A vital contribution to legal theory and media and civic discourse

In the 1860s, northern newspapers attacked Abraham Lincoln's policies by attacking his character, using the terms "drunk," "baboon," "too slow," "foolish," and "dishonest." Steadily on the increase in political argumentation since then, the argumentum ad hominem, or personal attack argument, has now been carefully refined as an instrument of "oppo tactics" and "going negative" by the public relations experts who craft political campaigns at the national level. In this definitive treatment of one of the most important concepts in argumentation theory and informal logic, Douglas Walton presents a normative framework for identifying and evaluating ad hominem or personal attack arguments.

Personal attack arguments have often proved to be so effective, in election campaigns, for example, that even while condemning them, politicians have not stopped using them. In the media, in the courtroom, and in everyday confrontation, ad hominem arguments are easy to put forward as accusations, are difficult to refute, and often have an extremely powerful effect on persuading an audience.

Walton gives a clear method for analyzing and evaluating cases of ad hominem arguments found in everyday argumentation. His analysis classifies the ad hominem argument into five clearly defined subtypes—abusive (direct), circumstantial, bias, "poisoning the well," and tu quoque ("you're just as bad") arguments—and gives methods for evaluating each type. Each subtype is given a well-defined form as a recognizable type of argument. The numerous case studies show in concrete terms many practical aspects of how to use textual evidence to identify and analyze fallacies and to evaluate argumentation as fallacious or not in particular cases.

 

Although women and men have different relationships to language and to each other, traditional theories of rhetoric do not foreground such gender differences. Krista Ratcliffe argues that because feminists generally have not conceptualized their language theories from the perspective of rhetoric and composition studies, rhetoric and composition scholars must construct feminist theories of rhetoric by employing a variety of interwoven strategies: recovering lost or marginalized texts; rereading traditional rhetoric texts; extrapolating rhetorical theories from such nonrhetoric texts as letters, diaries, essays, cookbooks, and other sources; and constructing their own theories of rhetoric.

Focusing on the third option, Ratcliffe explores ways in which the rhetorical theories of Virginia Woolf, Mary Daly, and Adrienne Rich may be extrapolated from their Anglo-American feminist texts through examination of the interrelationship between what these authors write and how they write. In other words, she extrapolates feminist theories of rhetoric from interwoven claims and textual strategies. By inviting Woolf, Daly, and Rich into the rhetorical traditions and by modeling the extrapolation strategy/methodology on their writings, Ratcliffe shows how feminist texts about women, language, and culture may be reread from the vantage point of rhetoric to construct feminist theories of rhetoric. She also outlines the pedagogical implications of these three feminist theories of rhetoric, thus contributing to ongoing discussions of feminist pedagogies.

Traditional rhetorical theories are gender-blind, ignoring the reality that women and men occupy different cultural spaces and that these spaces are further complicated by race and class, Ratcliffe explains. Arguing that issues such as who can talk, where one can talk, and how one can talk emerge in daily life but are often disregarded in rhetorical theories, Ratcliffe rereads Roland Barthes’ "The Old Rhetoric" to show the limitations of classical rhetorical theories for women and feminists. Discovering spaces for feminist theories of rhetoric in the rhetorical traditions, Ratcliffe invites readers not only to question how women have been located as a part of— and apart from—these traditions but also to explore the implications for rhetorical history, theory, and pedagogy.

At a time when a woman speaking before a mixed-gender audience risked acquiring the label “promiscuous,” thousands of women presented their views about social or moral issues through sentimental poetry, a blend of affect with intellect that allowed their participation in public debate. Bridging literary and rhetorical histories, traditional and semiotic interpretations, Antebellum American Women's Poetry: A Rhetoric of Sentiment explores an often overlooked, yet significant and persuasive pre–Civil War American discourse.

Considering the logos, ethos, and pathos—aims, writing personae, and audience appeal—of poems by African American abolitionist Frances Watkins Harper, working-class prophet Lydia Huntley Sigourney, and feminist socialite Julia Ward Howe, Wendy Dasler Johnson demonstrates that sentimental poetry was an inportant component of antebellum social activism. She articulates the ethos of the poems of Harper, who presents herself as a properly domestic black woman, nevertheless stepping boldly into Northern pulpits to insist slavery be abolished; the poetry of Sigourney, whose speaker is a feisty, working-class, ambiguously gendered prophet; and the works of Howe, who juggles her fame as the reformist “Battle Hymn” lyricist and motherhood of five children with an erotic Continental sentimentalism.

Antebellum American Women's Poetry makes a strong case for restoration of a compelling system of persuasion through poetry usually dismissed from studies of rhetoric. This remarkable book will change the way we think about women’s rhetoric in the nineteenth century, inviting readers to hear and respond to urgent, muffled appeals for justice in our own day.

