Rhetorical situation

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The rhetorical situation is an event that consists of an issue, an audience, and a set of constraints. A rhetorical situation arises from a given context or exigence. An article by Lloyd Bitzer introduced the model of the rhetorical situation in 1968, which was later challenged and modified by Richard E. Vatz (1973) and Scott Consigny (1974). More recent scholarship has further redefined the model to include more expansive views of rhetorical operations and ecologies. [1] [2]

Contents

Theoretical development

In the twentieth century, three influential texts concerning the rhetorical situation were published: Lloyd Bitzer's "The Rhetorical Situation", Richard E. Vatz's "The Myth of the Rhetorical Situation", and Scott Consigny's "Rhetoric and Its Situations". Bitzer argues that a situation determines and brings about rhetoric; Vatz proposes that rhetoric creates "situations" by making issues salient; and Consigny explores the rhetor as an artist of rhetoric, creating salience through a knowledge of commonplaces.

Bitzer's definition

Lloyd Bitzer began the conversation in his 1968 piece titled "The Rhetorical Situation". Bitzer wrote that rhetorical discourse is called into existence by situation. He defined the rhetorical situation as "a complex of persons, events, objects, and relations presenting an actual or potential exigence which can be completely or partially removed if discourse, introduced into the situation, can so constrain human decision or action as to bring about the significant modification of the exigence." [3] With any rhetorical discourse, a prior rhetorical situation exists. The rhetorical situation dictates the significant physical and verbal responses as well as the sorts of observations to be made. An example of this would be an activist speaking out on climate change as an apparent global problem. The situation, thus, calls for the activist to use and respond with rhetorical discourse on the climate change issue. In other words, rhetorical meaning is brought about by events. Bitzer especially focuses on the sense of timing (kairos) needed to speak about a situation in a way that can best remedy the exigence.

Three constituent parts make up any rhetorical situation.

  1. The first constituent part is the exigence, or a problem existing in the world. Exigence is rhetorical when it can be affected and changed by human interaction, and when it is capable of positive modification through the act of persuasion. A rhetorical exigence may be strong, unique, or important, or it may be weak, common, or trivial.
  2. The second constituent part is audience. Rhetorical discourse promotes change through influencing an audience's decision and actions.
  3. The third constituent part is the set of constraints. Constraints may be the persons, events, objects, and relations that limit decisions and action. Theorists influenced by Marx would additionally discuss ideological constraints, which produce unconscious limitations for subjects in society, including the social constraints of gender, class, and race. The speaker brings about a new set of constraints through the image of his or her personal character (ethos), logical proofs (logos), and use of emotion (pathos). [3]

Critical responses

Vatz's challenge

An important critique of Bitzer's theory came in 1973 from Richard E. Vatz. Vatz believes that rhetoric defines a situation, because the context and choices of events could be forever described, but the persuader or influencer or rhetor must select which events to make part of the agenda. Choosing certain events and not others, and deciding their relative value or importance, creates a certain presence, or salience. Vatz quotes Chaïm Perelman: "By the very fact of selecting certain elements and presenting them to the audience, their importance and pertinency to the discussion are implied. Indeed such a choice endows these elements with a presence..." [4]

In essence, Vatz claims that the definitive elements of rhetorical efforts are the struggle to create for a chosen audience saliences or agendas, and this creation is then followed by the struggle to infuse the selected situation or facts with meaning or significance. What are we persuaded to talk about? What are we persuaded it means or signifies? These questions are the relevant ones to understand persuasion, not "What does the situation make us talk about?" or "What does it intrinsically mean?". Situations that do not physically make us attend to them are avoided and reflect the significance of subjectivity in framing socio-political realities. Vatz believes that situations are created, for example, when an activist sets an agenda to focus on climate change, thus creating a "rhetorical situation" (a situation determined by rhetoric). The activist (rhetor) enjoys more agency because they are not "controlled" by a situation, but creates the situation by making it salient in language. Vatz emphasizes the social construction of the situation as opposed to Bitzer's realism or objectivism.

While the two opinions have been widely recognized, Vatz has acknowledged that his piece is less recognized than Bitzer's. Vatz admits, while claiming that audience acceptance is not dispositive for measuring validity or predictive for future audience acceptance, that "more articles and professionals in our field cite his situational perspective than my rhetorical perspective." [5] Bitzer's objectivism is clear, and easily taught as a method, despite Vatz's criticism. Vatz claims that portraying rhetoric as situation-based vitiates rhetoric as an important field, while portraying rhetoric as the cause of what people see as pressing situations enhances its significance as a field of study.

