Advertising may be the most pervasive form of modern rhetoric, yet the discipline is virtually absent in rhetorical studies. This article advocates a mutually beneficial rapprochement between the disciplines—both in academe and the workplace. Rhetoric, for example, could help address an enduring lacuna in advertising theory. Persuasive communicators since Aristotle have maintained that rhetoric begins with invention, the generation of compelling ideas. Studies of advertising creativity hold that invention begins with the gathering of facts to fuel an association of disparate ideas at the heart of creativity. However, studies of the fact-gathering heuristic in advertising fail to identify a systematic approach for product analysis. In hopes of advancing a rapprochement between rhetoric and advertising, this article demonstrates that Aristotelian causal analysis, long associated with rhetorical invention, can provide a systematic heuristic for product analysis. Rhetoricians can help advertisers strengthen a crucial element—the invention phase—of advertising copywriting.

This essay reconstructs Burke’s Symbolic and demonstrates its centrality to his system, arguing (1) nearly half of the Symbolic remains unpublished or uncollected, particularly two neglected essays on catharsis, the Symbolic ’s own central term and the philosophical (rather than simply literary) problem at the heart of Burke’s system, as it addresses the relationship between mind and body; (2) logology (his epistemology) and the Ethics were a outgrowth of, rather than a break from, dramatism (his ontology) and the Motivorum ; and (3) his Rhetoric , in contrast with his basically Aristotelian system (characterized in terms of naturalism, organicism, and pantheism), is Platonistic (consistent with his little noticed quietistic, mystical tendencies).

Abstract In this article, we contribute to scholarship on visibility and rhetoric by examining the way in which photographs published in march 1965 issues of life magazine functioned rhetorically to (1) evoke common humanity by capturing moments of embodiment and enactment that challenged the established images of blacks in the minds of whites and held up for scrutiny assumptions and power relationships that had long been taken for granted; (2) evoke common humanity by creating recognition of others through particularity; and (3) challenge taken–for-granted ideas of democracy, reminding viewers that a large gap existed between abstract political concepts like democracy and what was actually occurring in american streets. We conclude by considering the transformative capacity of photojournalism as it mediates between the universal and the particular, and enables viewers to experience epiphanic moments when issues, ideas, habits, and yearnings are crystallized into a single recognizable image. Notes This type of discourse is exemplified by the following excerpt from Congressional Debates the year preceding the Selma marches: See "An American Tragedy, Newsweek (22 March 1965), p. 21. The article gives a complete summary of the draft of the bill completed the weekend immediately following the Selma march. Life magazine ran stories about the Selma marches in back-to-back March issues that tied President Johnson's pivotal speech in support of the bill to the photographs and other media coverage of the Selma march. And Senators referred to television coverage of the marches as impacting their view in the Senatorial debate over the bills, see Congressional Record – Senate, "Disorder in Selma, AL," 9 March 1965, p. 4504. The description of the pictures that follows was re-written after a long and frustrating effort to receive permission to reprint the photographs themselves with the article. Black Star, a photo agency with a long and respected history, represents the photographers and their work. Unfortunately, the agency charges a minimum of $300 for reprints of each civil rights–related photograph, making the cost of reprinting quite prohibitive. In our description of the artifacts, therefore, we strive to provide a brief written sketch of each picture we analyze—relying on the analysis itself to provided added dimension—and also describe its relation to others on the page and in the subsequent issue of the magazine. More importantly, we strive to provide information that will assist readers in locating the images via library resources to which they may have access. As Hariman and Lucaites argue, "Photojournalistic icons operate as powerful resources within a public culture, not because of their fixed meaning, but rather because they artistically coordinate available structures of identification within a performative space open to continued and varied articulation" (387). For a summary of this exhibit, see "In the Spirit of Martin: The Living Legacy of Dr. Martin Luther King, Jr."<http://www.sites.si.edu/exhibitions/exhibit_main_print.asp?id=60>.

Computerized systems for automated assessment of writing and speaking create a situation in which Burkean symbolic action confronts nonsymbolic motion. What is at stake in such confrontations is rhetorical agency. In this article, an informal survey that asked teachers of writing and speaking about automated assessment informs an analysis of agency that contrasts writing and speaking along the dimensions of performance, audience, and interaction. The analysis suggests that agency can be understood as the kinetic energy of performance that is generated through a process of mutual attribution between rhetor and audience. Agency is thus a property of the rhetorical event, not of agents, and can best be located between the two traditional ways of defining agency: as rhetorical capacity and as rhetorical effectivity. Unwillingness to attribute agency to automated assessment systems makes them rhetorically ineffective and morally problematic.

While a significant amount of attention and interest has been directed to investigate the communicative functions of organizational websites, little research has been done to examine how internal organizational communication shapes organizational website design. This study employs the theory of rhetorical situation to examine the impact of internal organizational communication on website design. Specifically, it has examined a few organizational website design case studies from the perspective of rhetorical situation and has analyzed a case about website design by a Chinese student organization on a US college campus. Both the examination and analysis show that organizations and designers must communicate effectively in the process of identifying and thereafter transforming organizational objectives into effective website features. Both theoretical and practical implications for organizational website design are addressed in the paper

the newer disciplines of argumentation and informal reasoning.

