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)

He further argues that it is necessary to rethink traditional conceptions of argument, and to find a position that avoids the limitations of both the highly abstract approach of formal logic and the highly contextualized approaches of rhetoric and communication theory.".

The book also comes with an exhaustive array of study aids that enable the reader to monitor and enhance the learning process.

Do not define argument by its use to persuade. for other uses of arguments exist. An argument is a proposition and a reason for it. and argumentation is an interchange involving two or more parties resulting in the assertion of one or more arguments coupled with anticipated or actual critical responses. A logically good argument has grounds adeq uate for the purposes at hand (true, probable, plausible, acceptable to the audience) and the grounds provide adequate support for the conclusion. The (...) norms for good logic in arguments are different from the norms for the good use of arguments. (shrink)

Au départ de la rhétorique, il y a l'énigme de la persuasion : comment expliquer ce phénomène qui consiste à amener autrui, sans contrainte apparente, à penser quelque chose qu'il ne pensait pas auparavant? La rhétorique, l'art qui vise à comprendre, à produire et à réguler la persuasion, a été inventée par l'Antiquité pour répondre à cette interrogation. Cet art était un secteur essentiel de l'enseignement et de la culture. Aujourd'hui, à l'heure des médias, la rhétorique antique, porteuse d'un savoir (...) sur le langage, créatrice d'un vocabulaire encore en usage, donne, par-delà les barrières traditionnelles entre disciplines et entre périodes, des clefs indispensables pour aborder les problèmes actuels de la théorie littéraire, de la communication et du débat politique ou judiciaire. Le livre traite, pour la première fois en français, le sujet dans sa totalité, en prenant en considération à la fois la pratique et la théorie de la rhétorique, sur toute la durée de l'Antiquité, dans les deux domaines latin et grec. Un dictionnaire des termes techniques (Thesaurus) et plusieurs index en facilitent l'utilisation. (shrink)