rhetorical theory: a theory of judgment michael vicaro

Rhetorical Theory:A theory of Judgment

Michael Vicaro

The Rhetorical Situation

The Rhetorical Situation

The Rhetorical Situation

• A speaker

The Rhetorical Situation

• A speaker• Faced with a crisis (exigency)

The Rhetorical Situation

• A speaker• Faced with a crisis (exigency)• Appeals to an audience

The Rhetorical Situation

• A speaker• Faced with a crisis (exigency)• Appeals to an audience•Whose judgment matters

I.

Rhetoric is about

Judgment

Greek Problems and Roman Problems

Greek Problems and Roman Problems

• Ancient Greek communication problem:

Greek Problems and Roman Problems

• Ancient Greek communication problem: How citizens can arrive at collective judgment when they begin with different beliefs and interests and the right course of action is unknown

Greek Problems and Roman Problems

• Ancient Roman communication problem:

Greek Problems and Roman Problems

• Ancient Roman communication problem: How to transmit official declarations from the center to the periphery of a broad empire

A rhetorical view of Judgment Implies

A rhetorical view of Judgment Implies

• Uncertainty

A rhetorical view of Judgment Implies

• Uncertainty• Urgency

A rhetorical view of Judgment Implies

• Uncertainty• Urgency• Interdependence

A rhetorical view of Judgment Implies

• Uncertainty• Urgency• Interdependence• Hope

Alternatives to Judgment:

Alternatives to judgment:

• Force

Alternatives to judgment:

• Force• Submission

Alternatives to judgment:

• Force• Submission• Solitude

On Lies

On Lies

Rhetoric that employs deceit descends into force, submission, or solitude.

Rhetoric, again, is about uncertainty, urgency, interdependence, and hope

II.

Rhetoric is about language

Rhetoric is about languageand symbols more generally

But Bodies Matter

III.

Rhetoric is about the Audience

What we must assume

What we must assume- the audience possesses:

• Intelligence

What we must assume- the audience possesses:

• Intelligence• Influence (their judgment matters)

What we must assume- the audience possesses:

• Intelligence• Influence (their judgment matters)• Hopes, fears, passions, ideals,

empathy, shame, imagination etc.

What we must assume- the audience possesses:

• Intelligence• Influence (their judgment matters)• Hopes, fears, passions, ideals,

empathy, shame, imagination, etc.• Pasts and futures

What we must assume- the audience possesses:

• Intelligence• Influence (their judgment matters)• Hopes, fears, passions, ideals,

empathy, shame, imagination, etc.• Pasts and futures• Cultures, opinions, beliefs,

differences

In sum

In sum

Rhetoric is about influencing the judgment of audiences on whom

the speaker depends

As critics we can ask

Who are the intended and untended audiences?

What appeals are made to sway their judgment

What alternatives have been excluded?