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B Ending O Pinion Bending opinion Stofomslag 26-01-11 15:13 Pagina 1 Bending Opinion Bending Opinion: Essays on Persuasion in Rhetoric in Society presents and the Public Domain presents an over view of discusses different approaches to interdisciplinary scholarship on rhetoric Bending rhetoric and its applications, from and its approaches and methodologies. historical, traditional use to new rhetoric and rhetorical criticism in With communication playing an increasingly important role in contemporary society, rhetoric appears to have gained in influ- contemporary society. Rhetoric in ence and importance. The ancients knew all along: power belongs Opinion Society is an initiative of scholars to those who know how to use their words. Nowadays, we know that rhetoric pervades all discourse. There is no communication essays on persuasion from several European universities. without rhetoric. In a society with ever-increasing amounts of in- formation, and with media whose significance cannot be over- in the public domain estimated, we need to know all the mechanisms playing a role in the gathering, making and reporting of information and opinions, and its processing by an audience. Rhetoric is, from both a practi- cal and a theoretical perspective, essential to the conduct, analysis and evaluation of public debates. After all, the idea of democracy is closely intertwined with the ideal of transparent decision-making j. de jong & editedw. koetsenruijter by t. van haaften, h. jansen, on the basis of open, informed discussions in the public domain, in political, organizational and journalistic discourse. Bending Opinion cites a host of relevant examples, from Barack Obama, Tony Blair to Geert Wilders, as well as compelling case studies. rhetoric in society Editors: Dr. Ton van Haaften is professor of linguistics at the Leiden University Centre for Linguistics (lucl). Dr. Henrike Jansen is lecturer in argumentation and rhetoric at lucl. Dr. edited by ton van haaften, Jaap de Jong is professor of journalism and new media at lucl. Dr. Willem Koetsenruijter is lecturer in journalism and new henrike jansen, jaap de jong media at lucl. & willem koetsenruijter leiden university press leiden university press LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 1 Bending Opinion LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 2 rhetoric in society LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 3 Bending Opinion essays on persuasion in the public domain edited by ton van haaften, henrike jansen, jaap de jong & willem koetsenruijter Ê leiden university press LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 4 Cover design and lay-out: Mulder van Meurs, Amsterdam isbn 978 90 8728 099 4 e-isbn 978 94 0060 020 1 nur 616 © Leiden University Press, 2011 All rights reserved. Without limiting the rights under copyright reserved above, no part of this book may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without the written permission of both the copyright owner and the author of the book. Every effort has been made to obtain permission to use all copyrighted illustrations reproduced in this book. Nonetheless, whosoever believes to have rights to this material is advised to contact the publisher. LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 5 Contents Introduction ton van haaften, henrike jansen, jaap de jong and willem koetsenruijter 9 part i Fundamentals of Rhetoric 1 Deliberation, Free Speech and the Marketplace of Ideas ineke sluiter 25 2 Rhetoric, Classicism and Democracy: The Conveyance of Moral and Political Values in Late Antique Rhetorical Education manfred kraus 49 3 Melody and Rhythm in Ancient Political Discourse. On How Emotions Induce Persuasion marie formarier 61 4 Generalizing Stasis Theory for Everyday Use christian kock 81 5 Rhetoric and Argumentation j. anthony blair 95 part ii The Rhetoric of Verbal Presentation 6 Generalizing about the Persuasive Effects of Message Variations: The Case of Gain-Framed and Loss-Framed Appeals daniel j. o’keefe 117 7 The Contribution of Praeteritio to Arguers’ Strategic Maneuvering in the Argumentation Stage of a Discussion a. francisca snoeck henkemans 133 8 Limits and Effects of Reductio ad Absurdum Argumentation henrike jansen, marianne dingemanse and ingrid persoon 143 9 Professionalizing Speech Production. Changes in 15 Years of Ministerial Speeches jaap de jong and bas andeweg 159 [ 5] LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 6 10 The Correlation between Style and Argument in Newspaper Columns hilde van belle 185 part iii Rhetoric and the Media 11 If This Goes On...: The Rhetorical Construction of Future Problems joel best 203 12 Exploring Everyday Ethos. Ethos Techniques in Online Discussions about Extraordinary Experiences peter burger and lotte anemaet 219 13 The Popular Virgin and the Wolf in Sheep’s Clothing: A Case Study of the Imaging of Victims and Offenders willem koetsenruijter and gabry vanderveen 