Abstract

In one of his many defenses of rhetoric, Aristotle states that “even if we were to have the most exact knowledge, it would not be very easy for us in speaking to use it to persuade [some audiences] … it is necessary for pisteis and speeches [as a whole] to be formed on the basis of common [beliefs]” (2007, 35). Dana Cloud's Reality Bites advances a similar position, suggesting that the political left needs to reclaim rhetorical appeals as a form of argumentation if it is to defeat the conservative forces that have taken control of the public sphere. Focusing on what she calls the “big five” (narrative, myth, affect, embodiment, spectacle), Cloud argues that the American left is losing political ground to the right due to its inability to craft effective stories convincing the general public that commonly held beliefs support a left political doctrine. Because people are embodied and emotional beings, fact-checking and appeals to pure rationality and logic are ineffective at convincing large swaths of people to change their actions and beliefs. And yet, the left continues to cling to the bare, factual truth, hoping to awaken the masses to their oppression at the hands of a proto-fascist Trumpian regime. As an alternative, Cloud proposes that we embrace what she calls rhetorical realism, a communication strategy built on the notion that “communicators can bring knowledge from particular perspectives and experiences into the domain of common sense, and that we can evaluate truth claims in public culture on the basis of whether they exhibit fidelity to the experience and interests of the people they claim to describe and represent” (15). Rhetorical realism walks the line between relativism and realism, suggesting that “there is a reality—but none of us can know it except through frames of mediation” (2). Truths may objectively exist, but they can be accessed only through rhetorical interventions that structure meaning making.Rhetorical realism has three interrelated tenets. First, rather than appeals to objective or universal truths, rhetorical realism relies upon experiential knowledge and rhetorical appeals. Two of Cloud's case studies—Neil deGrasse Tyson's 2014 reboot of Cosmos and #BlackLivesMatter—reflect this approach. Second, rhetorical realism traffics in doxastic, or common knowledge, rather than epistemic, or formal truths. Because knowledge is accessible only through mediation, rhetorical realism suggests that doxastic questions represent the most worthwhile explorations. Third, grounded in standpoint epistemology, rhetorical realism believes truth claims should be cognizant of power relations and align with the interests of the oppressed and exploited, as those at the lower rungs of society have a clearer, more holistic understanding of how society operates.These three tenets point toward what is arguably rhetorical realism's most radical implication: scholars ought to stop entirely asking formal questions of ontology and epistemology. Drawing from the lessons of rhetoric of science scholarship, Cloud's position is not that “there are no facts outside of rhetoric's intervention,” but rather that “the implementation of their use varies in ways that are strategic and invested with power” (25). Questions about the fundamental nature of our being or what truth is ought to be sidestepped in favor of “adopting the strategy of crafting frames of moral commitment and belief that can carry our truths out of the glades and into glorious, plain view” (4). Cloud does not negate the existence of an ahistorical metaphysics, but instead argues that the search for it is simply not worth pursuing. As she says, “Even if there were ever an original ‘state of nature’ in which humans encountered the world afresh, from that day forward, human symbolic framing and interpretation would have been ever present” (6). Humans instead engage in “dialectically evolving systems of ideas” that reflect localized, perspectival realities and the lived experiences of individuals and groups of people (7). Cloud says that only a realist perspective can explain both how the masses are convinced to embrace problematic ideologies and how to convince them to think otherwise: “The most powerful political discourses emerge when epistemic knowledge is mediated by explanatory and justificatory political frames” (7). By rejecting the formal, philosophical search for truth and knowledge, rhetorical realism is grounded in a social and political reality aligning with the lived experiences of various groups.A question arises from rhetorical realism's rejection of epistemological and ontological investigations: how does it not devolve into moral relativism, a position that Cloud very clearly lays out as ethically irresponsible (15–16)? Cloud addresses this concern by arguing that scholars should embrace a doxastic version of ethics grounded in the lived realities of the oppressed, defending “a perspective from which to perform criticism in the service of demystifying power and enabling the formation of public consciousness faithful to the insurgent knowledges of the oppressed and exploited” (5). Rhetorical realism thus develops ethics by locating