Reviews Lauicnt Pernot, Rhetoric in Antiquity, trans. W. E. Higgins (Washing­ ton, D. C.: The Catholic University of America Press, 2005), pp. xiv + 269, $27.95, paper, ISBN 0-8132-1407-6. Rhetoric in Antiquity is one in a series of volumes that have been pub­ lished or are in preparation that provide an overview or explore important aspects of rhetoric in the Greek and Roman worlds. Translated by W. E. Hig­ gins from the original French version of Laurent Pernot published in 2000 as La Rhétorique dans 1 Antiquité (Paris: Librarie Générale Française, 2000), this book seems designed mainly to sen e as an introduction for general readers and students of rhetorical theory and practice from the Homeric to imperial periods. Pernot's structure is traditional: there are six chronological chapters covering Homeric, sophistic, Athenian, Hellenistic, republican, and imperial rhetoric; these chapters include six excurses that take up issues of particular significance to the author. A short introduction (pp. vii-xiv) stresses Pernot's aim of providing a history of the practice and theory of Greek and Roman rhetoric and contains a synopsis of the different conceptions and definitions of rhetoric; the first excursus considers the utility of rhetoric in modern scholarship as evidenced by the popularity of the phrase "the rhetoric of" in the titles of various studies. Chapters 1 and 2 examine the origins of Greek rhetoric. In chapter 1 ("Rhetoric Before Rhetoric," pp. 1-9) Pernot views the speeches of the Iliad and Odyssey as evidence of an awareness of rhetoric, especially technical terms, although he rightly observes that Homer did not anticipate its rules. The speeches of the characters in Homeric epic define their personalities as well as reveal their oratorical abilities. In his treatment of the centuries following Homer, Pernot emphasizes the links not only between oratory and the Greek polis, especially in the development of Athenian democracy, but also between oratory and literature. Chapter 2 ("Sophistic Revolution," pp. 10-23) explores the "invention" of rhetoric and its attribution to various figures such as Empedokles of Agrigentum, Korax and Tisias. The focus is mainly on the sophists, especially Gorgias, and their role in the development of Greek rhetoric and more generally in Athenian society. An excursus on the word rhetorikê challenges not only Edward Schiappa's view (American Journal of Philology 111 [1990]: 457-70) that it was coined by Plato but also Rhetorica, Vol. XXV, Issue 2, pp. 205-219, ISSN 0734-8584, electronic ISSN 15338541 . 02007 by The International Society for the History of Rhetoric. All rights re­ served. Please direct all requests for permission to photocopy or reproduce article content through the University of California Press's Rights and Permissions website, at http://www.ucpressjournals.com/reprintlnfo.asp. DOI: 10.1525/RH.2007.25.2.205. * /IlL-* * 206 RHETORICA Thomas Cole's thesis (The Origins ofRhetoric in Ancient Greece [1991]) that the discipline of rhetoric itself was invented by Plato and Aristotle. Chapters 3 and 4 address Athenian and Hellenistic rhetoric respectively. In chapter 3 ("The Athenian Movement," pp. 24-56) Pernot covers rhetoric at Athens from the end of the Peloponnesian war to the death of Alexander the Great (404-323 bce). After examining the practice of oratory at Athens in the judicial, political, and ceremonial contexts, Pernot reviews the conditions that made it possible for the different types of speeches to emerge in these different settings, then discusses and compares the careers and works of lsokrates and Demosthenes. One of the more interesting sections, which deals with the reality and image of the practice of oratory, stresses the importance of oratory at Athens even as it draws attention to its limitations. Following M. H. Hansen (The Athenian Democracy in the Age of Demosthenes [1991]), Pernot suggests that the number of citizens active in the assembly was in the hundreds, while the number of leading orators at any given time probably numbered around twenty; thus the oratorical and public aspects of political life at Athens is generally considerably overvalued in both ancient and modern treatments of rhetoric. In an excursus Pernot outlines the origins and history of the canon of the ten Attic orators; his tendency...

Abstract This essays offers a rhetorical interpretation of judicial opinions Joseph Story wrote in four U.S. Supreme Court cases concerned with the slavery question: U.S. v. La Jeune Eugenie (1822), Groves v. Slaughter (1841), U.S. v. Amistad (1841), and Prigg v. Pennsylvania (1842). I argue that Story, a jurist trained in the intellectual traditions of the early republic, performed judicial argument as a kind of rhetorical action dependent upon Ciceronian controversia, a mental habit of arguing pro et contra on any matter in dispute. In consequence of this approach to judicial argument, Story's opinions do not represent a choice between positive law or natural law, neither do they represent a commitment to legal instrumentalism or legal formalism; rather they present controversial responses to rhetorical situations broadly conceived.

Research Article| January 01 2007 Who's Afraid of Fear Appeals? Contingency, Courage, and Deliberation in Rhetorical Theory and Practice Michael William Pfau Michael William Pfau Search for other works by this author on: This Site Google Philosophy & Rhetoric (2007) 40 (2): 216–237. https://doi.org/10.2307/25655269 Cite Icon Cite Share Icon Share Twitter Permissions Search Site Citation Michael William Pfau; Who's Afraid of Fear Appeals? Contingency, Courage, and Deliberation in Rhetorical Theory and Practice. Philosophy & Rhetoric 1 January 2007; 40 (2): 216–237. doi: https://doi.org/10.2307/25655269 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressPhilosophy & Rhetoric Search Advanced Search The text of this article is only available as a PDF. Copyright © 2007 The Pennsylvania State University2007The Pennsylvania State University Article PDF first page preview Close Modal You do not currently have access to this content.

Americans contribute $240 billion dollars to charities each year, raised in part by writing letters to potential donors. While it is debatable what the reasons are for donors to give so much money, most donors seem to be moved to contribute by pathos, particularly pity. The concept of pathos as a rhetorical appeal has become more complex over the years, growing from a simple strategy to a complicated set of parameters requiring careful delineation. Beginning with the Greeks, particularly Aristotle, pathos was defined with greater clarity (especially the concept of enargia), with Aristotle's formal definitions of the emotions, and with the use of an image upon which to direct the audience's pity. Cicero adds to the theory by calling for the use of pathos in the peroration and reinforcing Aristotle's emphasis on careful audience analysis. St. Augustine and those who follow, including Renaissance, 18th-century rhetoricians, and 20th-century scholars like Kenneth Burke, argue that style can also be an effective persuasive strategy for a pathetic appeal. Accordingly, the charity letters examined illustrate not only Aristotle's and Cicero's tenets but also show that elements of style, particularly rhetorical figures and schemes, are common rhetorical strategies used in these charity letters. While at first the rhetoric of charity letters seems simple and straight-forward, to raise billions of dollars every year charity letters use sophisticated appeals to pity that have a long and interesting history.