Consigny's challenge

Another response to Bitzer and Vatz came from Scott Consigny. Consigny believes that Bitzer's theory gives a rhetorical situation proper particularities, but "misconstrues the situation as being thereby determinate and determining," [6] and that Vatz's theory gives the rhetor a correct character but does not correctly account for limits of a rhetor's ability.

Instead, he proposes the idea of rhetoric as an art. Consigny argues that rhetoric gives the means by which a rhetor can engage with a situation by meeting two conditions.

  1. The first condition is integrity. Consigny argues that the rhetor must possess multiple opinions with the ability to solve problems through those opinions.
  2. The second condition is receptivity. Consigny argues that the rhetor cannot create problems at will, but becomes engaged with particular situations.

Consigny finds that rhetoric which meets the two conditions should be interpreted as an art of topics or commonplaces. Taking after classical rhetoricians, he explains the topic as an instrument and a situation for the rhetor, allowing the rhetor to engage creatively with the situation. As a challenge to both Bitzer and Vatz, Consigny claims that Bitzer has a one-dimensional theory by dismissing the notion of topic as instrument, and that Vatz wrongly allows the rhetor to create problems willfully while ignoring the topic as situation. The intersection of topic as instrument and topic as realm gives the situation both meaning (as a perceptive formal device) and context (as material significance). Consigny concludes:

The real question in rhetorical theory is not whether the situation or the rhetor is "dominant," but the extent, in each case, to which the rhetor can discover and control indeterminate matter, using his art of topics to make sense of what would otherwise remain simply absurd. [6]

Other critical responses

Flower and Hayes

In their 1980 article, "The Cognition of Discovery: Defining a Rhetorical Problem", Linda Flower and John R. Hayes expand upon Bitzer's definition of the rhetorical situation. In studying the cognitive processes that induce discovery, Flower and Hayes propose the model of the rhetorical problem. The rhetorical problem consists of two elements: the rhetorical situation (exigence and audience), and the writer's goals involving the reader, persona, meaning, and text. [7] The rhetorical problem model explains how a writer responds to and negotiates a rhetorical situation while addressing and representing his or her goals for a given text.

Biesecker

In response to both Bitzer and Vatz, Barbara Biesecker challenges the idea of the rhetorical situation in her 1989 article "Rethinking the Rhetorical Situation from Within the Thematic of Différance". [8] Biesecker critiques both Bitzer's claim that rhetoric originates from the situation and Vatz's claim that the rhetoric itself creates its own situation. Rather, she proposes a deconstruction of rhetorical analysis, specifically through the lens of Jacques Derrida's thematic of différance . [8] In addition to questioning proposed views of the speaker and the situation, this lens also challenges the view of the audience as a unified, rational concept. Taken together, Biesecker suggests that the thematic of différance allows us to see the rhetorical situation as an event that does not simply convince audiences to believe or act in a certain way or represent the claims put forth by a static speaker or situation. Rather, she argues, this deconstruction reveals the ability of the rhetorical situation to actually create provisional identities and social relationships through articulation. [8]

Garret and Xiao

In their 1993 article, Mary Garrett and Xiaosui Xiao apply Bitzer's rhetorical situation model to the response of the Chinese public to the Opium Wars of the 19th century. Garrett and Xiao propose three major changes to the existing theory of the rhetorical situation:

  1. Elevating the audience as a defining factor of rhetorical situation, rather than the speaker, because of its role in deciding exigency, kairos ("fittingness" [9] ), and constraints.
  2. Recognizing the power of discourse traditions within a given culture to influence the audience's perceptions, exigency, kairos, and constraints.
  3. Emphasizing the interactive and dialectical nature of the rhetorical situation. [9]

Rhetorical ecology

Theories leading up to rhetorical ecology

Coe

The first time the concepts of rhetoric and ecology were explored in relation to one another was in 1975 by Richard Coe. [10] In his article, "Eco-Logic for the Composition Classroom", Coe offers up eco-logic as an alternative to traditional analytical logic used in rhetoric and composition studies. The contrast between the two is that analytical logic breaks down wholes into smaller parts to examine them, while eco-logic examines the whole as itself. [10] His primary proof in favor of this type of thinking and approach to rhetoric and composition is that the meaning of the written or spoken word is relative to the context in which it is written or spoken. [10]

