56 Current Uses of Rhetorical Theory and Criticism
By now you should have a clear understanding of what rhetorical theory and criticism are and the uses they serve for the discipline as well as the world outside academia. We would like to conclude this chapter by detailing some of the current issues and questions occupying rhetorical scholars. As the examples are numerous, we will speak to three specific content areas: the study of social movements, political and campaign rhetoric, and studies of popular culture.
Social Movements
One of the exciting things about Communication is that is it has always been interested in the large sociopolitical issues facing society. Social change as it occurs through social movements is one such area of research. Think back to your history lessons concerning minority populations in the United States. Has the political status of women; African Americans; Asians; gays, lesbians, bisexual, and transgendered individuals always been what it is today? (We are not suggesting here that there is finally equality among people of various races, ethnicities, genders, or sexual orientations; only that it has been much worse.) How have those changes come about? Certainly laws and customs have changed in an attempt to provide more equal access to resources and opportunities. But prior to such legislative changes a change in attitude was necessary. Here is where social movement rhetoric played a vital role in changes our nation’s history. The rhetoric of leaders such as Martin Luther King Jr., Malcolm X, Sojourner Truth, Elizabeth Cady Stanton, Caesar Chavez have all been influential in changing attitudes. Scholars interested in these issues study the discourse of the leaders (i.e. their speeches) as well as the rhetorical vision they create for their audience. Moreover, they also attempt to learn from the past about what sort of rhetorical strategies will be successful in contemporary and future movements. As Bowers, Ochs, and Jensen explain, “one of the goals of studying social movements is to make predictions” (141).
Public Address
Another area of research that falls within the scope of rhetorical theory and criticism is that of public address. This area is concerned with politics and political oratory. Some students of rhetoric may go onto careers in speech writing and campaign design on the behalf of political candidates. In this context they are able to utilize their skills in rhetoric and persuasion to answer the challenge of, how can I get people to vote for a particular candidate. Kathleen Hall Jamison is an example of such a person. She worked on the Dukakis presidential campaign and has authored several books in this area. Similarly, one might be in the business of analyzing political speeches and offering suggestions about what is effective and ineffective in a politician’s rhetoric.
Popular Culture
The study and critique of popular culture is something that most, if not all, of us participate in at some level. Do you ever watch music videos with your friends and comment on the use of some of the images? Do you look forward to the commercials during the Super Bowl to see the latest and innovative advertising techniques? As you watch, critique, and analyze these images, you are beginning the process of rhetorical criticism. The only difference between you and the professional critic (beside lots of schooling) is that the professional critic has decided to make his or her analysis systematic. This is accomplished by employing one of the formal methods discussed earlier, such as the pentad or a feminist critique. As most people participate in some form of popular culture such as television, films, music, sports, or fashion, you can see the potential impact that popular culture messages and images have on a society. Thus, scholars of popular culture feel it is important to pay critical attention to them rather than dismiss them as trivial.