During the last decade we have been working, together with colleagues interested in this endeavor, on an extension of the ''standard'' pragmadialectical theory of argumentation developed by van Eemeren and Grootendorst by integrating insights from classical and modern rhetoric.This integration of rhetorical insight in a dialectical theoretical framework was motivated by our wish to improve the quality of a pragma-dialectical analysis and evaluation of argumentative discourse.The integration was brought about with the help of the introduction of the notion of ''strategic maneuvering,'' which designates the balancing act of reconciling the simultaneous pursuit of dialectical and rhetorical objectives that arguers have to perform in the conduct of argumentative discourse.Even if they are in the first place out to fulfill their dialectical obligations in the explicit or implicit exchange, they may still be expected to be aiming at realizing the rhetorical aspirations that go with entering an argument; and if they are in the first place led by their rhetorical aspirations, they still cannot ignore the dialectical obligations that they have to meet when entering an argument.These considerations concerning the ''double'' concern that arguers may be assumed to have are at the heart of our efforts to develop an extended pragma-dialectical theory.They are also the starting point for this special issue of the journal Argumentation in which authors from various theoretical backgrounds -which may be quite different from our pragma-dialectical position -offer, from their specific vantage points, their ''Perspectives on Strategic Maneuvering.''The Netherlands Organisation for Scientific Research, NWO, granted us a substantial subsidy to further develop our ideas concerning strategic maneuvering in argumentative discourse, in particular by examining the strategic function of maneuvering that consists in pointing out an inconsistency in the other partyÕs position and formulating the soundness conditions applying to that way of maneuvering (research program no. 360-80-030).Apart from involving four excellent PhD students and a post-doctoral researcher in the project, this subsidy allowed us also, just as we intended, to organize a series of small-scale and clearly focused conferences dedicated to specific aspects of strategic maneuvering.At these conferences scholars of argumentation interested in any of these specific aspects could discuss their views with other interested parties and contribute in this way to the progress of our project, not in the last place by criticizing some of our points of departure and offering constructive alternatives.The first

This paper develops a rhetorically centered model of community literacy in the theoretical and practical context of local publics—those spaces where ordinary people develop public voices to engage in intercultural inquiry and deliberation. Drawing on fifteen years of action research in the Community Literacy Center and beyond, the authors characterize the distinctive features of local publics, the deliberative, intercultural discourses they circulate, and the literate practices that sustain them. They identify four critical practices at the heart of community literacy: assessing the rhetorical situation, creating local publics, developing citizens’ rhetorical capacities, and supporting change through the circulation of alternative texts and practices.

While conducting research for this article, I often came across this claim: Rhetorical criticism has traditionally been housed in speech communication de partments.1 One look at the bibliography for this article seems only to validate this claim; almost all of the journals and books are written by and for speech communication scholars. And really, this comes as little surprise when we con sider that the majority of the New Rhetoricians are communication theorists or that speech communication scholarship has been interested in analyzing specific communication situations. In all, the work of these scholars attempts to define the strategies employed, determine whether those strategies were effective to a specific rhetorical situation, and from that, articulate theories based on this care ful observation about different approaches to rhetorical criticism. However, I remain uncomfortable with making the claim that rhetorical crit icism grew up in speech communication, which to me implies that the field of rhetoric and composition does not have a history with rhetorical criticism. Yet many of the publications in our field give lie to that implied claim?Shirley Wilson Logan's We Are Coming: The Persuasive Discourse of Nineteenth Century Black Women, for example, conducts rhetorical criticism of the public discourses and speeches of nineteenth-century black women, while Ken McAllister's Game Work: Language, Power, and Computer Game Culture con ducts an in-depth rhetorical analysis of computer games in an effort to articulate a rhetorical theory that can account for games as a rhetorical text. The reason that rhetorical criticism has historically belonged to speech communication may simply be the fact that speech communication scholars have attempted to define and theorize it as a legitimate disciplinary concern. The purpose of this bibliographic synthesis is to provide rhetoric and composition scholars with a broad understanding of the field so that we can begin to theorize the work we do with rhetorical criticism and think through the ways in which we can enrich our own scholarship. Due to page-length limitations, I am unable to provide a synthesis of all the different approaches to rhetorical criticism. I have chosen to limit my scope to definitions, general methodology, and objects of rhetorical criticism, which com prise the first three sections. The final section will summarize four textbooks on rhetorical criticism, all four of which provide excellent starting places for those

17th- and 18th-century philosophical separation of the reflecting mind from reality often resulted in a hostility towards rhetoric. However, this article demonstrates that American idealism yielded a rich conversation about rhetoric's place in the search for divine knowledge. Using Kenneth Burke's theory of attitudes' linguistic dialectical constitution, this article closely analyzes two 18th-century idealist philosophies (those of Jonathan Edwards and Samuel Johnson of Connecticut) and their related rhetorical theories. Seeing the interaction between the American idealist philosophical and rhetorical traditions leads us to reconsider the impact of idealist philosophy on the entire tradition of American rhetorical practice and theory.

As technology changes business practices, it becomes even more important that our students—and we ourselves—think rhetorically. Our pedagogy should help students look at (not just through) new media to understand how new media reshape the rhetorical situation (audience, exigency, constraints) and to use them effectively. Furthermore, new digital technologies that capture and preserve business messages create opportunities and raise new research questions. Viewing business practices through the lens of rhetoric can provide a valuable perspective for research and emphasize the community-shaping aspects (and thus an ethical dimension) of business. Therefore, in this commentary, the authors call for a reorientation of the field of business communication.

This article examines the development of Kenneth Burke's early rhetorical theory in relation to the coterminous cybernetic research to which Burke was often responding. I argue that recuperating Burke's early attempts to construct a rhetorical subject embracing nonrepresentational vectors is salutary for intervening in ongoing debates over subjectivity and affective experience in contemporary critical, rhetorical, and cultural theory.

