Rhetorical Style and Bourgeois Virtue: Capitalism and Civil Society in the British Enlightenment by Mark Garrett Longaker
Abstract
234 RHETORICA drawn to images from these periods - "the body's inside and outside, the heart offered on an outstretched hand" - that reveal "historically elaborated semiot ics of the self," expressing competing views of what constituted a moral bal ance of public and private (214). So, when she offers her detailed case study of irony and sincerity in the ethos of author Dave Eggers, it is grounded in a historical understanding of these terms. Historians of rhetoric may find themselves frustrated by aspects of Korthals Altes's book, a point she acknowledges as a likely effect of the wide net she casts. For example, her central term, ethos, is not as thoroughly historicized as are other framing concepts like sincerity, irony, and hermeneutics. While she traces these over centuries, her approach to ethos is to provide snapshots from ancient Greece and Rome and then to pick up the term in its modern uses in narrative analysis. This method drops at least one major thread that seems highly germaine to her project: the pre-Aristotelian sense of ethos, robustly revived in the last two decades, as location or haunt. Korthals Altes's use of topoi answers her need to flesh out the rhetorical commonplaces of ethos construction, but her discussion of the textual, virtual, and physical spaces that modem authors inhabit calls out to ethos's more ancient meaning. Further, the degree to which ethos overlaps with related terms like posture, self, persona, and implied author, are never made clear. But in placing ancient renderings of ethos within modem methods of literary criticism, Ethos and Narrative Interpretation reminds us just how fraught and complex the practice of reading others has always been. Daniel A. Cryer, Roosevelt University Mark Garrett Longaker, Rhetorical Style and Bourgeois Virtue: Capitalism and Civil Society in the British Enlightenment (RSA Series in Transdisciplinary Rhetoric), University Park, PA: The Pennsylvania State University Press, 2015. 170 pp. ISBN 978-0-271-07086-5. While reading Mark Garrett Longaker's recent book, Rhetorical Style and Bourgeois Virtue: Capitalism and Civil Society in the British Enlightenment, I was struck by the author's reluctance to employ contemporary theory as a lens through which to evaluate Enlightenment perspectives on civic virtue, eco nomics, and rhetoric, for indeed, twenty-first-century rhetorical studies often marshal critical perspectives to try the past. While it is impossible to read his torical texts innocently, Longaker strives to explore his principal figures—John Locke, Adam Smith, Hugh Blair, and Herbert Spencer—on their own terms. Thus, I was not surprised when in his conclusion he explicitly addresses his approach, revealing that although he is "a political socialist and a historical materialist," he adheres to the principle audite et alteram partem: "listen even to the other side" (pp. 134-35). It is this careful listening, which enables Reviews 235 Longaker to articulate his subjects significance in the British Enlightenment, that perhaps best characterizes this fine volume. In his introduction, Longaker concisely presents his "principal argument"—that "in the late seventeenth, mid-eighteenth, and mid-nineteenth centuries a British philosopher, a political economist, a rhetorical theorist, and a sociologist all tried to cultivate bourgeois virtue by teaching rhetorical style, each building on others' ideas and each addressing a unique stage of capitalist development" (p. 2). Each of the study's four chapters features one of Longaker's principal theorists, along with his key rhetorical emphasis: Locke and clarity, Smith and probity, Blair and moderation, and Spencer and economy. In chapter 1, Longaker astutely distills Locke's well-known recommenda tions concerning the abuses of language and his mistrust of disputation into "four rules to remedy language's infirmity" (p. 14). Conducting a "synthetic reading" of Locke's work, he then demonstrates how each rule elucidates dif ferent areas of the philosopher's corpus. For example, the "Rule of Propriety" describes Locke's view of both effective language and stable currency. Longaker closes the chapter by suggesting that Locke's actual prose style conforms to his rules of clarity and that his writings on education "developed a rhetorical pedagogy of clarity" (p. 37). Although most scholars of rhetoric who consider Locke tend to highlight a few of his well-worn...
- Journal
- Rhetorica
- Published
- 2017-03-01
- DOI
- 10.1353/rht.2017.0020
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