Rhetorical Style And Bourgeois Virtue

During the British Enlightenment, the correlation between effective communication and moral excellence was undisputed—so much so that rhetoric was taught as a means of instilling desirable values in students. In Rhetorical Style and Bourgeois Virtue, Mark Garrett Longaker explores the connections between rhetoric and ethics in the context of the history of capitalism. Longaker’s study lingers on four British intellectuals from the late seventeenth to the mid-nineteenth century: philosopher John Locke, political economist Adam Smith, rhetorical theorist Hugh Blair, and sociologist Herbert Spencer. Across one hundred and fifty years, these influential men sought to mold British students into good bourgeois citizens by teaching them the discursive habits of clarity, sincerity, moderation, and economy, all with one incontrovertible truth in mind: the free market requires virtuous participants in order to thrive. Through these four case studies—written as biographically focused yet socially attentive intellectual histories—Longaker portrays the British rhetorical tradition as beholden to the dual masters of ethics and economics, and he sheds new light on the deliberate intellectual engineering implicit in Enlightenment pedagogy.

For a century and a half, the artists and intellectuals of Europe have scorned the bourgeoisie. And for a millennium and a half, the philosophers and theologians of Europe have scorned the marketplace. The bourgeois life, capitalism, Mencken’s “booboisie” and David Brooks’s “bobos”—all have been, and still are, framed as being responsible for everything from financial to moral poverty, world wars, and spiritual desuetude. Countering these centuries of assumptions and unexamined thinking is Deirdre McCloskey’s The Bourgeois Virtues, a magnum opus that offers a radical view: capitalism is good for us. McCloskey’s sweeping, charming, and even humorous survey of ethical thought and economic realities—from Plato to Barbara Ehrenreich—overturns every assumption we have about being bourgeois. Can you be virtuous and bourgeois? Do markets improve ethics? Has capitalism made us better as well as richer? Yes, yes, and yes, argues McCloskey, who takes on centuries of capitalism’s critics with her erudition and sheer scope of knowledge. Applying a new tradition of “virtue ethics” to our lives in modern economies, she affirms American capitalism without ignoring its faults and celebrates the bourgeois lives we actually live, without supposing that they must be lives without ethical foundations. High Noon, Kant, Bill Murray, the modern novel, van Gogh, and of course economics and the economy all come into play in a book that can only be described as a monumental project and a life’s work. The Bourgeois Virtues is nothing less than a dazzling reinterpretation of Western intellectual history, a dead-serious reply to the critics of capitalism—and a surprising page-turner.

Gentry Rhetoric examines the full range of influences on the Elizabethan and Jacobean genteel classes’ practice of English rhetoric in daily life. Daniel Ellis surveys how the gentry of late sixteenth- and early seventeenth-century Norfolk wrote to and negotiated with each other by employing Renaissance humanist rhetoric, both to solidify their identity and authority in resisting absolutism and authoritarianism, and to transform the political and social state. The rhetorical training that formed the basis of their formal education was one obvious influence. Yet to focus on this training exclusively allows only a limited understanding of the way this class developed the strategies that enabled them to negotiate, argue, and conciliate with one another to such an extent that they could both form themselves as a coherent entity and become the primary shapers of written English’s style, arrangement, and invention. Gentry Rhetoric deeply and inductively examines archival materials in which members of the gentry discuss, debate, and negotiate matters relating to their class interests and political aspirations. Humanist rhetoric provided the bedrock of address, argumentation, and negotiation that allowed the gentry to instigate a political and educational revolution in seventeenth- and eighteenth-century England.

"Rhetoric, broadly conceived as the art of making things matter, is both a practice and theory about that practice. In recent decades, scholars of rhetoric have turned to approaches that braid together poetics, performance, and philosophy into a "practical art." By practical art, they mean methods tested in practice, by trial and error, with a goal of offering something useful and teachable. This volume presents just such an account of rhetoric. The account here does not turn away from theory, but rather presumes and incorporates theoretical approaches, offering a collection of principles assembled in the heat and trials of public practice. The approaches ventured in this volume are inspired by the capacious conception of rhetoric put forth by historian of rhetoric Jeffrey Walker, who is perhaps best known for stressing rhetoric's educational mission and its contributions to civic life. The Practice of Rhetoric is organized into three sections designed to spotlight, in turn, the importance of poetics, performance, and philosophy in rhetorical practice. The volume begins with poetics, stressing the world-making properties of that word, in contexts ranging from mouse-infested medieval fields to the threat of toxin-ridden streams in the mid-twentieth century. Susan C. Jarratt, for instance, probes the art of ekphrasis, or vivid description, and its capacity for rendering alternative futures. Michele Kennerly explores a little-studied linguistic predecessor to prose-logos psilos, or naked speech-exposing the early rumblings of a separation between poetic and rhetorical texts even as it historicizes the idea of clothed or ornamented speech. In an essay on the almost magical properties of writing, Debra Hawhee considers the curious practice of people writing letters to animals in order to banish or punish them, thereby casting the epistolary arts in a new light. Part 2 moves to performance. Vessela Valiavitcharska examines the intertwining of poetic rhythm and performance in Byzantine rhetorical education, and how such practices underlie the very foundations of oratory. Dale Martin Smith draws on the ancient stylistic theory of Dionysius of Halicarnassus along with the activist work of contemporary poets Amiri Baraka and Harmony Holiday to show how performance and persuasion unify rhetoric and poetics. Most treatments of philosophy and rhetoric begin within a philosophical framework, and remain there, focusing on old tools like stasis and disputation. Essays in part 3 break out of that mold by focusing on the utility and teachability of rhetorical principles in education. Jeanne Fahnestock and Marie Secor update stasis, a classical framework that encourages aspiring rhetors to ask after the nature of things, their facts and their qualities, as a way of locating an argument's position. Mark Garrett Longaker probes the medieval practice of disputation in order to marshal a new argument about why, exactly, John Locke detested rhetoric, and the longstanding opposition between science and rhetoric as modes of proof that has lasting implications for the way argument works today. Ranging across centuries and contexts, the essays collected here demonstrate the continued need to attend carefully to the co-operation of descriptive language and normative reality, conceptual vocabulary and material practice, public speech and moral self-shaping. The volume promises to rekindle long-standing conversations about the public, world-making practice of rhetoric, thereby enlivening anew its civic mission"--

