Andrei Skerlep

Re-evaluating the role of rhetoric in public relations theory and in strategies of

corporate discourse
(in: Journal of Communication Management, London, Dec. 2001, vol. 6, iss. 2, pp. 176
ssq.)
Profesioniii din P! s"n speci#li$#%i "n prod&cere# c& #len # disc&rs&l&i corpor#iv i "n
'#n#(e'en&il #ces&i disc&rs. )re*&ie preci$# c+i#r de l# "ncep& c, D. corpor#iv n&
ese o*ieciv&l fin#l #l pr#cicii de P! i c, #ces# "ndeplinee do#r o f&nc%ie de s#*ilire
i 'en%inere #le &nor rel#%ii *enefice "nre or(#ni$#%ie i ske+olders ori p&*lic&rile ei
sr#e(ice. -& o#e #cese#, pr#cicienii din P! s"n co'&nic#ori profesionii c#re se
i'plic, $i de $i "n e.pri'#re# &nor po$i%ii diverse "nr/&n D. corpor#iv #ric&l#. 0i
re*&ie s, #i*, diferie priceperi de co'&nic#re penr& # fi c#p#*ili s, se #n(#1e$e efeciv
"n D. corpor#iv "n si&#%ii c#re s"n #dese# '#rc#e de pole'ic, s#& de conflici penr&
c# s, f#c, #sfel "nc" rel#%iile p&*lice s, fie o pr#cic, #se',n,o#re c& ce# # reoricii "n
Anic+i#e. S&di&l de$vol, #r(&'en&l confor' c,r&i# r#di%i# reoric, #r p&e# #ve# o
conri*&%ie consider#*il, l# #n#li$# eoreic, # di'ensi&nii disc&rsive # pr#cicii de P!. el
"ncepe c& idee# c, vi$i&ne# do'in#n, #s&pr# P!/&l&i n& # de$vol# o eorie proprie #
di'ensi&nilor disc&rsiv, i reoric, c& privire l# P!.
Paradigma dominant
Dei "ncep&&rile po fi &r',rie p"n, "n &r'# c& secole, P! ese o pr#cic, soci#l,
'odern, c#re s/# de$vol# c# profesie "n sec. 20. 0.is, n&'ero#se c,r%i i revise c#re
#coper, #ces do'eni&, d#r '#1ori#e# ofer, pre# p&%in pese "nsr&c%i&ni pr#cice. -#
do'eni& speci#li$# de cerce#re iin%ific,, P! s/# de$vol# "n # do&# 1&',#e # sec. 20.
2n c,r%ile cele '#i *&ne despre P!, c#re se *#$e#$, pe eorii iin%ifice i pe cerce#re,
prec&' i "n cele '#i eoreice c,r%i, se po#e cons## e'er(en%# &n&i corp de c&no#ere
despre P!. Aces# po#e fi descris c# o #*ord#re inerdisciplin#r,, *#$#, pe iin%e soci#le
c#re s"n #plic#e "n cerce#re i "n consr&ire# de eorii 'enie s, descrie, s, e.plice i s,
criice pr#cic# profesion#l, din P!.
Dei e.is, v#ri#%ii consider#*ile de l# &n #&or l# #l&l, "n el#*or#re# do'eni&l&i, e.is,
i o '&l%i'e de concepe, opici, s&dii pr#cice i 'odele eoreice rec&rene, cee# ce
f#ce posi*il, dese'n#re# #cesor p#ern/&ri rec&rene de inerpre#re drep p&nc de
vedere do'in#n #s&pr# P!. P&nc&l de vedere do'in#n se de$v,l&ie cel '#i cl#r "n
'#n&#lele 'en%ion#e '#i s&s, c#re s"n &ili$#e "n &niversi,%i penr& # pred# P!. 2nr/&n
cone. '#i r#fin# i '#i el#*or# #l eoriei P!/&l&i, p&nc&l de vedere do'in#n ese
p#r#di('# do'in#n, # eoriei P!/&l&i c#re re*&ie s, fie #soci#, '#i "n"i c& oper# l&i
3#'es 4r&ni( i # col#*or#orilor #ces&i#. Pe *#$# cerce,rilor s#le e'pirice, 4r&ni(
de$vol, p#r& 'odele eoreice #le pr#cicii de P!, o eorie si&#%ion#l, # P!/&l&i i
crierii de e.celen%, nor'#ive "n P!. -erce#re# *i*lio(r#fic, # #r,# c, 3#'es 4r&ni(
ese de dep#re cel '#i ci# #&or i c, '#n&#l&l de 4r&ni( i 5&n ese cel '#i ci# "n
do'eni&.
Lipsa preocuprii pentru dimensiunea discursiv
P#r#di('# do'in#n, # P!/&l&i # #r,# pre# p&%in ineres penr& reoric, "n pr#cic# P!/
&l&i, c&' #r fi reoric# v,$&, drep p#re consi&iv, # P!/&l&i. 2n ci&d# "ne'eierii
p&ernice pe iin%ele soci#le c# res&rs, eoreice, p#r#di('# do'in#n, #s&pr# P!/&l&i #
r## 6coi&r# lin(visic,7, ce# c#re # '#rc# iin%ele soci#le "n sec. 20. De l# s&dii
c&l&r#le i de 'edi#, p"n, l# sociolo(ie, iin%e poliice i psi+olo(ie, iin%ele soci#le
cone'por#ne s"n '#rc#e de &n ineres fo#re '#re penr& cee# ce #r fi p&& fi
c#r#ceri$# c& e.presii prec&' disc&rs, e.&#li#e, se'nific#%ie, #ce de vor*ire i
#r(&'en#re, l# fel c# i c& discipline prec&' lin(visic#, se'ioic# i reoric#.