This essay argues that the rhetorical strategies of radical activist groups can complicate our theoretical understanding of rhetorical situation. It first examines the textual practices of the Situationist International (SI), a group of French anarchists who in the 1950s and 1960s purported to make accessible to non-elites modernist experimentation in art, literature, architecture, and urban design. It then describes and reflects on what happens when these practices are utilized in a women's studies classroom with an explicit activist orientation.

Reviews 329 Analyse verdeutlicht sich die zentrale Stellung von Hirschvelders modus epistolundi ." (S. 71). Auch hier wird der Begriff "überlieferungsgeschichtlich" falsch verwendet, und die Behauptung einer Spannung zwischen Latinitàt und Humanismus laPt sich wohl nur als unsinnig qualifizieren. Ich breche an dieser Stelle ab, ohne auf Details weiter einzugehen ("Ausgew àhlte Folii (!)", S. 287; "Peter Zainer" statt Johann Zainer, S. 326; kein Nachweis von GW-Nummern bei Inkunabeln, GW fehlt auch im Literaturverzeichnis ; Überbewertung von Wasserzeichenbefunden für Datierungsfragen , S. 55 u.ô.; unbrauchbarer Vergleich mit Sangspruchdichtung Boppes, S. 84). Letztlich bleibt als Mehrwert der Arbeit gegentiber der bisherigen Forschung allein der Textabdruck, der einen für Germanisten und (Bildungs-) Historiker interessanten Textbestand verfügbar macht und dem einen oder anderen die Reise nach München oder die Bestellung eines Microfilms erspart . Auch hier wird man allerdings fragen dürfen, ob der Hinweis auf die Richthnieii fiir die Edition lundesgescluchtlieher Quellen von Walter Heinemeyer (2. Aufl. Hannover: Selbstverlag des Gesamtvereins der Deutschen Geschichts- und Altertumsvereine, 2000) als editionstheoretische Grundlage für eine germanistische Edition ausreichend ist. Insgesamt genügt das Buch den Anforderungen, die an eine historisch-philologische Arbeit gestellt werden müssen, nicht. Albrecht Hausmann Georg-Angust-Universitat Gottingen Michel Meyer, Lu rhétorique (Paris: Presses Universitaires de France, 2004), 130 pages, ISBN 213053368X. As its title Lu rhétorique suggests, this little book has large ambitions only the most seasoned rhetorician can entertain seriously. And Michel Meyer is certainly that. Successor to Chaim Perelman in the Rhetoric Chair at the Brussels Free University and author of at least 16 related books (4 of which have been translated into English), Meyer is unarguably a leading figure in the fields of rhetoric and argumentation, especially in continental Europe. So Meyer clearly has the authority to take on such an ambitious project. The question is how successful is he in this case. Clearly the book is a success insofar as it succinctly summarizes and updates the original theory of rhetoric Meyer has been working on for at least twenty-five years. Judged on its novelty in comparison to his previously published work and judged by its potential impact in the field of rhetorical studies and beyond, my assessment is less rosy. First the strengths, which are substantial. Written for the popular series "Que sais-je?" (PUF) that seems to greet you just inside the door of every French bookstore, Lu rhétorique covers the field in a manner well designed for the educated nonexpert, and it does so in the systematic fashion that has become a hallmark of Meyer s work. After 330 RHETORICA defining rhetoric on page 10 as "the negotiation of the difference between individuals on a given question" (la rhétorique est la négociation de la différence entre des individus sur une question donnée), Meyer then recasts the entire history and theory of rhetoric from this point of view. And he does so with the confidence that can only come well into a lifetime of focused inquiry, when relevant hot points have been thought and rethought in a variety of contexts and with a variety of audiences in mind. Ancient rhetoric is recast to highlight Aristotle's placement of ethos, pathos, and logos on equal footing (versus those who would privilege the audience, the orator, or the speech); rhetoric's later history is briefly traced as it is "metastasized" in literature, politics, poetics and so on; a call is made for rhetoric's reunification in a systematic theory; and then Meyer delivers that theory with a final demonstration of how it can be used to recast our understanding of the human sciences, the study of literature, and the modern phenomena of propaganda and publicity. Quite a project in 123 pages! And no wonder it is not entirely successful. But let me further elaborate the strengths. Most important is Meyer's thorough commitment to question-andanswer as the motivating structure of all discourse. This perspective trulv sets him apart from both the classical rhetoricians he most admires, such as Aristotle, and his more immediate influences in the field of argumentation theory, such as Stephen Toulmin and Chaim Perelman, it is this perspective that leads to Meyer...

ABSTRACT An analysis of Kenneth Burke's 1932 novel, Towards a Better Life, that draws on Permanence and Change (1935), Attitudes Toward History (1937), and Burke's unpublished notes clarifies the underlying structure and the trajectory of this intriguing and challenging novel. A consideration of its context reveals that the novel's protagonist, John Neal, whose worldview is based on “the plaint,” moves toward “the comic frame,” and thereby toward the good life, through “rituals of rebirth.” Because the novel is an exploration of some of Burke's central theoretical concepts, this analysis also provides insight into his theoretical works. “I had always said that, by the time I got through with my critical writings, people would see what I was doing in T.B.L. You now seem to suggest that excerpts from T.B.L. might help them to see what I am doing now.” (Kenneth Burke Burke , Kenneth . “ Art—and the First Rough Draft of Living .” Modern Age 8 ( Spring 1964 ): 155 – 65 . [CSA] [Google Scholar] to Malcolm Cowley Cowley , Malcolm . “ Unwilling Novelist .” Rev. of Towards a Better Life. The New Republic 17 February 1932 : 23 – 24 . [CSA] [Google Scholar], 3 April 1946) 1 1. Jay, 274.

