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| the capacity to influence an audience based on audience's perceptions of the credibility and character of the speaker in relationship to its own interests and values. |
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| the actual reputation that a rhetor "carries with them" because of an audience's acquaintance with past behavior |
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| represents the constructed ethos that a rhetor creates within the confines of a particular rhetorical text |
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| when and when not to construct a persona: |
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when: when the speaker is unknown to an audience creating a persona is neccessary in order to present a favorable 'first impression'
when not: when a speaker enters a situation as a respected leader, there is no need for self promotion |
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| the attractive image that the rhetor constructs of and for the audience in order to encourage it to act according to that image. |
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| If the speaker's constructed self image can be considered as the "first" persona, |
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| then the evoked audience can be considered as the "second" persona. The function of the evoked audience, or this "second persona" is to create an attractive image of unity that makes members of an audience desire to be part of it by acting collectively toward the same end. |
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| this role is employed when speakers wish to rebuff attack by appearing as the victim of an unjust accusation |
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| speaks on behalf of some institution as a spokesperson of legitimate authority. This allows the rhetor to speak with greater power than he/ she would alone, and it also allows the rhetor to speak for others. |
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| one who represents not a group or institution but an ideology or ideal. This individual tends to thrive in heated debates. |
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| defined by his or her personal character. Relates to courage, commitment to action, and a romantic attachment to a vague but inspiring future. |
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| strategy of creating a common bond with an audience by drawing parallels between the characteristics of speaker and audience. |
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| the attempt to establish credibility by by the possession of special knowledge and/or unique experience that are superior to the audience. |
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| the kind of knowledge one receives by learning technical discourses and procedures, such as the knowledge one receives from attending a university. |
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| the kind of expertise one acquires by having "been there" or "gone through that" |
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represents a kind of movement that intentionally separates 2 things.
EX: we are forced to chose between aligning ourselves with one group or another with little room for compromise. We are either "with them or against them." And those who seek compromise in this situation are thus usually attacked from both sides for being wishy-washy. In a polarized environment, the decision not to choose is also a choice that puts us at risk for being abandoned, rejected, or ignored. |
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| in rhetoric, polarization is |
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| the strategy of dividing the audience into a positive "us" and a negative "them" in order to create unity through difference. |
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| represents a group antagonistic to the rhetor's interests |
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| use of rational arguments and evidence to persuade an audience of the reasonableness of one's position |
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the primary position or conclusion being advanced by a speaker
(we should drink more wine) |
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supporting evidence for the claim
(we should drink more wine because we want to savor the good life) |
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the inferential leap that connects the claim with the ground, usually embodied in a principle, provision, or chain of reasoning
(wine is a necessary condition for bringing about the good life) |
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warrants drawing a general conclusion about a class of people, events, objects, or processes based on specific examples drawn from experience
EX: general claim- "all lemons are sour" |
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| warrants the comparison of 2 things that not might otherwise go together for the purposes of drawing a conclusion based on their sharing a vital similarity |
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| warrants the diagnosis of some underlying condition based on the appearance of external clues or indicators |
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| warrants a practical conclusion based on the likely effects brought about by some underlying cause |
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warrants judging the character of some particular object, event, or process based on a universal belief or definition
"all humans are mortal"
"adult swans are white"
"all men and women are created equal" |
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-represent not only the failure for a warrant to successfully bridge the claim and the grounds, but a failure of construction that the whole arguement tumbles.
-invalid forms of reasoning. |
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| fallacy which presents audiences with a choice by presenting 2 clear but opposite alternatives. Removes any possibility of compromise or "middle ground." |
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-Fallacy which exaggerates the series of inevitable and terrible consequences that will follow from performing some action.
-Emphasizes prohibiting an action rather than encouraging one. |
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-argumentative strategy that undermines an opposing position by attacking the personal character of its advocates rather than the position itself
-assaults a competitor's ethos and makes the arguments of that competitor appear to lack credibility |
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form of argument that encourages an audience to do something simply because a majority of other people are doing it.
-bandwagon strategies are employed whenever a product is sold under the assumption that it will make one fashionable and popular
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-fallacy that represents a strategy of attributing causes or effects based on one's immediate desires or fears rather than an objective study of the process
-attributing causes or consequences to that which favors you or what is easiest to understand rather than a scientific analysis |
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-when the cause of undesired effects is attributed falsely to a marginalized group of people who are generally powerless to defend themselves
-blaming a convient group for all the problems of the public |
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| the attempt by a rhetor to distract attention from an unpleasant issue to something unrelated and more beneficial to one's self interest |
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| statement that has no apparent connection with the statements that came before or after it |
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refers to how accurately a narrative represents accepted facts
EX: book facts/events all accord with historic events/facts |
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| refers to the coherence of the narrative as a story apart from the actual facts. |
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