Abordri alternative i ntretieri de discipline
-& o#e #cese#, #& #p,r&, "n &li'ii 18/20 de #ni, #*ord,ri #lern#ive "n cerce#re# de
P!, #*ord,ri cenr#e pe #specele disc&rsiv i reoric #le P!/&l&i. 2n conr#s c&
p#r#di('# do'in#n,, #*ord#re# #len#iv, ese lipsi, "n 'od sise'#ic de eorie i de
&n se de opici rec&rene, c#re #r #ve# 'enire# de # o idenific# "n 'od cl#r drep o
p#r#di(', #lern#iv,. 2n pl&s, #*ord#re# #lern#iv, n& ese li'i#, l# do'eni&l
speci#li$# #l P!/&l&i, ci f&nc%ione#$, l# inersec%i# dinre P!, co'&nic#re
or(#ni$#%ion#l,, co'&nic#re# ver*#l, i reoric,. -ei '#i i'por#n%i #&ori c#re #&
el#*or# l&cr,ri privind #specele disc&rsiv i reoric i '#i #les 4eor(e -+ene9 i !o*er
5e#+, #*orde#$, "n l&cr,rile lor, #lern#iv, diverse do'enii s#&, invers, se #d"ncesc
dincolo de cele '#i "n(&se divi$i&ni #le disciplinelor. 2n v#loros&l s,& s&di& privind
cee# ce s/# re#li$# "n privin%# #*ord,rilor reorice "n P!, 0lis#*e+ )o+ r#e#$,
co'&nic#re# or(#ni$#%ion#l, i P! drep er'eni q&#si sinoni'i, cre"nd i'presi# c,
reoric# ese *ine ine(r#, "n do'eni&l P!/&l&i. Se po#e s&s%ine, "nr/#dev,r, c,
cerce#re# "n co'&nic#re or(#ni$#%ion#l, repre$in, o conr#p#re # cerce,rii "n P!, de
vre'e ce do'eniile lor de cerce#re se s&pr#p&n p#r%i#l. 2n #cel#i sens c& cele s&s%in&e
#ici, #ce#s# ese o "n"'pl#re, "nr&c" #n#li$# disc&rsiv, i ce# reoric, #& fos *ine
"ncorpor#e "n do'eni&l co'&nic,rii or(#ni$#%ion#le. -& o#e #cese#, do'eni&l
co'&nic,rii or(#ni$#%ion#le ese cl#r disinc de cel #l P!/&l&i, "nr&c" ce# '#i '#re
p#re din cerce,rile "n co'&nic#re# or(#ni$#%ion#l, n& coincide c& do'eni&l P!/&l&i.
:li'# privire #s&pr# cece,rilor "n do'eni&l co'&nic,rii or(#ni$#%ion#le, #coperind
pese ;00 de p#(ini, se pree#$, pre# p&%in penr& o #plic#re direc, "n P!. -+ene9 i
-+risensen #& o*serv# de c&r"nd c,, penr& cei '#i '&l%i cerce,ori "n co'&nic#re#
or(#ni$#%ion#l,, co'&nic#re# or(#ni$#%ion#l, se sf"ree l# (r#ni%ele or(#ni$#%iei. 2n
ci&d# f#p&l&i c, 6or(#ni$#%i# c# 'e#for,/v#li$,7 # fos criic#,, e# "nc, '#i '#rc+e#$,
li'i,ri concep&#le i pr#cice "n do'eni&l co'&nic,rii or(#ni$#%ion#le. Pe de #l, p#re,
## c&' )o+ "ns,i o*serv,, o '#re p#re din l&cr,rile din #*ord#re# #lern#iv, ese
f,c&, de speci#lii "n co'&nic#re ver*#l, i reoric,, c#re #n#li$e#$, reoric# corpor#iv,
din perspeciv# lor, d#r n& ine(re#$, sise'#ic propriile lor cerce,ri "n eori# P!/&l&i.
Asrf#l, d#c, e.r#(e' l&cr,rile speci#liilor "n co'&nic#re or(#ni$#%ion#l, i pe cele #le
speci#liilor "n co'&nic#re ver*#l, i reoric,, r,'"ne fo#re p&%in despre #specele
reorice #le P!/&l&i c#re s, inre e.#c "n li'iele sr"'e #le do'eni&l&i P!. -& o#e
#cese#, oper# e.ins, # l&i 4eor(e -+ene9 i !o*er 5e#+, c#re #& inrod&s no%i&ni
prec&' corpor#e r+eor s#& eni'e', or(#ni$#%ion#l, i fr#$e prec&' 6o or(#ni$#%ie
*&n, c#re se co'&nic, *ine7, ese de referin%, "n #ces s&di&. S&s%inere# din #ce#s,
l&cr#re ese inspir#, de i #lini#, l# oper# lor i l# r#di%i# #*ord,rii #lern#ive.
Cum acoper crile vorbirea i scrierea
Lips# de preoc&p#re penr& no%i&ni de disc&rs i de reoric, ese i '#i ci&d#, c"nd #ve'
"n vedere c, pr#cic# P!/&l&i # fos defini, de 4r&ni( i 5&n drep 6'#n#(e'en&l
co'&nic,rii dinre or(#ni$#%ie i p&*lic&rile s#le7. 2n c#li#e de co'&nic#ori
profesionii, pr#cicienii de P! #& de/# f#ce c& disc&rs&l $ilnic, #&nci c"nd co'&nic, c&
p&*lic&rile lor, d#r "n c,r%ile de P! c#re %in de p#r#di('# do'in#n, n& e.is, #*ord#re
eoreic, # ideii de disc&rs. Din c#&$# n#&rii esen%i#l co'&nic#ive # profesiei de P!,
c,r%ile de P! n& po evi# di'ensi&ni ce %in de disc&rs ver*#l or#l s#& scris, d#r ele le
#d&c "n disc&%ie do#r s&* for'# &nor insr&c%i&ni de &ili$#re pr#cic,. Din #ces p&nc de
vedere, '#n&#lele ofer, &n se *ine defini de c+esi&ni, ##/n&'ie 6e+nici de P!7: c&'
s, scrii co'&nic#e de pres,, *#ck(ro&nders, fe#&re sories, ne<sleers, speec+es, c&'
s, edie$i &n ne<sleer s#& &n 1&rn#l de "nreprindere, c&' s, or(#ni$e$i conferin%e de
pres,, c&' s, d#i inervi&ri ec. 2n viior, e+nicile de P! #r p&e# fi el#*or#e eoreic
drep (en&ri de disc&rs de P! s#& drep 6(en de reperori& de P!7, c# l# =rliko<ski i
>#es, c#re #& "ncerc# s, el#*ore$e despre (en&ri "n do'eni&l co'&nic,rii
or(#ni$#%ion#le. Princip#l# pro*le', ese c, e+nicile de P! n& #& *#$, "n eori#
disc&rs&l&i. Penr& # de'onsr# s,r,ci'e# concep&#l, # no%i&nilor de vor*ire i scriere
din p#r#di('# do'in#n,, #' reprod&s, "n )#*el&l 1, il&ri i s&*il&ri #le &nor c#piole
relev#ne i l&n(i'e# #cesor c#piole prin r#por l# "nindere# c,r%ii, "n cinci dinre cele
'#i ci#e c,r%i de e+nici de P!.
