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Exploring style in a global culture

In A Rhetoric of Style, Barry Brummett illustrates how style is increasingly a global system of communication as people around the world understand what it means to dress a certain way, to dance a certain way, to decorate a certain way, to speak a certain way. He locates style at the heart of popular culture and asserts that it is the basis for social life and politics in the twenty-first century.

Brummett sees style as a system of signification grounded largely in image, aesthetics, and extrarational modes of thinking. He discusses three important aspects of this system—its social and commercial structuring, its political consequences, and its role as the chief rhetorical system of the modern world. He argues that aesthetics and style are merging into a major engine of the global economy and that style is becoming a way to construct individual identity, as well as social and political structures of alliance and opposition. It is through style that we stereotype or make assumptions about others’ political identities, their sexuality, their culture, and their economic standing.

To facilitate theoretical and critical analysis, Brummett develops a systematic rhetoric of style and then demonstrates its use through an in-depth exploration of gun culture in the United States. Armed with an understanding of how this rhetoric of style works methodologically, students and scholars alike will have the tools to do their own analyses. Written in clear and engaging prose, A Rhetoric of Style presents a novel discussion of the workings of style and sheds new light on a venerable and sometimes misunderstood rhetorical concept by illustrating how style is the key to constructing a rhetoric for the twenty-first century.

Aware that categorical thinking imposes restrictions on the ways we communicate, Stephen R. Yarbrough proposes discourse studies as an alternative to rhetoric and philosophy, both of which are structuralistic systems of inquiry.

Discourse studies, Yarbrough argues, does not support the idea that languages, cultures, or conceptual schemes in general adequately describe linguistic competence. He asserts that a belief in languages and cultures "feeds a false dichotomy: either we share the same codes and conventions, achieving community but risking exclusivism, or we proliferate differences, achieving choice and freedom but risking fragmentation and incoherence." Discourse studies, he demonstrates, works around this dichotomy.

Drawing on philosopher Donald Davidson, Yarbrough establishes the idea that community can be a consequence of communication but is not a prerequisite for it. By disassociating our thinking from conceptual schemes, we can avoid the problems that come with believing in an abstract structure that predates any utterance.

Yarbrough also draws on Mikhail Bakhtin's dialogism to define how utterances operate in life and to show how utterances are involved with power and how power relates to understanding. His discussion of Michel Meyer's problematology treats the questions implied by a statement as the meaning of the statement.

Yarbrough introduces readers to a credible theoretical framework for focusing on discourse rather than on conceptual schemes that surround it and to the potential advantages of our using this approach in daily life.