1. Physical survival 
2. Exchange of ideas and emotions to pursue life activities

Learned and wise men who studied and taught persuasive public speaking and were poets and teachers

• Condemned rhetoric
• Believed in the pursuit of a universal/certain Truth
• Wondered "does rhetoric have a legitimate part to play in the discovery of truth?"

• Thought truth is all around to be taken in through the senses
• Believed certainty is not attainable; only probable truth is possible
• Interested in rhetoric tradition/persuasion 
• Emphasized ethics 
• Invented formal logic

Plato:

Persuasion is both logical and psychological through what 3 appeals?

1. Ethos—speaker appeal 
2. Logos—logic support 
3. Pathos—emotional appeal

1. Innovation (generate ideas to persuade) 
2. Disposition (organize ideas) 
3. Style (language use in a situation) 
4. Memory (using facts and ideas) 
5. Deliver (clear, strong voice with effective gestures)

Dilemma whether Truth must be educed (or drawn out of students) by asking challenging questions or if it is something to be capitalized on using rhetoric sensitivity and skill

1. Diversity of ideas
2. No rules
3. Flexibility
4. Lack of orthodoxy
5. Applied research

1. Adversary system of justice with an impartial 3rd party judge for civil arguments
2. Democracy with debate by common citizens

1. Believed in a higher ideal of personal f2f communication... not just rhetoric
2. Challenged democracy
3. Introduced method of asking questions in dialogue to draw out the Truth in man (Socratic method)

1. Likely vs. absolute truth
2. Different parts of speech
3. Concept of probability

1. Shape message for audience
2. Adaptive oratory/elocution skills

1. Stay fresh (hip)
2. Acquire new knowledge

1. Forensic (adversary of the court) 
2. Deliberative (public assembly) 
3. Epideictic (to inspire listeners)

1. Quintilian 
2. Cicero 
3. Alexander the Great

1. Returned classic writings to Europe when they invaded Spain 
2. Set up a library in Toledo 
3. Shared books with universities

1. Beginning of mass communication
2. Memory is less important

1. Nonverbal language
2. Began scientific research on Communication

• Sophists: Golden Age of Athens, 400 BC 
• Plato/Aristotle: Alexander the Great library, 300 BC
• Cicero: Rome Conquers Greece, 46 BC 
• Quintilian, 30 AD 
• Augustine: Roman Empire collapses, 300 AD 
• Moors return ancient knowledge to Europe, 610 AD 
• Christians capture Moors library at Toldedo, 1085 AD 
• Aquinas: Magna Carta signed in England, 1200 AD 
• Renaissance and rise of Humanism: 1400 AD 
• Printing Press, 1500 AD 
• Bulwer (nonverbal) & Locke ("Communication"): Enlightenment, 1700 AD 
• Early American Rhetoricians

• Speech 
• Speech Communication 
• Neo-Aristotelian 
• 50s & 60s: discipline studies/theories of their own 
• 70s to present: explain social change & liberate marginalzied

• Late arrival 
• Lack of clear definition 
• Argument of using communication for deceit, e.g. the *bad* of persuasion, i.e. Plato's shadow

• Practical value 
• Facilitates success of people & their goals 
• Deep roots in academic tradition

The ability to identify with audience:

1. Act 
2. Agent 
3. Agency 
4. Scene 
5. Purpose

• Sidelined rhetoric
• Focuses on identifying contradiction in society by exposing flaws in ideology so that humanity becomes more rational

Critical theorist who focused on social order through communicaiton 3 domains of knowledge

1. Work (empirical science) 
2. Language (human) 
3. Power (self-reflection)

Describing how people actually DO argue

1. Data (facts and conditions) 
2. Claim (conclusion of data) 
3. Warrant (link data to claim) 
4. Listeners provide parts of the argument

1. Not making judgements; just ID them
2. Helping bring about social change

• 1960s Anti-postmodernism
• Humans need patterns
• Rhetoric is means for constructing social truth

• The act of engaging, applying, exercising, realizing or practicing ideas single methodological approach
• A process by which a theory, lesson, or skill is practiced

• American ideology in governement 
• 18th century Europe 
• Power of reason to reform society and advance knowledge 
• Sparked by John Locke

• Anti-positivism
• Deep meaning and understanding 
• Anthropological, social linguistics, rhetoric

• Field theory
• Small group processes 
• Thoughts are both produced and a product of Communications

• The language people use shapes their perception, thought, & culture
• Revolutionalized study of language

1. Politics and mass comm 
2. Psychology 
3. Sociology 
4. Speech and language 
5. Business

1. WW II 
2. Post war 
3. Integrating Speech and Comm disciplines

Four social scientists brought together for military training

1. Harold Lasswell—political science
2. Paul Lazarfield—sociologist
3. Kurt Lewin—social psychologist
4. Carl Hovland—experimental psychologist

• Persuasive messages
• Source credibility
• Fear appeals

• He is the quintessential comm discipline refugee
• He was the first "prof of comm"
• He designed public info campaigns & an interdisciplinary approach to comm

Theory building and theory testing.

"borrow-test-????" from Reynold's book website

• Explicit, logical explanations for how and why thins occur in the world
• A method to depict how factors (or concepts) are logically related