Cooper

A more explicit link between rhetoric and ecology was drawn in 1986 by Marilyn Cooper in her article titled "The Ecology of Writing". [11] With an acute focus on the composition classroom, Cooper critiques the notion of writing as a primarily cognitive function, positing that it ignores important social aspects of the writing process. [11] She also argues that a simply contextual perspective of writing is also insufficient; rather, an ecological view of writing extends past the immediate context of a writer and their text to examine the systems that the writer is a part of with other writers. Cooper suggests five different systems that are all intricately interwoven in the actual act of writing: ideas, purposes, interpersonal interactions, cultural norms, and textual forms. [11] Cooper illustrates this ecological model using the metaphor of a web, in that something that impacts one system will inevitably impact all the systems. Cooper also addresses the significant rhetorical concern of audience, claiming that within the ecological model, views of audience are improved as the implication is that there is really communication with a real audience happening, as opposed to an imagined audience, or generalized other. [11] For Cooper, the ecological model allows us to look at people who interact through writing and the systems making up the act of writing itself.

Edbauer's rhetorical ecology

In a 2005 article, "Unframing Models of Public Distribution: From Rhetorical Situation to Rhetorical Ecologies", Jenny Edbauer argued for an understanding of the rhetorical situation beyond the three traditional elements of audience, exigence, and constraints. Edbauer argues that the rhetorical situation lies within larger networks of meaning, or "ecologies". [1] A shift from "rhetorical situations" to "rhetorical ecologies" takes into account the complex, overlapping, and constantly shifting nature of audience, exigence, and constraints, as well as the distribution of public rhetorics. Edbauer argues that viewing rhetorical situations as ecologies shows us that "public rhetorics do not only exist in the elements of their situations, but also in the radius of their neighboring events." [1]

Challenges to rhetorical ecology

Jones

In 2021, Madison Jones published an article titled "A Counterhistory of Rhetorical Ecologies", challenging the rhetorical ecology framework. [2] In the article, he explicitly acknowledges that he is not writing off the theory as something inherently bad; rather, he is observing complications within it and offering up creative new perspectives on the topic. He begins by outlining the various environmental, colonial, and nuclear issues that arise when the metaphor of ecology is invoked. [2] Tying this back to rhetoric, he argues that spatiotemporal issues within the idea of rhetorical ecology (i.e., issues that are related to the location and timing of a rhetorical event) are directly linked back to these historical realities interwoven into the larger idea of ecology. [2] He suggests the framework of field histories as a way to acknowledge the complicated history of the field of ecology as it is used rhetorically. He particularly focuses on the need to employ place-based and community-engaged research to better understand the history of the discipline and work toward shaping a better future. [2]

Other recent theories

Gallagher

John R. Gallagher's 2015 article, "The Rhetorical Template", addresses the rhetorical situation in relation to "Web 2.0" and the templates of social networking sites, such as Facebook. Gallagher defines these Web 2.0 templates as "prefabricated designs that allow writers to create a coherent text." [12] Gallagher contends that rhetorical templates offer a new approach to making meaning within new exigency. Rhetorical templates function within constraints of the genre, but also affect the exigence and purpose by creating how the text is written and read.

Use in teaching writing

Rhetorical situation triangle.jpeg

The rhetorical situation is a component of some first-year college writing courses, wherein students learn about the rhetorical situation, rhetorical analysis, and awareness of the features they must respond to from their rhetorical situation(s). [13] [14] [15] In this context, the rhetorical situation is taught in several parts: [16]

Though some scholars, such as Douglas Downs and Elizabeth Wardle, have criticized the use of the rhetorical situation as a core component of first-year writing courses, arguing that it would be better to teach students about writing and writing studies than it would be to teach them how to write by responding to rhetorical situations. [18] In response, some others (such as Tara Boyce) have noted that both approaches appear to have their limitations, and that challenges remain regardless of approach. Boyce writes that "students, though aware of and capable of implementing [rhetorical] awareness into writing practices, most often do not. The question remains in how to adapt pedagogy to achieve this awareness and how to measure that achievement." [19]

Related Research Articles

<span class="mw-page-title-main">Rhetoric</span> Art of persuasion

Rhetoric is the art of persuasion. It is one of the three ancient arts of discourse (trivium) along with grammar and logic/dialectic. As an academic discipline within the humanities, rhetoric aims to study the techniques that speakers or writers use to inform, persuade, and motivate their audiences. Rhetoric also provides heuristics for understanding, discovering, and developing arguments for particular situations.

