1. Rhetorical Theory: A theory of Judgment Michael Vicaro

3. Some definitions

4. Plato (4 th Century BCE): Rhetoric is "the art of winning the soul by discourse.”

5. Aristotle (4 th Century BCE): Rhetoric is "the faculty of discovering in any particular case all of the available means of persuasion.

6. George Campbell (18 th century): [Rhetoric] is that art or talent by which discourse is used to enlighten the understanding, please the imagination, move the passion, and influence the will.

7. Lloyd Bitzer (1968): rhetoric is a mode of altering reality, not by the direct application of energy to objects, but by the creation of discourse which changes reality through the mediation of thought and action.

8. Michael McGee (1990): Rhetoric is the study of lies and bullshit.

9. I.

10. Rhetoric is about Judgment

11. Greek Problems and Roman Problems

12. Ancient Greek communication problem:

13. Greek Problems and Roman Problems Ancient Greek communication problem: How citizens can arrive at collective judgment when they begin with different beliefs and interests and the right course of action is unknown

15. Greek Problems and Roman Problems Ancient Roman communication problem:

16. Greek Problems and Roman Problems Ancient Roman communication problem: How to transmit official declarations from the center to the periphery of a broad empire

18. A rhetorical view of Judgment Implies

19. Uncertainty

20. A rhetorical view of Judgment Implies Uncertainty Urgency

21. A rhetorical view of Judgment Implies Uncertainty Urgency Interdependence

22. A rhetorical view of Judgment Implies Uncertainty Urgency Interdependence Hope

23. Alternatives to Judgment:

24. Alternatives to judgment: Force

25. Alternatives to judgment: Force Submission

26. Alternatives to judgment: Force Submission Solitude

27. Rhetoric, again, is about uncertainty, urgency, interdependence, and hope

28. II.

29. Rhetoric is about language

30. Rhetoric is about language and symbols more generally

31. But Bodies Matter

35. III.

36. Rhetoric is about the Audience

37. What we must assume

38. What we must assume- the audience possesses: Intelligence

39. What we must assume- the audience possesses: Intelligence Influence (their judgment matters)

40. What we must assume- the audience possesses: Intelligence Influence (their judgment matters) Hopes, fears, passions, ideals, empathy, shame, imagination, etc.

41. What we must assume- the audience possesses: Intelligence Influence (their judgment matters) Hopes, fears, passions, ideals, empathy, shame, imagination, etc. Pasts and futures

42. What we must assume- the audience possesses: Intelligence Influence (their judgment matters) Hopes, fears, passions, ideals, empathy, shame, imagination, etc. Pasts and futures Cultures, opinions, beliefs, differences

43. In sum

44. Rhetoric is about influencing the judgment of audiences on whom the speaker depends

45. As critics we can ask Who are the intended and untended audiences? What appeals are made to sway their judgment What alternatives have been excluded?