-ee# ce ese e.e'plific# "n #*el&l 1 de'onsre#$, c, P! "n (ener#l i e+nicile s#le "n
p#ric&l#r #& de/# f#ce direc c& di'ensi&ne# disc&rsiv, # co'&nic,rii. L&n(i'e# rel#iv,
# c#piolelor ese se'nific#iv,, deo#rece e# indic, 'ic# i'por#n%, pe c#re #cese
c+esi&ni o #& "n sr&c&r# (ener#l, # #cesor '#n&#le. An#li$# #r#, c,, pe de o p#re, se
#dop, s#nd#rdele i deprinderile 1&rn#lisice, c& #ccen pe #dev,r, o*iecivi#e,
i'p#r%i#li#e i v#lo#re# de ire, "n vre'e ce, pe de #l, p#re, s"n prop&se c"ev#
ele'ene r&di'en#re de disc&rs pers&#siv. Do#r si'ple se&ri de insr&c%i&ni de *#$,,
pre# sc&re i neel#*or#e. 2n disc&#re# vor*irii i # scrierii, #cese '#n&#le s"n lipsie
o#l de o "ne'eiere pe eori# disc&rs&l&i. 2n #ce#s, l&cr#re s&(er,' c, di'ensi&ne#
disc&rsiv, # co'&nic,rii de P! po#e fi el#*or#, eoreic pe *#$# eoriilor cl#sice i
cone'por#ne despre reoric,.
Perspectiva retoric asupra discursului
?& e.is, &n r#sp&ns precis l# "nre*#re# 6-e ese reoric#@7. reoric# # fos defini, i
redefini, de/# l&n(&l i'p&l&i. 2n De =r#ore, -icero definee reoric# drep 6#r# de #
vor*i *ine A #dic, de # #ve# c&no#ere, pricepere i ele(#n%,7. Ace#s, defini%ie #r#, c,
reoric# ese '#i "n"i de o#e o #r, s#& o pricepere de # fi c#p#*il s, e #ric&le$i *ine.
0# ese pricepere de co'&nic#re, c#re se cenre#$, pe 'od&l "n c#re s, folosei idee# i
li'*#1&l penr& # p&e# prod&ce &n disc&rs elocven "n orice si&#%ie d#,. Bec+ii (reci "i
d,de#& reoricii s#&&l de ec+ne A o c&no#ere prod&civ, drep pricepere de # prod&ce
cev#. 2n 4reci# #nic,, ec+ne r+eorike, iin%# despre c&' s, prod&ci i s, l#nse$i &n
disc&rs elocven, #ve# #cel#i s#& c# i #r+iec&r#, o pricepere de # prod&ce consr&c%ii
fr&'o#se i f&nc%ion#le. 2n &ili$#re# #c&#l, # e.presiei, c#r#cer&l de *#$, de 6e+nic,7
#l "n%eles&l&i 6reoricii7 c# #r, prod&civ, s/# pierd&. 2n pre$en# l&cr#re, n& s&s%ine'
vre&n eeric sens filosofic #l concep&l&i de 6reoric,7, ci, '#i "n"i, s&s%ine' reoric#
drep pricepere e+nic, de # co'p&ne &n disc&rs elocven, penr& c, e.is, o p#r#lel,
direc, c& P!/&l c# pricepere de # prod&ce &n disc&rs corpor#iv elocven.
Retorica teorie a discursului persuasiv
0.is, do&, concep%ii despre reoric,, #fl#e "n co'pei%ie, &n# "n(&s,, #l# l#r(,. -e#
"n(&s, c#r#ceri$e#$, reoric# drep disc&rs pers&#siv, "n vre'e ce ce#l#l, #coper, ip&ri
v#ri#e de disc&rs, cee# ce r#nsfor', reoric# "nr/o eorie (ener#l, # disc&rs&l&i. Sens&l
"n(&s # fos e.pri'# "n for'# ce# '#i cele*r, de Arisoel, c#re scri# c, reoric# ese 6o
pricepere, "n fiec#re c#$ "n p#re, de # vede# 'i1lo#cele de pers&#d#re c#re/%i s#& l#
"nde'"n,7. Defini%i# l&i Arisoel p&ne se'n&l e(#l "nre disc&rs&l reoric i vor*ire#
pers&#siv, i dese'ne#$, pers&#d#re# c# #r(&'en#re. 0l disin(e rei ip&ri de
#r(&'en#re: '#i "n"i, eos&l, pricepere# vor*ior&l&i de # s#*ili o i'#(ine po$iiv,
despre sine "n percep%i# #&dien%eiC #poi, p#os&l, pricepere# vor*ior&l&i de # #fec#
e'o%iile #&dien%eiC "n #l reile r"nd, lo(os&l, pricepere# de # #r,# lo(ic# inern, # e'ei
disc&rs&l&i. Arisoel, inven#or&l lo(icii for'#le cl#sice # ind&c%iei i # ded&c%iei, # p&s
#ccen&l pe lo(os, pe #r(&'en#re# r#%ion#l,, c# fiind ce# '#i i'por#n, c#le de
pers&#d#re # #&dien%ei. 2n ci&d# #ccen&l&i s,& pe #r(&'en&l r#%ion#l, Arisoel # "n%eles
fo#re *ine f#p&l c, i c#r#cer&l vor*ior&l&i i dispo$i%iile e'o%ion#le #le #&dien%ei
conri*&ie l# eficien%# #r(&'en&l&i. D#r re*&ie p&s "n eviden%, f#p&l c,, penr&
Arisoel, pers&#si&ne# ese esen%i#l'ene disc&rs #r(&'en#iv.
