1 Bitzer & the Rhetorical Situation Bitzer argues that rhetorical situation is the aspect which controls, and is directly related to, rhetorical theory and demonstrates this through political examples. When we fail to attend to the situation that calls for rhetorical discourse, what does that lead to (in Bitzer s view)? And then, if we have an adequate theory of the rhetorical situation, what would that then allow (in Bitzer s view)? In other words, WHY is Bitzer writing this? TM: I noticed Bitzer first discusses what he does not mean when he states that rhetoric is situational while also showing what other rhetoricians have had to say, then follows through with a breakdown of the rhetorical situation. Seeing as this paper was presented as a public lecture and shortened into a condensed speech, I would argue that Bitzer is attempting to provide a clear definition as to what the Rhetorical Situation is, what it isn t, and what it does. So, we want to figure out what the context and purpose of Bitzer s argument is, and in such a way that his argument gets illuminated for us. So, use the questions I left above to start. Or, more simply: when we fail to see the exigence present in a given situation, what does that do to us? What is the impact of failing to see the exigence that demands a rhetorical response? Failing to see the exigence creates some sort of I mean it could be danger depending on the situation? So, let s say there s a couple in a long term relationship, and let s say that someone from outside the relationship can see they are in trouble (the relationship), but
2 the couple, each of them, thinks everything is fine. Or better, one of them thinks everything is fine but the other is very unhappy. If the one who thinks everything is fine does not see the exigence, what will that person fail to do? To change??? Even before that: to speak, to generate rhetorical discourse, discourse meant to impact an audience as one of the constraints of the situation. OH! Yes, to speak to fix things with the unhappy person because they do not see the exigence. It is making sense now! So, if one can SEE the exigence, one will be empowered to... Create the rhetorical discourse? Bitzer argues that when a rhetor can see the exigence present in a given situation, that rhetor will have access to generate the rhetorical discourse that will impact that situation. That is the purpose of a controlling value, one we can see in Bitzer s argument, yes? Yes, OK this is all making a lot more sense. Now, please write out the context below, which will simply be the direct contrary statement to the purpose. When a rhetor [does that even make them a rhetor then?] fails to see the urgency (exigence) in a situation, they will not be able to impact the situation through rhetorical discourse.
3 Lloyd F. Bitzer challenges his audience (ironically, with a rhetorical situation) in The Rhetorical Situation. He opens with many questions for the audience such as What is a rhetorical audience? and What is a rhetorical subject? (1) and with baited breath we continued reading for the answer, only to have our minds opened to the very necessary world of rhetorical situation. When a rhetor fails to see the urgency (exigence) in a situation, they will not be able to impact the situation through rhetorical discourse. Bitzer argues that when a rhetor can see the exigence present in a given situation, that rhetor will have access to generate the rhetorical discourse that will impact that situation. Once a situation occurs, the rhetor must determine the controlling exigence and find which audience to address and what changes can be made. Once this is accomplished, the rhetor can decide which means of discourse to take and how to effectively deliver the message to the audience in order to have them act as a mediator for change. This requires a clear perception of the exigence for the audience, the clarity as to its importance and ability to be changed, and the actions that will resolve the exigence. The response and changes that follow then inform further situations, or altogether resolve the initial exigence. Our purpose is to be aware of these exigences and to react with discourse that is not only appropriate given the situation, but is also capable of enacting change and delivered in a way that is perceived clearly. We should also be aware of the outcomes of our discourse, determining what it means to be successful in relation to our addressed exigence. In this way, we move beyond persuasive speech and into the realms of rhetoric. But first, to understand rhetorical situation is to understand the function of rhetorical discourse. To do that, we must first understand rhetoric itself. Bitzer writes...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 (4). By creating this discourse, the rhetor is able to put more meaning into their words to act as an action to the audience, not just a moment of reflective speech. If all of this still seems a bit confusing, let me offer an explanation through a medium that we are all familiar with: quantum mechanics. In theory, reality is altered by everyday choices, setting the universe on either this path or that path. Whichever path we choose (this or that), the various other paths become closed to us, a set of realities that could have been but will not be. Below, I have attached an image which demonstrates this idea. In terms of rhetoric, the situation exists as
