DOCUMFNT R FS UME TE 000 529 ED 024 668 By- Brockriede, Wayne E. Dimensions of the Concept of Rhetoric. Pub Date Feb 68 Note- 13p. Journal Cit- The Quarterly Journal ofSpeech; v54 n1 pl -12 Feb 1968 EDRS Price MF- S0.25 HC-$0.75 (Thought Transfer), *Composition(Literary), English Instruction, Descriptors- Attitudes, Communication SpeechInstruction,Verbal InterpersonalRelationship,Oral Communication, Rhetoric, Speeches, Communication, Writing Interrelated and interactingrhetorical dimensions whichinfluence the outcome and effectiveness of a communication canbe identified. Interpersonaldimensions include (1) the degree of liking among personsinvolved in the rhetorical act.(2) power inthe form of charisma or a powerstructure, and(3) distance. either interpersonal or social, which separatesthose involved. Attitudinaldimensions involve those predispositions whichaffect the response to arhetorical situation.including attitudes toward the centralidea of a communicationand the ideologicalvariables evoked by the rhetoricalact--(1) unconscious assumptions.(2) the norms and values of listeners or readers,(3) ethical attitudes, and(4) philosophic presuppositions about the nature of man.Finally, the rhetorical act isinfluenced by such situational (2) the channels employed inthe communication,(3) the dimensions as (1) the format. (4) number and types of people involved,and the degree to whichthey are organized, the functions of the communication,(5) the method of communicationemployed. and (6) the contexts of time and place.(DL) JOURNAL of PEECH Speech Association of AmeTica 1111111111111111111. FEBRUARY - 196F . Volume LIV Number 1 U.S. DEPARTMENT OF HEALTH, EDUCATION & WELFARE OFFICE OF EDUCATION THIS DOCUMENT HAS BEEN REPRODUCED EXACTLY AS RECEIVED FROM THE PERSON OR ORGANIZATION ORIGINATING IT.POINTS OF VIEW OR OPINIONS STATED DO NOT NECESSARILY REPRESENT OFFICIAL OFFICE OF EDUCATION POSITION OR POLICY. 7 "PERMISSION TO REPRODUCE THIS COPYRIGHTED MATERIAL HAS BEEN GRANTED _ TO ERIC A D ORGANIZATIONS ERATING UNDER AGREEMENTS WITH THE U.S. OFFICE OF EDUCATION. FURTHER REPRODUCTION OUTSIDE THE ERIC SYSTEM REQUIRES PERMISSION OF THE COPYRIGHT OWNER." The QUARTERLYJOURNAL ofSPEECH FEBRUARY 1968 NUMBER DIMENSIONS OF THE CONCEPT OF RHETORIC Wayne E. Brockriede DURING recent years a state ofcommunication. Five assumptions im- cold war has existed in the fieldplicit in this attempt should be stated of speech. Humanists who seek to under-explicitly from the outset. stand rhetoric primarily through the First,theconceptionofrhetoric use of historical scholarship andbe-broadly asthe study of how inter- havioral scientists who seek to developpersonal relationships and attitudes are acommunicationtheoryprimarilyinfluenced within a situational context through empirical description and ex-assumes the presence of the rhetorical perimental research have tended to seeimpulse in such diverse acts as a speaker one another as threatening enemies.Yetaddressing an audience face to face or members of these factions have the com-through mass media, a group of peo- mon objective of studyingsimilar phe-ple conferring or conversing, a writer nomena. The student of communica-creating a drama or a letter to an editor, tion who conceives his study as focus-or a government or some other institu- ing on pragmatic interaction of peopletion projecting an image. and ideas is concerned with the rhe- torical impulse within communication Second, the concept of rhetoric must grow empirically from an observation events.1 and analysis of contemporary, as well as The purpose of this essay is to sketchpast, events.2 The dimensions should the beginning and to encourage thebe selected, developed, structured, and further development of a system ofcontinuously revisedto help explain dimensions for the study of rhetoricaland evaluate particular rhetorical acts. Mr. BrochriedeisProfessor of Speech and Third, although the theorist, critic, Drama at the University of Colorado and Editor-or practitioner may focus his attention elect of QJS. 1 Although my treatment differs from Deanon a rhetorical act, such an act must be C. Barnlund's excellent analysis in his "To-viewed as occurring within a matrix of ward a Meaning-Centered Philosophy of Com- munication," Journal of Communication, XIIinterrelatedcontexts, campaigns, and (December 1962), 197-211, the scope of my con- processes. ception of rhetoric seems similar to the scope of his conception of communication. Gerald R. Miller in his Speech Communication: A Be- 2 An argument which supports this claim havioral Approach(Indianapolis, Ind.,ig66), is developed in my essay "Toward a Contem- makes explicit (p. 12) his synonymous usage ofporary Aristotelian Theory of Rhetoric," WS, the terms rhetoric and speech communication.LII (February 1966), 35-37. 