Reviews Jean Dietz Moss and William A. Wallace, eds., Rhetoric and Dialectic in the Time of Galileo (Washington D. C.: The Catholic University of America Press, 2003), 438 pp., $69.95, cloth, ISBN 0-8132-1331-2. The considerable importance of Aristotle to sixteenth-century rhetori­ cal theory has been well established in recent years, but this volume will make a significant contribution to our understanding of this expansive and occasionally complex territory. Principally, this is because it presents lengthy selections in English from a series of previously untranslated works on logic, dialectic, and rhetoric which may be taken as broadly typical products of the university environment in late sixteenth-century northern Italy. The au­ thors in question are Ludovico Carbone (1545—1597) and Antonio Riccobono (1541—1599), both of whom were deeply immersed in the Aristotelian intel­ lectual universe that predominated at Rome and Padua. For those who are unfamiliar with these figures and their environment, the editors provide a substantial introduction that surveys their biographical contexts and outlines the principles and history of the rhetorical and dialectical theory to which they subscribed, as well as brief introductions to each text. The book has two connected agendas. In the first place, it is designed to flesh out our understanding of the Renaissance uses of rhetoric, and of Aristotelian rhetoric in particular, by drawing attention to the sustained and detailed fashion in which Carbone and Riccobono analyzed and engaged with the logical basis of dialectical and rhetorical argumentation. In both cases, the penetration of rhetoric by Aristotelian logic is said to exemplify the broader engagement, on positive terms, of the era's humanist move­ ment with its traditional antagonist, namely scholastic Aristotelianism. The editors' purpose here is thus to redirect scholarly attention on Renaissance rhetoric towards the logical domain of rhetorical and dialectical invention and away from the territory of style. As they make clear, this does not consti­ tute a denial of the centrality of style to the rhetorical writings of the era. However, it inevitably creates a minor difficulty that I shall mention below. Second, as the book's title indicates, Professors Moss and Wallace have also been motivated by their conviction that attending to the logical aspect of these authors' works will facilitate a greater understanding of Galileo. As we are informed in the introduction, at some point in their careers at Rhetorica, Vol. XXIV, Issue 1, pp. 107-115, ISSN 0734-8584, electronic ISSN 15338541 . ©2006 by The International Society for the History of Rhetoric. All rights re­ served. Please direct all requests for permission to photocopy or reproduce article content through the University of California Press's Rights and Permissions website, at www.ucpress.edu/journals/rights.htm. 107 108 RHETORICA the Jesuit Collegio Romano and the University of Padua both Carbone and Riccobono moved in the same circles as Galileo. More importantly, their writings provide a clear picture of the rhetorical and dialectical environment from which many of Galileo's forms of argumentation emerged. As such, Rhetoric and Dialectic in the Time of Galileo supports and complements the interpretations of Galileo that have been offered by Wallace in Galileo's Logic of Discovery and Proof (1992), where he is depicted as an Aristotelian of a distinctly Thomist complexion, and by Moss in Novelties in the Heavens (1993), where he appears as a thoroughly rhetorical scientist. The translations, all undertaken by Professor Wallace, are readable and very clear. Those taken from Carbone's sizeable output derive from the tntroductionis in logicam (Venice, 1597), a compendium of Aristotelian logical theory that, as Wallace has previously demonstrated, was plagiarised from the lecture notes of the Jesuit Paolo della Valle (1561-1622); the Tabulae rhetoricae Cypriani Soarii (Venice, 1589), a tabular digest of Cypriano Soarez's De arte rhetoricae (1562); the De arte dicendi (Venice, 1589), a comprehensive account of rhetorical theory; the De oratoria et dialéctica inventione (Venice, 1589), a treatise on topical invention; and the Divinus orator vel de rhetorica divina (Venice, 1595), a novel application of classical rhetoric to the art of preaching. Riccobono, whose own work as a translator encompassed Aristotle's Rhetoric, Poetics, and Nicomachean Ethics, is represented in the volume by...

Research Article| January 01 2006 On Persuasion, Identification, and Dialectical Symmetry Kenneth Burke; Kenneth Burke Search for other works by this author on: This Site Google James P. Zappen James P. Zappen Search for other works by this author on: This Site Google Philosophy & Rhetoric (2006) 39 (4): 333–339. https://doi.org/10.2307/20697166 Cite Icon Cite Share Icon Share Twitter Permissions Search Site Citation Kenneth Burke, James P. Zappen; On Persuasion, Identification, and Dialectical Symmetry. Philosophy & Rhetoric 1 January 2006; 39 (4): 333–339. doi: https://doi.org/10.2307/20697166 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressPhilosophy & Rhetoric Search Advanced Search The text of this article is only available as a PDF. Copyright © 2006 The Pennsylvania State University2006The Pennsylvania State University Article PDF first page preview Close Modal You do not currently have access to this content.

Research Article| January 01 2006 Finding Comedy in Theology: A Hopeful Supplement to Kenneth Burke's Logology Kristy Maddux Kristy Maddux Search for other works by this author on: This Site Google Philosophy & Rhetoric (2006) 39 (3): 208–232. https://doi.org/10.2307/20697154 Cite Icon Cite Share Icon Share Twitter Permissions Search Site Citation Kristy Maddux; Finding Comedy in Theology: A Hopeful Supplement to Kenneth Burke's Logology. Philosophy & Rhetoric 1 January 2006; 39 (3): 208–232. doi: https://doi.org/10.2307/20697154 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressPhilosophy & Rhetoric Search Advanced Search The text of this article is only available as a PDF. Copyright © 2006 The Pennsylvania State University2006The Pennsylvania State University Article PDF first page preview Close Modal You do not currently have access to this content.