4 these bubbles that encapsulate different events. Our discourse, shown in the image as arrows, is informed by that situation. The discourse that we follow will then lead to following situations and discourses, endlessly constructing reality. With the right words, the rhetor (stick figure in black) can influence the audience (stick figure in red) and reach their desired outcome. Fishing for Meaning While Bitzer uses many examples from history such as the Gettysburg Address and the response to JFK s assassination to demonstrate the nature of rhetorical situation, we found that it was easiest to understand when he used Bronislaw Malinowski s example of fishermen in the Trobriand Islands. What is painted as what one can imagine as a typical fishing scene takes place as men in a canoe navigate a lagoon and its channels in search of the best spot to catch fish. But then, the rhetorical situation develops: there is commotion, an animated scene (4), where movement takes place, fishermen begin to speak loudly to voice their current feelings or to instruct others in their duties to seal the deal and catch the fish. Malinowski s scene allows Bitzer to regard rhetorical situation as... a natural context of persons, events, objects, relations, and an exigence which strongly invites utterance (5). Through this example, we learn that the discourse taking place between the fishermen, because of the situation taking place, is as necessary as the actions the fishermen need to take such as pulling the net. Situation Discourse Action
5 While we might not be fishermen, discourse plays an important role in our lives, not just as writers but in everyday scenarios: Situation: You re at Rowan, traversing the parking lots to get to class, when you see a group of freshmen walking with their heads down, completely absorbed in their phones. Suddenly, a car comes rushing through the parking lot at the usual 30mph. Discourse 1: You say nothing, silently watching the situation unfold. Discourse 2: You call out to those freshmen, warning them that a car is coming. Discourse 3: You try to yell at the driver to slow down or to watch the road. Action 1.1: The freshmen are all hit by a car. Action 1.2: The driver notices the freshmen and slows down. Action 1.3: One of the freshmen notices the car and warn the others. Action 2.1: The freshmen hear you and get out of the way of the car. Action 2.1.1: The freshmen are safe. Action 2.1.2: The car still goes after the freshmen, chasing them. Action 3.1: The driver hears you and avoids the freshmen. Action 3.2: The driver doesn t hear you and hits the freshmen. Action 3.3: The freshmen hear you and avoid the car. Exigence, Audience, and Constraints, Oh My! If you are looking for the true definition of rhetorical situation, Bitzer enlightens his audience on page 6. But for sake of space, we -- like Bitzer -- are going to break it down into the three main parts of any rhetorical situation: exigence, audience, and constraints. Exigence, meaning a need in urgency or demand, is something in every rhetorical situation that we must overcome. It is an obstacle; but Bitzer points out that while there are many exigences, not all are rhetorical (like the seasons, death, and some natural disasters). In the same token, Bitzer explains that exigences that can be modified in a way separate from discourse is not rhetorical, stating that An exigence is rhetorical when it is capable of positive modification and when positive modification requires discourse or can be assisted by discourse (7). In our Rowan scenario, the exigence is simple: the need to get out of the way. And say that an accident does occur. Rowan may push for better enforcement of speed regulations in the parking lot, and in this case, the exigence would be the dangerous parking lot.
6 Audience is the second component of a rhetorical situation. Rhetorical discourse is meant to cause change by influencing the thoughts and actions of those serving as mediators of change; in which implies that there is always an audience when it comes to rhetoric. This audience has to consist of those who can be influenced by the rhetorical discourse. Bitzer puts it simply:...the rhetorical audience must be capable of serving as a mediator of the change which the discourse functions to produce (8). Again looking to our Rowan scenario, we see an audience exists. Depending on who you decide to address, the primary audience may be the freshmen (Discourse 2) or the driver of the car (Discourse 3). However, audiences that you had not initially considered may respond to your discourse (in Action 3.3, where you call to the driver but the freshmen also hear you). Constraints for each rhetorical situation include persons, events, objects, and relations. These aspects are considered a set of constraints because they have the ability to drive the decision and action to modify the demand (or exigence). Noting beliefs, attitudes, documents, facts, and images, among others, as sources of constraints, Bitzer adds...when the orator enters the situation, his discourse not only harnesses constraints given by situation but provides additional important constraints (8). Diving a bit deeper, Bitzer states there are two classes of constraints: the original constraints from the rhetor and the other constraints in the situation (Aristotle s artistic proofs and inartistic proofs ). Once more, we turn to our Rowan scenario. You might find that yelling to the students instead of the driver is the best course of action. However, consider what additional factors are at play. Perhaps the freshmen all have headphones in while the driver has his window down. Or, if the driver is blaring music, maybe addressing the pedestrians is the best course of discourse. If Rowan is attempting to create new laws to enforce speed regulations, they may consider artistic proofs in this manner: Logos: Providing statistics about how many accidents occur in the parking lot Pathos: Providing interviews from students who have been in accidents or families who have lost someone to a car accident at Rowan Ethos: Statements from the President and reinforcing the idea of a safe campus These three components are all that is relevant to create a rhetorical situation. Bitzer explains that when a situation arises where the orator feels as though he