Retorica v!ut ca teorie general a discursului i genuri ale relaiilor publice
2ncep&&rile &nei defini%iei "n sens l#r( # reoricii se "norc "n i'p, l# -icero, d#r #ces
(en de definire # "nflori c& "ncepere de l# reoric# 'odern, i'p&rie # sec. 1D, c#re # fos
#soci#, c& il&'inis'&l i # fos n&'i, 6*elles leres7. -oncep&l l,r(i de 6reoric,7
#coper, orice ip de disc&rs, scris s#& vor*i, i "n #f#r, de disc&rs&l pers&#siv, disc&rs&l
lier#r i cel iin%ific, deoporiv,. 2n sec. 1D, -#'p*ell define# reoric# drep o 6#r, "n
c#re disc&rs&l ese #d#p# fin#li,%ii s#le7 i #ce#s, defini%ie # fos repe#, lier#l'ene
de E. A. !ic+#rds, "n sec. 20. Accep%i&ne# l,r(i, # er'en&l&i 6reoric,7 n& e.cl&de
#r(&'en#re# i pers&#si&ne# din concep%i# cl#sic,, d#r le "nscrie "nr/o concep%ie '#i
l#r(, de diferie ip&ri de disc&rs. )o&i, n& e.is, consens c& privire l# cl#sific#re#
disc&rs&rilor. Spre sf"ri&l sec. 1; i "ncep&&l sec. 20, cl#sific#re# l&i Ale.#nder F#in #
6'od&rilor de disc&rs7 A descriere, n#r#%i&ne, e.po$i%ie i #r(&'en#re A # #v& o fo#re
'#re infl&en%,. 6Descriere#7 consr&iee o scen, s#ic,C 6n#r#%i&ne#7 sp&ne o povese c#
pe o "nir&ire de secven%e # eveni'enelorC 6e.po$i%i#7 ofer, e.plic#%ii r#%ion#le despre o
no%i&ne s#& despre o c+esi&ne #n&'eC 6#r(&'en#re#7 c#&, s, #c%ione$e #s&pr# opiniei
#&diori&l&i s#& s, 'ie #&dien%# c,re #c%i&ne. 2n # do&# 1&',#e # sec. 20, cl#sific#re#
l&i F#in c#de "n des&e&dine, c# fiind pre# 'ec#nic, i #rifici#l,, i ese "nloc&i, de
#lele, '#i orien#e c,re proces&#l. 2n #nii 1;70, 3#'es Ginne#v9 # cl#sific#
disc&rs&rile d&p, scop&rile co'&nic#or&l&i i # f,c& disinc%i# "nre disc&rs referen%i#l,
e.presiv, pers&#siv i lier#r. 2n disc&rs&l referen%i#l co'&nic#or&l se refer, l# s,ri de
l&cr&ri e.erne penr& # le repre$en# "n disc&rsC "n pl&s, Ginne#v9 definee rei s&*ip&ri
de disc&rs referen%i#l A infor'#iv, iin%ific i spec&l#iv. 2n disc&rs&l e.presiv,
co'&nic#or&l "i e.pri', propri# s#re inerio#r, de ("ndire (inner s#e of 'ind)C "n
disc&rs&l pers&#siv, co'&nic#or&l "nce#rc, s,/i f#c, #&dien%# s, #ccepe opini# s# c&
privire l# c+esi&ne# "n disc&%ie s#& s, o f#c, s, f#c, cev#C "n fine, "n disc&rs&l lier#r,
co'&nic#or&l solici, #en%i# l# li'*#1&l disc&rs&l&i "n sine, penr& # prod&ce o
e.perien%, eseic, recepor&l&i. 2n #ces 'o'en, #cese cl#sific,ri #le ip&rilor de disc&rs
s"n folosie penr& # sco#e "n eviden%, f#p&l c, disc&rs&l #r(&'en#iv n& ese sin(&r&l
ip de disc&rs i penr& # p&ne "n l&'in, c#p#ci#e# r#di%iei reoricede # #coperi diferie
ip&ri de disc&rs, "n #f#r, de cel #r(&'en#iv i de cel pers&#siv, i, "n #l reile# r"nd, de #
#r,# o posi*il, e&risic, penr& de$vol#re# viio#re # (en&rilor disc&rs&l&i de P!.
Pre$en# l&cr#re el&cide#$, 'od&l "n c#re #cese do&, #lern#ive de cl#sific#re #
disc&rs&l&i po fi co'*in#e "n si&#%iile specifice P!/&l&i. 6-orpor#e r+eor7 "nce#rc,
&neori s, infor'e$e descriind cev#, n#r"nd o secven%, de eveni'ene relev#ne, d"nd o
e.plic#%ie s#& c+i#r #r(&'en"nd penr& # 1&sific# #n&'ie deci$iiC "n si&#%ii de cri$,, o
or(#ni$#%ie "i po#e e.pri'# "n(ri1or#re# s#& re(re&l prin descrieri vii s#& prin n#r#%i&ni
#prinseC "n confr&n#re# c& &n p&*lic #civ, o or(#ni$#%ie "nce#rc, s, pers&#de$e c&
#r(&'en#re# c#re po#e c&prinde descrieri, n#r#%i&ni, e.plic#%ii, c# p#re # #r(&'en&l&iC
"n c#'p#niile de co'&nic#re i de pro'ov#re de P!, f&nc%i# eseic, # disc&rs&l&i ese
p&s, "n eviden%, "n slo(#n&ri i i'#(ini, penr& # #r#(e #en%i#. De$vol,rile &lerio#re
#le 6reperori&l&i de (en&ri7 de disc&rs de P! vor re*&i s, se *#$e$e pe cerce,ri
e'pirice #s&pr# &ili$,rii pr#cice # e+nicilor de P! i s, se *#$e$e n& do#r pe r#di%i#
reoric,, ci i pe eori# #n#li$ei disc&rsive.