Genre is any style or form of communication in any mode with socially-agreed-upon conventions developed over time. In popular usage, it normally describes a category of literature, music, or other forms of art or entertainment, based on some set of stylistic criteria Often, works fit into multiple genres by way of borrowing and recombining these conventions. Stand-alone texts, works, or pieces of communication may have individual styles, but genres are amalgams of these texts based on agreed-upon or socially inferred conventions. Some genres may have rigid, strictly adhered-to guidelines, while others may show great flexibility.

<i>Kairos</i> Right or opportune moment

Kairos is an ancient Greek word meaning 'the right or critical moment'. In modern Greek, kairos also means 'weather' or 'time'.

<span class="mw-page-title-main">Rhetorical criticism</span>

Rhetorical criticism analyzes the symbolic artifacts of discourse—the words, phrases, images, gestures, performances, texts, films, etc. that people use to communicate. Rhetorical analysis shows how the artifacts work, how well they work, and how the artifacts, as discourse, inform and instruct, entertain and arouse, and convince and persuade the audience; as such, discourse includes the possibility of morally improving the reader, the viewer, and the listener. Rhetorical criticism studies and analyzes the purpose of the words, sights, and sounds that are the symbolic artifacts used for communications among people.

Pathos appeals to the emotions and ideals of the audience and elicits feelings that already reside in them. Pathos is a term used most often in rhetoric, as well as in literature, film and other narrative art.

<span class="mw-page-title-main">Genre studies</span> Branch of general critical theory

Genre studies is an academic subject which studies genre theory as a branch of general critical theory in several different fields, including art, literature, linguistics, rhetoric and composition studies.

<i>Inventio</i> Canon of rhetoric

Inventio, one of the five canons of rhetoric, is the method used for the discovery of arguments in Western rhetoric and comes from the Latin word, meaning "invention" or "discovery". Inventio is the central, indispensable canon of rhetoric, and traditionally means a systematic search for arguments.

<span class="mw-page-title-main">Composition (language)</span> Assembling words and sentences into a work

The term composition as it refers to writing, can describe authors' decisions about, processes for designing, and sometimes the final product of, a composed linguistic work. In original use, it tended to describe practices concerning the development of oratorical performances, and eventually essays, narratives, or genres of imaginative literature, but since the mid-20th century emergence of the field of composition studies, its use has broadened to apply to any composed work: print or digital, alphanumeric or multimodal. As such, the composition of linguistic works goes beyond the exclusivity of written and oral documents to visual and digital arenas.

<span class="mw-page-title-main">Glossary of rhetorical terms</span>

Owing to its origin in ancient Greece and Rome, English rhetorical theory frequently employs Greek and Latin words as terms of art. This page explains commonly used rhetorical terms in alphabetical order. The brief definitions here are intended to serve as a quick reference rather than an in-depth discussion. For more information, click the terms.

<span class="mw-page-title-main">Writing process</span> Process in which words and phrases are formed to produce a text

A writing process describes a sequence of physical and mental actions that people take as they produce any kind of text. These actions nearly universally involve tools for physical or digital inscription: e.g., chisels, pencils, brushes, chalk, dyes, keyboards, touchscreens, etc.; these tools all have particular affordances that shape writers' processes. Writing processes are highly individuated and task-specific; they often involve other kinds of activities that are not usually thought of as writing per se.

<span class="mw-page-title-main">Rhetoric of science</span>

Rhetoric of science is a body of scholarly literature exploring the notion that the practice of science is a rhetorical activity. It emerged after a number of similarly oriented topics of research and discussion during the late 20th century, including the sociology of scientific knowledge, history of science, and philosophy of science, but it is practiced most typically by rhetoricians in academic departments of English, speech, and communication.

<span class="mw-page-title-main">Cognitive rhetoric</span>

Cognitive rhetoric refers to an approach to rhetoric, composition, and pedagogy as well as a method for language and literary studies drawing from, or contributing to, cognitive science.

<span class="mw-page-title-main">First-year composition</span> Introductory core curriculum writing course in US colleges and universities

First-year composition is an introductory core curriculum writing course in US colleges and universities. This course focuses on improving students' abilities to write in a university setting and introduces students to writing practices in the disciplines and professions. These courses are traditionally required of incoming students, thus the previous name, "Freshman Composition." Scholars working within the field of composition studies often have teaching first-year composition (FYC) courses as the practical focus of their scholarly work.

