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Lecture

Kenneth Burke

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Department
Communication
Course
COMM 1010
Professor
All Professors
Semester
Fall

Description
Kenneth Burke November 12, 2013 • Kenneth Burke (1897­1993) was one of the most prolific contemporary rhetorical  theorists. • Theorized aspects of rhetoric that hadn’t been seriously considered or fully  developed before o Human motives o Identification • Famous books: o The Grammar of Motives  o The Rhetoric of Motives • Fascinated by human behavior • Identification/ Consubstantiality o The process of connecting with someone/group o You choose to identify with others o To be consubstantial means to share substance with some other thing,  person, or event  Your sharing of yourself in some way o Mean the same thing • Persuasion is the result of identification o If you intend to persuade someone to do something they have to identify at  some level with you – there needs to be a connection o Getting people to see that they have commonalities • 3 ways to identification happens o 1) Means to an end  The common ground technique  Show someone that you share the same values or interest  ▯they  can connect with you o 2) Through the common enemy  Identification through antithesis  Getting together as a group because you hate something o 3) The assumed or transcent “we”  When we draw together a group simply by using language  “We’re all in this together” • Disidentification • Function of rhetoric o It names a situation and by naming creates a way to structure and  understand the situation. o “Equipment for living” o Tells us how to understand situations o The words we use tell others what we think of situations or tell us we must  identify with them because it is the only single, just thing to be • News Examples o “You don’t have to be an animal lover to understand this is cruelty” o The word “puppy” instead of “dog” makes them seem helpless o “Polish immigrant” makes it so we do not identify with him
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