!eoric# i sr#e(iile #r(&'en#ive #le disc&rs&l&i corpor#is
Ar fi o&i o (ree#l, d#c, #' red&ce se'nific#n%# reoricii penr& P! do#r l# o el#*or#re
eoreic, # e+nicilor de P!, de vre'e ce #cese# din &r', s"n de o*icei "n%elese drep
iin%# (+e cr#f) 6e+nici#n&l&i "n co'&nic#re7, # #cel&i neofi c#re "ncepe '#i de(r#*,
c& '&nc# de r&in, ce cons, "n # scrie co'&nic#e de pres,, "n vre'e ce pr#cicienii de
(re&#e din P! se oc&p, c& consr&ire# sr#e(iilor i c& consiliere# '#n#(e'en&l&i de
op. D#c, ese s, "n%ele(e' reoric# drep insr&'en penr& l&#re# deci$iilor sr#e(ice,
ese nevoie s, ne "no#rce' l# concep%i# cl#sic,, "n(&s,, despre reoric, drep disc&rs
#r(&'en#iv. 2n p#re# s# ce# '#i i'por#n,, "n pri'&l c#non, inveio, reoric# cl#sic,
se oc&p, de pro*le'# c#re cons, "n # i c&' s, de$vol,' #r(&'ene eficiene. Adic,,
#ce# reoric, n& #re "n vedere do#r disc&rs&l, "n sens lin(visic, ci i for'#re# ("ndirii "n
scop&l de # pre$en# &n c#$ i de # 1&sific# o po$i%ie.-e# '#i i'por#n, conri*&%ie #
reoricii l# P! #r re*&i v,$&, "n descoperire# #r(&'enelor pers&#sive. !eoric# #r re*&i
percep&, c# &n insr&'en c#re servee l# de$vol#re# sr#e(iilor disc&rs&l&i corpor#iv
'eni s, 1&sifice deci$iile '#n#(eri#le i s, le r#nsfere c,re diferie p&*lic&ri "n ## fel
"nc" or(#ni$#%i# s,/i po#, s#*ili i 'en%ine rel#%ii *enefice c& p&*lic&rile s#le. D#r,
penr& # servi '#i *ine #ces&i scop, consiliere# '#n#(erilor de c,re P!/is #r re*&i s,
ind&c, incorpor#re# lo(icii #r(&'en#ive # disc&rs&l&i corpor#iv "n c+i#r proces&l
'#n#(eri#l de l&#re # deci$iilor. Deci$iile '#n#(eri#le &nso&nd c#re n& i#& "n
consider#re 'od&l "n c#re vor fi 1&sific#e p&*lic&rilor relev#ne "n diverse si&#%ii n& po
fi co'&nic#e *ine.
Po!iia lui "runig despre retoric
Lips# de preoc&p#re penr& reoric, i penr& eoriile disc&rs&l&i ese s&rprin$,o#re "n
l&'in# f#p&l&i c, 4r&ni( definee esen%# pr#cicii de P! drep si&#%ii "n c#re o
or(#ni$#%ie se confr&n, c& &n p&*lic #civ i #en, #fl# "n conflic c& e# c& privire l# o
c+esi&ne s#& '#i '&le. L&"nd drep referin%, pe De<e9 i Fl&'er, 4r&ni( definee
no%i&ne# de p&*lic c& no%i&ne# de c+esi&ne c# fiind 6p&*lic&rile &nei c+esi&ni7 (27).
-&v"n&l 6c+esi&ne7 deno, e'# disc&%iei s#& # preoc&p,rii (ener#le i i'plic,
de$*#ere#. -+esi&ne# (#d&s, "n disc&%ie desc+ide diferie posi*ile c,i de re$olv#re, deci
ese "node#&n# &n poen%i#l de disp&, #s&pr# #lern#ivelor de #c%i&ne c#re s, fie #lese.
Prin &r'#re, #&nci c"nd o or(#ni$#%ie ese confr&n#, c& &n p&*lic #civ i #en,
posi*ili#e# confr&n,rii i # pole'icii e.is,. 2n #ce#s, si&#%ie, '#n#(erii de P! re*&ie
s, invene$e o sr#e(ie disc&rsiv, c#re re*&ie s, fie *#$#, esen%i#l'ene pe disc&rs&l
#r(&'en#iv. D#r #r(&'en#re# n& re*&ie folosi, do#r "n disc&rs&l pole'icC c+i#r "n
disc&%ii #'ic#le, "nre p#reneri #fl#%i "n cooper#re, co'&nic#orii profesionii #& nevoie
s,/i "ne'eoe$e po$i%iile i s, i le 1&sifice pe *#$# c+esi&nii pe c#re o repre$in,.