Rhetorical stance refers to the deliberate choices made by a communicator in shaping and presenting their message. It encompasses the strategic decisions regarding language, style, and tone that are employed to achieve a specific communicative purpose. This concept is deeply rooted in rhetorical theory and is a fundamental aspect of effective communication across various disciplines, including literature, public speaking, and academic writing.

<span class="mw-page-title-main">Richard Vatz</span> American academic, lecturer and writer (born 1946)

Richard Eugene Vatz is an American academic, lecturer and writer who is a professor of Rhetoric and Communication at Towson University.

Feminist theory in composition studies examines how gender, language, and cultural studies affect the teaching and practice of writing. It challenges the traditional assumptions and methods of composition studies and proposes alternative approaches that are informed by feminist perspectives. Feminist theory in composition studies covers a range of topics, such as the history and development of women’s writing, the role of gender in rhetorical situations, the representation and identity of writers, and the pedagogical implications of feminist theory for writing instruction. Feminist theory in composition studies also explores how writing can be used as a tool for empowerment, resistance, and social change. Feminist theory in composition studies emerged in the late 1960s and early 1970s as a response to the male-dominated field of composition and rhetoric. It has been influenced by various feminist movements and disciplines, such as second-wave feminism, poststructuralism, psychoanalysis, critical race theory, and queer theory. Feminist theory in composition studies has contributed to the revision of traditional rhetorical concepts, the recognition of diverse voices and genres, the promotion of collaborative and ethical communication, and the integration of personal and political issues in writing.

<span class="mw-page-title-main">Lloyd Bitzer</span> American rhetorician

Lloyd Bitzer was an American rhetorician. In 1962, Lloyd Bitzer received his doctorate from the University of Iowa. He held the title of Associate Professor of speech at the University of Wisconsin-Madison in the early 1960s. He continued to be a professor at the institution in the school of Rhetoric, Politics, and Culture until 1994, when he retired. Bitzer was involved with many organizations including the National Communication Association and the National Development Project in Rhetoric. In 1968, Bitzer published his famous theory of situational rhetoric.

<span class="mw-page-title-main">Theories of rhetoric and composition pedagogy</span>

Theories of rhetoric and composition pedagogy encompass a wide range of interdisciplinary fields centered on the instruction of writing. Noteworthy to the discipline is the influence of classical Ancient Greece and its treatment of rhetoric as a persuasive tool. Derived from the Greek work for public speaking, rhetoric's original concern dealt primarily with the spoken word. In the treatise Rhetoric, Aristotle identifies five Canons of the field of rhetoric: invention, arrangement, style, memory, and delivery. Since its inception in the spoken word, theories of rhetoric and composition have focused primarily on writing

Rhetorical circulation is a concept referring to the ways that texts and discourses move through time and space. The concept seems to have been applied to texts sometime in the mid-1800s, and it is considered, by most scholars, to be either subordinate to or synonymous with the canon of rhetorical delivery, or pronuntiatio. It is something like newspaper circulation and magazine circulation in that it can involve print media, but it is not limited to these. In fact, any kind of media can circulate. Books can be loaned; Internet memes can be shared; speeches can be overheard; YouTube videos can be embedded in web pages.

<span class="mw-page-title-main">Feminist rhetoric</span> Practice of rhetoric

Feminist rhetoric emphasizes the narratives of all demographics, including women and other marginalized groups, into the consideration or practice of rhetoric. Feminist rhetoric does not focus exclusively on the rhetoric of women or feminists, but instead prioritizes the feminist principles of inclusivity, community, and equality over the classic, patriarchal model of persuasion that ultimately separates people from their own experience. Seen as the act of producing or the study of feminist discourses, feminist rhetoric emphasizes and supports the lived experiences and histories of all human beings in all manner of experiences. It also redefines traditional delivery sites to include non-traditional locations such as demonstrations, letter writing, and digital processes, and alternative practices such as rhetorical listening and productive silence. According to author and rhetorical feminist Cheryl Glenn in her book Rhetorical Feminism and This Thing Called Hope (2018), "rhetorical feminism is a set of tactics that multiplies rhetorical opportunities in terms of who counts as a rhetor, who can inhabit an audience, and what those audiences can do." Rhetorical feminism is a strategy that counters traditional forms of rhetoric, favoring dialogue over monologue and seeking to redefine the way audiences view rhetorical appeals.

References

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