When Gorgias, Plato, and Aristotle were discussing and defining rhetoric in ancient Greece, many students in China, including Sun Bin, a descendent of Sun Tzu, who wrote The Art of War, were learning the techniques of persuasion from Guiguzi, “the Master of the Ghost Valley.” This pre–Qin dynasty recluse provided the basis for what is considered the earliest Chinese treatise devoted entirely to the art of persuasion. Called Guiguzi after its author, this translation of the received text provides an indigenous rhetorical theory and key persuasive strategies, some of which are still used by those involved in decision making and negotiations in China today. In “Guiguzi,” China’s First Treatise on Rhetoric, Hui Wu and C. Jan Swearingen present a new critical translation of this foundational work, which has great historical significance for the study of Chinese rhetoric and communication and yet is little known to Western readers.

Wu’s translation includes footnotes that incorporate both past and present scholarly commentary, and is accompanied by a prefatory introduction that situates Guiguzi in the sociopolitical and cultural realities of ancient China, and a glossary of rhetorical terms used in the treatise. Swearingen presents a comparative study suggesting the similarities and differences between emerging Greek and Chinese rhetorics during the same period, including the cultural contexts of warring states and emergent empires that surrounded each.

“Guiguzi,” China’s First Treatise on Rhetoric combines a new translation of a historically significant text with scholarly analysis and critical apparatus that will contribute to the emerging global understanding of Chinese rhetoric and communication.
 

Political Persuasion and Attitude Change defines and introduces a new field of research, one that investigates the alteration of people's attitudes: when people can be moved, and when they cannot.
Each chapter synopsizes a major area of political persuasion and provides an update on the latest findings as well as overviews of past research in each area. Whole sections of the book center on the three major agents involved in the political persuasion process: the mass media, political elites, and individual citizens themselves.
Political Persuasion and Attitude Change boldly contradicts the received wisdom on the extent of mass media's influence on political attitudes and argues that the media's effects are indeed massive, rather than limited. It explores the impact of political elites on the persuasion process, and focuses on individual control over the persuasion process.
This volume is unique in that chapters address theoretical as well as methodological issues, simultaneously combining reviews of literature with the latest research findings. It will appeal to scholars and students interested in the study of political persuasion in contemporary politics across the disciplines of political science, psychology, sociology, and communications.
Part I. Mass Media and Political Persuasion. Contributors are Steven Ansolabehere and Shanto Iyengar; Joanne M. Miller and Jon A. Krosnick; and John Zaller.
Part II. Persuasion by Political Elites. Contributors are James H. Kuklinski and Norman L. Hurley; Kathleen M. McGraw and Clark Hubbard; Lee Sigelman and Alan Rosenblatt.
Part III. Individual Control of the Political Persuasion Process. Contributors are Steven H. Chaffee and Rajiv Rimal; Dennis Chong; Gregory Andrade Diamond and Michael D. Cobb; Jeffrey Mondak, Diana C. Mutz, and Robert Huckfeldt.
Diana C. Mutz is Associate Professor of Political Science and Mass Communications, University of Wisconsin, Madison. Paul M. Sniderman is Professor of Political Science, Stanford University. Richard A. Brody is Professor Emeritus of Political Science and Communications, Stanford University.

A central challenge for argumentation theory is to give an account of argumentation occurring under less-than-ideal conditions and conducted by less-than-ideal participants. The authors offer detailed analysis of argument in such contexts as ordinary conversation, third party dispute mediation, and religious confrontation. An adequate analytic approach to such forms of discourse, the authors argue, must offer critical insight into actual practice; must begin with a defensible normative standard against which practice can be compared; and must also offer an applicable analytic machinery for making the comparison, so its methods can be tailored to empirical circumstances.

The authors position their study of argumentation within a general “normative pragmatics” characterized by a dual commitment to usefulness and adequacy in description. A distinctive set of practical applications and a distinctive view of practicality follow from this approach, characterized not by the search for generalizable means-end relationships but by the development and testing of plans for making real argumentation look as much as possible like ideal argumentation.

This book integrates for the first time the normative interest of dialectical theories of argumentation with the descriptive interests of the empirical study of everyday language use. This ambitious project is achieved by adopting a distinctively social and pragmatic view of argumentation—by seeing argumentation as a language activity structured for the function of resolving disagreements. The authors examine argumentation in a wide variety of contexts—including everyday conversation, campus evangelism, political speeches, newspaper letters to the editor, and the formal mediation of disputes. In doing so, they illustrate how to analyze the details of actual argumentation and tackle a variety of theoretical and methodological puzzles encountered in the effort to apply normative models to real life argumentation.

James Fredal’s wide-ranging survey examines the spatial and performative features of rhetorical artistry in ancient Athens from Solon to Demosthenes, demonstrating how persuasive skill depended not on written treatises, but on the reproduction of spaces and modes for masculine self-formation and displays of contests of character.