Book Review| January 01 2006 Rhetorical Landscapes in America: Variations on a Theme from Kenneth Burke Rhetorical Landscapes in America: Variations on a Theme from Kenneth BurkeClark, Gregory Larry Rosenfield; Larry Rosenfield Search for other works by this author on: This Site Google Lawrence W. Rosenfield Lawrence W. Rosenfield Search for other works by this author on: This Site Google Philosophy & Rhetoric (2006) 39 (2): 172–173. https://doi.org/10.2307/20697147 Cite Icon Cite Share Icon Share Twitter Permissions Search Site Citation Larry Rosenfield, Lawrence W. Rosenfield; Rhetorical Landscapes in America: Variations on a Theme from Kenneth Burke. Philosophy & Rhetoric 1 January 2006; 39 (2): 172–173. doi: https://doi.org/10.2307/20697147 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressPhilosophy & Rhetoric Search Advanced Search The text of this article is only available as a PDF. Copyright © 2006 The Pennsylvania State University2006The Pennsylvania State University Article PDF first page preview Close Modal You do not currently have access to this content.

Research Article| January 01 2006 Presencing “Communion” in Chaïm Perelman's New Rhetoric Richard Graff; Richard Graff Search for other works by this author on: This Site Google Wendy Winn Wendy Winn Search for other works by this author on: This Site Google Philosophy & Rhetoric (2006) 39 (1): 45–71. https://doi.org/10.2307/20697133 Cite Icon Cite Share Icon Share Twitter Permissions Search Site Citation Richard Graff, Wendy Winn; Presencing “Communion” in Chaïm Perelman's New Rhetoric. Philosophy & Rhetoric 1 January 2006; 39 (1): 45–71. doi: https://doi.org/10.2307/20697133 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressPhilosophy & Rhetoric Search Advanced Search The text of this article is only available as a PDF. Copyright © 2006 The Pennsylvania State University2006The Pennsylvania State University Article PDF first page preview Close Modal You do not currently have access to this content.

Abstract Drawing on interviews from a qualitative study, this article extends theorizing about rhetorical agency and resistance by analyzing how breastfeeding advocates and their clients resist medical regulatory rhetoric. The resistant acts that interviewees describe begin with a negotiation of discursive alternatives and subject positions framed by the grid of disciplinary rhetoric about breastfeeding. But in some acts of resistance, breastfeeding women use both discursive and bodily actions to disrupt the intelligibility of this grid and what it deems possible. When such disruption occurs, the results are unpredictable and so must be understood as more than the occupation of preexisting subject positions.

iL Community Identification at the IWCA/NCPTW by Melissa lanetta Here are the ambiguities of substance. In being identified with B , A is "substantially one" with a person other than himself. Yet at the same time, he remains unique, an individual locus of motives. Thus he is both joined and separate, at once a distinct substance and consubstantial with another.

Abstract In a comment on the age in which he was writing, Seneca the Elder states inSuas. 2.19 that anyone can plagiarize Cicero's Verrines with impunity. Critics have taken Seneca's assertion as a sign of diminished familiarity with the In Verrem and of Cicero's diminished popularity. This article offers a different interpretation. Seneca assails the inattentiveness of contemporary audiences as they listen to declamations in the rhetorical schools, not their ignorance of theVerrines or aversion to Cicero. Seneca incorporates the In Verrem into that critique due to its emblematic length in order to satirize the audiences' carelessness. The use of theVerrines as a symbol relies for its effect on the easy identification of the text and its size, and consequently points to the fame of that title and its length, as well as of its author Cicero, in the 30s CE.

I argue that the debate between the Elizabethan theater and the Puritans was more than a simple argument about public morals. Drawing on Chaim Perelman and Lucie Olbrechts-Tyteca's concepts of arguments that structure reality, I examine this debate as a rhetorical struggle over the way reality itself would be conceptualized by a culture. This historically situated debate can, in turn, shed light on the political implications of arguments that structure reality.

This article analyzes the power of ambiguous metaphors to present scientific novelty. Its focus is a series of papers by the prominent population biologist W. D. Hamilton in which he redefined the meaning of biological altruism. In particular, the article draws on Kenneth Burke’s dramatistic pentad to examine why suggestions of motive are so pervasive in Hamilton’s representation of genetic evolution and what epistemological consequences result from this rhetorical choice. Specifically, the metaphorical language of motive allows Hamilton to represent genes ambiguously and simultaneously as both the agents of evolutionary action and as the agency or mechanism by which organism agents act. The textual ambiguity generated by the agent-agency metaphors both reflects and constructs a conceptual ambiguity in the way evolutionary processes are theorized. Analysis of Hamilton’s rhetoric thus suggests the productive function of ambiguous metaphors in highly technical scientific texts.

In a comment on the age in which he was writing, Seneca the Elder states in Suas. 2.19 that anyone can plagiarize Cicero’s Verrines with impunity. Critics have taken Seneca’s assertion as a sign of audiences’ diminished familiarity with the In Verrem and of Cicero’s diminished popularity. This article offers a different interpretation. Seneca assails the inattentiveness of contemporary audiences as they listen to declamations in the rhetorical schools, not their ignorance of the Verrines or aversion to Cicero. Seneca incorporates the In Verrem into that critique due to its emblematic length in order to satirize the audiences’ carelessness. The use of the Verrines as a symbol relies for its effect on the easy identification of the text, and consequently points to the renown of that title and its length, as well as of its author Cicero, in the 30s ce.

