I inquire into the issue of how to evaluate fear appeals. I propose modifications to Douglas Walton's position in Scare Tactics: Arguments that Appeal to Fear and Threats that will help improve assessment of fear appeals in complex argumentation such as political discourse. Walton has argued for attending to the underlying practical inference structure involved in fear appeals as well as the type of dialogue in which they occur. I propose, first, that theorists understand the practical reasoning not in terms (...) of an underlying inferential structure but rather as an account of how discourse strategies give fear appeals force; and, second, that theorists not deduce norms and standards from so-called dialogue types but rather explain how discourse strategies engage norms of argumentation that give fear appeals force. This approach generates a normative pragmatic theory of fear appeals that has more explanatory power than Walton's theory, because it explains how discourse strategies agents actually use engage norms of argumentation and are therefore compelling. I submit that compelling fear appeals are designed to show addressees risks to themselves of not carefully assessing the fearful circumstances and risks to the arguer of misjudging whether circumstances merit fear. (shrink)

Work in Argumentation Studies (AS) and Studies in Expertise and Experience (SEE) has been proceeding on converging trajectories, moving from resistance to expert authority to a cautious acceptance of its legitimacy. The two projects are therefore also converging on the need to account for how, in the course of complex and confused civic deliberations, nonexpert citizens can figure out which statements from purported experts deserve their trust. Both projects recognize that nonexperts cannot assess expertise directly; instead, the nonexpert must judge (...) whether to trust the expert. But how is this social judgment accomplished? A normative pragmatic approach from AS can complement and extend the work from SEE on this question, showing that the expert’s putting forward of his view and “bonding” it with his reputation for expertise works to force or “blackmail” his audience of citizens into heeding what he says. Appeals to authority thus produce the visibility and accountability we want for expert views in civic deliberations. (shrink)

The traditional concepts of rhetorical strategy and argumentative fallacy cannot be readily reconciled. Doing so requires escaping the following argument: All argumentation involves rhetorical strategies. All rhetorical strategies are violations of logical or dialectical ideals. All violations of logical or dialectical ideals are fallacies. Normative pragmatics provides a perspective in which rhetorical strategies can be seen to have the potential for constructive contributions to argumentation and in which fallacies are not simply violations of ideals. One kind of constructive contribution, framing (...) moves, is illustrated with the case of Lyndon Johnson’s 1964 TV campaign commercial known as the Daisy ad. (shrink)

How do social actors get addressees to stop retreating to metadiscussions that derail ground-level discussions, and why do they expect the strategies to work? The question is of both theoretical and practical interest, especially with regard to ground-level discussions of systemic sexism and racism derailed by qualifying “not all men” and “not all white people” perform the sexist or racist actions that are the topic of discussion. I use a normative pragmatic approach to analyze two exemplary messages designed to halt (...) retreats to metadiscussions about using “not all men” and “not all white people” qualifiers in discussions of systemic sexism and racism. I find that social actors use strategies that may at first glance appear to be out of bounds in an ideal critical discussion—e.g., demanding, shouting, cussing, sarcasm, name-calling—to cultivate a context where using not-all qualifiers becomes increasingly costly. The strategies are designed to get addressees to recognize that using not-all qualifiers is not an epistemic correction of a hasty generalization or ethical intervention to halt promulgation of stereotypes about men and white people. Instead, the strategies display that using not-all qualifiers is a fallible sign of willful hermeneutical ignorance, willful ignorance, and an attempt to reassert a measure of social dominance. These findings affirm the need to investigate the various strategies and normative materials social actors actually bring to bear to regulate disagreement. (shrink)

Making arguments makes reasons apparent. Sometimes those reasons may affect audiences’ relationships to claims. But an over-emphasis on audience effects encouraged by functionalist theories of argumentation distracts attention from other things that making arguments can accomplish. We advance the normative pragmatic program on argumentation through two case studies of how early advocates for women’s suffrage in the U.S. made reasons apparent in order to show that what they were doing wasn’t ridiculous. While it might be possible to identify this as (...) a new function of argumentation, we encourage instead attention to a more important question: explaining how all the diverse uses of argument have pragmatic force. (shrink)

I submit that arguers may use apostrophe to pressure reluctant auditors to adhere to norms of argumentation, and illustrate with the exemplary case of Abraham Lincoln’s 1860 speech at Cooper Union. Lincoln uses apostrophe to manifest the norm of tenta-tively considering a reasonable case and to discharge his obligation to adhere to the norm; and in doing so pressures auditors to adhere to it.

Is appealing to emotions in argumentation ever legitimate and, if so, what is the best way to analyze and evaluate such appeals? After overviewing a normative pragmatic perspective on appealing to emotions in argumentation, I present answers to these questions from pragma-dialectical, informal logical, and rhetorical perspectives, and note positions shared and supplemented by a normative pragmatic perspective. A normative pragmatic perspective holds that appealing to emotions in argumentation may be relevant and non-manipulative; and that emotional appeals may be analyzed (...) as strategies that create pragmatic reasons and assessed by the standard of formal propriety or reasonability under the circumstances. I illustrate the explanatory power of the perspective by analyzing and evaluating some argumentation from Frederick Douglass’s “What to the Slave is the Fourth of July.” I conclude that a normative pragmatic perspective offers a more complete account of appealing to emotions in argumentation than a pragma-dialectial, informal logical, or rhetorical perspective alone, identifies a range of norms available to arguers, and explains why appealing to emotions may be legitimate in particular cases of argumentation. (shrink)

Scientists can find it difficult to be seen as objective within the chaos of a civic controversy. This paper gives a normative pragmatic account of the strategy one GMO scientist used to demonstrate his trustworthiness. Kevin Folta made his talk expensive by undertaking to answer all questions, and carried out this responsibility by acting as if every comment addressed to him—even the most hostile—was in fact a question in good faith. This presumption of audience good faith gave in turn his (...) audience good reason to presume his good faith, and a situation of reciprocal distrust was transformed into one with the potential for reciprocal candor. (shrink)

This essay addresses the collapse/incoherence problem for normative frameworks that contain both fundamental values and rules for promoting those values. The problem is that in some cases, we would bring about more of the fundamental value by violating the framework’s rules than by following them. In such cases, if the framework requires us to follow the rules anyway, then it appears to be incoherent; but if it allows us to make exceptions to the rules, then the framework “collapses” into one (...) that doesn’t make use of rules in the first place. The chapter begins with an examination of happiness and truth as fundamental values in Mill’s work, which lead into parallel versions of the collapse/incoherence problem in ethics and epistemology. It then sets out the collapse problem for rule-consequentialist approaches in ethics, truth-directed accounts of justification in epistemology, and epistemological approaches to argument cogency. The chapter closes with discussion of two potential solutions to the problem. (shrink)