception, and (self-) flattery; an instrument of "the community of the wicked" (100, 143), a collection of "ornaments of the darkness" (e.g., 137, 139).The problem we face in acknowledging all this is, of course, that the attempt to articulate it has to be done in language; and language, by its very nature in all its semantic and syntactic elements (the point of Appendix 1, Raschini, 103–6), subverts true "persuasione." How can one "speak truth to authenticity," so to speak, when one begins by "giving a name to" its contrary, "rettorica"?"Trenchant," in any event, is hardly the right term to describe Persuasion and Rhetoric. "Mordant" or "plangent" might be closer to the mark. And as for its influence on "modern rhetoric... (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Reviewed by:Saving Persuasion: A Defense of Rhetoric and JudgmentJames Arnt AuneSaving Persuasion: A Defense of Rhetoric and Judgment. Bryan Garsten. Cambridge, Mass: Harvard University Press, 2006. Pp. xii + 276. $45.00, hardcover.Something of what rhetoricians perennially run up against in modern political philosophy is illustrated by a recent article by Jürgen Habermas in Communication Theory. In a searing indictment of contemporary democracy and the mass (...) media, Habermas writes, "Issues of political discourse become assimilated into and absorbed by the modes and contents of entertainment. Besides personalization, the dramatization of events, the simplification of complex matters, and the vivid polarization of conflicts promote civic privatism and a mood of antipolitics" (2006, 422). Any historian of political communication in the Western democracies since the early nineteenth century is bound to be puzzled by this observation, for the emergence of mass democracy in the United States and England, at least, was characterized by intense popular participation in politics, precisely because political campaigns were heavily personalized, dramatized, simplified, and polarized. At the beginning of the article, Habermas praises Aristotle's Politics for its union of normative theorizing and empirical research, forgetting apparently that Aristotle also wrote a normative and empirical Rhetoric.That Habermas distrusts persuasion is obvious, but what is less clear is how the rhetoriphobia he shares with virtually every modern and contemporary philosopher came about. Bryan Garsten's book—the most important work on rhetoric and political philosophy since Ronald Beiner's Political Judgment—makes the startlingly original argument that the anti-rhetorical stance not only is grounded in a suspicion of private judgment, but that it can be traced back to Hobbes's, Rousseau's, and Kant's fear of the persuasive power of post-Reformation religious enthusiasm. Garsten not only provides provocative rereadings of these three fathers of modern liberalism but also extends our understanding of rhetorical and political judgment in Aristotle and Cicero. His analysis of the problems of persuasion and democracy in the twentieth century, while somewhat less satisfying, includes cogent criticisms of Rawls, Habermas, and theorists of deliberative democracy from what might be called a Ciceronian-Madisonian republican stance. [End Page 94]Saving Persuasion began as a doctoral dissertation in Government at Harvard, under the direction of Harvey Mansfield—after Allan Bloom, perhaps the most influential and controversial of the disciples of Leo Strauss. Although Garsten's book displays both the virtues and vices of Straussianism, it would be unfair to dismiss it as a neoconservative manifesto for rhetoric. (An enthusiastic review of the book appeared in the neoconservative Weekly Standard in February 2007, illustrating the curious fact that the Right "gets" rhetoric in ways that liberals and leftists do not (Deneen 2007).) Currently an assistant professor of political science at Yale, Garsten also received an MA from Cambridge in political theory and intellectual history. His book reveals the influence of Quentin Skinner and the Cambridge School of political theory, whose insistence on reading political philosophy in its historical context is the antithesis of the Straussian rejection of historicism. Garsten thus combines the Straussian emphasis on close reading with the contextual-rhetorical perspective of Skinner; this unique synthesis enables Garsten to solve some ongoing problems in textual interpretation (especially the relationship between Academic skepticism and Stoic natural law theory in Cicero) while developing interesting causal arguments about the rise of the public sphere in the eighteenth century, the decline of interest in rhetoric by liberal political theorists, and the pathologies of contemporary democratic politics.The book is divided into two main parts, following an introduction in which Garsten lays out his central thesis: "[A] politics of persuasion—in which people try to change one another's minds by appealing not only to reason but also to passions and sometimes even prejudices—is a mode of politics worth defending. Persuasion is worthwhile because it requires us to pay attention to our fellow citizens and to display a certain respect for their points of view and their judgments" (3). Persuasion rightly understood cannot be reduced either to manipulation or pandering. Rather, persuasion is inextricably linked to judgment, a human faculty threatened by modernity. Judgment is "the mental activity of responding to particular situations" by... (shrink)