7 must act through discourse, he and the language he uses creates additional constituents. Echoing the idea of calling out to save someone from a potentially hazardous incident, It s Always Sunny in Philadelphia has an entire episode dedicated to the additional constituents created through the discourse that arose in response to a situation. In season 12, episode 6, a piano is about to fall on the Mac, and Frank responds by saying, Look out, [derogatory term aimed at the queer community]. Although Frank saves Mac s life, he did so using a slur, which follows into a debate as to whether or not Frank is a hero or if he committed a hate crime. The discourse also led to Charlie kicking Mac, leading to additional constituents that must be taken into consideration. When rhetoric is situational... (1) Discourse is brought into existence from a situation (2) Significance is determined by the situation (3) Discourse acts a response from the situation, just as a question precedes an answer (4) Some situations are not always followed by discourse and may never spark discourse (5) Situation invites discourse with the ability to cause change (6) Discourse should function as a relevant response to the situation (7) Situation controls the rhetorical response What it is not: (1) Merely a meaning-context relationship (2) Merely occurs between speaker, audience, subject, and purpose (ditch the triangle) (3) Persuasive situation (4) Must be in a historical context (5) A discourse that does not follow a situation (6) A discourse that has no correlation with the situation (7) A discourse with no ability to alter reality or influence change
8 ^When discourse does not align with a situation Under the Influence of the Rhetorical Situation How Kaytlyn applies the argument of rhetorical situation to her work: Reading Bitzer s piece about rhetorical situation was eye-opening in regard to the way I write and my current thought process when it comes to writing. I am the type of writer that throws any thought I have onto the page despite if it connects to the last piece I have written or not. I always think to myself, I will go back and see how this fits into the story during the editing process. By doing so, I make a lot of work for myself in the editing stage. After being enlightened by Bitzer s words, I feel as though I have a breath of fresh air in my writing headspace. Understanding the rhetorical situation as five parts (rhetor, purpose, audience, topic, and context) - - and understanding how each of those parts connect to create a rhetorical situation -- will now equip me with a clear intention when writing. Having that clear intention will not only save me a lot of stress, but also create a writer who is more productive. How Ty applies the argument of rhetorical situation to his work: Recently, I ve been working on a few projects that came about as a response to various situations I ve either observed or found myself in. Last year, I reconnected with old friends from high school and became part of a large community of freespirited festival goers. The festivals encouraged creative expression in all forms, from the music we made and danced to, to the art, stories, and workshops we shared. While these festivals have been enlightening and transformative, they ve also revealed some prevalent problems in the community, such as drug abuse and issues in mental health. And although I d written about these festivals in my
9 previous work, I ve yet to address these problems, choosing to focus solely on the positive aspects. In reading Bitzer, I now realize the importance of establishing a discourse when the opportunity arises. When discussing the relationship between a situation and the rhetorical address, Bitzer states that many questions go unanswered and many problems remain unsolved; similarly, many rhetorical situations mature and decay without giving birth to rhetorical utterances (6). In my own work, I have disconnected my audience from the situation by not providing a correlating discourse. And while problems persist, the events and situations of the past have come and gone. Blitzer reminds us of those opportunities where we can engage our audience in discourse when the occasion exists, something I plan to do moving forward with my future projects. I still have plans to write about these festivals and shed light on their unresolved issues, but now I am more aware of the relationship between discourse, audience, context, occasion, and situation. As festival season comes closer to beginning, I ll be prepared to establish a conversation with timed relevance and purpose. We can view the rhetorical situation through these discourses, created as a result of a situation, and examine those audiences that participate as well as the exigences & contingencies that shape or influence discourse. As writers and as people, we remain aware of these different components that shape the rhetorical situation.