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75 Cards in this Set
- Front
- Back
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Argumentation |
a form of instrumental communication relying on reasoning and proof to influence belief or behavior through messages |
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argument |
made up of premises and conclusion |
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field of argument |
a social or professional context in which people argue in order to make decisions or build a body of knowledge field dependent and independent variables |
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presumption |
specifies who initially occupies the figurative ground, describes the prevailing situation, what will constitute good and sufficient evidence natural and artificial ground of opponent |
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burden of proof |
opposite of presumption, passes judgement and criticizes present belief or practice and argues it must be changed by providing good and sufficient reasoning and alternatives prerogative of advocate |
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prima facie case |
upholds burden of proof, arguments sufficient to cause an audience to suspend reliance on presumption |
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inherency |
identifies the cause of the problem or the need for knowledge, shows a problem exists as a result of an existing belief or law attitudinal(value) or structural(rules) |
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proposition |
starting point for argumentation, specifies scope, points to a change in belief or behavior, specifies advocates goal, sets up burden of proof |
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claim of fact |
attempts to alter beliefs about reality |
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claim of value |
value object (thing) and value judgement (criterion for evaluation) |
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claim of policy |
attempts to alter future behavior characterized by the word "should" and proves change in necessary |
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questions of propsition |
what terms need defined, what is question of change, what are the key issues |
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phrasing propositions |
a clear statement, one central idea, phrased in neutral terms |
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four step proposition |
locate immediate cause, investigate history, define key terms, determine actual issues |
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classical argument |
ancient Greece, oral, formal logic introduction, state of background(context), proposition, proof, refutation, conclusion |
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Toulmin model |
claims, grounds (data), warrant, backing, rebuttal, qualifier emphasizes logic based on probabilty |
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warrant |
draw on what audience already know, accepted common knowledge |
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backing |
additional support, explicit information establishes reliability for the warrant |
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qualifier |
not all arguments are equally strong; arguers should acknowledge that exceptions way exist |
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rebuttal |
anticipates objections, established parameters, limit claim |
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acceptability |
supported elsewhere, common knowledge, personal testimony, proper authority |
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reasoning |
the inferential leap from grounds to claim made through warrant |
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causal reasoning |
things occur in an orderly fashion for reason necessary- factor must be present to ring about an effect sufficient- includes all factors needed to produce a particular effect |
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sign reasoning |
connects phenomena with conditions that merely exist; indicators; observable symptoms; tells what is the case, not why |
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deductive (principle) reasoning |
general --> specific what is true in the big picture will be true in the specific case |
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inductive (generalization) reasoning |
what is true in some cases is true in all or most instances - must be sufficient and representative |
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parallel case |
reasoning on the basis of two or more similar cases |
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analogy |
illustrate, clarify, make argument more memorable, figurative weakest form of argument |
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authority |
relies on the credibility and expertise of the source to warrant acceptance of claim
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dilemma |
choice between alternatives that have undesirable consequences |
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fallacy |
flawed reasoning; unintentional mistakes or deliberate attempts at deception |
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hasty generalization |
jumping to a conclusion, claim unwarranted or insufficient |
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transfer |
extend reason beyond what is logically possible composition(part is true of whole) division(whole is true of part) refutation(straw man, crappy argument) |
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non sequitir |
irrelevant arguments, claim not a reasonable inference from the evidence |
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circular reasoning |
grounds and warrant restate claim in different words |
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avoiding the argument
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ad hominem, evasion, shifting ground, seizing on a trivial point |
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forced dichotomy |
a dilemma which presents an oversimplified either or choice |
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fallacies of appeal |
based on feelings, prejudices, or desires of audience reason replaced by emotion |
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ad ignoratum |
claim must be true because it has not been proven false |
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ad populum |
bandwagon, claim warranted because most people believe it is true
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emotion |
emotional appeal shouldn't substitute for reasoning pity, fear |
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authority |
when source lacks expertise in that area, used to discourage deeper discussion of the issue Constitution, Bible |
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reductio as absurdum |
humor, entertaining rather than informational |
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status quo |
claim warranted because it reflects current practice or custom practice or custom tradition |
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ambiguity |
manipulation of semantics, term or phrase has different legitimate meanings |
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equivocation |
term or phrase intentionally used to mean different things |
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emotionally loaded language |
reveals our feelings about things, rational decision making can suffer |
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technical jargon |
an audience may be confused by a field's technical terminology if they aren't members |
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public relations |
management of communication between an organization and its publics purposeful, symbolic communication with publics |
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pr strategies |
framing the story, relationships, research |
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Edward Bernays |
father of PR, engineering of public consent, developed the disciplines of study |
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management and pr |
aims to create and maintain a positive impression of the organization, identification of opportunities and strategic planning |
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functions of pr |
creates awareness seeks understanding and agreement builds and repairs relationships creates and maintains identification present persona implement responsibility standards take stands |
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PRSA |
mission: empowers a diverse community of members at every stage of their career with the knowledge and resources to advocate |
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press agency/publicity model |
seek attention and advantage for client |
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public information model |
disseminate only favorable information |
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two-way symmetrical model |
organizations engage in dialogue with publics and compromise to get what they want and to give the public what they want |
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one-way asymmetrical |
uses media, government lobbying, and litigation to convince publics that organization's problem is their problem too |
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crisis communication |
addresses crisis every client is vulnerable to crisis which can damage public reputations |
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steps of crisis comm |
vulnerability audit- anticipation identify team, spokesperson, communication channels, key publics develop holding statements assess the situation, adapt response messages post-crisis analysis |
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advertising |
the structures and composed nonpersonal communication of information, usually paid for and usually persuasive in nature |
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brand |
name and image that consumer will remember and choose to purchase lay down memory traces |
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positioning |
product is classified and differentiated from all other products own the words Kleenex, Sharpie |
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placement |
controversial practice of paying a free to have a product written into pop culture media |
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promotion |
all communication means to reach consumers with information about goods and services |
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endorsements |
testimonials from celebrities or attractive spokespersons who are intended to have appeal for mass audiences |
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integrated marketing communication |
coordination of advertising campaigns that focus upon demographics, psychographics, purchase data, and attitudes coordinate efforts by building relationships, developing and coordinating communication |
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complaints about advertising |
intrusive, deceptive, exploits children, corrupts culture |
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forensic rhetoric |
dedicated to the occupation and defense of wrong nature and number of motives, state of mind, and the victim |
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legal communication skills |
logical thinking and the narrative |
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communication about system |
how profession is portrayed in the media Law and Order, news media, lawyer jokes |
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legal rhetorical artifacts |
laws, judicial opinions, legal briefs |
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regulation of communication |
communication rights, liabilities, duties, or limitations |
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storytelling |
illustrates a point, influences emotion, transfers information |
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primacy-recency theory |
we remember the first and last parts of messages |
