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New Rhetoric, The - A Treatise on Argumentation (Hardcover)
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New Rhetoric, The - A Treatise on Argumentation (Hardcover)
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The New Rhetoric is founded on the idea that since "argumentation
aims at securing the adherence of those to whom it is addressed, it
is, in its entirety, relative to the audience to be influenced,"
says Chaim Perelman and L. Olbrechts-Tyteca, and they rely, in
particular, for their theory of argumentation on the twin concepts
of universal and particular audiences: while every argument is
directed to a specific individual or group, the orator decides what
information and what approaches will achieve the greatest adherence
according to an ideal audience. This ideal, Perelman explains, can
be embodied, for example, "in God, in all reasonable and competent
men, in the man deliberating or in an elite." Like particular
audiences, then, the universal audience is never fixed or absolute
but depends on the orator, the content and goals of the argument,
and the particular audience to whom the argument is addressed.
These considerations determine what information constitutes "facts"
and "reasonableness" and thus help to determine the universal
audience that, in turn, shapes the orator's approach. The adherence
of an audience is also determined by the orator's use of values, a
further key concept of the New Rhetoric. Perelman's treatment of
value and his view of epideictic rhetoric sets his approach apart
from that of the ancients and of Aristotle in particular.
Aristotle's division of rhetoric into three genres-forensic,
deliberative, and epideictic-is largely motivated by the judgments
required for each: forensic or legal arguments require verdicts on
past action, deliberative or political rhetoric seeks judgment on
future action, and epideictic or ceremonial rhetoric concerns
values associated with praise or blame and seeks no specific
decisions. For Aristotle, the epideictic genre was of limited
importance in the civic realm since it did not concern facts or
policies. Perelman, in contrast, believes not only that epideictic
rhetoric warrants more attention, but that the values normally
limited to that genre are in fact central to all argumentation.
"Epideictic oratory," Perelman argues, "has significant and
important argumentation for strengthening the disposition toward
action by increasing adherence to the values it lauds." These
values are central to the persuasiveness of arguments in all
rhetorical genres since the orator always attempts to "establish a
sense of communion centered around particular values recognized by
the audience."
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