Rhetorical situation
A rhetorical situation encompasses the circumstances surrounding a communication act, where a writer or speaker aims to influence the perspective of an audience. It includes key elements such as the rhetor (the message sender), the audience (the message receiver), the message itself, and the specific need driving that message. Rhetorical situations are not limited to formal writing; they can be found in everyday communications like invitations, thank-you notes, and even significant documents like the Declaration of Independence, which was crafted to persuade British leadership of the American colonies' grievances and quest for independence.
The concept originated in the 1960s, with key contributions from theorists such as Lloyd Bitzer, who argued that writing arises from identified needs. In contrast, Richard Vatz posited that the act of writing itself defines those needs, while Scott Consigny emphasized the writer's creative role in addressing situations. Understanding the audience's background, expectations, and prior knowledge is critical for effective communication, as it shapes the writer's approach and message. In today's context, rhetorical situations apply across various media, including advertising and social media, where instantaneous communication fosters real-time engagement and response. Overall, a thoughtful consideration of these elements can enhance the efficacy of any communicative effort.
On this Page
Rhetorical situation
A rhetorical situation refers to a set of circumstances used by a writer or speaker with the intent of modifying at least one other person’s perspective or point of view. A rhetorical situation uses rhetoric, a type of language meant to be understood by the listener or reader as a statement. A rhetorical work must be intended for a specific audience, have a set purpose, and adhere to a specific stance, genre, and medium. While the concept is often thought of in the context of formal or educational writing, the rhetorical situation applies to nearly everything that is written or communicated. For example, an invitation to an event or a thank you note also meet the criteria of a rhetorical situation.
The concept was first developed in the 1960s. Since then, three varied views on the rhetorical situation have been proposed. While there is agreement about the elements of a rhetorical situation, the three approaches vary on the aspect consider most important in establishing the initial need for the writing or speech.
Background
The word “rhetorical” comes to English from the Old French word rethorique, which meant “to say eloquently.” This in turn came from the Greek rhetoros, meaning “speaker or orator,” which was itself derived from the Greek rhesis, meaning “that which is spoken.” In contemporary usage, the word refers to something spoken or written with the intent to persuade, convince, or impress.
The concept of the rhetorical situation was first proposed in 1968 by American rhetorician Lloyd Bitzer. In an essay entitled “The Rhetorical Situation” that appeared in the journal Philosophy and Rhetoric, Bitzer put forth the theory that writing comes into being because an event or situation is identified that requires a response. The author then attempts to provide that response in writing.
In 1973, American professor of rhetoric Richard Vatz proposed that rather than the event defining the need for the writing, the writing defined the event. His essay, “The Myth of the Rhetorical Situation,” argued that by choosing something to write about, the author defines what events are important and worthy of discussion. This written inclusion in the discussion helps to identify and define what events and situations are worthy and relevant.
The third viewpoint on rhetorical situations was proposed by American English professor Scott Consigny. In a 1974 essay entitled “Rhetoric and Its Situations,” Consigny emphasized the writer’s role in creating solutions to situations or problems. He proposed that rhetoric is an art in which the rhetor, or writer, uses their writing ability to engage with the situation in a creative manner. According to Consigny, the writer uses their skills, opinions, and knowledge to form a creative solution to the situation or problem.
Overview
A rhetorical situation forms the basis of most discussions, written or verbal, about a topic. It is at the root of communication between two people and consists of several fundamental parts. These include a rhetor, or message sender; an audience or message receiver; the message; and the specific need for that message. This can be as simple as a note or message written by the message sender to thank the receiver for a gift. It can be as significant as a governing document such as the American Declaration of Independence. This document was written by the message senders—the American Founding Fathers—to their audience—the British king and Parliament—to convey a message. The message contained their grievances and stated the reasons they were seeking independence in an attempt to convince people of the legitimacy of their cause.
These aspects of the rhetorical situation are interconnected and each is important to crafting an effective piece of writing. While the writer may instinctively include the different parts, giving them deliberate consideration will often result in a better written work. This intentional emphasis on the different aspects of rhetoric, including rhetorical devices and techniques, can be especially important for less experienced writers. However, giving them conscious thought can benefit writers of all skill and experience.