2n #ces p&nc, #r fi cl#rific#o#re o sc&r, disc&%ie privind #i&dine# l&i 4r&ni( f#%, de
pers&#si&ne i reoric,. 2n #nii D0, 4r&ni( se op&ne# c& p&ere #spec&l&i pers&#siv #l
disc&rs&l&i de P!, "nr&c" el "n%ele(e# pers&#si&ne# drep '#nip&l#re. 4r&ni( # de$vol#
*ine c&nosc&ele 'odele #le P!/&l&i, "n c#re e.plic# pr#cic# de P! profesionis, fie c&
&n disc&rs #i'eric, pers&#siv, #l &nei or(#ni$#%ii c#re "nce#rc, s,/i i'p&n, ineresele
#s&pr# p&*lic&rilor, fie c& &n disc&rs si'eric, pe c#re/l define# prin opor&ni,%i e(#le i
reciproci#e "nre p#ricip#n%i (or(#ni$#%ie i p&*lic&rile ei) i c& "ncerc#re# de # re#li$#
&n co'pro'is #s&pr# c+esi&nii "n de$*#ere. 0l # pro'ov# c& p&ere 'odel&l si'eric #l
co'&nic,rii, pe c#re "l d,de# drep e(#l c& e.celen%# "n P!, op&s 'odel&l&i #si'eric
pers&#siv, pe c#re/l d,de# drep e(#l c& '#nip&l#re p&ernic,. 2nr/&n #ricol din 1;D; el
idenific, reoric# "n (ener#l c& &n 'odel #si'eric '#nip&l#iv de P! (2D). 2n scrierile
l&i de '#i "r$i& (2;), # d# "n#poi de l# re1ec#re# 'odel&l&i #si'eric i # de$vol# &n
'odel c& 6'oive #'esec#e7 ('i.ed 'oives) #l co'&nic,rii de P!, c#re incorpore#$,
r,s,&ri si'erice i #si'erice. A ren&n%# de #se'ene# i l# e'f#ic# re1ec#re # reoricii
c# fiind '#nip&l#iv, i s/# referi l# disinc%i# f,c&, de H#9ne Foo+ "nre !eoric# F i
!eoric# A, pri'# fiind pers&#siv,, # do&# fiind pre$en#, c# ce# c#re &r',ree s,
descopere i s, r#fine$e, "nr/&n sc+i'* de n#&r, criic,, fin#li,%ile no#sre, scop&rile
no#sre i v#lorile no#sre (I0). 2n eroiile #r(&'en,rii, #ce#s, disinc%ie ese *ine
c&nosc&,C Sep+en )o&l'in # n&'i/o disinc%i# dinre 6#r(&'en#re# c# s&s%inere7
(#dvoc#c9) i 6#r(&'en#re# c# #nc+e,7 (inq&ir9), pri'# "ncerc"nd s, #d&c, pro*e "n
f#vo#re# &nei s&s%ineri, # do&#vi$"nd descoperire# sol&%iei l# o pro*le',, s, (,se#sc,
co'pro'is&l ec. (I1). ?e "ndoi' c, sr&c&r# de P! se po#e lipsi de #p,r#re# inereselor
or(#ni$#%iei "n disc&rs&l s,&, d#r c+i#r i ##, "n #'*ele c#$&ri #ve' de/# f#ce c& disc&rs
#r(&'en#iv. Anip#i# l&i 4r&ni( f#%, de pers&#d#re i f#ls# ec+iv#l#re pe c#re el o f#ce
"nre concep&l #risoeli#n de reoric, i '#nip&l#re l/#& pl#s# "nr/o po$i%ie ne(#iv,
f#%, de incorpor#re# r#di%iei reorice "n eori# P!/&l&i i se po#e r#(e concl&$i# c,, din
c#&$# #cesei infl&en%e, re1ec#re# reoricii de c,re el v# fi infl&en%# i pe #l%ii "n
e.plor,ri &lerio#re privind rel#%i# dinre reoric, i disc&rs&l de P!.
Retorica v!ut ca epistem
-redin%# n#iv, "n #dev,r, o*iecivi#e i i'p#r%i#li#e l&#e drep crierii nor'#ive #
v#lidi,%ii disc&rs&l&i de P!, credin%, pro'ov#, de '#n&#lele de P!, n& el&cide#$,
l&cr&rile c& privire l# di'ensi&ne# disc&rsiv, # confr&n,rilor pole'ice. ?& n&'#i c,
concep&l po$iivis de 6#dev,r7 # #1&ns conrovers# od#, c& #scenden%# rel#ivis'&l&i
pos'odern din &li'ele dec#de, d#r concep&l de 6#dev,r7 # fos ("ndi c& o&l #lfel "n
r#di%i# reoric, "nc, din cele '#i vec+i i'p&ri. Arisoel i# c, #r(&'en#re# reoric, n&
ese #cel#i l&cr& c& de'onsr#%i# #n#liic, # 6#dev,r&l&i &nivers#l7, c# "n iin%e s#& "n
filosofie, &nde #dev,r&l pre'iselor i v#lidi#e# inferen%elor re*&ie pro*#e c& #*sol&,
ceri&dine, ci, "n cele '#i '&le c#$&ri, se refer, l# l&'e# c+esi&nilor p&*lice
conin(ene i s&p&se conroverselor, *#$#e "n fiec#re c#$ p#ric&l#r pe credin%e diferie,
opinii i inerese A cee# ce s/# n&'i 6do.#7 "n 4reci# Anic,. 2n si&#%i# &nei disp&e
p&*lice pe o c+esi&ne conrovers#,, vor*ior&l n& po#e dec" s, p&n, l# *,#ie cele '#i
*&ne #r(&'ene #le s#le c& privire l# c#$&l "n disc&%ie. As# n& "nse#'n, c, reor&l #re
voie s, sp&n, ne#dev,r&ri s#& s, '#nip&le$e p&*lic&l, ci c, el ese #n(#1# "nr/o
6r#%ion#re di#lecic,7 "n do'eni&l pro*#*il&l&i (I2). 6Adev,r&l7 po#e fi (,si do#r prin
di#lo( #r(&'en#iv, c#re #r#, c#re dinre p,r%ile p#ricip#ne #re #r(&'enele cele '#i
*&ne. Penr& # il&sr# 'od&l "n c#re, "n si&#%ii de conflic i conrovers,, c+esi&ne#
"ns,i # #dev,r&l&i (c#re ese #dev,r&l "n #ce#s, c+esi&ne@) re*&ie s, fie ne(oci#,
disc&rsiv, "n di#lo(, disc&,' pe sc&r cl#sic# for'&l, s#is II. Jor'&l# s#is (+e s#is
for'&l#), c#re provine din reoric# forensic,, folosi, "n ri*&n#le d#r '#i #poi &ili$#, i
l# #le ip&ri de disp&,, p&ne K "nre*,ri c#re #r#, &nde po #p,re# ne"n%ele(erile i
for'e#$, p&nc&l din c#re p#ricip#n%ii #civi re*&ie s,/i "nce#p, #r(&'en#re# c#$&l&i:
c#re s"n #cele relev#ne #le c+esi&nii, c&' se definee c+esi&ne#, c&' ese ev#l&#,
relev#n%# circ&'s#n%elor i ce ip de disc&rs i de proced&ri insi&%ion#le #& fos folosie
penr& # d# r,sp&ns l# pri'ele I "nre*,ri. D#c, e.is, de$#cord #s&pr# f#pelor, se "ncepe
#r(&'en#re# privind f#pele, d#c, ese #cord #s&pr# f#pelor, po#e c, ese de$#cord
privind definire# c+esi&nii, deci se "ncepe #r(&'en#re# privind definire#, d#c, e.is,
#cord #s&pr# defini%iilor relev#ne, po#e c, e.is, de$#cord #s&pr# circ&'s#n%elor
relev#ne i ## '#i dep#re. Proced&rile le(#le din ri*&n#le po fi v,$&e c# e.e'pl& de
#nc+e, #r(&'en#iv, "n si&#%i# co'ple., c#re ese cl#rific#, prinr/&n sc+i'* reoric
"nre #c&$#re i #p,r#re. A# c&' se s&s%ine "nr/o vi$i&ne cone'por#n, #s&pr# 6reoricii
v,$&e c# epise',7, "n disp&e privind l&'e# soci#l, conin(en,, 6#dev,r&l7
confr&n,rilor pole'ice po#e fi s#*ili do#r prin di#lo( #r(&'en#iv, ## c, 6#dev,r##
c&no#ere7 ese prod&s&l sc+i'*&l&i reoric i n& "l precede pe #ces#.
