Studies in Rhetoric & Communication

In this groundbreaking examination of the symbolic strategies used to prepare troops for imminent combat, Keith Yellin offers an interdisciplinary look into the rhetorical discourse that has played a prominent role in warfare, history, and popular culture from antiquity to the present day. Battle Exhortation focuses on one of the most time-honored forms of motivational communication, the encouraging speech of military commanders, to offer a pragmatic and scholarly evaluation of how persuasion contributes to combat leadership and military morale. In illustrating his subject's conventions, Yellin draws from the Bible, classical Greece and Rome, Spanish conquistadors, and American military forces. Yellin is also interested in how audiences are socialized to recognize and anticipate this type of communication that precedes difficult team efforts. To account for this dimension he probes examples as diverse as Shakespeare's Henry V, George C. Scott's portrayal of General George S. Patton, and team sports.

Recognizing an increasingly technological context for rhetorical activity, the thirteen contributors to this volume illuminate the challenges and opportunities inherent in successfully navigating intersections between rhetoric and technology in existing and emergent literacy practices. Edited by Stuart A. Selber, Rhetorics and Technologies positions technology as an inevitable aspect of the rhetorical situation and as a potent force in writing and communication activities. Taking a broad approach, this volume is not limited to discussion of particular technological systems (such as new media or wikis) or rhetorical contexts (such as invention or ethics). The essays instead offer a comprehensive treatment of the rhetoric-technology nexus. The book's first section considers the ways in which the social and material realities of using technology to support writing and communication activities have altered the borders and boundaries of rhetorical studies. The second section explores the discourse practices employed by users, designers, and scholars of technology when communicating in technological contexts. In the final section, projects and endeavors that illuminate the ways in which discourse activities can evolve to reflect emerging sociopolitical realties, technologies, and educational issues are examined. The resulting text bridges past and future by offering new understandings of traditional canons of rhetoric-invention, arrangement, style, memory, and delivery-as they present themselves in technological contexts without discarding the rich history of the field before the advent of these technological innovations.

Breast or Bottle? is the first scholarly examination of the shift in breastfeeding recommendations occurring over the last half century. Through a close analysis of scientific and medical controversies and a critical examination of the ways in which medical beliefs are communicated to the public, Amy Koerber exposes layers of shifting arguments and meaning that inform contemporary infant-feeding advocacy and policy. Whereas the phrase breast or bottle might once have implied a choice between two relative equals, human milk is now believed to possess unique health-promoting qualities. Although it is tempting to view this revision in medical thinking as solely the result of scientific progress, Koerber argues that a progress-based interpretation is incomplete. Epidemiologic evidence demonstrating the health benefits of human milk has grown in recent years, but the story of why these forms of evidence have dramatically increased in recent decades, Koerber reveals, is a tale of the dedicated individuals, coalitions, and organizations engaged in relentless rhetorical efforts to improve our scientific explanations and cultural appreciation of human milk, lactation, and breastfeeding in the context of a historical tendency to devalue these distinctly female aspects of the human body. Koerber demonstrates that the rhetoric used to promote breastfeeding at a given time and cultural moment not only reflects a preexisting reality but also shapes the infant-feeding experience for new mothers. Koerber's claims are grounded in extensive rhetorical research including textual analysis, archival research, and interviews with key stakeholders in the breastfeeding controversy. Her approach offers a vital counterpoint to other feminist analyses of the shift toward probreastfeeding scientific discourse and presents a revealing rhetorical case study in the complex relationship between scientific data and its impact on medical policy and practices. The resulting interdisciplinary study will be of keen interest to scholars and students of rhetoric, communication, women's studies, medical humanities, and public health as well as medical practitioners and policymakers.

As funding for basic scientific research becomes increasingly difficult to secure, public support becomes essential. Because of its promise for captivating nonexpert publics, the practice of merging art and imagery with science has been gaining traction in the scientific community. While images have been used with greater frequency in recent years, their value is often viewed as largely superficial. To the contrary, Maria E. Gigante posits in Introducing Science through Images, the value of imagery goes far beyond mere aesthetics-visual elements are powerful communication vehicles. The images examined in this volume, drawn from a wide range of historical periods, serve an introductory function-that is, they appear in a position of primacy relative to text and, like the introduction to a speech, have the potential to make audiences attentive and receptive to the forthcoming content. Gigante calls them "portal" images and explicates their utility in science communication, both to popularize and mystify science in the public eye. Gigante analyzes how science has been represented by various types of portal images: frontispieces, portraits of scientists, popular science magazine covers, and award-winning scientific images from Internet visualization competitions. Using theories of rhetoric and visual communication, she addresses the weak connection between scientific communities and the public and explores how visual elements can best be employed to garner public support for research.

