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The Context of Persuasion
Rhetorical Situation
Rhetorical Situation
Definition: The rhetorical situation refers to the context and circumstances that surround an act of persuasive communication. It includes the following key components that influence how a message is crafted, delivered, and received:
Audience, Communicator, Message, Appeals, Purpose, Exigence, Context, Modality, Medium, Genre, & Circulation
Basic Rhetorical Situation
Basic Rhetorical Situation
The receivers of a message. An audience is the individual or group for whom a message is crafted, conveyed, intended, and delivered.
A person who conveys a message in an attempt to persuade a specific audience.
The content or information transmitted by a communicator to an audience. A message embodies the core meaning or idea that a communicator intends to convey.
Appels
Strategies used in communication and argumentation to persuade an audience. Ethos, Logos, and Pathos (credibility, logic, emotion) are the three main appeals.
Rhetorical Appeals
Rhetorical Appeals
Strategies used in communication and argumentation to persuade an audience. Ethos, Logos, & Pathos (credibility, logic, & emotion) are the three main appeals used in rhetoric.
Rhetorical appeals are often included while analyzing the persuasive effectiveness of a communication based on its rhetorical situation.
Kairos is sometimes included as a fourth appeal and analyzed along with ethos, logos, and pathos.
The term kairos refers to the concept of the opportune moment or perfect timing. Emotional appeals tend to be more successful when relevant and timely for an audience.
Example: Following the 9/11 tragedy, individuals were more inclined to donate to charities than they might be today.
Expanded Rhetorical Situation
Expanded Rhetorical Situation
The expanded rhetorical situation consists of the basic rhetorical situation (Audience, Communicator, Message, & Appels) and the following components:
The inciting event that motivates or makes a rhetorical communication more appropriate at a given moment.
The content or information transmitted by a communicator to an audience. It embodies the core meaning or idea that the communicator intends to convey through various modes of communication.
Context
The setting, time, location, cultural environment, and specific occasion of a communication. Context plays a significant role in how a message is perceived and understood by a particular audience.
Modality
The manner or mode in which a message is expressed. Modality encompasses the various ways in which a message can be conveyed to an audience, considering the different forms, mediums, and levels of formality or informality. The modes most common to rhetoric are verbal, auditory, visual, and haptic.
Medium
Media are closely tied to modalities, but they specifically refer to the technical methods used to distribute communication. Some examples of media include printed documents, webpages, email, television, YouTube videos, Instagram photos, music, film, and text messages.
Genre
Categories or types of communication that share specific characteristics, forms, and conventions. These categories have been developed over time and serve particular purposes, audiences, and contexts. Examples of genres include speeches, essays, advertisements, news articles, and social media posts.
Circulation
The specific method by which a message is distributed. In today's digital age, it is crucial to consider how a message can be copied, forwarded, reposted, or presented in ways beyond the original intent.
The Expanded Rhetorical Situation Wheel
The Expanded Rhetorical Situation Wheel
Rhetorical Situation Elements
Rhetorical Situation Elements
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Basic Rhetorical Situation
Rhetorical Appeals
Expanded Rhetorical Situation
Five Canons of Rhetoric
Five Canons of Rhetoric
Invention—inventio, ways of discovering ideas and supporting material
Arrangement—dispositio, ways to arrange the parts of the essay
Style—elocutio, ways of embellishing
Memory—memoria, mnemonic techniques
Delivery—pronuntiatio, ways of practicing and giving oral speeches
Use & Importance (Rhetorical Situation)
Use & Importance (Rhetorical Situation)
In rhetoric, critical examination of the rhetorical situation enhances a speaker's ability to:
Craft Persuasive Arguments: Align a message with the values and beliefs of an audience.
Establish Credibility: Employ language and techniques that resonate with a specific audience.
Navigate Diverse Contexts: Understand how different situations require different rhetorical strategies.
In rhetorical analysis, critical examination of the rhetorical situation enhances a scholar's:
Contextual Insight: Considering the context in which the communication occurs includes the cultural, historical, social, and political circumstances that shape the message.
Purpose Identification: Knowing the purpose behind the communication helps in assessing the effectiveness of the rhetorical strategies used and allows for a more focused analysis of how well the rhetoric achieves its aim.
Audience Awareness: Recognizing the characteristics, values, beliefs, and expectations of the audience is crucial to evaluating the effectiveness of the appeals and strategies employed.
Exigence Recognition: Identifying the exigence, or the urgent need that prompts the communication, provides insight into the motivation behind the message and helps in evaluating its relevance and urgency.
Message Examination: Understanding the rhetorical situation allows one to dissect how the message is constructed, what strategies are used, and how effectively it is conveyed.
Appeals Analysis: Analyzing how appeals are employed and balanced within the context of the situation provides a deeper understanding of rhetorical effectiveness.
Constraints Consideration: Every rhetorical situation involves constraints, such as time, medium, audience expectations, and societal norms. Analyzing how the communicator navigates these constraints can reveal their skill and adaptability in crafting effective rhetoric.
Evaluation of Techniques: Analyzing the choice of language, tone, style, and visual elements and how they contribute to or detract from the overall effectiveness of the rhetoric.
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