Afrocentric Rhetorical Theory Part 2 Alfred Snider University of Vermont

Vocabulary  ONTOLOGY: What it is to be a human, our theory of what human beings are.  EPISTEMOLOGY: The theory of knowledge.  Metatheory is defined as a formulated paradigm that outlines how a given set of theories should be structured.

Culture & Rhetoric  Every culture has its own unique perspective on rhetoric; the warrior in the struggle for human liberation is powerless without the armor of cultural consciousness.  Afrocentricity is a direct counter narrative to the most obvious and hegemonic grand narrative presupposing that all that is not of Europe is not of worth. “Classical” as a term for rhetoric is reserved for Greek and Roman rhetorical theories.  Chinese, Native American and African rhetorics are examples of rhetoric from different cultures.  Afrocentricity is one step in the demythologization of “classical” rhetoric.  It is a lot more than just classical speech acts. Hair, dance, music, dress, etc.

Basis of Afrocentricity  Consciousness determines being  Ontology is communal  Epistemology validates reality by combining historical knowledge with intuitions

Afrocentric Worldview  Interconnectedness of all things – circularity, rejects the bi-polar of Marcuse, who says “ something is because of what it is not.”  Collective identity. Reject the I-other distinction, because we are responsible to the same community, pairs that travel together.  Consequential morality. Speakers are judged by how they moved the audience, responsible for the impact of the communication, not so much the intent.  Oneness of body, mind, spirit. Western medicine is a contrast. Rhetoric can affect all three.  Spirituality. Spiritual focus to rhetoric, whether in a church spiritual, a civil rights speech, a ceremony for ancestors, or prayer for future generations.  Time. Timing and rhythm is important. Context is important. History is important.

Megara Principle  Comes from the Bantu tradition. Magara is a system of operations where spirit force and material force are united in the production of life and meaning. It can be life strengthening or life weakening.  It helps us understand persuasion from an African perspective that is completely in tune with modern European understanding of persuasive processes. We do not “change” opinions; we “move” them through persuasion and its depiction of spirit and reality.  Ntu is the universal life force that represents itself in patterns and rhythms. It is fundamental to living.

Megara in Righteousness  Nomo operates within the context of ntu to engender megara within and across rhetorical communities. The generative power of speech from Jamaica has a rhythm that catches people’s attention and strengthens their acceptance of full participation.  Nommodic rhetorical behaviors are evident in strategies and behaviors of particular communicators and other participants in rhetorical communities. Civil rights leaders actively used words to change the world. “Language is the last weapon left to the powerless.” Zora Neale Hurston.  Megara effects are observable in a rhetorical community’s responsiveness to rhetorical strategies and behaviors over time. People are strengthened or weakened towards ideas over time. Begin to accept full African descendants participation.  Rhetoric, as proscribed by ntu, is the evidence of rhythmic patterns urging shared meanings within and across rhetorical communities.

Markers to African Rhetoric  Rhythm as a frame of mentality.  Stylin’ out as a quality of oration.  Soundin’ as verbal artifact.  Lyrical approach to language.  Preference for improvisational delivery.

More Markers  Call and response participation.  Reliance on mythoforms.  Use of indirection.  Repetition for intensification.

Touchstones of Difference  Who are you? Eurocentric: I think, therefore I am. Afrocentric: I am relating and related to, therefore I am.  What is right? Eurocentric: Do unto others as you would have them do unto you. Afrocentric: Do what is right so that others may also do.  What does rhetoric do? Eurocentric: It represents thoughts and ideas. Afrocentric: It generates and creates reality