The New Rhetoric is founded on the idea that since "argumentation aims at securing the adherence of those to whom it is addressed, it is, in its entirety, relative to the audience to be influenced," says Chaïm Perelman and L. Olbrechts-Tyteca, and they rely, in particular, for their theory of argumentation on the twin concepts of universal and particular audiences: while every argument is directed to a specific individual or group, the orator decides what information and what approaches will achieve (...) the greatest adherence according to an ideal audience. This ideal, Perelman explains, can be embodied, for example, in God, in all reasonable and competent men, in the man deliberating or in an elite." Like particular audiences, then, the universal audience is never fixed or absolute but depends on the orator, the content and goals of the argument, and the particular audience to whom the argument is addressed. These considerations determine what information constitutes facts and reasonableness and thus help to determine the universal audience that, in turn, shapes the orator's approach. The adherence of an audience is also determined by the orator's use of values, a further key concept of the New Rhetoric. Perelman's treatment of value and his view of epideictic rhetoric sets his approach apart from that of the ancients and of Aristotle in particular. Aristotle's division of rhetoric into three genres-forensic, deliberative, and epideictic-is largely motivated by the judgments required for each: forensic or legal arguments require verdicts on past action, deliberative or political rhetoric seeks judgment on future action, and epideictic or ceremonial rhetoric concerns values associated with praise or blame and seeks no specific decisions. For Aristotle, the epideictic genre was of limited importance in the civic realm since it did not concern facts or policies. Perelman, in contrast, believes not only that epideictic rhetoric warrants more attention, but that the values normally limited to that genre are in fact central to all argumentation. Epideictic oratory, Perelman argues, has significant and important argumentation for strengthening the disposition toward action by increasing adherence to the values it lauds." These values are central to the persuasiveness of arguments in all rhetorical genres since the orator always attempts to establish a sense of communion centered around particular values recognized by the audience.". (shrink)

In this much-anticipated revision and translation of Scienza e Retorica, Marcello Pera argues that rhetoric is central to the making of scientific knowledge. Pera begins with an attack of what he calls the "Cartesian syndrome"--the fixation on method common to both defenders of traditional philosophy of science and its detractors. He argues that in assuming the primacy of methodological rules, both sides get it wrong. Scientific knowledge is neither the simple mirror of nature nor a cultural construct imposed by contingent (...) interests, thus we must replace the idea of the scientific method with that of scientific rhetoric. Pera proposes a new dialectics of science to overcome the tension between normative and descriptive philosophies of science by focusing on the rhetoric in the proposition, defense, and argumentation of theories. Examining the uses of rhetoric in debates drawn from Galileo’s Dialogues, Darwin’s Origins, and the Big Bang-Steady State controversy in cosmology, Pera shows how the conduct of science involves not just nature and the inquiring mind, but nature, the inquiring mind, and a questioning community which, through the process of attack, defense, and dispute, determines what is science. Rhetoric, then, is an essential element in the constitution of science as the practice of persuasive argumentation through which results gain acceptance. (shrink)

A scientific community cannot practice its trade without some set of received beliefs. These beliefs form the foundation of the "educational initiation that prepares and licenses the student for professional practice". The nature of the "rigorous and rigid" preparation helps ensure that the received beliefs are firmly fixed in the student's mind. Scientists take great pains to defend the assumption that scientists know what the world is like...To this end, "normal science" will often suppress novelties which undermine its foundations. Research (...) is therefore not about discovering the unknown, but rather "a strenuous and devoted attempt to force nature into the conceptual boxes supplied by professional education". (shrink)

Thomas S. Kuhn's classic book is now available with a new index.