This translation of Carlo Michelstaedter’s _Persuasion and Rhetoric_ brings the powerful and original work of a seminal cultural figure to English-language readers for the first time. Ostensibly a commentary on Plato’s and Aristotle’s relation to the pre-Socratic philosophers, Michelstaedter’s deeply personal book is an extraordinary rhetorical feat that reflects the author’s struggle to make sense of modern life. This edition includes an introduction discussing his life and work, an extensive bibliography, notes to introduce each chapter, and critical notes illuminating the (...) text. Within hours of completing _Persuasion and Rhetoric, _his doctoral thesis, 23-year-old Michelstaedter shot himself to death. The text he left behind has proved to be one of the most trenchant and influential studies in modern rhetoric, a work that develops Nietzschean themes and anticipates the conclusions of, among others, Martin Heidegger. Publication of the book in English is an event of great magnitude for students of Italian philosophy, rhetoric, and literature as well as the culture of Mitteleuropa. (shrink)

This study examines the possibility of rhetoric in light of Parmenidean being.

This translation of Carlo Michelstaedter’s _Persuasion and Rhetoric_ brings the powerful and original work of a seminal cultural figure to English-language readers for the first time. Ostensibly a commentary on Plato’s and Aristotle’s relation to the pre-Socratic philosophers, Michelstaedter’s deeply personal book is an extraordinary rhetorical feat that reflects the author’s struggle to make sense of modern life. This edition includes an introduction discussing his life and work, an extensive bibliography, notes to introduce each chapter, and critical notes illuminating the (...) text. Within hours of completing _Persuasion and Rhetoric, _his doctoral thesis, 23-year-old Michelstaedter shot himself to death. The text he left behind has proved to be one of the most trenchant and influential studies in modern rhetoric, a work that develops Nietzschean themes and anticipates the conclusions of, among others, Martin Heidegger. Publication of the book in English is an event of great magnitude for students of Italian philosophy, rhetoric, and literature as well as the culture of Mitteleuropa. (shrink)

What can rhetoric tell us about good arguments? The answer depends on what we mean by “good argument” and on how we conceive rhetoric. In this article I examine and further develop Jürgen Habermas’s argumentation theory as an answer to the question—or as I explain, an expanded version of that question. Habermas places his theory in the family of normative approaches that recognize (at least) three evaluative perspectives on all argument making: logic, dialectic, and rhetoric, which proponents (...) loosely align with the three dimensions of product, procedure, and process, respectively (cf. Wenzel 1990; Tindale 1999). Habermas wants to integrate these perspectives in a conception of cogent argumentation that dispels .. (shrink)

Persuasive definitions – those that convey an attitude in the act of naming – are frequently employed in discourse and are a form of strategic maneuvering. The dynamics of persuasive definition are explored through brief case studies and an extended analysis of the use of the “war” metaphor in responding to terrorism after September 11, 2001. Examining persuasive definitions enables us to notice similarities and differences between strategic maneuvering in dialectical and in rhetorical argument, as well as differences between the (...) role of strategic maneuvering in normatively ideal argument and in actually existing argument. This will avoid the double standard of comparing ideal dialectic with actual rhetoric, or vice versa. The results of the analysis suggest possibilities for a rapprochement between dialectical and rhetorical approaches to argumentation. (shrink)

