Rhetoric in Perspective
by The notion of rhetoric is built around the idea of deploying words for the purpose of persuasion. Rhetoric originates from the theory of how best a speaker or writer can by application of linguistic devices achieve persuasion. It originated from the Greek word “rhema”. As far as Aristotle was concerned, rhetoric was aimed at producing an effect on the audience rather than the production of a literary work. Cicero sees rhetoric as “life art and science of persuasion.
The notion of rhetoric is built around the idea of deploying words for the purpose of persuasion. Rhetoric originates from the theory of how best a speaker or writer can by application of linguistic devices achieve persuasion. It originated from the Greek word “rhema”. As far as Aristotle was concerned, rhetoric was aimed at producing an effect on the audience rather than the production of a literary work. Cicero sees rhetoric as “life art and science of persuasion.
The primary goal of rhetoric is linked to the goal of public speaking (persuasion). In other words, persuasion has been associated with three forms of appeal: ethos, pathos and logos. Ethos deals with the speaker’s ability to display a personal character which makes his speech credible. Pathos is concerned with the speaker’s power of stirring the emotions of the audience while logos are concerned with the power to provide truth by means of persuasive argument.
According to George Campbell (1988:23), “rhetoric is the art by which discourse is adopted to its end”. Thus, there are four ends to discourse. First is to enlighten the understanding – which Kenneth Burke refers to as “illumination”. Second end is to please the imagination while third is to move the passion and the fourth one is to influence the will. According to Wilkins (2004:347), “a rhetorical strategy needs to be able to utilize language to maximize it impact upon a popular audience”. In a rhetorical situation, men’s beliefs are cornered for specific ends which may be political, religious or for other specific purposes through effective deployment of words. It is important to know that rhetoric can be located in the provinces of politics, religion, literature and philosophy.
The major characteristic of rhetoric is that it aimed at persuasion. When persuasion is the end, passion must also be engaged. It is the speaker that operates through the vehicle of the word to indicate action in other human agents that can generate passion. The speaker selects words that appeal directly to the emotional consciousness of the audience. Another major characteristic of rhetoric is the arena. Arena may be a physical setting as in the conference hall, auditorium, open spaces, halls etc. Arena may also be a construct a domain as in religions, politics, or in newspapers. Moreover, other characteristic of rhetoric lies in its message. The message may be simple, unambiguous, and emotive so as to target appeal. According to McGlone (2005:30), “ambiguity is a sign of bad rhetoric, and may lead to the art of quoting out of context”.
An audience of whatever orientation would listen to a discourse for three reasons. The first is to hear an advice about future or enterprise. The second reason is to pass judgment on some action in the past. The third reason is for the sake of interest in a speech or subject. From the above view point, Aristotle classified persuasive discourse into three and this gave birth to three corresponding types of rhetoric. The three types of rhetoric are deliberative (political), forensic (judicial) and demonstrative.
Deliberative is directed on the future and is focused on public affairs. This type of rhetoric is also known as public oratory. In forensic, reference is made to past with speeches designed to establish in the jury’s mind the status of guilt or innocence of an accused person. Demonstrative is also known as epideictic or ceremonial rhetoric. It deals with the present. In an attempt to persuade the audience, the rhetoric demonstrates his power of oratory by deploying language that has capacity to be a source of entertainment. In other words, epideictic rhetoric is the oratory of display with special topic on honor or using praise or blame as a tool.
In contemporary time, rhetoric is not limited to a speaker standing before an audience. A speech for publication which is made to arouse the desired response is considered as rhetoric. Press statements or release are forms of rhetoric in all sense because they are informative and sometimes argumentative in nature.
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