Rhetorical Analysis in Literature &  Literary Theory

Rhetorical Analysis: Etymology/ Term, Meanings and Concept

Etymology/ Term:

Rhetorical Analysis is a term derived from the Greek word “rhetorike,” which pertains to the art of public speaking. The analysis involves the examination and evaluation of how writers and speakers use language and rhetorical devices to communicate effectively and persuade their audience.

Meanings and Concept:

• Examination of Persuasion Techniques: Rhetorical analysis involves a meticulous examination of the persuasive techniques employed in a piece of writing or speech.
• Identification of Appeals: Analysts often identify and dissect the use of ethos, pathos, and logos – the three rhetorical appeals that appeal to ethics, emotions, and logic, respectively.
• Exploration of Style and Tone: The analysis delves into the author’s stylistic choices, considering elements such as tone, diction, and syntax, to understand how they contribute to the overall impact.
• Contextual Considerations: Analysts take into account the broader context, considering the audience, purpose, and cultural backdrop to discern how these factors influence the rhetorical strategies employed.
• Impact on Audience: Rhetorical analysis seeks to unveil how the chosen rhetorical devices and strategies impact the audience, exploring whether the intended message is effectively conveyed and how it elicits a response.

Rhetorical Analysis: Definition as a Theoretical Concept

Rhetorical analysis, as a theoretical concept, involves the systematic examination of language and communication strategies to discern how writers or speakers employ rhetorical devices, appeals, and stylistic elements to persuade or influence their audience. It emphasizes deconstructing the persuasive elements within a text or speech, including ethos, pathos, and logos, and delving into the nuances of tone, style, and context. The goal is to gain a comprehensive understanding of the communicative choices made by the author or speaker and how these choices shape the intended message and impact the audience.

Rhetorical Analysis: Theorists, Works and Arguments

Theorists:

1. Aristotle: In his work “Rhetoric,” Aristotle laid the foundation for rhetorical analysis, introducing concepts like ethos, pathos, and logos, and emphasizing the importance of persuasion in effective communication.
2. Kenneth Burke: A prominent 20th-century theorist, Burke’s work, including “A Rhetoric of Motives,” explores the symbolic nature of language and the motives behind rhetorical choices.
3. Michel Foucault: Foucault’s theories, especially those in “The Archaeology of Knowledge,” contribute to rhetorical analysis by examining how discourse shapes power structures and social dynamics.

Works:

1. “Rhetoric” by Aristotle (4th century BCE): Aristotle’s seminal work is a cornerstone in rhetorical theory, providing a comprehensive guide to persuasive communication.
2. “A Rhetoric of Motives” by Kenneth Burke (1950): Burke’s influential work explores the motives behind rhetorical choices, delving into the symbolic nature of language and persuasion.
3. “The Archaeology of Knowledge” by Michel Foucault (1969): Foucault’s work contributes to rhetorical analysis by examining the role of discourse in shaping societal power structures.

Key Arguments:

1. Ethos, Pathos, Logos (Aristotle): Aristotle’s triad of persuasive appeals—ethos (credibility), pathos (emotion), and logos (logic)—forms a fundamental framework for analyzing rhetorical strategies.
2. Identification and Symbolic Action (Kenneth Burke): Burke emphasizes identification, the process by which individuals align themselves with shared symbols, as a central concept in rhetorical analysis.
3. Discourse and Power (Michel Foucault): Foucault’s argument revolves around the examination of discourse as a mechanism for the exercise of power, exploring how language constructs and reinforces societal norms and structures.

