THIRD EDITION An Introduction to Rhetorical Communication James C. McCroskey
Contents Preface, xi PART ONE BASIC THEORY 1 1 The Nature of Rhetorical Communication, 3 The Meaning of Rhetorical Communication Models of the Communication Process Interpersonal Communication Models Some Important Distinctions The Goals of Rhetorical Communication 2 The Nature of the Receiver: Attitude Formation and Change, 20 The Nature of Attitudes Attitudes and Beliefs Attitude Formation The Persistence of Attitudes Attitude Consistency and Attitude Change v
vi CONTENTS Message Discrepancy and Attitude Change Retention of Attitude Change Rhetorical Thought 3 The Nature of Persuasive Argument, 42 A Psychological Model of Argument The Types of Claim The Types of Warrant Verification of Warrants The Types of Data Options Regarding Reservations 4 Ethos: A Dominant Factor in Rhetorical Communication, 67 Ethos Defined The Dimensions of Ethos The Effect of Initial Ethos Initial Ethos and Learning Derived Ethos Terminal Ethos Long-Term Effect of Ethos PART TWO MESSAGE PREPARATION AND PRESENTATION 87 5 Message Preparation: Preliminary Considerations, 89 Selection of a Topic Selection of a Purpose General Audience Analysis Channels and Forms for Presentation of Messages Selection of Source for Presentation Perception of the Possible 6 Message Preparation: Invention, 102 Invention Defined The Basic Plan
CONTENTS vii The Generation of Argument Determination of Needed Arguments Audience Analysis Inoculation and Reservations Topoi and the Generation of Argument The Aristotelian Topoi of Good and Evil Topoi of Policy Argument; Stock Issues The Towne Public Policy Topoi The Topoi of Fear and Pleasure The Topoi of American Values Using Topoi in Invention Securing Data for Argument Tests of Evidence How to Obtain Evidence Recording of Evidence 7 Message Preparation: Disposition, 128 Selecting Apportioning Arranging Invention and Disposition, The Siamese Twins Research on Arrangement Outlining the Message 8 Message Preparation: Style, 146 The Function of Style Characteristics of Good Style Differences in Oral and Written Style Factors of Attention and Interest Suggestion Satire and Humor Controlling Message Discrepancy Through Style Distortion and Prior Knowledge of Source's Attitude 9 Introducing and Concluding Messages in Rhetorical Communication, 164 Introductions Conclusions
viii CONTENTS 10.Message Presentation: Oral Delivery, 183 The Effect of Delivery on Attitude Change The Effect of Delivery on Comprehension of Content The Effect of Delivery on Ethos The Nature of Good Delivery Nervousness and Delivery Elements of Good Delivery The Use of Notes How to Achieve Good Delivery PART THREE SPECIAL PROBLEMS AND CONTEXTS 203 11 Informative Messages, 205 Persuasive Versus Informative Messages Pseudo-Informative Messages The Goodwill Informative Message The Motivation to Inform Understanding and Belief Understanding Understanding: Determining the Informative Goal Characteristics of Infonnative Messages The Materials for Informative Messages Visual Aids in Informative Communication 12 Nonverbal Communication, 219 The Importance of Nonverbal Messages Proxemics Chronemics Oculesics Haptics Kinesics Objectics Vocalics 13 Rhetorical Communication in Dyads, 234 Preparation for Dyadic Communication Audience Analysis for Dyadic Communication
CONTENTS ix Rhetorical Communication Goals in Dyads Rhetorical Communication and Transaction Interpersonal Attraction in Dyadic Communication Rhetorical Communication and Conflict Opinion Leadership and Influence Rhetorical Communication in Cross-Sex Dyads 14 Rhetorical Communication in Small Groups, 248 The Nature of Small Group Communication Task Oriented Groups Affinity Groups Group Goals and Individual Goals The Question of Leadership 15 Rhetorical Communication and the Mass Media, 256 The Needs for the Mass Media The Fonns of Mass Communication Special Problems in Mediated Mass Communication The Big Problem: Feedback Alleged Effects of the Mass Media Real Effects of the Mass Med ia The Role of Interpersonal Comnwnication in Mass Communication Interpersonal-Mediated-Mass Cdtnmunication PART FOUR RHETORICAL COMMUNICATION AND SOCIETY 273 16 Ethics and Rhetorical Communication, 275 The Ethics of Means or Ends An Ethic Based on Intent Toward Audience Ethics and Etrucal Proof Persuasion and Coercion Amoral Versus Moral Approach'es to ~he Ethics of Rhetorical Communication Ethical Obligations in a Free Society The Difficulty of Exercising Ethical Obligations in a Free Society A Final Word on Ethics
x CONTENTS APPENDIX A A RHETORICAL TRADITION 289 Earliest Writings The Greek Period The Roman Period Third Century A.D. to the Renaissance The Renaissance The Colonial Period The Modem Period The Current Rhetorics APPENDIX B SAM PLE SPEECHES 303 Declaration of War Address, 304 Franklin Delano Roosevelt Inaugural Address, 306 John F. Kennedy J Have a Dream, 309 Martin Luther King, Jr. Nomination Acceptance Address, 313 Barry Goldwater Checker's Address, 320 Richard M. Nixon Address on Extremism, 330 Nelson A. Rockefeller Address on Law Enforcement, 333 George C. Wallace Statement to the People of Massachusetts, 339 Edward M. Kennedy Free Huey, 343 Bobby Seale Responsibility and Television' News, 351 Spiro T. Agnew Index, 359
An Introduction to THIRDEDITlON Rhetorical Communication James C. McCroskey The new material and revisions broaden the scope and practical value of this highly successful Introduction to Rhetorical Communication. The book integrates traditional rhetorical theory with modern communication research. It is designed for tl10se who have had no previous background in speech communication. New to This Edition: A chapter on rhetorical communication in dyads. A chapter on rhetorical communication in small groups. A chapter on rhetorical communication in mass media. A complete non-sexist writing style. References compcetely updated. Additional Features: Questions for discussion In each chapter. Collection of speeches for analysis and evaluation in appendix. PRENTICE HAll, INC., ENGLEWOOD CLIFFS, NEW JERSEY O~632