Reviews Roxanne Mountford. The Gendered Pulpit: Preaching in American Protes­ tant Spaces. Studies in Rhetorics and Feminisms Series. Carbondale: Southern Illinois University Press, 2003. xii + 194 pages. The Gendered Pulpit makes a significant contribution to rhetorical studies, investigating the heretofore largely overlooked issue of how gender affects rhetorical performance in sacred spaces. Roxanne Mountford employs multi­ ple lenses—including rhetorical theory, feminist historiography, church and homiletic tradition, personal experience, and ethnography—and produces a sweeping, comprehensive, and compelling analysis of her subject. The first two chapters identify masculinist biases embedded within the spatial and sermonic conventions of the Protestant church. In chapter one, Mountford introduces an original and sure to be influential conception of "rhetorical space/' which includes not only the architectural setting and physical props incorporated into an oratorical performance but also entirely non-material elements: "rhetorical spaces carry the residue of history within them . . . [and so are] a physical representation of relationships and ideas" (17). Thus, culture, tradition, and ideology inhabit rhetorical space and shape speakers' performances. Mountford illustrates this point via the pulpit, an object/space imbued with "masculine" connotations that pose challenges to women preachers. First, the pulpit is designed for male rather than female bodies. One woman minister studied by Mountford must stand on a foot­ stool in the pulpit because of her small stature; even so, she is so dwarfed by the furniture that only her neck and head are visible to the congregation. Second, the pulpit enforces a distanced, hierarchical relationship between the preacher and the audience, spatially encoding the speaker as the authority and the listeners as silent, passive recipients of "his" wisdom. Mountford argues that this type of relationship is unappealing to women preachers, who tend to prefer a "populist" stance and seek more intimate connection with the congregation. Third, because of its strong masculine associations, the pulpit automatically casts women ministers as misfits in that sacred space. To overcome the gendered obstacles posed by the pulpit, women often opt to deliver sermons in alternative spaces, for example, leaving the pulpit and speaking from the church floor or preaching outside of the church entirely. Rhetorica, Vol. XXIII, Issue 4, pp. 401-404, ISSN 0734-8584, electronic ISSN 15338541 . ©2005 by The International Society for the History of Rhetoric. All rights re­ served. Please direct all requests for permission to photocopy or reproduce article content through the University of California Press's Rights and Permissions website, at www.ucpress.edu/journals/rights.htm. 402 RHETORICA Women also confront problematic gender assumptions within preaching textbooks. Nineteenth-century manuals, for example, encouraged ministers to develop an authoritative, heroic, manly character that would empower them to save the world one person at a time, an irrelevant and inappropriate ethos for women. Twentieth-century manuals, while not as overtly mascu­ line, failed to address gender directly and instead promoted "a generic ideol­ ogy of gender" that left traditional masculinist biases intact (63). Women's strategies for overcoming the gender biases inherent to sacred spaces and traditions are examined concretely in the book's remaining chapters. Chapters three, four, and five examine the intersections of rhetorical performance, space, and the body through the practices of three contem­ porary and very different Protestant preachers, all of whom are the first women to lead their respective churches: Patricia O'Connor, pastor of a large and affluent suburban Lutheran church; Barbara Hill (Rev. Barb), minister to a struggling church located in a strip mall and serving a low-income, African-American community; and Janet Moore, leader of an urban and deeply divided Methodist church composed of conservative, aging, white, working-class core members and liberal, young, prosperous, gay and lesbian professionals. Although possessing varied gifts and serving dissimilar con­ gregations, the three women pursue a similar goal in their ministries, which Moore describes as creating "a community of Christians dedicated to peace, social justice, and diversity" (137). This "populist" purpose, so at odds with that promoted in conventional preaching manuals and traditions, inspires the women to develop new rhetorical strategies. One of the most significant is their use of sacred space to create a sense of community. As noted, tradition places the authoritative, male preacher in the pulpit and promotes...

Reviews 403 faith not only to sustain the congregation but also to encourage it to confront social injustice and work for racial uplift. Collectively, these women's spatial and rhetorical strategies point to an alternative method for crafting effective ethos and promoting Christian community. The epilogue addresses whether or not the "populist" preaching prac­ tices employed by O'Connor, Hill, and Moore are "feminine" ones. While acknowledging that a number of male church leaders (including Henry Ward Beecher, post-Vatican II priests, and African American preachers) have used similar methods, Mountford argues that women's abandonment of the pul­ pit, disclosure of the personal, and efforts to level hierarchy represent a significant "ritual transgression of sacred space" and tradition (156). In other words, women preachers choose alternative discursive methods and de­ livery styles in order to create ethos in a place and position traditionally antithetical to them. The Gendered Pulpit represents an important step toward understanding how gender affects discourse and rhetorical performance. Mountford con­ cludes by inviting other feminist rhetoricians into the new theoretical home afforded by a refigured fifth canon of delivery, and she encourages them to build upon her foundation and undertake further studies of women min­ isters in sacred spaces. Mountford's fine work makes a convincing case for the fifth canon as a promising site for investigating gender and rhetoric and, ultimately, for making the entire discipline inclusive and comprehensive. Lindal Buchanan Kettering University Cheryl Glenn, Margaret M. Lyday, and Wendy B. Sharer, eds., Rhetor­ ical Education in America. Tuscaloosa: University of Alabama Press, 2004. 245 pp. This volume reconsiders contemporary rhetorical education from the perspective of the history of rhetoric. The editors provide a helpful intro­ duction (Glenn) and afterword (Lyday and Sharer). Many of the essays were plenary presentations at a Penn State Rhetoric Conference organized by the editors. The volume's most successful essays link a study of how rhetoric was historically taught with how it might be taught today. In "Lest We Go the Way of the Classics: Toward a Rhetorical Future for English Departments," Thomas P. Miller reviews the history of composition teaching as a history of crises of literacy, and suggests that we now need a curriculum that will move us from the traditional interpretive stance of the critical observer to the rhetorical stance of the practical agent involved in negotiation. Shirley Wilson Logan, in "'To Get an Education and Teach My People': Rhetoric for Social Change," examines the self-help schooling of nineteenth-century African 404 RHETORICA Americans for clues to help today's disenfranchised communities. Logan calls for "consilience," that is, a linking of knowledge across disciplines, and a rhetorical education that concentrates as much on critiquing and evalu­ ating contemporary discourses as on producing writing. With meticulous scholarship, in "Parlor Rhetoric and the Performance of Gender in Postbellum America," Nan Johnson reveals the conservative réinscription of gender roles in the potentially liberating growth of manuals for parlor rhetoric after the Civil War. Gregory Clark reminds us of the range of American rhetorics in his examination of the national park as a public experience establishing a shared sense of national collectivity, a training ground for citizens who need to respond to public conflict with transcendence. Essays by William Denman and by Sherry Booth and Susan Frisbie are not as strong. Denman argues that rhetoric lost its civic purpose during the nineteenth-century expansion that attempted to keep out the vulgar and the foreign by policing the borders of oral and written communication, but he ignores the growth in specialized textbooks and conduct-book rhetoric that offered rhetorical education to working class and female students. Booth and Frisbie argue that metaphor should be central to rhetorical education and analyze their qualified success in teaching metaphor to their students, but they mistakenly suggest that Aristotle did not find metaphor important to rhetoric and their claim that Renaissance rhetoric emphasized style not content has been significantly revised in recent scholarship. Other essays offer perceptive variations on the collection's theme of the history of rhetoric as a guide to future teaching. Susan Kates links James Raines's revision of the history of English to include respect for Appalachian English...