In 1914, the Ford Motor Company opened its Motion Picture Laboratory, an in-house operation that produced motion pictures to educate its workforce and promote its products. Just six years later, Ford films had found their way into schools and newsreels, travelogues, and even feature films in theaters across the country. It is estimated that by 1961, the company’s movies had captured an audience of sixty-four million people. This study of Ford’s corporate film program traces its growth and rise in prominence in corporate America. Drawing on nearly three hundred hours of material produced between 1914 and 1954, Timothy Johnson chronicles the history of Ford’s filmmaking campaign and analyzes selected films, visual and narrative techniques, and genres. He shows how what began as a narrow educational initiative grew into a global marketing strategy that presented a vision not just of Ford or corporate culture but of American life more broadly. In these films, Johnson uncovers a powerful rhetoric that Ford used to influence American labor, corporate style, production practices, road building, suburbanization, and consumer culture. The company’s early and continued success led other corporations to adopt similar programs. Persuasive and thoroughly researched, Rhetoric, Inc. documents the role that imagery and messaging played in the formation of the modern American corporation and provides a glimpse into the cultural turn to the economy as a source of entertainment, value, and meaning.

Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.

Ethos and Narrative Interpretation examines the fruitfulness of the concept of ethos for the theory and analysis of literary narrative. The notion of ethos refers to the broadly persuasive effects of the image one may have of a speaker’s psychology, world view, and emotional or ethical stance. How and why do readers attribute an ethos (of, for example, sincerity, reliability, authority, or irony) to literary characters, narrators, and even to authors? Are there particular conditions under which it is more appropriate for interpreters to attribute an ethos to authors, rather than to narrators? In the answer Liesbeth Korthals Altes proposes to such questions, ethos attributions are deeply implicated in the process of interpreting and evaluating narrative texts. Demonstrating the extent to which ethos attributions, and hence, interpretive acts, play a tacit role in many methods of narratological analysis, Korthals Altes also questions the agenda and epistemological status of various narratologies, both classical and post-classical. Her approach, rooted in a broad understanding of the role and circulation of narrative art in culture, rehabilitates interpretation, both as a tool and as an object of investigation in narrative studies.

Ableism, a form of discrimination that elevates “able” bodies over those perceived as less capable, remains one of the most widespread areas of systematic and explicit discrimination in Western culture. Yet in contrast to the substantial body of scholarly work on racism, sexism, classism, and heterosexism, ableism remains undertheorized and underexposed. In this book, James L. Cherney takes a rhetorical approach to the study of ableism to reveal how it has worked its way into our everyday understanding of disability. Ableist Rhetoric argues that ableism is learned and transmitted through the ways we speak about those with disabilities. Through a series of textual case studies, Cherney identifies three rhetorical norms that help illustrate the widespread influence of ableist ideas in society. He explores the notion that “deviance is evil” by analyzing the possession narratives of Cotton Mather and the modern horror touchstone The Exorcist. He then considers whether “normal is natural” in Aristotle’s Generation of Animals and in the cultural debate over cochlear implants. Finally, he shows how the norm “body is able” operates in Alexander Graham Bell’s writings on eugenics and in the legal cases brought by disabled athletes Casey Martin and Oscar Pistorius. These three simple equivalencies play complex roles within the social institutions of religion, medicine, law, and sport. Cherney concludes by calling for a rhetorical model of disability, which, he argues, will provide a shift in orientation to challenge ableism’s epistemic, ideological, and visual components. Accessible and compelling, this groundbreaking book will appeal to scholars of rhetoric and of disability studies as well as to disability rights advocates.