RHETORIC

Rhetorical Criticism in communication studies can be defined as a descriptive analysis and evaluation of communication methods. A communication critic, in a rhetorical sense, would therefore actively seek out persuasive uses of communication and interpret what the messages are that are being communicated. Methods of communication that are subject to rhetorical criticism include: public speeches, press releases, articles and other forms of literature, and (basically) any other form of conscious expression.

In Bruce Gronbeck’s, “Communication Criticism Today,” the author suggests that the environments in which we live are constructed through a variety of media. Things such as employment, where one attends church, TV networks, and the internet help create a unique environment. To an extent, I agree with this statement. The media to which I am exposed do impact my life and the culture that I foster. However, I do believe that I am more of an active participant in this process than the reading suggests. As a human being with agency of my own, I have the conscious choice of what I want to study, what employment I wish to pursue, which religion (if any) I ascribe to, which TV shows and networks I will watch, and which websites I want to visit. Sure, I cannot choose which commercials or advertisements I see, but if I find them offensive or boring, I will no longer watch that network or visit that website. Even with the impact that state and local governments have on us, we are active participants through the election process.

I like with Sonja Foss’s definition of rhetoric. She stated, “…rhetoric is defined as the human use of symbols to communicate. This definition includes three primary dimensions: (1) humans as the creators of rhetoric; (2) symbols as the medium for rhetoric; and (3) communication as the purpose for rhetoric.” Specifically, the use of symbols in rhetoric was intriguing to me, but also made a lot of sense. A person’s conscious use of symbols to communicate is rhetorical. As I was reading, I thought of the Nixon-Kennedy presidential debate. Those who were listening to the debate over the radio, and thus only subject to rhetorical messages from the candidates, thought Nixon won the debate. However, those watching the debate on the television, almost unanimously, saw Kennedy as the clear victor because they saw Nixon sweating, looking frail and uncomfortable. The views were distracted by the signs, not the symbols, which Nixon’s body was unconsciously communicating.

I believe rhetorical criticism is an important tool that can help anyone become a much more conscious and effective communicator. While it is important to understand how a particular symbol operates, it is just as important to understand how one is utilizing symbols in professional and private life.