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School of Human Sciences Department of Communication

Date: Feedback Tutorial Letter

Course: Rhetorical Theory and Criticism (RTC 611S)
Semester 1: Assignment 2
Date: 17 May 2016
General comments
The students performance has greatly improved from that of the first
assignment. Following a very successful vacation school, the improvement in
students performance is something that I expected. It is heartening to state
that the majority of them passed the assignment with good grades. Even those
who did not make the grade, the marks were not so low. It probably had to do
with lack of proper time management with regard to assignment preparation
and nothing more. To such students I say, Plan your studies meticulously and
work hard. In addition, always accurately interpret the demands of the
questions before answering. Furthermore, this course requires a high level of
critical reading of questions in particular and critical thinking needs to be
regarded as an expected attribute of any student doing this course. Embrace it
at all times. The forthcoming examinations will demand nothing less than a
critical reading and accurate interpretation of questions. Please read the
explanation below very carefully. It sheds light on how you could have
answered the assignment questions.

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

To him identification involves three types of processes namely:

The process of naming something according to properties;
The process of associating with and dissociating from others suggesting that
people share or do not share , important ideas in common
The product or end result of identifying the state of being consubstantial with
others
It is through the process of association that people persuade others,
But how is it possible that a speaker persuades others? The speaker
persuades through the use of stylistic identifications. Precisely one persuades
by identifying with the listener interests. Thus a speaker whose target
audience are students can say I was a student myself. In organisations they
persuade through notice boards, newsletters, reports and meetings. In real
life there is what is called identification by antithesis whereby persuasion is
achieved though reference made to a common enemy. People with a common
enemy tend to unite against such a common enemy. This is usually achieved
through the use of personal pronouns particularly the assumed we. This has
already been demonstrated in the speech of Reverend Martin Luther King
juniors speech,
An example of identification by common ground that is often given is that of
the public reaction to the death of Process Diana, People from all walks of life
began to identify with her because they saw her as symbolising their very own
experiences in life as well, They began to see the princess as a victim of the
system just like anyone else. Dianas life experiences and death was also
exacerbated by the mass media which made it possible for people to have a
mysterious connection with the princess.
The other type of identification is identification through form. This points to a
situation where one is persuaded by things like figures and tropes. For
example, people are so easily persuaded by stories and myths. For instance,
Diana became a mythical figure with whom many British women sought to
identify with. Many people considered Dianas life history from Wedding to
death as story book or a fairy tale. The story of Nelson Mandela is also a
story book which naturally made many people all over the world to identify
both with Mandela as a figure and with the people of South Africa in general.
The hosting of the FIFA 2010 world cup in South Africa was largely due to the
world s sympathy for Nelson Mandela particularly his humility and good
leadership that saw him leaving public office peacefully.
Identification as semi-conscious
Burke argues that in some cases people tend to use their wealth and or
position in society to lure other people to accept their views and or to identify
with them. Such identification happens like a mystery. Usually people from
very marginalised communities may identify with very prominent people like
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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.

For example, in advertising discourse in Namibia, having white teeth is

associated with using certain brands of toothpaste. This demonstrates the use
of cause and effect model of argument. However, success in life is normally
associated with good education, good moral values and hard work. Hence, we
get in Namibia examples of role models such as prominent academics and
business people and so on.
Conclusion
In conclusion, I wish you success with your examinations.

Dr Rewai Makamani
Deputy Head of Department and Senior Lecturer
Department of Communication
Phone: +264 207-2688
Email: rmakamani@nust.na