Rhetorical technique and governance? Aphorisms and leaders? Political persuasion

Morrell, Kevin and Burrow, Robin ORCID: https://orcid.org/0000-0002-7846-1996 2014. Rhetorical technique and governance? Aphorisms and leaders? Political persuasion. Rhetoric in British Politics and Society , pp. 30-44. 10.1057/9781137325532_3

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Abstract

Drawing on a previous paper (Morrell, 2006), this chapter looks at the work aphorisms do in leaders’ speeches. Aphorisms are a highly flexible, powerful rhetorical format that can support claims based on logos, ethos and pathos. We begin by describing the rhetorical formats (techniques) speakers use to create an impact on their audience, then identify ten examples of aphorisms by renowned writers. Insights from Conversation Analysis (CA) (Heritage and Greatbatch, 1986; Sacks, 1992; Schegloff, 2007) help us to analyse these and to derive a framework that allows aphorisms to be mapped on two continua: convergent ... divergent; and creative ... destructive. We apply this to two famous speeches: Marcus Antonius’ funeral address in Julius Caesar, and Churchill’s first speech as prime minister. Rather than treating aphorisms in these speeches as isolated fragments, we emphasise the importance of context and consider two features influencing their impact: setting and sequence.

Item Type:	Article
Status:	Published
Schools:	Business (Including Economics)
Date of First Compliant Deposit:	14 September 2022
Last Modified:	06 Jan 2024 04:53
URI:	https://orca.cardiff.ac.uk/id/eprint/152581

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