Kenneth Burke may be best known for his theories of dramatism and of language as symbolic action, but few know him as one of the twentieth century's foremost theorists of the relationship between language and bodies. In Moving Bodies, Debra Hawhee focuses on Burke's studies from the 1930s, 40s, and 50s while illustrating that his interest in reading the body as a central force of communication began early in his career. By exploring Burke's extensive writings on the subject alongside revealing considerations of his life and his scholarship, Hawhee maps his recurring invocation of a variety of disciplinary perspectives in order to theorize bodies and communication, working across and even beyond the arts, humanities, and sciences. Burke's sustained analysis of the body drew on approaches representing a range of specialties and interests, including music, mysticism, endocrinology, evolution, speech-gesture theory, and speech-act theory, as well as his personal experiences with pain and illness. Hawhee shows that Burke's goal was to advance understanding of the body's relationship to identity, to the creation of meaning, and to the circulation of language. Her study brings to the fore one of Burke's most important and understudied contributions to language theory, and she establishes Burke as a pioneer in a field where investigations into affect, movement, and sense perception broaden understanding of physical ways of knowing.

Speaking for the Polis considers Isocrates' educational program from the perspective of rhetorical theory and explores its relation to sociopolitical practices. Illumining Isocrates' efforts to reformulate sophistic conceptions of rhetoric on the basis of the intellectual and political debates of his times, Takis Poulakos contends that the father of humanistic studies and rival educator of Plato crafted a version of rhetoric that gave the art an important new role in the ethical and political activities of Athens. Poulakos demonstrates how Isocrates adopted, transformed, and put to new tasks Protagorean and Gorgianic notions of rhetoric and how he used rhetoric to resolve tensions between political equality and social inequality. Poulakos suggests that Isocrates' rhetorical endeavors gained stability through narratives of values and shared commitments, credence through seasoned arguments about plausible solutions to political discord, and weight through the convergence of the speaker's words and quality of character.

Xing Lu examines language, art, persuasion, and argumentation in ancient China and offers a detailed and authentic account of ancient Chinese rhetorical theories and practices within the society's philosophical, political, cultural, and linguistic contexts. She focuses on the works of five schools of thought and ten well-known Chinese thinkers from Confucius to Han Feizi to the the Later Mohists. Lu identifies seven key Chinese terms pertaining to speech, language, persuasion, and argumentation as they appeared in these original texts, selecting ming bian as the linchpin for the Chinese conceptual term of rhetorical studies. Lu compares Chinese rhetorical perspectives with those of the ancient Greeks, illustrating that the Greeks and the Chinese shared a view of rhetoric as an ethical enterprise and of speech as a rational and psychological activity. The two traditions differed, however, in their rhetorical education, sense of rationality, perceptions of the role of language, approach to the treatment and study of rhetoric, and expression of emotions. Lu also links ancient Chinese rhetorical perspectives with contemporary Chinese interpersonal and political communication behavior and offers suggestions for a multicultural rhetoric that recognizes both culturally specific and transcultural elements of human communication.