doxastic truths from the position of the most subjugated. From this subjugated ethics, normative statements about the world can be made. For example, “Why critique rape culture unless we can say surely that women are oppressed, that consent should be a precondition for sexual engagement, or that violence against women is wrong?” (5). This normative statement about sexism and rape culture arises from the doxastic truth that women are subjugated in modern society. Rather than devolve into moral relativism, rhetorical realism's adherence to standpoint epistemology provides a valuable tool for ethically interacting with the world.Cloud develops rhetorical realism throughout six chapters, an introduction, and a conclusion. The introduction to Reality Bites lays out the purpose of the text: to “chart a middle way” between the rationalist and relativist practices through a defense of rhetorical realism (2). Chapter 1 introduces rhetorical realism, arguing that it is irresponsible to “concede ground to post-truth forces” via a “hunker[ing] down in the trenches of massive numbers of facts” or “giv[ing] up entirely and embrac[ing] relativism” (14). In this chapter, Cloud turns toward Marxism as a foundational tool for her theory. In particular, she utilizes Gramscian hegemony to explain how people consent to interests that negatively affect their lives yet can overcome their own oppression through learning and collective struggle, and Marxist feminist Nancy Hartsock for an understanding of standpoint epistemology. If, as Cloud suggests, it is true that class and labor mediate the realities of workers in a capitalist economy, then the critic's role is to “engage subjective experience” as a way of both raising class consciousness and regaining control of dominant societal narratives (31). Rhetorical realism, then, aligns with this Marxist tradition and call to critique.Chapter 2 unpacks the “big five”—narrative, myth, affect, embodiment, and spectacle. Once again, Cloud rejects “objective” positions taken by various leftist theorists, arguing that control over the cultural imaginary is integral to the success of these positions. Each of the “big five” can be useful tools for the left's reclamation of the cultural imaginary. Spectacles, for instance, are “powerful and interested,” motivating individuals to believe, act, and change in productive ways (47). Thus, “we need affect, embodiment, myth, narrative, and … spectacular struggle” (51).Chapter 3 introduces the concept of frame-checking, a substitute for fact-checking. Cloud describes frame-checking as an “alternative method of capturing how contending truth claims may be taken on at various staseis from conjecture through policy, with especial emphasis on quality or value” (73). Facts alone, Cloud argues, have failed us, as they ignore how “economic hardship and anxiety generate popular desire for narratives explaining social crisis at the levels of values and action, refusing to generate compelling narratives in response” (55). In an era of “post-truth,” fact-checking is ineffective at telling people what is real; rather, as Cloud tells us, a particular focus on the fidelity of stories as well as power relations is important for conveying information to the general population. Scholars should attend to the ways that “discourses selectively direct attention, involve audiences intimately with the matter at hand, and construct coherent and noncontradictory schemes of making sense of the world” (62). We should not be aiming to check facts and inquire about truths. Instead, we should attend to the frames that mediate reality.To prove the value of her theory, Cloud details several case studies. In the same chapter in which she introduces frame-checking, Cloud analyzes the controversy surrounding the 2015 Human Capital video series released by the Center for Medical Progress that purported to prove Planned Parenthood harvested aborted fetal tissue for profit. Even though these videos were ultimately discredited as false by fact-checkers, “the footage is compelling in a way that exceeds the capacity of fact-checking to disarm it” (53). Rather than simply fact-checking the video, then, Cloud suggests that it would have been more productive to address the frames by which the videos persuaded audiences that Planned Parenthood is evil. “Imagine pro-choice organizations responding immediately with another video, set in a provocative scandal frame that exposes Daleiden and his outfit, but also … counters the antiabortion videos … by interviewing women who have undergone the procedure and their reasons for doing so” (71). Rather than just denying the videos as false, Cloud suggests that a more apt response would have developed pathetic appeals in order to equal the proverbial playing field.Chapter 4 discusses the frames surrounding Edward Snowden and Chelsea Manning's government leaks. Cloud indicates that discourse surrounding these two figures framed Snowden as an all-American hero, drawing upon “the mythic narrative of the masculine agent” (76). In contrast, discourse about Manning revolved around her queerness and transgender identity, which were consistently used to discredit her as