241 14 “Conceptual and Fanciful” or “a Depiction of Reality”: Exploiting Visual Modality to Claim Environmental Ethos in uk Advertizements for Automotive and Energy Companies (2007-2008) susan hogben 271 part iv Rhetoric and Politics 15 Rhetoric and the (Re)Constitution of Collective Identity: The Example of Poland cezar m. ornatowski 291 16 Symbolic Power: Political Rhetoric in a State of Exception bart van klink, olivier lembcke and pablo leandro ciocchini 307 17 Do New Parties Bring Personalization, a Narrow Issue Agenda and Populist Rhetoric? Evidence from Dutch Election Campaign Coverage from 1998 to 2006 janet takens, anita van hoof, jan kleinnijenhuis and wouter atteveldt 327 18 Parliamentary Debate and Political Culture: The Dutch Case ton van haaften 349 [ 6] LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 7 part v The Rhetoric of Topoi 19 Talking about Sustainability: Responses to Frames in Persuasive Messages about Sustainable Agriculture and Food baldwin van gorp and margot van der goot 373 20 Responding to Expert Arguments Emerging Lay Topoi in Focus Group Interviews on gm Crops anders horsbøl 395 21 Speaking of Terror: Challenging Norms of Rhetorical Citizenship in Danish Public Discourse lisa storm villadsen 407 22 Strategic Maneuvering with Linguistic Arguments in the Justification of Judicial Decisions eveline feteris 423 Contributors 441 Index 443 [ 7] LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 8 LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 9 Introduction ton van haaften, henrike jansen, jaap de jong and willem koetsenruijter The field of rhetoric – from both a practical and a theoretical perspective – is highly relevant, not only for conducting debates in the public domain, but for analyzing and evaluating them as well. The idea of democracy is, after all, closely intertwined with the ideal of making transparent decisions based on high quality open discussions in the public domain. Pericles dis- cusses this close relationship as early as the middle of the 5th century bc in his famous funeral oration and panegyric of Athens and the Athenians: Here each individual is interested not only in his own affairs but in the affairs of the state as well: even those who are mostly occupied with their own business are extremely well-informed on general politics – this is a peculiarity of ours: we do not say that a man who takes no interest in politics is a man who minds his own business; we say that he has no business here at all. We Athenians, in our own per- sons, take our decisions on policy or submit them to proper discussions: for we do not think that there is an incompatibility between words and deeds; the worst thing is to rush into action before the consequences have been properly debated.1 From classical antiquity until the present time, much attention has been paid to questions like: how should public debate be organized and conducted so that it contributes to decision making? And how – in that light – can public speakers effectively construe their message in order to persuade an au- dience or – in other words – bend its opinion? Nowadays, research on rhetoric and its relationship to discussions in the public domain has developed into an important area of interdiscipli- nary scholarship. Theories, methodologies and insights from different aca- demic disciplines are confronted and combined: fields such as classical 1 Thucydides (1972). History of the Peloponnesian War. Translated by R. Warner. London: Penguin Books Ltd., p. 147. [ 9] LUP Bending Opinion Boek_Layout 2 27-01-11 14:45 Pagina 10 van haaften, jansen, de jong and koetsenruijter studies, argumentation theory, philosophy, logic, linguistics, history, law, sociology, political science, public administration, criminology, psychology and media studies. The objective of this current collection of essays on per- suasion in the public domain is to give an overview of the state of the art in this field of interdisciplinary scholarship and of the different approaches and methodologies that it contains, explained and illustrated with relevant examples and compelling case studies. The book is divided in five parts, each with a specific theme: Fundamen- tals of rhetoric (Part i), The rhetoric of verbal presentation (Part ii), Rhet- oric and the media (Part iii), Rhetoric and politics (Part iv) and The rhetoric of topoi (Part v). The themes are overlapping rather than mutually exclu- sive which means that the various chapters are organized according to their main perspective, but also that all five themes are – to varying degrees – addressed in every chapter. Fundamentals of rhetoric The first part of the book focuses on fundamental aspects of the relation- ship between persuasion and public debate from both historical and theo- retical perspectives. In Chapter 1, Ineke Sluiter explores the metaphor of the ‘marketplace of ideas’ in debates about freedom of speech and political deliberation.
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