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Question 2 (a)
25 marks
Discuss Kenneth Burkes rhetoric and show how his conceptualisation of
rhetoric can be applied in work situations in Namibia.
Answer
A good introduction should have included a definition as follows:
Burkes definition of rhetoric is the use of language by human agents to form
attitudes or induce actions in other human agents.
Going forward the answer could have been structured to include the
following ideas:
1
famous politicians, footballers of note, top business people and role model.
When it occurs, such identification can best be understood as a mystery. This
is so because it is usually very difficult to explain why such prominent people
may be adhored by very poor people. So, there is this undying mysterious
relationship between royalty and commoners. It is this glamour which is
associated with symbols of wealth and class that mysteriously attracts
communion between ordinary people and the most prominent and influential
people in society.
There is the phenomenon called identification through self-persuasion. This
usually when an individuals expectations in life are met in one or two ways by
a particular event, action or lifestyle. It is argued that the process of
persuasion becomes complete when individuals start to persuade themselves.
You need to have intrinsic motivation in order to be persuaded by a particular
speech or gestures. For example, some people kept faith in princess Diana.
Identification through mundane and recurring
There is this thinking that people are so easily persuaded by something that is
repeated over and over again. For example, in a speech Martin Luther King
junior repetitively uttered the pronoun we in order to show Americans the
importance of unity. Media in Namibia use this strategy a lot, even
advertisements. They repeat in order to forge common identity with the
audience. Radio, television and newspapers do repeat lot of issues in order to
persuade.
Identification through representation
This points to a situation where one feels to be represented by the persuader.
If a politician says, I was a peasant farmer myself, he/she seeks to persuade
by representation. The issue here is that many people see a politician who
says the above as one of them. Through this contribution Burke helps us to
identify persuasion as a rich field that can be applied in many fields in
Namibia.
In addition to a general explanation as indicated above, the question required
you to draw as examples from work situations in Namibia.
For example, the use of role models in adverts Drogba and Windhoek larger;
uniforms in work places; CEOs and organisational brands; Corporate
Communication officers and so on.
A befitting conclusion is the one which supported the notion that identification
is very much in use in workplaces, not only in Namibia, but the world at large.
Question
(b)
25 marks
With reference to ten models of arguments discussed in your study guide,
argue a case for how they can be applied in advertising and academic
discourses. Draw your examples from the Namibian context.
Answer
The following models of arguments were expected to be identified and
explained:
1. Cause and effect
2. Argument of similarity
3. Definition model argument.
4. Oppositional model of argument.
5. Degree model of argument.
6. Witness model of argument.
7. Genus / species model of argument.
8. Part / whole model of argument.
9. Associated model of argument.
10. Root/ meaning model of argument.
A good answer should explain the models of argument as follows and then
give an example of how each of them can be used in work situation:
1.Cause and effect: to show a sequential relationship of events to
show
what will follow.
2.Argument of similarity to show that two things are similar.
3. How do we define this? Definition model argument.
4. What is in any way opposed to it? Oppositional model of argument.
5. Is it less or more than something else cited? Degree model of
argument.
6. Can a witness or witnesses be cited? Witness model of argument.
7. How is the subject categorised broadly or narrowly? Genus / species
model of argument.
8. Is it a whole in itself or part of something? Part / whole model of
argument.
9. What are its associations and qualities? Associated model of
argument.
10. What is the origin of the words used to refer to the topic? Root
meaning model of argument.
In addition to the above, you were expected to show how each model of
argument is used in advertising and academic discourses in Namibia.
Dr Rewai Makamani
Deputy Head of Department and Senior Lecturer
Department of Communication
Phone: +264 207-2688
Email: rmakamani@nust.na