A history and analysis of how George Washington stopped an attempted military coup at the end of the American Revolutionary War. History tells us that on a day when the forces of civil government confront the forces of military might, no one knows what may follow. Americans believe that they have avoided this moment, that whatever other challenges the country has faced, at least it never has had to deal with the prospects of a coup d'état. Stephen Howard Browne maintains that this view is mistaken, that in fact the United States faced such a crisis, at the very moment when the country announced its arrival on the world scene in the spring of 1783 in a rustic meeting hall along the Hudson River near Newburgh, New York. The crisis was resolved by George Washington, commander in chief of the US Army, in an address he delivered to a roomful of restive and deeply disaffected officers. In “The Ides of War”, Browne examines the resolution of the first confrontation between the forces of American civil government and the American military-the Newburgh Crisis. He tells the story of what transpired on that day, examines what was said, and suggests what we might learn from the affair. Browne shows that George Washington's Newburgh Address is a stunning example of the power of human agency to broker one of our most persistent, most troublesome dilemmas: the rival claims to power of civil and military authorities. At stake in this story are biding questions about the meaning and legacy of revolution, the nature of republican government, and ultimately what kind of people we are and profess to be. Browne holds that although these are monolithic and vexed themes, they are vital and need to be confronted to obtain a coherent and convincing account of history. ‘The Newburgh Crisis” offers an unmatched opportunity to examine these themes, as well as the role of rhetoric in the founding of the world's first modern republic.

This thorough examination of Mao's speeches and writings and how they reshaped a nation. Mao Zedong fundamentally transformed China from a Confucian society characterized by hierarchy and harmony into a socialist state guided by communist ideologies of class struggle and radicalization. It was a transformation made possible largely by Mao's rhetorical ability to attract, persuade, and mobilize millions of Chinese people. In this book, Xing Lu analyzes Mao's speeches and writings over a span of sixty years, tracing the sources and evolution of his discourse, analyzing his skills as an orator and mythmaker, assessing his symbolic power and continuing presence in contemporary China, and observing that Mao's rhetorical legacy has been commoditized, culturally consumed, and politically appropriated since his death. Applying both Western rhetorical theories and Chinese rhetorical concepts to reach a more nuanced and sophisticated understanding of his rhetorical legacy, Lu shows how Mao employed a host of rhetorical appeals and strategies drawn from Chinese tradition and how he interpreted the discourse of Marxism-Leninism to serve foundational themes of his message. She traces the historical contexts in which these themes, his philosophical orientations, and his political views were formed and how they transformed China and Chinese people. Lu also examines how certain ideas are promoted, modified, and appropriated in Mao's rhetoric. His appropriation of Marxist theory of class struggle, his campaigns of transforming common people into new communist advocates, his promotion of Chinese nationalism, and his stand on China's foreign policy all contributed to and were responsible for reshaping Chinese thought patterns, culture, and communication behaviors.

A look into communicating psychiatric patient histories, from the asylum years to the clinics of today. In this engrossing study of tales of mental illness, Carol Berkenkotter examines the evolving role of case history narratives in the growth of psychiatry as a medical profession. Patient Tales follows the development of psychiatric case histories from their origins at Edinburgh Medical School and the Royal Edinburgh Infirmary in the mid-eighteenth century to the medical records of contemporary American mental health clinics. Spanning two centuries and several disciplines, Berkenkotter's investigation illustrates how discursive changes in this genre mirrored evolving assumptions and epistemological commitments among those who cared for the mentally ill. During the asylum era, case histories were a means by which practitioners organized and disseminated local knowledge through professional societies, affiliations, and journals. The way in which these histories were recorded was subsequently codified, giving rise to a genre. In her thorough reading of Sigmund Freud's “Fragment of an Analysis of a Case of Hysteria”, Berkenkotter shows how this account of Freud's famous patient "Dora" led to technical innovation in the genre through the incorporation of literary devices. In the volume's final section, Berkenkotter carries the discussion forward to the present in her examination of the turn from psychoanalysis to a research-based and medically oriented classification system now utilized by the American Psychiatric Association. Throughout her work Berkenkotter stresses the value of reading case histories as an interdisciplinary bridge between the humanities and sciences.

