The concept of polarization has become an important topic of
interest in politics, society, and discourse around the world
today. In the European Union (EU), polarizing rhetoric has driven
politics into divided camps on issues ranging from immigration to
economic integration. In the United States, polarization has become
a universal buzzword, and significant research has been done on it
as a political and sociological phenomenon. But there has been
little scholarly work on polarization as a communicative phenomenon
since the late 1970s. At the same time, holes remain in
contemporary rhetorical theory regarding the concept of the orator.
In short, the discipline lacks a clearly defined category to deal
with strategic communication by collective entities such as social
and political movements. This work fills both gaps at once. It
focuses on polarization as a rhetorical strategy that seeks to
create division and solidarity in audiences. In doing so, it
establishes and develops new theoretical categories for
contemporary rhetoric, updates and refines existing work on
polarization as a communicative phenomenon, and illustrates the
utility of new concepts by providing a case study involving the tea
party network in the United States.
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