In this article I consider George Berkeley's Alciphron from the standpoint of the literary techniques and rhetorical procedures employed, as evidence for placing this composition within the tradition of Christian apologetic rhetoric. The argument develops around three main issues: 1) Berkeley's employment of the traditional rhetorical tool of attacking his opponents using their own weapons; 2) Berkeley's resort to a perennial tradition of pre‐Christian or non‐Christian wisdom, in order to validate his Christian‐theistic claims; and 3) Berkeley's ‘argument from utility’ (...) . These three theses are discussed in light of the history of Christian apologetic rhetoric, with references to the works of St. Augustine, St. Justin Martyr, Origen, St. Thomas Aquinas and other Christian authors. (shrink)

Is contemporary media society still interested in truth? This paper will try to unravel the vaguely suspicious epistemic relationship between information marketers and information consumers in today's society. There seems to have been forged a feeling of quasi-omniscience within the private and public spheres wherein people, due to the sheer volume of inforntation readily accessible for viewing at any time, become predisposed to exhibit an intriguingly relaxed relationship with knowledge. If the current systems of information seem to trivialize the question (...) of truth or falsehood, and since the public is apparently just interested in spectacles, then how must we view epistemologically the status of contemporary media discourse? Does it still reveal truth or is it simply empry talk? To address this question, the paper explores a possible parallelism between Plato's critique of rhetoric in his dialogue, Gorgias, and Jean Baudrillard's critique of contemporary media society. (shrink)

Media argumentation is a powerful force in our lives. From political speeches to television commercials to war propaganda, it can effectively mobilize political action, influence the public, and market products. This book presents a new and systematic way of thinking about the influence of mass media in our lives, showing the intersection of media sources with argumentation theory, informal logic, computational theory, and theories of persuasion. Using a variety of case studies that represent arguments that typically occur in the (...) mass media, Douglas Walton demonstrates how tools recently developed in argumentation theory can be usefully applied to the identification, analysis, and evaluation of media arguments. He draws upon the most recent developments in artificial intelligence, including dialogical theories of argument, which he developed, as well as speech act theory. Each chapter presents solutions to problems central to understanding, analyzing, and criticizing media argumentation. (shrink)

Jeffrey J. Maciejewski’s Thomas Aquinas on Persuasion: Action, Ends, and Natural Rhetoric reveals why human nature is dependent on an internally constituted form of persuasive discourse to bring about human action. This book puts forth that use of rhetorical discourse is natural to the human person and makes possible the fullest apprehension of human goods.

Media argumentation is a powerful force in our lives. From political speeches to television commercials to war propaganda, it can effectively mobilize political action, influence the public, and market products. This book presents a new and systematic way of thinking about the influence of mass media in our lives, showing the intersection of media sources with argumentation theory, informal logic, computational theory, and theories of persuasion. Using a variety of case studies that represent arguments that typically occur in the (...) mass media, Douglas Walton demonstrates how tools recently developed in argumentation theory can be usefully applied to the identification, analysis, and evaluation of media arguments. (shrink)

Persuasion (Aristotle) -- A truth resembling truth -- Probability or necessity -- Logos, topos, stoikheion -- Reflection (Heidegger) -- Breaking with the primacy of the theoretical -- The genesis of the theoretical -- Beyond theory: theoria, or watching over what is still to come -- Judgment (Arendt) -- The space of appearance -- The wind of thought -- A sense of the world.

Scholars are divided over the question of whether managerial aspirational talk that contradicts current business practices can contribute to corporate social responsibility (CSR). In this conceptual article, we explore the rhetorical dynamics of aspirational talk that either impede or foster CSR. We argue that self-persuasive CSR rhetoric, as one enactment of aspirational talk, can attract attention and scrutiny from organizational members. Continued adherence to this rhetoric, however, creates and perpetuates tensions that lead to a vicious circle of disengagement. (...) A virtuous circle, by contrast, requires a shift toward an agonistic rhetoric that transcends tensions by rearticulating aspirations in concurrence with situated understandings of responsible corporate practice. Our arguments contribute to a better understanding of how communication becomes constitutive of CSR and address the debate on decoupling between talk and action. (shrink)