For many people, particularly those in the media, the term“rhetoric” has a largely negative connotation. A political commentator, for example, may say that a politician is using “empty rhetoric” or that what that politician says is “just a bunch of rhetoric.” What the commentator means is that the politician’s words are lacking substance, that the purpose of those words is more about manipulation rather than meaningfulness. However, this flawed definition, though quite common these days, does not offer the entire picture or full understanding of a concept that is more about clearly expressing substance and meaning rather than avoiding them.
This chapter will clarify what rhetorical analysis means and will help you identify the basic elements of rhetorical analysis through explanation and example.
- 2.1: What is Rhetorical Analysis?
- The ancient Greeks, namely Aristotle, developed rhetoric into an art form, which explains why much of the terminology that we use for rhetoric comes from Greek. The three major parts of effective communication, also called the Rhetorical Triangle, are ethos, pathos, and logos, and they provide the foundation for a solid argument.
- 2.2: What is Rhetorical Situation?
- Essentially, understanding a rhetorical situation means understanding the context of that situation. A rhetorical situation comprises a handful of key elements, which should be identified before attempting to analyze and evaluate the use of rhetorical appeals.
- 2.3: What are the Basic Elements of Rhetorical Analysis?
- Literally translated, ethos means “character.” In this case, it refers to the character of the writer or speaker, or more specifically, his credibility. The writer needs to establish credibility so that the audience will trust him and, thus, be more willing to engage with the argument. If a writer fails to establish a sufficient ethical appeal, then the audience will not take the writer’s argument seriously.
- 2.4: Striking a Balance?
- The foundations of rhetoric are interconnected in such a way that a writer needs to establish all of the rhetorical appeals to put forth an effective argument. If a writer lacks a pathetic appeal and only tries to establish a logical appeal, the audience will be unable to connect emotionally with the writer and, therefore, will care less about the overall argument.