6='&l re*&ie s, considere #dev,r&l n& c# pe cev# fi. i fin#l, ci c# pe cev# c#re se
cre#$, clip, de clip, "n circ&'s#n%ele "n c#re se (,see el "ns&i i c& c#re re*&ie s, se
#decve$e... 2n c+esi&nile &'#ne, deci, c#le# de c&no#ere ese reoric#C ese epise'ic,7
(IK).
#odelul argumentrii al lui $oulmin
-&' se po#e vede# "n l&cr,rile l&i -+#i' Perel'#n (I8) i Sep+en )o&l'in, disc&rs&l
#r(&'en#iv r,'"ne o preoc&p#re cenr#l, i penr& reoric# #c&#l,. )eori# #r(&'en,rii
(I6) de$vol#, de )o&l'in ese cel '#i infl&en 'odel cone'por#n penr& descriere#
sr&c&rii #r(&'enelor i ese #dop# de diverse discipline, e.(. "n 1&ridic, (I7) s#& "n
#n#li$# l&,rii deci$iei "n #f#ceri (ID). D&p, )o&l'in, lo(ic# for'#l, n& se porivee
penr& # 1&dec# #decv# o #r(&'en#re "n li'*#1 n#&r#l, ## c, el de$vol, &n 'odel c#re
se#',n, c& o inferen%, ded&civ, din lo(ic# for'#l,, n&'#i c, ese '&l '#i fle.i*il. 2n
eori# s#, p&nc&l de plec#re ese r#%ion#re# "n f#vo#re# &nei #ser%i&ni s#& # &nei s&s%ineri.
= #ser%i&ne ese o propo$i%ie # c,rei v#lidi,%i n& ese eviden, f,r, cev# de#lii "n pl&s,
## c, vor*ior&l #re nevoie s, ofere #cele 'oive penr& v#lidi#e# ei. -& c" s"n '#i
convin(,o#re 'oivele penr& o s&s%inere, c& #" s&s%inere# respeciv, devine '#i
r#%ion#l, i '#i #ccep#*il,. Lodel&l ofer, o *#$, i penr& # pred# #*ili,%i de
#r(&'en#re, i penr& # e.#'in# r#%ion,rile pr#cice "n disc&rs&ri concree. ele'ene #le
'odel&l&i:
-l#i' A #ser%i&ne# s#& concl&$i# penr& c#re se cere #ccep#re#
4ro&nds A d#e relev#ne s#& infor'#%ii pe c#re se *#$e#$, #ces #r(&'en
H#rr#n A re(&l# c#re 1&sific, 'ic#re# de l# (ro&nds l# cl#i'
F#ckin(s A s&por #di%ion#l penr& <#rr#n
M&#lific#ions A fr#$e c#re e.pri', (r#d&l de ceri&dine #l s&s%inerii (cl#i')
Posi*ile re$erve A si&#%ii e.cep%ion#le s#& e.r#ordin#re c#re #r p&e# s&*'in# for%#
#r(&'en&l&i i c#re s"n e.cl&se din cl#i'
E#, i &n e.e'pl&:
4r#o&nds A )+e E-A is # :S #(enc9 responsi*le for spre#din( A'eric#n ide#s #ro&nd +e
<orld
H#rr#n A P&*lic diplo'#c9 of spre#din( A'eric#n ide#s is #n indispens#*le conri*&ion
o +e rep&#ion +# +e :SA en1o9s #ro&nd +e <orld
F#ckin( A As +isori#n, Dr. S'i+ de'onsr#ed in +is infl&eni#l +isoric#l #n#l9sis of
+e opic, +isor9 +#s repe#edl9 s+o<n +# +e rep&#ion of +e :SA derives in l#r(e
'e#s&re fro' +e ide#s i represens
!eserv#ion A Ef <e e.cl&de +ose +osile co&nries <+ere +e E-A s #civiies #re
##cked #s i'peri#lisic prop#(#nd# *9 infl&eni#l loc#l (ro&ps #nd 'edi#
M&#lific#ion A He c#n infere <i+ (re# cer#in9
-onfir'ed cl#i' A )+# +e E-A conri*&es o +e rep&#ion of +e :SA #ro&nd +e
<orld.
2nr/o #r(&'en#re, cel c#re #r(&'ene#$, (6#seror&l7) pre$in, o s&s%inere pe c#re o
vre# #ccep#,. :n e.e'pl& "nr/&n cone. de P! #r fi s&s%inere# de c,re '#n#(er c#re
$ice c, o #c%i&ne #n&'e ese ce# '#i *&n, c#le penr& # #in(e o*iecivele co'p#niei.
-onsider"nd cone.&l ipic de l&#re # deci$iilor #l &nei "nr&niri, &n oponen #r p&e#
ridic# o o*iec%ie c& privire l# solidi#e# s&s%inerii prop&se. 2nre*#re# 6de ce@7 s#& orice
#l, re'#rc, criic, "l "'pin(e pe #seror s, #d&c, #r(&'ene ('oive) penr& # de'onsr#
f#p&l c, s&s%inere# l&i ese *ine fond#,, cel p&%in "n c#$&l "n c#re el vre# s, f#c,
#ser%i&ne# pe o *#$, r#%ion#l, '#i de(r#*, dec" c# pe o si'pl, opinie person#l, s#& o
deci$ie #&ori#r, i'p&s, celorl#l%i. De #cee#, prop&n,or&l re*&ie s, de$v,l&ie (ro&nds
pe c#re "i *#$e#$, s&s%inere#. 4ro&nds po incl&de diferie ip&ri de d#e f#c&#le s#& #le
infor'#%ii c#re descri& si&#%i# speci#l, pe c#re se fonde#$, cl#i'. )o&i, (ro&nds n& f#c
ne#p,r# cl#i' i'edi# de "ncredere, penr& c, #le perso#ne i'plic#e "n di#lo(&l
#r(&'en#iv s/#r p&e# s, n& v#d, i'edi# c&' #n&'e (ro&nds s"n "n rel#%ie c& cl#i'.