mentally unstable and untrustworthy. From this comparison, Cloud concludes that queerness “reveals the limits of mediation in a homophobic and transphobic society” (103) because the media could not deal with the complexity of Manning's character. By all “objective” fact-checking standards, Snowden and Manning—as whistleblowers merely leaking documents—should have been treated equally by the media. However, Manning's queerness meant that she was discredited as a villain rather than lauded as a hero. Cloud does not draw conclusions about the purpose, meaning, or value of queerness from this example, but rather suggests that it further reveals the limitations of supposedly objective truth-based discourses in the public sphere.Chapter 5 provides an example of leftist discourse that draws from the “big five” to inform the public. Cosmos, the 1980 television show incarnated by Carl Sagan and revived in 2014 by Neil deGrasse Tyson, draws from all five of the major strategies Cloud thinks the left ought to adopt. Simultaneously however, Cloud suggests that the show functionally winks at its audience, reminding them that it is a rhetorical construction. For example, the show reminds viewers that we have yet to unlock the secrets of the universe, yet positions Tyson as an almost Godlike figure who reveals those secrets to an audience hungry for truth. Thus, Cosmos can tell its viewers that no one knows what happens in a black hole, while Tyson simultaneously flies into one in his spaceship. Cloud embraces this contradiction, arguing that it is exactly how the left can ethically engage in rhetorical realism—by reminding the public that we too are constructing stories for them to believe. By reminding members of the public that we—and ultimately, everybody—are framing the facts that they are told, people can begin to better recognize the rhetorically mediated nature of all discourse, including scientific discourse.Finally, chapter 6 compares Thomas Paine's Common Sense to the Black Lives Matter social movement, suggesting that both represent “timed, crafted, strategic set[s] of actions” (155). Cloud reads Common Sense in a unique light, arguing that Paine's pamphlet both “established what it means to critique dominant ideology” by denouncing England and demonstrates standpoint epistemology in its demand for the oppressed to resist those in power (141). Cloud also draws from Paine to argue that “the push for truly radical change happens from below” (162) where public intellectuals coalesce with revolutionary activists to fight for freedom and justice. Black Lives Matter also employs the big five by relying upon “public intellectuals who have created and sustained new publics through the use of emerging media and who understand and communicate about injustice in new, compelling, and condensed language” (149). Cloud thus thinks that theorists and activists alike can and should learn from these two very different, yet similar, American moments.Further research could more thoroughly investigate two positions that Cloud advances. First, Cloud alludes to the importance of kairos in a few different places but does not greatly detail its applicability for rhetorical realism. This is particularly stark in terms of the chapter on Black Lives Matter and Thomas Paine, where the author indicates that attending to kairos “will do far better service to social change” than relying upon preconceived beliefs about an audience (148). Kairos is clearly important for Cloud; however, its relationship to rhetorical realism deserves more attention. Given that summer 2020 marks massive, global demonstrations against police brutality in the name of Black Lives Matter, further consideration of the kairotic nature of this and other protest groups could be an incredibly fruitful area for future research.Second, in the conclusion, Cloud suggests that each of her case studies points toward the overarching power of calls for the natural within public discourse. In other words, appeals toward what is “natural” is consistently persuasive for public audiences because the natural is doxastically understood as true. This idea is interesting and could tie into a deeper understanding of Cloud's repeated suggestion that rhetorical realism is necessary for persuading “ordinary” people. Do we need to rely on what is “natural” to persuade “ordinary” people? Can rhetorical realism help scholars redefine what is “natural” or “ordinary”? I hope that future scholarship takes up these questions and provides more insight and direction.Overall, Cloud delivers a well-written, well-defended, and easy-to-read call to remember the “big five,” adopt a rhetorical realist perspective, and engage in frame-checking rather than fact-checking. Any theorist or activist interested in public argumentation and social movements would be helped by reading this book. Additionally, the provocative suggestion that scholars give up epistemological and ontological investigations and instead take up the question of ethics within a rhetorical realist perspective is an important discussion that people should take seriously, particularly as philosophers and rhetoricians debate these questions in the future.