Kenneth Burke

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Burke's definition of Rhetoric

Back 1

The use of words by human agents to form attitudes or induce actions in other humans (broad almost everything).

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Kenneth Burke

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-A writer (short stories), poet, playwright.
-Why people do things in a certain way, the choices we make.
-Gives audiences a way to understand the messages.
-Looking at words and what they mean/value.

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Symbolic action

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-Persuasion/influence through symbolic acts.
-Can be very persuasive and are misunderstood and not studied enough
Examples:
-Rosa Parks behavior is a symbolic acts

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Action vs. Motion

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Action- conscious decisions, human behavior, requires brain activity, evaluation and decision-making

Motion- Passive activity that happens automatically, reactive or uncharacteristic of human behavior

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Identification- consubstantiality

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-Use of words to form attitudes or induce actions.
-Need to relate to audience.
-Mandatory for persuasion
Examples:
-My best friend's wedding-identify w/ family members
-Kennedy

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Alienation- dissociation

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- Opposite of identification.
- See someone and already annoyed, respond negatively.
- Loses chance for persuasion.

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Naming

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-Same as Weaver's "sermonic."
-Reveal point of view through chosen words and images.

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Motive

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-Why they are doing something (purpose).
-Look for motives in language

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Dramatism

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- Reveals more, looks at it as a complete drama, and helps to inform more. (The Pentad).

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The Pentad

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-Importance of entire setup of message (MLK Speech).

-Scene: Where the drama takes place (Lincoln Memorial).
-Act: Presentation itself.
-Agent: Presenter / Creator (MLK).
-Agency: Medium
-Purpose: Reason for message

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Hierarchy

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-Within culture we view things in terms of stronger or weaker (hierarchy).
-Argue in terms of superiority / inferiority.

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Rhetoric of transcendence

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-Quantity: Superiority based on numbers (# of ppl w/ same POV).
-Quality: Morally right / wrong (moral superiority).
-Value: Superior value (traditional American value
EX: freedom, justice
-Hierarchy: Better because has a higher natural order (biological order)
EX:
-Eye of Beholder
-Hitler's Aryan race superiority

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Occupational Psychosis

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-Things that occupy our minds.
-Come from experience.
-An interest of expertise through which we view the world.
-Influences our decisions.

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Terministic Screen

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-Your own personal lense on the world, shapes how you view things.
-Colored by your background / knowledge.
-Result of occupational psychosis

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Trained Incapacity

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-Way we are trained to solve problems
-Solve by what we know how to do, based on interests and experience.
-Based on occupational psychosis and terministic screen.

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Mystery

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- Things we accept without question.
- Like Weavers "Tyrannical Image"
-Something that you've already been persuaded about.

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Rhetoric of Rebirth

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-Concept of guilt & forgiveness, if someone does something bad they should suffer- through suffering receive redemption.

Ex:
-The Lion King
-Sports films, Disney films

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Pollution

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Guilt begins.

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Purification

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-punishment / suffering
-->Mortification: Self punishment.
-->Scapegoat: Blame others

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Redemption

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-Forgiveness and rebirth, very rhetorically powerful because we all want to believe that forgiveness is possible so we give it and powerful to those still in pollution stage.