Module 2: RHETORIC AND THE LOGIC OF PERSUASION

 Let’s Begin

                                          Rhetoric is the art of ruling the minds of men.

                                                                                                            -Plato

The first communication lens through which you shall be critically examining social issues and concerns in local and global contexts is Rhetoric.

 Public persuasive presentations have the potential to influence people to take concrete steps in addressing social problems. A speech presented in a social gathering, a video that went viral, or a lecture in class can so move the listeners that it results in a change in they way they think or act. What goes into a situation that allows for public persuasive presentations and discussions to take place? This section will provide you with an understanding of the rhetorical situation and its components. 

Learning Outcomes:

 After studying this section, you should be able to:

1. explain the importance of rhetoric in communication;
2. discuss the elements of a rhetorical situation; and
3. examine the use of rhetoric in the discourse around social issues.

 Read

Read Lloyd Bitzer’s (1968) essay on “The Rhetorical Situation.” 

 Think

1. What is Bitzer’s definition of a rhetorical situation?
2. What are the different aspects of a rhetorical situation?
3. Identify three top issues you encounter today or the past week that you think warrant rhetorical discourse?

 Dig deeper

 Condor, S., Tileaga, C., & Billig, M. (2013). Political Rhetoric.  In L. Huddy, D.

           Sears, & J. Levy  (Eds),  

 Oxford Handbook of Political Psychology (pp.262-297). Oxford University

          Press.

 Zappen, J. (2005). Toward an Integrated Theory. Technical Communication

           Quarterly,    14(3), pp. 319-325.

Let’s Begin

Martin Luther King, Benigno Aquino, and Winston Churchill are names that have been etched in the minds and hearts of their respective fellowmen. Their well-known speeches had changed the course of their nation’s history. 

If you have watched or listened to Senate or Committee hearings, you would find a rich source of examples of how arguments raised by our lawmakers can influence the decision of their fellow lawmakers in particular and the Filipino citizens in general. You may have been in awe of how some Congressional Representatives or Senators were able to convincingly put forth their arguments in support of or in opposition to the proposed resolution of a case. 

Aristotle argued that there are three standards or modes of persuasion, the most potent among them is Ethos or the character of the speaker. Condor et al., (2013) identified strategies on how speakers can communicate their sincerity and trustworthiness to their audience. 

Learning Outcomes:

 After studying this section, you should be able to:

1. identify the different persuasive strategies;
2. analyze persuasive strategies used in political speeches and advertisements;
3. identify the strategies used by speakers to achieve consubstantiality with the audience; and
4. analyze how the strategies to achieve consubstantiality were used in political campaign speeches.

 Read

Read pages 276 - 282 of Condor et al.’s (2013), chapter on political rhetoric.

 Think

1. What were the persuasive strategies mentioned in the chapter?
2. Of these strategies, which have you encountered during political campaigns (in school, or in local or national elections)?
3. Were the strategies effective for you? Why or why not?

 Dig deeper

Duterte’s political rhetoric and the masses. Retrieved from: https://www.manilatimes.net/2020/08/07/opinion/letters-to-the-editor/dutertes-political-rhetoric-and-the-masses/751599/

Activity guide

 Individual work

 Choose two political ads from past local/national elections. Identify the appeal/s and strategy/ies used by the political candidate in each of the two political advertisements. Evaluate the effectiveness/ineffectiveness of the appeals and strategies used by the candidate.

Sample political advertisements

Retrieved from: https://rappler.com/nation/elections/political-ads-poe-roxas-villanueva-tolentino-hontiveros-moreno

Retrieved from: https://rappler.com/nation/elections/memorable-effective-political-ads

Retrieved from: https://philnews.ph/2013/05/10/grace-poe-profile-bios-platform-senatorial-candidate-28/ 

Assignment guide

 Task: A comparative and contrastive analysis of two campaign speeches

 Procedure:

 Tools and resources:

Youtube videos 

Watch: Why Grace Poe is running for President 

https://www.youtube.com/watch?v=FCdCKw0ZFD8

Watch: 

Duterte’s final word: Stop and obey the law

https://www.youtube.com/watch?v=GZRQMwJDUjI

Instructions:

After reading Condor et al.,’s essay and watching the two videos, write a comparative and contrastive analysis of the two political speeches guided by the following questions:

1. How and to what extent did each speaker exhibit the following:

a. Taking and avoiding sidesExplicit appeals to common in-group membership

b. Constructing aspirational identities  

c.Implicit displays of rhetorical alignment.

2. Which of these strategies do you think was well employed? Why do you think so? Overall, would you say that the speech was enough to persuade you? Why or why  not?

Evaluation criteria

Scoring guide/rubric

Let’s Begin

In a social context, digital technology introduces you to neighbors of the mind – people who are separated by distance, but close to you in thought and interest

                                                                                                                                                               Nick Harkaway

Digital technology has broken the barriers of time and space. Those who have access to technology can get information from different sources wherever and whenever without having to be dependent on local TV network programming or the availability of local newspaper broadsheets. 

The ubiquity of digital technology has transformed not only the way we receive information but also how we provide it. We need to be mindful of the nuances of language and content shared in digital spaces. The same holds true in the field of Rhetoric. The way classical rhetoric was practiced by the Greeks and Romans had certainly changed significantly due to the advent of technology.

 Learning Outcomes:

 After studying this section, you should be able to:

1. explain the characteristics of communication in digital spaces;
2. define digital rhetoric; and
3. explain how the canons of classical rhetoric apply to digital texts.

 Read:

Zappen’s journal article “Digital Rhetoric: Toward an Integrated Theory”

Think

After reading Zappen’s article, answer the following questions:

1. How does persuasion work in online communication? How are the rhetorical strategies of persuasion deployed in online spaces?
2. How do computer programs function as persuasive technology?
3. How do the processes of identity and community formation on social media affect rhetorical practice online?

 Dig deeper

Further Reading

Hodgson, J., & Barnett, S. (2016) Introduction: What is Rhetorical about Digital Rhetoric? Perspectives and

           Definitions of Digital Rhetoric. Retrieved from: http://enculturation.net/what-is-rhetorical-about-digital-

           rhetoric

Activity guide

Zappen outlined the characteristics of digital communication, its affordances, and constraints. How are these evident in the realm of social media? It is time for you to take a closer look at a form of digital communication.

Individual work:

1. Select a video or tweet that went viral. Briefly describe the subject of that viral video or tweet.

    2. Analyze the viral video or tweet with respect to the characteristics (with its affordances and constraints) of digital communication.