In beginning of a written work, the writer should consider the reason for writing in the first place. It may be as basic as fulfilling an assignment, or be based on some deep personal feelings related to the subject. For instance, someone may decide to write an article or a letter to the editor about a cause that is important to them.
The writer should also decide what outcome is desired from the writing. This will often be to persuade someone to do something or take an action, or to at least educate them about a topic. Deciding the goal in advance will help shape the written work and make sure that it stays on track and has value when completed.
Another important to consider is the audience, or the people that are expected to read the final piece. Understanding the audience is often the key to an effective written work. Some factors to consider include the audience’s level of understanding the topic, its anticipated reaction to the finished work, and what else it may have read or heard about the subject. Knowing what else has been said about the topic is especially important because the new written piece will be more effective if it addresses any areas where its views conflict or differ from those already published. It is also important to consider how best to appeal to a specific audience. Using a variety of appeals to the audience's sense of logic and emotion can help a writer connect to their audience and build the audience's confidence in the speaker.
In addition, the writer should consider any other matters that might affect how their writing is received. For instance, if a writer’s article is suggesting that a giant department store be allowed to build close to a residential neighborhood, it would be a good idea to research and include information about how the store’s presence could increase the town’s income and lead to reduced taxes. After considering all of these interconnected aspects of the proposed written work, experts say the writer should be able to write a piece that is complete, relevant, and stand the best chance of fulfilling its purpose.
As communication has changed over time, so has the concept of the rhetorical situation. Beyond the written word, a rhetorical situation exists in any form of communication, be it a speech, a video, physical art, music, or even an advertisement. Modern day marketing companies must consider the rhetorical situation in every advertisement or promotion made for their product. However, when it comes to advertisements, the message is always the same: buy the product (or buy into the idea) being sold. Furthermore, social media has demonstrated real-time rhetorical situations, as people turn to platforms in order to post their personal feelings on particular subjects and immediate reactions and responses to events.
Bibliography
Consigny, Scott. “Rhetoric and Its Situations.” Philosophy and Rhetoric, vol. 7, no. 3, 1974, static1.squarespace.com/static/53713bf0e4b0297decd1ab8b/t/5c33767c21c67c79edf3948a/1546876540717/consigny‗rhetoric‗and‗its‗situations.pdf. Accessed 15 Nov. 2024.
“Kairos: Layers of Meaning (Rhetorical Situation).” Kairos: A Journal of Rhetoric, Technology and Pedagogy, kairos.technorhetoric.net/layers/situation.html. Accessed 15 Nov. 2024.
Nordquist, Richard. “Rhetorical Situation Definition.” ThoughtCo.,29 Aug. 2018, www.thoughtco.com/rhetorical-situation-1692061. Accessed 15 Nov. 2024.
“Rhetorical Situation.” National Council of Teachers of English, 2010, lsa.umich.edu/content/dam/sweetland-assets/sweetlanddocuments/teachingresources/TeachingArgumentation/Supplement1‗%20RhetoricalSituationPoster.pdf. Accessed 15 Nov. 2024.
“Rhetorical Situation.” PressBooks, openenglishatslcc.pressbooks.com/chapter/the-rhetorical-situation/. Accessed 15 Nov. 2024.
Rose, Crystal. "How Social Media’s Rhetoric Shapes the Social Identity of Online Groups: Forming, Confirming and Reinforcing and the Algorithmic Role." Student Research Submissions, 2022, pp. 484. scholar.umw.edu/student‗research/484. Accessed 15 Nov. 2024.
Stathakopoulos, Vlasis, et al. “Visual and Verbal Rhetoric in Advertising.” International Journal of Advertising, vol. 27, no. 4, Nov. 2008, pp. 629–58. EBSCOhost, https://doi.org/10.2501/S0265048708080177. Accessed 15 Nov. 2024.
“Understanding and Using a Rhetorical Situation.” Research Guide for Students, 2019, www.aresearchguide.com/rhetorical-situation.html. Accessed 15 Nov. 2024.
Vatz, Richard E. “The Myth of the Rhetorical Situation.” Philosophy and Rhetoric,vol. 6, no. 3, 1973, www.joycerain.com/uploads/2/3/2/0/23207256/vatz‗the‗myth‗of‗the‗rhetorical‗situation.pdf. Accessed 15 Nov. 2024.