Public speaking, rhetoric and practical argumentation
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Transcript of Public speaking, rhetoric and practical argumentation
Public Speaking
And how to work with it in a rhetorical perspective
Ida Borch
Plan
• An introduction to rhetoric• 30 old school slides with a distilled version of
2000 years of accumulated knowledge on how to get your audience to agree with you
• Most of all: An appetizer• Second of all: An awareness that
improvisation is grand - especially when based on solid craftsmanship
Who am I?
• Ida Borch• Cand.mag in rhetoric, psycho linguistics and
teaching, KU• Associate professor at CBS in personal
branding and intercultural communication• Owner of Orator – Retorik & Rådgivning– Rhetoric– Social media– Qualitative market analysis
Toolbox
• Context awareness – The Rhetorical Pentagram
• Composing awareness – Rhetorical Canon
• Style awareness – The three artistic proofs: Ethos, Logos, Pathos
• Argumentation awareness – Toulmin’s model for practical argumentation
• Coaching awareness – Constructive criticism
Context awareness
The Rhetorical Pentagram
Audience
SpeakerTopic
Constraints Language
Composing awareness
• The Rhetorical Canon
The rhetorical canon
There are five phases you will eventually go through when you compose text – both for oral and literal contexts. You might not follow them in a lineary way – but you cannot avoid crossing each of them:
InventioDispositioElocutioMemoriaActio
The anatomy of a speech
1 2 3 45
Intro
Disposition ArgumentationStating the facts
Finale
Style Awareness
The three artistic proofs
You can approach your audience in various ways. The ancient Greek and Romans believed that there were three ways of appealing to an audience. Persuasion lies in your ability to use an adequate artistic proof – or stylistic level:
EthosLogosPathos
Logos
• Appeal to the intellect• Logical argumentation• Used in law and science • The most prevalent and preferred style in
academic contexts• Advantage: derived of emotion• Disadvantage: Heavy and potentially boring
Pathos • Appeal to the emotions• Emotional argumentation• Used in literature and poetry and contexts that calls for
emotions (i.e. sorrow and happiness)• Vivid language with metaphors and tropes• Advantage: Powerful persuasive potential• Disadvantage: Bears an immanent risk of rejecting audience –
if they do not want to share the emotions projected, the persuasive potential is very limited
Ethos
• Appeal through the speaker and the speakers integrity
• Ethos is not something the speaker has, but something that is in the mind of the audience
• Used in every context – but very visible in politics and literature. And popular science
• Advantage: If you (manage to) establish a credible ethos that alone provides you with a very persuasive potential
• Challenge: If you do not believe the man, you do not trust his words
Argumentation awareness
• Practical argumentation
Logical cc rhetorical proof
• Logical proof: Syllogism–Valid conclusion f
rom the truth of its premises–Based on reason–Must be true
• Rhetorical ’proof’: Enthymeme– Tentative conclusions based on probable pr
emises–Based on common sense–Can be true
Valid logical argument- a valid syllogism
All men are mortalSocrates is a man Socrates is mortal
Toulmin model of argumentation
ClaimData
Warrant Qualifier
ReservationBacking
Socrates is mortalSocrates is a human being
All men are mortal
Socrates is wildly mortal!Socrates is a human being
All men are mortal
qual
ifier
Socrates is wildly mortal!Socrates is a human being
All men are mortal
Even though Plato immortalized him
through his dialogues
Reservation
Socrates is wildly mortal!Socrates is a human being
All men are mortal
At the end of the day, it’s a
biological fact
Even though Plato immortalized him
through his dialogues
Backing
Socrates is wildly mortal!Socrates is a human being
All men are mortal
At the end of the day, it’s a
biological fact
Even though Plato immortalized him
through his dialogues
Toulmins argumentmodel
• Claim• Data• Warrant• Qualifier• Reservation• Backing
ClaimData
Warrant Qualifier
ReservationBacking
Prospect AIESEC members in the model
You should join AIESEC
It is good for your career
One should always make career moves
Perhaps
Unless you’re way behind schedule with
your studies
It’s highly recommended by
the SDU board
Prospect AIESEC members in the model
You should join AIESEC
We’re getting drunk every weekend
Having fun is a human right
Totally
Unless you’re way behind schedule with
your studies
And social networking
benefits relations
Important rule in argumentation
• It’s not always a logical argument that’s the most logical thing to use in practical argumentation
Remember
• What you claim is not the most important thing in argumentation
• How you substantiate the claim and which data you use to support the claim is however extremely important
• If the target group do not share the basic assumption in the warrant, they are hardly liable to follow your claim
Books….in Danish and English• Jørgensen og Onsbergs:
– Praktisk argumentation• Gabrielsen og Christiansen:
– Talens Magt– Academica 2009
• Atkinson:– Our Masters Voices– Routledge 1984
• Steensbech Lemée & Lund– Troværdighed – tal godt for dig– Fydenlund