Rhetoric in public communication

Plato was a teacher of Aristotle, and he condemned the art of rhetoric despite Plato's great knowledge. While Plato condemned rhetoric philosophy, his student, Aristotle believed that rhetoric is a way to create stable community. Aristotle defines rhetoric as the ability to have the means of persuasion in each particular case. From the definition of rhetoric provided by Aristotle, it is revealed that rhetoric is important in public communication revealing the importance of context and audience. Aristotle identified rhetoric as the strategy of persuading audience through various means. On the other hand, rhetoric criticism is an epistemology, which reveals the effective way in the communication process. Rhetorical criticism is a range of items using language to persuade the audience.

Objective of this paper is to explore the concepts of rhetoric and rhetorical criticism, and their relevance to the understanding of public communication.

Relevance of Rhetoric and Rhetorical Criticism to Public Communication

In the contemporary modern environment, rhetoric is very relevant to outwit the audience. Academics use rhetorical criticism to understand the impact of symbols on audiences. In the present political system, effective use of public communication is very critical to gain the support of voters. Political stakeholders use rhetoric strategy to outwit audience by communicating political agenda to the public. Campbell (2008) argues that rhetorical criticism has grown in recognition and it is being used for public speaking in the United States as a way of expressing political ideology. Identification of the importance of rhetoric has made many communicators to intentionally use the language and symbol to persuade and influence audience. Typically, criticism is part of creativity, and there are messages designed to change listeners' view as well as solving many problematic situation. Rhetorical criticisms assist communicators to intentionally use language and other symbol to persuade and influence selected receivers. Thus, rhetorical criticisms is an art of creativity, which assists communicators to change the attitudes of listeners as well as changing the situation.

Cyphert (2010) takes different approach by exploring the relevance of rhetoric criticisms within corporate organizations. The author argues that "rhetoric is generally understood in terms of public communication" where businesses benefit from rhetoric to derive business benefits through public communication. (Cyphert, 2010 P. 349). Within competitive business environment, it is significant for businesses to persuade public towards their products and services. Typically, many business leaders have intentionally study the concept rhetoric criticisms to enhance public relations of their businesses. Within contemporary business environment, the tension between collective identity and individual is apparent, thus, public communication is critical to enhance collaboration.

Apart from the relevance of rhetoric within corporate organizations, rhetoric has also been used as means of social movement. In the United States, labor leaders use the rhetoric strategies to influence workers' social movement against government and organizations. On several occasions, labor unions employ rhetoric strategies to persuade workers to embark on massive strikes to achieve their aims and objective.

To demonstrate the relevance of rhetorical criticisms on public communication, the paper demonstrates the use of rhetoric criticisms in the speech of Martin Luther King Jr. And JFK (John F. Kennedy).

Rhetoric Criticisms aspects in Martin Luther King Jr. And JFK Speech

Martin Luther King Jr. made a remarkable speech "I have a dream" in 1963 which changed the thought of American society. King Luther Jr. made a rhetoric speech that influenced the though of American about the injustice that was perpetuated against Negro (African-American) in the United States. Typically, the speech made by Martin Luther King was so rhetoric and it was been described as the most powerful and effective speech of the time. Martin Luther King Jr. took the advantages of Aristotle's three areas of rhetorical speech writing: Pathos, Ethos and Logos paired with other literary tools such as comparison, rhythm, and repetition.

The speech made by Martin Luther King Jr. was example of rhetorical criticisms on public communication, which was able to remind the whole Americans that United States signed the Emancipation of Proclamation 100 years ago at the time Martin Luther Jr. was making the speech. However, 100 years after the Emancipation of Proclamation, Negro was still not free. There was still segregation of black and white and black was still being discriminated upon all over the United States. Moreover, the speech revealed that black was still living on lonely island of poverty in the midst of material wealth. Typically, the speech revealed the powerful magnificent of Declaration of Independence which all American signed to guarantee their freedom, which also guarantee unalienable rights of all Americans, liberty and pursuit of life. Despite the freedom given to all Americans, it was still obvious that America gave Blacks a bad check because it was believed that there was insufficient fund in the vaults of opportunity of the United States.

The rhetoric speech made awakened and excited the public and traveled into the national consciousness of American people. Martin Luther King Jr. used metaphors to influence the audience coupled with his vocal and dazzling tone to convince the audience.

"I have a Dream" is an example a speech that contained elements of sermon. With reference rhetorical genres, the speech delivered by Martin Luther King Jr. was classified by Aristotle as a deliberate speech to please the audience as well as gaining the general support of the audience. Typically, the speech was deliberately to influence the decision of listener. Martin Luther King Jr. delivered the speech at the time when American blacks were about demonstrate for jobs and freedoms, and the speech reached the crowd as well as people worldwide via radio and television. For example, Martin Luther King Jr. asserted in his speech to influence the audience by stating:

"It would be fatal for the nation to overlook the urgency of the moment. The sweltering summer of the Negro's legitimate discontent will not pass until there is an invigorating the autumn of freedom and equality…. Again and again, we must rise to the majestic heights of meeting physical force with soul force." (McCroskey, 1997, P 289).

One of the powerful rhetoric speeches that Martin Luther King Jr. used to persuade the audience was:

"I have a dream that one day this nation will rise up and live onto the true meaning of its creed… I have a dream that one day on the red hill of Georgia the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of the brotherhood" (McCroskey, 1997 P. 291).

Apart from the rhetoric speech delivered by Martin Luther King Jr., President John F. Kennedy delivered similar speech to persuade American population to "ask not what your country can do for you, ask what you can do for your country." (Nicholas, 2001 P. 283). John F. Kennedy delivered the speech during the Presidential Inaugural Address when he was elected as a president of the United States. John F. Kennedy is ranked as being one of the American greatest speaker and his speech ranked second after the speech delivered by Martin Luther King Jr. "I Have a Dream." President Kennedy used many of the rhetoric tools used in the rhetorical and persuasive writing. Similar to the speech of Martin Luther Jr., President Kennedy also used rhetorical persuasive writing taking advantages of Ethos, Pathos, and Logos, as well as other literary tools such as comparison, repetition, and rhythm.