Rhetorical Analysis: Steps of Process

Steps of Rhetorical Analysis Process	Explanation	Practical Examples
1. Identify the Audience and Purpose	Understand who the intended audience is and what the author aims to achieve.	Analyzing a political speech, determine if the audience is the general public or a specific demographic, and discern the speaker’s goal, whether it’s to persuade, inform, or motivate.
2. Examine the Context	Consider the broader context, including historical, cultural, and social factors influencing the communication.	In analyzing an advertisement, explore cultural trends and societal values reflected in the imagery and language used.
3. Deconstruct the Text	Break down the text to identify rhetorical strategies, appeals, and stylistic elements.	In a persuasive essay, pinpoint the use of ethos through the author’s credibility, pathos through emotional appeals, and logos through logical reasoning.
4. Evaluate Ethos, Pathos, Logos	Assess how the author employs these rhetorical appeals to enhance persuasiveness.	In a speech, recognize ethos when a speaker cites their expertise, pathos in emotional anecdotes, and logos in statistical evidence.
5. Analyze Style and Tone	Examine the author’s writing style, tone, and use of language for intended effects.	Assess the tone of a political article – whether it’s persuasive, neutral, or confrontational – and analyze how specific word choices contribute to that tone.
6. Consider Counterarguments	Anticipate potential counterarguments and assess how the author addresses opposing views.	In an editorial, evaluate how the author acknowledges and rebuts opposing perspectives to strengthen their argument.
7. Evaluate the Overall Impact	Assess the effectiveness of rhetorical choices in achieving the author’s purpose.	Reviewing a public address, determine how well the speaker’s use of rhetorical devices achieves the intended impact on the audience.

Rhetorical Analysis: Key Principals

1. Audience Awareness:
   • Principle: Effective rhetorical analysis begins with a keen understanding of the intended audience.
   • Application: Consider how a political speech may vary in its rhetorical strategies when addressing a diverse public versus a specialized interest group.
2. Author’s Intent and Purpose:
   • Principle: Uncover the author’s intent and the overarching purpose of the communication.
   • Application: Analyze a persuasive essay to discern whether the author aims to inform, persuade, entertain, or provoke a specific response.
3. Rhetorical Appeals (Ethos, Pathos, Logos):
   • Principle: Identify and evaluate the use of ethos (credibility), pathos (emotion), and logos (logic) in the text.
   • Application: Assess a commercial by recognizing how the advertiser establishes credibility, appeals to emotions, and presents logical reasoning to persuade the audience.
4. Contextual Understanding:
   • Principle: Context, including historical, cultural, and social factors, greatly influences rhetorical choices.
   • Application: Examine a public address, considering the historical moment and societal values that shape the speaker’s rhetoric.
5. Stylistic Elements and Tone:
   • Principle: Analyze the author’s writing style and tone, assessing how these contribute to the overall impact.
   • Application: Evaluate a literary work, observing how the author’s use of language and tone shapes the reader’s interpretation and emotional response.
6. Counterargument Consideration:
   • Principle: A comprehensive analysis anticipates and evaluates counterarguments.
   • Application: Study an opinion piece to understand how the author acknowledges and addresses opposing viewpoints to strengthen their argument.
7. Rhetorical Devices and Figures of Speech:
   • Principle: Recognition of rhetorical devices, such as metaphors, similes, and hyperbole, enhances analysis.
   • Application: Examine a political speech for the use of rhetorical devices, identifying how they contribute to the persuasiveness of the message.
8. Overall Effectiveness Assessment:
   • Principle: Rhetorical analysis culminates in evaluating the overall effectiveness of the author’s strategies.
   • Application: Assess an advertisement to determine whether the rhetorical choices align with the campaign’s goals and successfully engage the target audience.

Rhetorical Analysis: Relevance in Literary Theories

Literary Theory	Relevance of Rhetorical Analysis
Structuralism	Rhetorical analysis aids in deciphering underlying structures and patterns within language, uncovering how rhetorical elements contribute to the overall meaning and interpretation of a text.
Feminist Criticism	Examining rhetoric helps identify gendered language and power dynamics, shedding light on how authors employ persuasive strategies to convey or challenge societal norms related to gender.
Marxist Criticism	Rhetorical analysis in a Marxist context explores how language and persuasion serve class interests, revealing how texts reinforce or challenge socio-economic hierarchies.
Postcolonial Criticism	Rhetorical analysis unveils colonial discourses embedded in language, exposing how persuasive techniques contribute to the representation and marginalization of postcolonial voices.
Psychoanalytic Criticism	Rhetorical analysis delves into the subconscious elements of language, exploring how rhetoric reflects and shapes individual and collective psyche, contributing to the understanding of symbolism and hidden meanings.
Deconstructionism	Analyzing rhetoric aligns with deconstructionist principles by scrutinizing language for contradictions and exploring how rhetorical choices destabilize traditional binary oppositions, revealing complexities in meaning.
New Historicism	Rhetorical analysis considers the historical context and cultural influences on language, offering insights into how rhetoric shapes and is shaped by the socio-historical conditions of its creation.
Reader-Response Criticism	Rhetorical analysis acknowledges the role of the reader in interpreting persuasive strategies, understanding how rhetoric engages and influences diverse readerships.
Cultural Criticism	Rhetorical analysis is integral to cultural criticism as it unveils how language reflects and shapes cultural norms, values, and power dynamics within a given society.
Ecocriticism	Rhetorical analysis in ecocriticism explores how language is employed to construct environmental narratives, examining persuasive strategies that contribute to ecological awareness or exploitation.