            

Studies of the history of rhetoric generally begin with Homer and Greek orality, then move on to fifth-century Sicily and the innovations of Corax, Tisias, and the older Sophists. While thorough and useful, these narratives privilege texts as the sole locus of proper rhetorical knowledge. Rhetorical Action in Ancient Greece:Persuasive Artistry from Solon to Demosthenes describes rhetoric as largely unwritten and rhetorical skill as closely associated with the ideologies and practices of gender formation and expression. In expanding the notion of rhetorical innovation to include mass movements, large social genres, and cultural practices—rather than the formulations of of individual thinkers and writers—Fredal offers a view of classical rhetoric as local and contingent, bound to the physical spaces, local histories, and cultural traditions of place.

Fredal argues that Greek rhetorical skill remained a function of local spaces like the Pnyx, social practices such as symposia or local meetings, cultural ideologies like those surrounding masculine friendship, and genres of performance such as how to act like a man, herald, sage, tyrant, or democrat. Citizen participation, he explains, was motivated by the desire to display masculine excellence in contests of character by overcoming fear and exerting symbolic and bodily control over self, situation, and audience. He shows how ancient Greek rhetoric employed patterns of “action” such as public oratory and performance to establish, reinforce, or challenge hierarchies and claims to political power.

Instead of examining speeches, handbooks, and theory, Rhetorical Action in Ancient Greece examines the origins of rhetoric in terms of performance. The result is a presentation of rhetorical knowledge as embodied in places and practices with spatial and practical logics that are rarely articulated in written discourse. The volume calls on archaeological, literary, and anthropological evidence about the rhetorical actions of Athens’s leading political agents—including Solon, Peisistratus, Cleisthenes, Demosthenes, and the anonymous “herm-choppers” of the Peloponnesian war—to demonstrate how each generation of political leaders adopted and transformed existing performance genres and spaces to address their own political exigency.

A landmark volume that explores the interconnected nature of technologies and rhetorical practice
 
Rhetorical Machines addresses new approaches to studying computational processes within the growing field of digital rhetoric. While computational code is often seen as value-neutral and mechanical, this volume explores the underlying, and often unexamined, modes of persuasion this code engages. In so doing, it argues that computation is in fact rife with the values of those who create it and thus has powerful ethical and moral implications. From Socrates’s critique of writing in Plato’s Phaedrus to emerging new media and internet culture, the scholars assembled here provide insight into how computation and rhetoric work together to produce social and cultural effects.
 
This multidisciplinary volume features contributions from scholar-practitioners across the fields of rhetoric, computer science, and writing studies. It is divided into four main sections: “Emergent Machines” examines how technologies and algorithms are framed and entangled in rhetorical processes, “Operational Codes” explores how computational processes are used to achieve rhetorical ends, “Ethical Decisions and Moral Protocols” considers the ethical implications involved in designing software and that software’s impact on computational culture, and the final section includes two scholars’ responses to the preceding chapters. Three of the sections are prefaced by brief conversations with chatbots (autonomous computational agents) addressing some of the primary questions raised in each section.
 
At the heart of these essays is a call for emerging and established scholars in a vast array of fields to reach interdisciplinary understandings of human-machine interactions. This innovative work will be valuable to scholars and students in a variety of disciplines, including but not limited to rhetoric, computer science, writing studies, and the digital humanities.

Taking the position that style has a value in its own right, that language forms a major component of the story a nonfiction writer has to tell, Anderson analyzes the work of America’s foremost practitioners of New Journalism—Tom Wolfe, Truman Capote, Norman Mailer, and Joan Didion.

Anderson does for nonfiction what insightful critics have long been doing for fiction and poetry. His approach is rhetorical, and his message is that the rhetoric of Wolfe, Capote, Mailer, and Didion is a direct response to the problem of trying to convey to a general audience the sublime, inexplicable, or private and intuitive experiences that conventional rhetoric cannot evoke.

The emphasis in this book is on style, not genre, and the analysis characterizes the distinctive styles of four American writers, showing how the richness and complexity of their prose discloses an important argument about the value of language itself. Their prose is complex, nuanced, layered, affecting, always aware of itself as style. This self-consciousness, Anderson contends, prepares the reader to regard style as argument, a “tacit but powerful statement about the value of form as form, style as style.”

In this innovative study of performance in international relations, James R. Ball III asks why states and their representatives come to the United Nations to perform for a global audience and how those audiences may intervene in the spectacle of global politics. Theater of State looks at key spaces in which global politics play out: in debating forums of the UN, at the International Criminal Court in The Hague, and in peacekeeping operations in Africa and the Middle East, as well as in a variety of related media productions. Ball argues that culture and politics form a unified field organized by the theatricality of its actors and the engaged spectatorship of its audiences. He provides a theory of global political spectatorship: of how the world watches itself in institutions and beyond, and of what citizens and diplomats do by watching.
 
This study of the lived experience of spectacular politics on the world stage draws on theories of theater, performance, and politics to offer new ways of approaching issues of war, cosmopolitanism, international justice, governance, and activism. Situated at the nexus of two disciplines, performance studies and political science, this volume encourages conversations between the two so that each might offer lessons to the other.