7N- THE QUARTERLY JOURNAL OF SPEECH Fourth, the rubrics of a rhetorical actity. In a dyadic act the feelings may or are best viewed asdimensional, eachmay not be mutual. When manypeople reflecting a wide range of possible de-are involvedas in hearing apublic f,.; scriptions and notasexpressingdi-address, participating in a discussion, chotomies. or reading a best-seller, asingle rela- Fifth, the dimensions of rhetoric aretionship may be characteristicas when polarized, or re- interrelational:each dimension bearsan audience becomes a relationship to everyother dimension.lationships may varyas when some discussants feel affection for a leader This essay, therefore, represents an whereas others are repelled. Liking also attempt to sketch a contemporary con-differs in degree of intensity and in cept of interrelatedinterpersonal, atti- tudinal, and situational dimensions ofdegree of susceptibility to change. rhetorical act. The change or reinforcement of the a broadly conceived liking dimension may function as the primary purpose of a rhetorical act; courtship, for example, aims principally Traditionalrhetoricplacesmuchat affecting thisrelationship. Or increas- less emphasis on interpersonalrelation-ing, maintaining, or decreasing the de- ships than does the model presented ingree people like oneanother may be this paper. Even the concept of ethosa by-product of asituation which has frequently has been conceived as per-other chief aims. Or the likingrela- sonal proof functioning rationalisticallytionship, though it remains essentially as a messagevariable.3 unchanged during a rhetorical act, may What are here developed as inter-have a profound influence on whether personal dimensions may indeed func-other dimensions vary, as well as on tion in an instrumental way, having somehow they vary.4 influence on a rhetorical act which aims Power. Power may be defined as the primarily atattitudinal influence orcapacity to exert interpersonalinflu- situational appropriateness. But inter-ence. Power maybe the ultimate pur- personal dimensions themselves oftenpose or function, asin a power strug- represent the principal goals; andthegle, or it may be a by-product of or an establishment, change, or reinforcementinfluence on the controlling dimensions. of such interpersonal relationships asThe power dimension includes twopri- liking, power, and distance may exer-mary variables. cise a controlling influence on the other First, what are the kinds of power? dimensions. One is the influence a personhas be- Liking. This interpersonal dimensioncause others likehim. The word charis- poses the question: howattracted to one 4 Hugh D. Duncan stresses this dimensionin another are the people who participatehis Communication and Social Order(New in a rhetorical act? Liking differs qual-York, 1962) when he says(p. 170 that "the itatively and may refer to such continua study of how men court each other . .will tell us much about thefunction of rhetoric in asspiritualadorationhate,sexual society." See also Kenneth Burke, Rhetoricof attraction repulsion, friendship en . Motives in A Grammar of Motives and a Rhet- oric of Motives (Cleveland, 1962), pp. 732-736. mity, and compatibilityincompatibil- I make no attempt in this essay to cataloguethe status of knowledge or to supplybibliographies For example, in Lester Thonssen and A.concerning each of the dimensions discussed. I Craig Baird's Speech Criticism (New York, 1948). shall suggest, however, a source or two which the chapter on ethos (pp. 383-391) issubtitled will develop further each of the dimensions con- "ethical proof in discourse." sidered in this essay. DIMENSIONS OF THE CONCEPT OFRHETORIC ma denotes thiskind of power whenkind each rhetoricalparticipant has it reaches a great magnitude.But per-may be lessimmediately relevant than sonal magnetism exists also inlesserknowing the relationship amongthe degrees. The power of personal attrac-power statusesof the people involved. tiveness represents a kind ofintersectionThat is, power is relativerather than of liking and power. A second typeofabsolute. The significance ofthe power regardless of power stems fromposition or role in theof a writer, for example, social system. By havingcontrol overthe amount or kind he may possess, the assignment of sanctions,the allo-depends on how much powerhe has cation of rewards and punishmentsinrelative to that of his readers.Two a social system, a manmerely by virtuequestions especially areimportant in of his office or role may bepowerful.an analysisof the power structure. How A third type is the control overthedisparate are the powerpositions of communication channels and otherele-the various participantsof an act, and ments of therhetorical situation. Thisdoes the act function toincrease,