Protagoras and Logos brings together in a meaningful synthesis the contributions and rhetoric of the first and most famous of the Older Sophists, Protagoras of Abdera. Most accounts of Protagoras rely on the somewhat hostile reports of Plato and Aristotle. By focusing on Protagoras's own surviving words, this study corrects many long-standing misinterpretations and presents significant facts: Protagoras was a first-rate philosophical thinker who positively influenced the theories of Plato and Aristotle, and Protagoras pioneered the study of language and was the first theorist of rhetoric. In addition to illustrating valuable methods of translating and reading fifth-century B. C. E. Greek passages, the book marshals evidence for the important philological conclusion that the Greek word translated as rhetoric was a coinage by Plato in the early fourth century. In this second edition, Edward Schiappa reassesses the philosophical and pedagogical contributions of Protagoras. Schiappa argues that traditional accounts of Protagoras are hampered by mistaken assumptions about the Sophists and the teaching of the art of rhetoric in the fifth century. He shows that, contrary to tradition, the so-called Older Sophists investigated and taught the skills of logos, which is closer to modern conceptions of critical reasoning than of persuasive oratory. Schiappa also offers interpretations for each of Protagoras's major surviving fragments and examines Protagoras's contributions to the theory and practice of Greek education, politics, and philosophy. In a new afterword Schiappa addresses historiographical issues that have occupied scholars in rhetorical studies over the past ten years, and throughout the study he provides references to scholarship from the last decade that has refined his views on Protagoras and other Sophists.

This book addresses questions that have concerned rhetoricians, literary theorists, and philosophers since the time of the pre-Socratics and the Sophists: How do people come to believe and to act on the basis of communicative experiences? What is the nature of reason and rationality in these experiences? What is the role of values in human decision making and action? How can reason and values be assessed? In answering these questions, Professor Fisher proposes a reconceptualization of humankind as homo narrans, that all forms of human communication need to be seen as stories-symbolic interpretations of aspects of the world occurring in time and shaped by history, culture, and character; that individuated forms of discourse should be considered "good reasons"-values or value-laden warrants for believing or acting in certain ways; and that a narrative logic that all humans have natural capacities to employ ought to be conceived of as the logic by which human communication is assessed.

The Public Work of Rhetoric presents the art of rhetorical techné as a contemporary praxis for civic engagement and social change, which is necessarily inclusive of people inside and outside the academy. In this provocative call to action, editors John M. Ackerman and David J. Coogan, along with seventeen other accomplished contributors, offer case studies and criticism on the rhetorical practices of citizen-scholars pursuing democratic ideals in diverse civic communities-with partnerships across a range of media, institutions, exigencies, and discourses. Challenging conventional research methodologies and the traditional insularity of higher education, these essays argue that civic engagement as a rhetorical act requires critical attention to our notoriously veiled identity in public life, to our uneasy affiliation with democracy as a public virtue, and to the transcendent powers of discourse and ideology. This can be accomplished, the contributors argue, by building on the compatible traditions of materialist rhetoric and community literacy, two vestiges of rhetoric's dual citizenship in the fields of communication and English. This approach expresses a collective desire in rhetoric for more politically responsive scholarship, more visible impact in public life, and more access to the critical spaces between universities and their communities.

Prisoners of Conscience continues the work begun by Gerard A. Hauser in Vernacular Voices: The Rhetoric of Publics and Public Spheres, winner of the National Communication Association's Hochmuth Nichols Award. In his new book, Hauser examines the discourse of political prisoners, specifically the discourse of prisoners of conscience, as a form of rhetoric in which the vernacular is the main source of available appeals and the foundation for political agency. Hauser explores how modes of resistance employed by these prisoners constitute what he deems a thick moral vernacular rhetoric of human rights. Hauser's work considers in part how these prisoners convert universal commitments to human dignity, agency, and voice into the moral vernacular of the society and culture to which their rhetoric is addressed. Hauser grounds his study through a series of case studies, each centered on a different rhetorical mechanism brought to bear in the act of resistance. Through a transnational rhetorical analysis of resistance within political prisons, Hauser brings to bear his skills as a rhetorical theorist and critic to illuminate the rhetorical power of resistance as tied to core questions in contemporary humanistic scholarship and public concern.