D&p, )o&l'in, <#rr#ns #decv#%i s"n neces#ri penr& # el&cid# i penr& # #&ori$# p#s&l
de l# (ro&nds l# cl#i'. H#rr#ns i#& for'# de re(&li c#re confir', #sociere# dinre
(ro&nds i cl#i'. Deo#rece si(&r#n%# (reli#*ili9) <#rr#ns i #decv#re# lor l# cone.&l
&n&i #n&'i #r(&'en po v#ri#, #seror&l po#e #d&ce *#ckin(s #di%ion#li c#re s, s&s%in,
<#rr#ns c& infor'#%ie #di%ion#l, din s&rse c& #&ori#e.
-+i#r d#c, #seror&l # pre$en# (ro&nds, <#rr#ns i *#ckin( penr& #/i pro*#s&s%inere#,
'#i s"n "nc, do&, se&ri de c+esi&ni nel,'&rie l# c#re re*&ie s, se refere: '#i "n"i l#
for%# #r(&'en&l&i prop&s i #poi l# posi*ilele circ&'s#n%e e.r#ordin#re c#re po
s&*'in# v#lidi#e# s&s%inerii. -& privire l# for%,, )o&l'in s&(ere#$, c, fiec#re #r(&'en
ese #v#ns# '#i '&l s#& '#i p&%in p&ernic. Aseror&l po#e &ili$# &n se de
6c#lific#ori 'od#li7, i.e. #dver*e s#& e.presii colocvi#le, c&' #r fi 6desi(&r7, 6#" c"
ese de n#&r# eviden%ei7, 6fo#re pro*#*il7, penr& # c#lific# for%# c& c#re "i s&s%ine
#ser%i&ne#. Deci )o&l'in i# "n c#lc&l c#li#e# r#%ion#'enelor c#re s&s%in o #ser%i&ne c#
fiind ce# c#re po#e s, se #fle "nre sl#* pro*#*il, i #*sol& si(&r,. 2n sf"ri, circ&'s#n%e
e.r#ordin#re po s&*'in# for%# #r(&'en&l&i. -& idee# de re$erv,, )o&l'in #ccep,
f#p&l c, r#%ion#re# #seror&l&i ese v#lid, n&'#i "n #*sen%# &nor condi%ii e.cep%ion#le.
-& re$ervele, #seror&l e.cl&de #n&'ie condi%ii e.cep%ion#le i c#re s&*'ine#$, din
s&s%inere# s# penr& # f#ce '#i "n(&s cee# ce s&s%ine, #s# f,c"nd c# #r(&'en&l s,& s, fie
'#i precis i '#i (re& de ref&#.
Lodel&l #r(&'en,rii #l l&i )o&l'in ese do#r &n&# dinre cele c"ev# eorii
cone'por#ne #le #r(&'en,rii. ?& se po#e sp&ne despre el c, p&ne "n eviden%, o#e
n&#n%ele disc&rs&l&i #r(&'en#iv, d#r, "nr&c" el reconsr&iee 'ic,rile de *#$, din
#r(&'en#re "nr/&n 'od si'pl& i eficien, # c"i(# o l#r(, #ccep#re "n reoric#
cone'por#n, c# i "n #le discipline. L/#' pre$en# #ici penr& # el&cid# 'ec#nis'&l de
*#$, #l disc&rs&l&i #r(&'en#iv, #cre ese f&nd#'en#l penr& # vede# reoric# drep
"nreprindere epise'ic,. 2n cone.&l P!/&l&i #ces #spec #l reoricii #r re*&i percep&
drep &n insr&'en penr& # de$vol# sr#e(ii solide penr& disc&rs&l corpor#iv.
Conclu!ii
-"nd i# o deci$ie, '#n#(e'en&l re*&ie s,/i cl#rifice po$i%i# c& diverse #r(&'ene c#re
s, 1&sifice, d#c, ese c#$&l, deci$i# l&#, "n f#%# diferi%ilor consi&ien%i sr#e(ici. 2n
l&#re# deci$iei, op '#n#(e'en&l n/#r re*&i s, i# "n c#lc&l do#r #r(&'enele de ordin
econo'ic, c#re se refer, l# eficien%# cos&rilor, l# c#li#e# prod&s&l&i, l# for%ele de pi#%,
ec., ci i #le #r(&'ene, '#i #les pe #cele#c#re %in de 'od&l "n c#re se v# 1&sific#
deci$i# "n f#%# #n(#1#%ilor, %n f#%# '#ss/'ediei, # or(#ni$#%iilor (&vern#'en#le, #
co'&ni,%ii loc#le, # (r&p&rilor de #civii ec. -#p#ci#e# de # 1&sific# deci$iile
'#n#(eri#le c& #r(&'ene convin(,o#re #r re*&i v,$&, drep n&cle&l eicii #f#cerilor i
#l respons#*ili,%ii soci#le. D#r, od#, deci$iile l&#e, ele re*&ie s, fie co'&nic#e
diferielor p&*lic&ri, "nr/&n 'od eficien i, "n #cel 'o'en, re*&ie f,c&e diferie (en&ri
disc&rs&ri de !el#%ii P&*lice. !eoric# i #n#li$# disc&rs&l&i po el#*or# i '#i '&l pe
'#r(ine# #cesor #spece cr&ci#le #le pr#cicii de P!, ## c, ele re*&ie s, devin, &n#
dinre preoc&p,rile cenr#le din eori# P!/&l&i i din cerce#re# din #ces do'eni&.
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