Essential Guide to Rhetoric Book

Preface     v
Rhetoric in Theory     1
The Rhetorical Tradition     3
Defining Rhetoric     3
Rhetoric in Practice     4
The Origins of Rhetoric     5
Rhetoric in Ancient Greece     5
Rhetoric across the Ages     7
Rhetoric Today     8
Identity and Power     9
Visual and Material Symbols     9
The Public and Democracy     10
Rhetoric and the Audience     11
The Audience's Role     11
Classical Strategies for Thinking about Audiences     12
"Reading" an Audience     12
Timing     13
Are Audiences Made or Found?     13
From Audiences to Publics     14
Defining a Public Audience     15
Three Ways of Talking about Publics     16
Adapting to Audiences and Publics     17
What Is Adaptation?     18
How to Adapt     19
The Role of Language     19
Choosing Rhetorical Language     20
The Power of Language     20
Ethics, Audiences, and Publics     21
Situations and Speech Types     24
Aristotle's ThreeTypes of Speeches     25
Cicero and the Speaker's Intent     26
Looking beyond Classifications     28
Lloyd Bitzer and the Rhetorical Situation     28
Michael McGee and the Cultural Context     29
Rhetoric in Action     33
Argument and Persuasion     35
Proofs: Ways of Being Persuasive     35
Logos     36
Ethos     38
Pathos     39
Topoi: Tools for Discovering Arguments     40
General Topoi     41
Special Topoi     42
Stock Issues     44
Presumption and Burden of Proof     44
Legal Stock Issues     46
Policy Stock Issues     46
Fallacies     47
Challenging Traditional Rhetoric     50
Kenneth Burke and a New Definition of Rhetoric     50
Burke and Identification     53
Organization     55
Organizational Patterns     55
Parts of a Speech     57
Sample Speech     58
Style     62
Figures     62
Antithesis     62
Repetition     63
Progression (Klimax)      65
Other Figures     65
Tropes     66
Metonymy     67
Synecdoche     68
Metaphor     68
Why Tropes Matter     69
Rhetoric in Contemporary Life     71
Rhetoric and Public Speaking     71
Rhetoric and Online Communication     72
Ethos and Online Presentation     72
Online Organization     73
Rhetoric and Reasonable Politics     73
Glossary     75
Notes     78
Index     80