In Rhetoric and Power, Nathan Crick dramatizes the history of rhetoric by explaining its origin and development in classical Greece beginning with the oral displays of Homeric eloquence in a time of kings, following its ascent to power during the age of Pericles and the Sophists, and ending with its transformation into a rational discipline with Aristotle in a time of literacy and empire. Crick advances the thesis that rhetoric is primarily a medium and artistry of power, but that the relationship between rhetoric and power at any point in time is a product of historical conditions, not the least of which is the development and availability of communication media. Investigating major works by Homer, Heraclitus, Aeschylus, Protagoras, Gorgias, Thucydides, Aristophanes, Plato, Isocrates, and Aristotle, Rhetoric and Power tells the story of the rise and fall of classical Greece while simultaneously developing rhetorical theory from the close criticism of particular texts. As a form of rhetorical criticism, this volume offers challenging new readings to canonical works such as Aeschylus's Persians, Gorgias's Helen, Aristophanes's Birds, and Isocrates's Nicocles by reading them as reflections of the political culture of their time. Through this theoretical inquiry, Crick uses these criticisms to articulate and define a plurality of rhetorical genres and concepts, such as heroic eloquence, tragicomedy, representative publicity, ideology, and the public sphere, and their relationships to different structures and ethics of power, such as monarchy, democracy, aristocracy, and empire. Rhetoric and Power thus provides a foundation for rhetorical history, criticism, and theory that draws on contemporary research to prove again the incredible richness of the classical tradition for contemporary rhetorical scholarship and practice.

In Managing Vulnerability, Richard C. Marback analyzes the tension surrounding the transition from apartheid to democracy in South Africa through a rhetorical lens. Marback studies the heart of South Africa's desire for reconciliation and contends that this goal could be achieved only through the creation of a language of vulnerability in which former enemies become open to the influence of each other, to the constraints of their respective circumstances, and to the prospects of a shared future. Through a series of informative case studies, Marback illustrates how the cultivation of openness and the management of vulnerability take shape through the circulation of artifacts, symbols, and texts that give empowering expression to virtues of connectedness over the temptations of individual autonomy. Marback discusses the construction and impact of the narrative tours of Robben Island, the silencing of Robert Sobukwe, the debates over a proposed Freedom Monument, a brief gesture of ubuntu from Pumla Gobodo-Madikizela to Eugene de Kock, and the transformation of the title character in the film adaptation of the 1980 novel Tsotsi. Ultimately, Marback contends, finding a means to manage vulnerability is both the immediate success of and the ongoing challenge to South African democracy and is indicative of the nature of rhetoric in democracies in general and in contemporary civic life.

Though typically considered oral cultures, ancient Greece and Rome also boasted textual cultures, enabled by efforts to perfect, publish, and preserve both new and old writing. In Editorial Bodies, Michele Kennerly argues that such efforts were commonly articulated through the extended metaphor of the body. They were also supported by people on whom writers relied for various kinds of assistance and necessitated by lively debates about what sort of words should be put out and remain in public. Spanning ancient Athenian, Alexandrian, and Roman textual cultures, Kennerly shows that orators and poets attributed public value to their seemingly inward-turning compositional labors. After establishing certain key terms of writing and editing from classical Athens through late republican Rome, Kennerly focuses on works from specific orators and poets writing in Latin in the first century B.C.E. and the first century C.E.: Cicero, Horace, Ovid, Quintilian, Tacitus, and Pliny the Younger. The result is a rich and original history of rhetoric that reveals the emergence and endurance of vocabularies, habits, and preferences that sustained ancient textual cultures. This major contribution to rhetorical studies unsettles longstanding assumptions about rhetoric and poetics of this era by means of generative readings of both well-known and understudied texts.

An expert in rhetoric offers a new perspective on the ancient concept of sophistry, exploring why Plato, Isocrates, and Aristotle found it objectionable. In “Sophistical Rhetoric in Classical Greece”, John Poulakos argues that a proper understanding of sophistical rhetoric requires a grasp of three cultural dynamics of the fifth century B.C.: the logic of circumstances, the ethic of competition, and the aesthetic of exhibition. Traced to such phenomena as everyday practices, athletic contests, and dramatic performances, these dynamics defined the role of sophistical rhetoric in Hellenic culture and explain why sophistry has traditionally been understood as inconsistent, agonistic, and ostentatious. In his discussion of ancient responses to sophistical rhetoric, Poulakos observes that Plato, Isocrates, and Aristotle found sophistry morally reprehensible, politically useless, and theoretically incoherent. At the same time, they produced their own version of rhetoric that advocated ethical integrity, political unification, and theoretical coherence. Poulakos explains that these responses and alternative versions were motivated by a search for solutions to such historical problems as moral uncertainty, political instability, and social disorder. Poulakos concludes that sophistical rhetoric was as necessary in its day as its Platonic, Isocratean, and Aristotelian counterparts were in theirs.