Abstract Whereas earlier work on rhetorical situation focuses upon, the elements of audience, exigence, and constraints, this article argues that rhetorical situations operate within a network of lived practical consciousness or structures of feeling. Placing the rhetorical “elements” within this wider context destabilizes the discrete borders of a rhetorical situation. As an example of this wider context, this article explores the public rhetoric surrounding issues of urban sprawl in Austin, Texas. While public rhetorical movements can be seen as a response to the “exigence” of overdevelopment, it is also possible to situate the exigence's evocation within a wider context of affective ecologies comprised of material experiences and public feelings.

In responding to Gunn and Lundberg's critique of her report on rhetorical agency, Geisler uses their Ouija Board metaphor to undertake an analysis of what it might mean to teach the post‐modern rhetor. In particular, once the autonomous agent has been denaturalized, members of the profession of rhetoric have plenty to do in helping students first to engage with and then to participate in a more appropriately theorized rhetoric. Like the Ouija Board player, we may not be able to know how the results of our classroom teaching are related to our intentions. But—like every other rhetor—we need to recognize the costs of walking away from the game.

Abstract Kenneth Burke's important 1934 essay “My Approach to Communism” is often read as “a commitment to Communism” celebrating the movement. A typescript (recently discovered in the Kenneth Burke Papers) of a speech given by Burke in January, 1934 invites a reconsideration of “My Approach.” The speech, delivered to the New York John Reed Club, is concerned with finding a solution to America's contemporary economic and social derangements and is more committed to this search and the desired effects of social change than any specific political system or party. Resituating “My Approach to Communism” as a revised and abridged version of this speech encourages a re-reading of the essay as an extended critique of capitalism and an argument for social conditions that foster cultural stability for art's sake.

This article analyzes the statements on plain style made by Royal Society writers and seventeenth-century women writers. Using scholarship in feminist rhetorical theory, the article concludes that Royal Society plain stylists constructed scientific discourse as a masculine form of discourse by purging elements that were associated with femininity, such as emotional appeals. The article also discusses how women writers, particularly Margaret Cavendish, embraced a plain style more out of concern for their audience than out of a desire to eliminate undesirable feminine attributes. The implications of this historical study for understanding of current practice are noted.

Building on Herndl’s concept of critical practice, this article presents a case study of attempts to change the discourse practices surrounding breast-feeding in today’s medical environment. To complicate readers’ understanding of rhetorical agency, resistance, and discursive change, the author considers the rhetorical efforts of two high-profile physicians alongside those of the nonphysician breast-feeding advocates she interviewed. Ultimately, this dual perspective shows that discursive efforts to change medical practices can fail, even when supported by powerful figures within the medical establishment, if the new ideas communicated in such efforts conflict with long-established material conditions.

During his long scholarly career, Kenneth Burke interacted with numerous other important twentieth-century thinkers. Several of these relationships have been documented and studied through article- and book-length projects. However, Burke's long correspondence with prominent folklorist and sociolinguist Dell Hymes, while mentioned by some Burke scholars, has not been extensively explored. This article examines their written correspondence and elements of their published works and argues that Burke's articulation of key rhetorical concepts—especially "identification"—figures large in Hymes's early articulation of the basis of sociolinguistic study.

In “Dialogic Origin,” Mikhail Bakhtin—as teacher-researcher and theorist—presents readers with a remarkable essay on teaching grammar and style to 7th-year students (roughly equivalent to 10thgraders in the U.S. educational system). In doing so, Bakhtin employs some of his most notable concepts (among them dialogism and “hero”)as informing and generative principles of writing pedagogy. Modern readers will find much to value as Bakhtin illustrates contextualized grammar instruction, defines grammar as an element of style, proposes innovative teaching methods, and advocates for theory-based pedagogy. Despite these significant similarities, the essay relies exclusively on stylistics, ignoring the demonstrable rhetorical effects of the stylistic choices illustrated in the pedagogy he outlines. In perhaps his most illuminating move, Bakhtin introduces his notion of hero directly into the language arts classroom, illustrating the concept as fundamental even to the grammar and style of language in everyday and academic (not simply literary) contexts.

This article examines the dialectical nature of Mikhail Bakhtin’s developmental understanding of language learning. In particular, the author discusses the pedagogically illuminating relationship between literary style and everyday style, especially as the latter emerges from and returns to lived life. Drawing parallels with other related oppositions, such as Vygotsky’s spontaneous and scientific concepts, as well as Bakhtin’s early antithesis of life and art, the author emphasizes Bakhtin’s interest in relational (dialogical) rather than formal understandings of grammar, style, and literature. The author concludes with three possible implications of Bakhtin’s pedagogical essay for writing teachers: (a) that we acknowledge the creative expression already present in the everyday speech of our students, (b) that we reconsider the specifically dialogical use of linguistic and literary models, and (c) that we attend to the performative aspect of style and the teaching of style.

Reviewed are Eloquent Images: Word and Image in the Age of New Media, edited by Mary E. Hocks and Michelle R. Kendrick; Defining Visual Rhetorics, edited by Charles A. Hill and Marguerite Helmers; The Terministic Screen: Rhetorical Perspectives on Film, edited by David Blakesley; and Tuned In: Television and the Teaching of Writing, by Bronwyn T. Williams.