Rhetorical Analysis: Application in Critiques

1. “Slaughterhouse-Five” by Kurt Vonnegut (Science Fiction):
   • Application: Rhetorical analysis can delve into how Kurt Vonnegut employs unconventional narrative structures, time-travel elements, and dark humor to critique war, free will, and the human condition. Examining Vonnegut’s rhetorical choices provides insights into the antiwar message and existential reflections within the science fiction framework.
2. “The Road” by Cormac McCarthy (Post-Apocalyptic Fiction):
   • Application: Rhetorical analysis is crucial in examining Cormac McCarthy’s stark and minimalistic language in “The Road.” By exploring McCarthy’s rhetorical choices, including symbolism, dialogue, and narrative style, one can unveil how he critiques human resilience, morality, and the consequences of environmental devastation in a post-apocalyptic world.
3. “The Hate U Give” by Angie Thomas (Young Adult Fiction):
   • Application: Rhetorical analysis can illuminate Angie Thomas’s use of first-person narrative, dialogue, and cultural references to critique systemic racism and police brutality in “The Hate U Give.” Examining Thomas’s rhetorical strategies provides insights into how she effectively engages a young adult audience in discussions about social justice, race, and identity.
4. “The Hitchhiker’s Guide to the Galaxy” by Douglas Adams (Satirical Science Fiction):
   • Application: Rhetorical analysis can unravel Douglas Adams’s satirical use of language, humor, and absurdity to critique societal norms and existential questions within the science fiction genre. Analyzing Adams’s rhetorical choices provides a humorous yet insightful commentary on human behavior, bureaucracy, and the quest for meaning in the cosmos.

In these diverse genres, applying rhetorical analysis allows for a comprehensive exploration of how authors use language and persuasion to convey their critiques, themes, and societal reflections.

Rhetorical Analysis: Terms Used in It

Rhetorical Analysis Terms	Definition
1. Ethos	Credibility and authority of the speaker or author.
2. Pathos	Emotional appeals to evoke feelings in the audience.
3. Logos	Logical reasoning and evidence supporting the argument.
4. Tone	Author’s attitude conveyed through language choices.
5. Diction	Word choice and language style employed by the author.
6. Anaphora	Repetition of a word or phrase at the beginning of successive clauses.
7. Allusion	Reference to another text, person, or event to enhance meaning.
8. Irony	Use of words to convey a meaning opposite to the literal sense.
9. Rhetorical Question	Question posed for effect rather than eliciting an answer.
10. Parallelism	Repetition of grammatical structures for emphasis and clarity.

Rhetorical Analysis: Suggested Readings

1. Burke, Kenneth. A Rhetoric of Motives. University of California Press, 1969.
2. Foucault, Michel. The Archaeology of Knowledge. Vintage Books, 2010.
3. Lee, Harper. To Kill a Mockingbird. Harper Perennial Modern Classics, 2006.
4. Orwell, George. 1984. Signet Classic, 1950.
5. Tennyson, Alfred Lord. “Ulysses”. Poetry Foundation, www.poetryfoundation.org/poems/45392/ulysses. Accessed 13 Jan. 2024.
6. Thomas, Angie. The Hate U Give. Balzer + Bray, 2017.
7. Vonnegut, Kurt. Slaughterhouse-Five. Dell Publishing, 1991.
8. Atwood, Margaret. The Handmaid’s Tale. Anchor Books, 1998.
9. McCarthy, Cormac. The Road. Vintage Books, 2007.
10. Adams, Douglas. The Hitchhiker’s Guide to the Galaxy. Del Rey, 1995.