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Rhetoric
Rhetoric may be defined as persuasive communication, written or oral, formal or informal; a verbal art or a type of poetics; or an academic discipline concerned with persuasive communication. In his seminal work, Rhetoric, Aristotle provided the original, neutral definition of the concept as simply “the available means of persuasion.” The content and style of one's rhetoric can help to convey to others information about one's politics, geographic region, nationality, race, socioeconomic status, age, religion, level of education, and other critical aspects of self. Depending on its content, for example, one may be correctly or incorrectly labeled “rightwing,” “leftwing,” “feminist,” “chauvinist,” “fundamentalist,” and so on. This entry explores various aspects and issues of rhetoric, including appeals and canons, history, verbal art or poetics, performance, varieties, and tropes and schemes.
Appeals and Canons of Rhetoric
In Rhetoric, Aristotle outlines three modes or appeals of rhetoric: logos (reason), pathos (emotion), and ethos (ethics). To have maximum persuasiveness, a message or speech must appeal to audience members in each of these three ways; that is, it must be logical and well constructed, it must touch the hearer emotionally, and it must be presented by someone who is ethical (or who at least is believed to be a person of integrity).
The five canons of rhetoric are inventio (prewriting), dispositio (arrangement), elocutio (style), memoria (memorization), and pronuntiatio (delivery). Inventio involves planning and research to give one's communication substance. Arrangement, selection, and use of words, figures of speech, varied sentence types, and paragraphs for greatest effect are all the purview of dispositio. Style (elocutio) can be formal or informal, depending on the type of audience for which one writes or performs. With respect to memoria, orators often make use of various mnemonic devices to help them memorize material they will perform or execute verbally. Lastly, pronuntiatio (delivery) is key to persuasiveness. A powerfully written message with limp or lukewarm delivery loses much of its effectiveness for an audience.
History
Classical Greek Rhetoric and its Relationship to African Oratory
Many textbooks begin discussion of rhetoric's history at the 4th and 5th centuries BC with the work of Aristotle, Socrates, and others who highlighted techniques for persuasive argumentation in the courtroom and other settings, and there is debate about the influence of African oratory on Greek rhetoric. The question arises, for instance, as to whether the Greeks invented or merely catalogued tropes and schemes they learned from African orators. Deborah Sweeney's study of law and rhetoric in ancient Egypt uncovers the use of repetition, parallelism, antithesis, hyperbole, metaphor, and other tropes and schemes. The current intellectual milieu is one of increasing suspicion of revisionist history in textbooks, history that highlights European civilizations and their achievements and overlooks nonWestern civilizations and their contributions to rhetoric and other fields.
Certain anthropological and rhetorical sources, by African, African American, and White scholars, suggest that whereas ancient Greeks acknowledged the influence of Egyptians on their culture, later Eurocentric scholars, with their own agenda of establishing and maintaining views of White superiority, sought to diminish, if not outright deny, this African influence. James Berlin and other scholars committed to recovery of a history that fully describes the extensive cultural exchanges that went on between persons of ancient Greece and Egypt suggest, for instance, that Socrates and others studied in Egypt and brought back what they learned to help shape the teaching of rhetoric and other aspects of Greek civilization.
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