School of Human Sciences Department of Communication

Transcription

1 School of Human Sciences Department of Communication 13 Storch Street, Private Bag 13388, Windhoek, NAMIBIA T: ; F: E: Date: Feedback Tutorial Letter Course: Rhetorical Theory and Criticism (RTC 611S) Semester 1: Assignment 2 Date: 17 May 2016 General comments The students performance has greatly improved from that of the first assignment. Following a very successful vacation school, the improvement in students performance is something that I expected. It is heartening to state that the majority of them passed the assignment with good grades. Even those who did not make the grade, the marks were not so low. It probably had to do with lack of proper time management with regard to assignment preparation and nothing more. To such students I say, Plan your studies meticulously and work hard. In addition, always accurately interpret the demands of the questions before answering. Furthermore, this course requires a high level of critical reading of questions in particular and critical thinking needs to be regarded as an expected attribute of any student doing this course. Embrace it at all times. The forthcoming examinations will demand nothing less than a critical reading and accurate interpretation of questions. Please read the explanation below very carefully. It sheds light on how you could have answered the assignment questions. Question 2 (a) 25 marks Discuss Kenneth Burke s rhetoric and show how his conceptualisation of rhetoric can be applied in work situations in Namibia. Answer A good introduction should have included a definition as follows: Burke s definition of rhetoric is the use of language by human agents to form attitudes or induce actions in other human agents. Going forward the answer could have been structured to include the following ideas: 1

2 To him identification involves three types of processes namely: The process of naming something according to properties; The process of associating with and dissociating from others suggesting that people share or do not share, important ideas in common The product or end result of identifying the state of being consubstantial with others It is through the process of association that people persuade others, But how is it possible that a speaker persuades others? The speaker persuades through the use of stylistic identifications. Precisely one persuades by identifying with the listener interests. Thus a speaker whose target audience are students can say I was a student myself. In organisations they persuade through notice boards, newsletters, reports and meetings. In real life there is what is called identification by antithesis whereby persuasion is achieved though reference made to a common enemy. People with a common enemy tend to unite against such a common enemy. This is usually achieved through the use of personal pronouns particularly the assumed we. This has already been demonstrated in the speech of Reverend Martin Luther King junior s speech, An example of identification by common ground that is often given is that of the public reaction to the death of Process Diana, People from all walks of life began to identify with her because they saw her as symbolising their very own experiences in life as well, They began to see the princess as a victim of the system just like anyone else. Diana s life experiences and death was also exacerbated by the mass media which made it possible for people to have a mysterious connection with the princess. The other type of identification is identification through form. This points to a situation where one is persuaded by things like figures and tropes. For example, people are so easily persuaded by stories and myths. For instance, Diana became a mythical figure with whom many British women sought to identify with. Many people considered Diana s life history from Wedding to death as story book or a fairy tale. The story of Nelson Mandela is also a story book which naturally made many people all over the world to identify both with Mandela as a figure and with the people of South Africa in general. The hosting of the FIFA 2010 world cup in South Africa was largely due to the world s sympathy for Nelson Mandela particularly his humility and good leadership that saw him leaving public office peacefully. Identification as semi-conscious Burke argues that in some cases people tend to use their wealth and or position in society to lure other people to accept their views and or to identify with them. Such identification happens like a mystery. Usually people from very marginalised communities may identify with very prominent people like 2

3 famous politicians, footballers of note, top business people and role model. When it occurs, such identification can best be understood as a mystery. This is so because it is usually very difficult to explain why such prominent people may be adhored by very poor people. So, there is this undying mysterious relationship between royalty and commoners. It is this glamour which is associated with symbols of wealth and class that mysteriously attracts communion between ordinary people and the most prominent and influential people in society. There is the phenomenon called identification through self-persuasion. This usually when an individual s expectations in life are met in one or two ways by a particular event, action or lifestyle. It is argued that the process of persuasion becomes complete when individuals start to persuade themselves. You need to have intrinsic motivation in order to be persuaded by a particular speech or gestures. For example, some people kept faith in princess Diana. Identification through mundane and recurring There is this thinking that people are so easily persuaded by something that is repeated over and over again. For example, in a speech Martin Luther King junior repetitively uttered the pronoun we in order to show Americans the importance of unity. Media in Namibia use this strategy a lot, even advertisements. They repeat in order to forge common identity with the audience. Radio, television and newspapers do repeat lot of issues in order to persuade. Identification through representation This points to a situation where one feels to be represented by the persuader. If a politician says, I was a peasant farmer myself, he/she seeks to persuade by representation. The issue here is that many people see a politician who says the above as one of them. Through this contribution Burke helps us to identify persuasion as a rich field that can be applied in many fields in Namibia. In addition to a general explanation as indicated above, the question required you to draw as examples from work situations in Namibia. For example, the use of role models in adverts Drogba and Windhoek larger; uniforms in work places; CEOs and organisational brands; Corporate Communication officers and so on. A befitting conclusion is the one which supported the notion that identification is very much in use in workplaces, not only in Namibia, but the world at large. 3

4 Question 2 (b) 25 marks With reference to ten models of arguments discussed in your study guide, argue a case for how they can be applied in advertising and academic discourses. Draw your examples from the Namibian context. Answer The following models of arguments were expected to be identified and explained: 1. Cause and effect 2. Argument of similarity 3. Definition model 4. Oppositional model of 5. Degree model of 6. Witness model of 7. Genus / species model of 8. Part / whole model of 9. Associated model of 10. Root/ meaning model of A good answer should explain the models of argument as follows and then give an example of how each of them can be used in work situation: 1.Cause and effect: to show a sequential relationship of events to show what will follow. 2.Argument of similarity to show that two things are similar. 3. How do we define this? Definition model 4. What is in any way opposed to it? Oppositional model of 5. Is it less or more than something else cited? Degree model of 6. Can a witness or witnesses be cited? Witness model of 7. How is the subject categorised broadly or narrowly? Genus / species model of 8. Is it a whole in itself or part of something? Part / whole model of 9. What are its associations and qualities? Associated model of 10. What is the origin of the words used to refer to the topic? Root meaning model of In addition to the above, you were expected to show how each model of argument is used in advertising and academic discourses in Namibia. 4

5 For example, in advertising discourse in Namibia, having white teeth is associated with using certain brands of toothpaste. This demonstrates the use of cause and effect model of However, success in life is normally associated with good education, good moral values and hard work. Hence, we get in Namibia examples of role models such as prominent academics and business people and so on. Conclusion In conclusion, I wish you success with your examinations. Dr Rewai Makamani Deputy Head of Department and Senior Lecturer Department of Communication Phone: rmakamani@nust.na 5