The racial history of US citizenship is vital to our understanding of both citizenship and race. Robert E. Terrill argues that, to invent a robust manner of addressing one another as citizens, Americans must draw on the indignities of racial exclusion that have stained citizenship since its inception. In “Double-Consciousness and the Rhetoric of Barack Obama”, Terrill demonstrates how President Barack Obama's public address models such a discourse. Terrill contends that Obama's most effective oratory invites his audiences to experience a form of "double-consciousness," famously described by W. E. B. Du Bois as a feeling of "two-ness" resulting from the African American experience of "always looking at oneself through the eyes of others." An effect of cruel alienation, this double-consciousness can also offer valuable perspectives on society. When addressing fellow citizens, Obama asks each to share in the "peculiar sensation" that Du Bois described. Through close analyses of selected speeches from Obama's 2008 campaign and first presidential term, this book argues that Obama does not present double-consciousness merely as a point of view but as an idiom with which we might speak to one another. Of course, as Du Bois's work reminds us, double-consciousness results from imposition and encumbrance, so that Obama's oratory presents a mode of address that emphasizes the burdens of citizenship together with the benefits, the price as well as the promise.

Rhetorics of Display is a pathbreaking volume that brings together a distinguished group of scholars to assess an increasingly pervasive form of rhetorical activity. Editor Lawrence J. Prelli notes in his introduction that twenty-first century citizens continually confront displays of information and images, from the verbal images of speeches and literature to visual images of film and photography to exhibits in museums to the arrangement of our homes to the merchandising of consumer goods. The volume provides an integrated, comprehensive study of the processes of selecting what to reveal and what to conceal that together constitute the rhetorics of display. Surveying major historical transformations in the relationship between rhetoric and display, this book also identifies the leading themes in relevant scholarship of the past three decades. Seventeen case studies canvass a representative and diverse range of displays-from body piercing to a civil rights memorial to a Titanic exhibition to imagery found in gambling casinos-and examine the ways that phenomena, persons, places, events, identities, communities, and cultures are exhibited before audiences. Collectively the contributors shed light on rhetorics that are nearly ubiquitous in contemporary communication and culture.

At the same time a reading of Kenneth Burke and of tourist landscapes in America, Gregory Clark's new study explores the rhetorical power connected with American tourism. Looking specifically at a time when citizens of the United States first took to rail and then highway to become sightseers in their own country, Clark traces the rhetorical function of a wide-ranging set of tourist experiences. He explores how the symbolic experiences Americans share as tourists have helped residents of a vast and diverse nation adopt a national identity. In doing so he suggests that the rhetorical power of a national culture is wielded not only by public discourse but also by public experiences. Clark examines places in the American landscape that have facilitated such experiences, including New York City, Shaker villages, Yellowstone National Park, the Lincoln Highway, San Francisco's 1915 Panama-Pacific International Exposition, and the Grand Canyon. He examines the rhetorical power of these sites to transform private individuals into public citizens, and he evaluates a national culture that teaches Americans to experience certain places as potent symbols of national community. Invoking Burke's concept of "identification" to explain such rhetorical encounters, Clark considers Burke's lifelong study of symbols-linguistic and otherwise-and their place in the construction and transformation of individual identity. Clark turns to Burke's work to expand our awareness of the rhetorical resources that lead individuals within a community to adopt a collective identity, and he considers the implications of nineteenth- and twentieth-century tourism for both visual rhetoric and the rhetoric of display.

An award-winning study of how formal and informal public discourse shapes opinions A foundational text of twenty-first-century rhetorical studies, Vernacular Voices addresses the role of citizen voices in steering a democracy through an examination of the rhetoric of publics. Gerard A. Hauser maintains that the interaction between everyday and official discourse discloses how active members of a complex society discover and clarify their shared interests and engage in exchanges that shape their opinions on issues of common interest. In the two decades since Vernacular Voices was first published, much has changed: in the aftermath of the 9/11 terrorist attacks, US presidents have increasingly taken unilateral power to act, the internet and new media have blossomed, and globalization has raised challenges to the autonomy of nation states. In a new preface, Hauser shows how, in an era of shared, global crises, we understand publics, how public spheres form and function, and the possibilities for vernacular expressions of public opinion lie at the core of lived democracy.