Impact of Rhetoric in Political Communication - Essay Example

? Impact of Rhetoric in Political Communication Impact of Rhetoric in Political Communication Rhetorical communication through public speaking and writing is persuasive, motivational and inspirational enough to bring about a political or social change. When we need to convince or persuade someone to do or have something that comes under our rights, or to change something that we think is wrong, we first communicate our thoughts. How effective is our communication power determines our success to achieve our cause. The art of rhetoric in communication has been a powerful tool used by people to acquire their goal. History has many famous examples where rhetoric has been used in communication by leaders and activists in the struggle to attain success in a political or social cause. The most famous example is of Martin Luther King whose speeches and writings were rhetorical. He is said to have had excellent powers of oration. Through his powers of verbal, oral and written communication, he was successful in attaining civil rights for his people living in America and who were the citizens of America. Thus, he introduced a society free from color and racial differences where each and every citizen was respected and had equal civil rights. Understanding the Correct Meaning of Rhetoric Rhetoric has many definitions. Along with a positive meaning, the term is sometimes also taken in a negative sense in the current era. Shortly and precisely, it is a “skill in the effective use of speech.” (Merriam Webster). In cases where rhetoric is being used to communicate insincerely with the presence of false exaggeration and promises and there is a lot of diplomacy, the negative meaning becomes prevalent which is the “insincere and grandiloquent mode of language or speech.” (Merriam Webster). Here, the positive and actual meaning of rhetoric is being considered. According to Burton, rhetoric is “the study of effective speaking and writing, and the art of influencing.” (2011). In his short article, ‘What is rhetoric?’, Burton says that the word has had a variety of meanings. He says that rhetoric focuses on the how of the language, the methods and means of communication rather than the content of what is being communicated. It studies the emotional impact of language and its effectiveness. It breaks communication into content and form. (2011). Relation between Communication Models and Rhetoric McQuail and Windhl (1993) wrote a book titled “Communication Models for the Study of Mass Communications” in which they gave the main communication ideas or models for the mass communication procedures and vital concepts pertinent throughout graphical and oral concepts and models. Topics that they discuss under the communication models include: 1. Global or International or Cross-border Communications. 2. Procedures of Mass Media and its influence on the Individuals Culture and Society. 3. Premeditated Communication. 4. Audience-Centered Models. 5. New Media and the Information Society. (Holborn Books Review, 2010). Communication models tell us how effective communication should be carried out. Hence, the study of use rhetoric in language can be associated with them. Such models describe how an audience can be effectively conveyed a message so that there can be a social or political (or any other change) through mass correspondence and support. Taking an example of a communication model which is called “two- way asymmetric model”, this model is also called the persuasion model. In this model, there is two- way communication between the speaker and the public. In this way, the speaker understands the public he is addressing by getting their feedback on issues and then can plan a way to convey his message to receive a positive response keeping in mind what the public wants. (McQuail and Windhl, 1993). Use of behavioral and social sciences helped in the development of this model. Scientific study of human mind and psychology and its application in effective communication is beneficial. Grunig and Hunt (1984) described the relevance of scientific research of attitudes and behavior as being “to persuade publics to accept the organizations point of view and to behave in a way that supports the organization” (p.22). As politics involves a lot of public speaking, public dealing and mass communication, study of communication models for effective use of rhetoric in communication can prove to be significant and beneficial for political leaders and social activists. Rhetoric in Political Communication As said earlier, political communication involves dealing with public at a large-scale. Satisfying the public through speech is the first thing to do. Action is the second step as it is the application of what had been said. If one fails the first step, that is giving a powerful speech, then the second step would face more hindrances. Hence, rhetoric speech is used to persuade and satisfy people when they are giving rise to an issue. Especially in political communication, many issues arise due to the fact that people are unsatisfied. The leaders are then required to use effective communication in order to calm down the rising public, listen to their demands and satisfy them. Martin Luther King’s Speeches and Impact of Rhetoric Martin Luther King was and is still considered to have had great powers of communication. His speeches are read as examples while teaching students the subject of effective communication. In his speeches, Martin Luther King used emotional, motivational and inspirational language in order to revive the hearts of his people. Through speech, he was able to achieve civil rights for his people. No violence was made by him and his followers. He had the natural art of rhetoric in a positive way. One of King’s speeches titled “I See the Promised Land” delivered on April 3, 1968, turned out to be the most famous speech liked by all people. At that time when the speech was delivered, it touched the hearts of many black people and also the white people. In his speech he said: “…….I remember, I can recall when Negroes were moving about as Ralph has stated, so frequently, scratching where they didn't scratch, and smiling when they were not overjoyed. But that situation is now foregone. It is a serious concern now, and we are indomitable to enhance our rightful place in God's world.” (1968) The words and the way the sentences have been constructed by King are emotional as well as persuasive. Emotional when he said about Negroes and their pathetic condition. Persuasive when he said that we want our rights. Additionally, he also stated: “…….And that is all that it is about. We aren't occupied in any pessimistic objection and in any off-putting arguments with anyone. We are stating that we are strong-minded to be men. We are enthusiastic to be humans. We say that we are the children of the God. And at the end of it, we don’t have to live a forced or forceful life.” (1968) These words show a combination of spirituality and physicality merged together. They show that they weren’t doing any physical harm by making their demands and that God wanted them to be treated as rightful men and not disgraced as they had been in the past. King demanded equal rights for his people. He wanted his people to be treated not indifferently. He demanded that employment hiring policies should be changed and his people should be give equal chance as any other citizen of America would be given. Though he had opposition also as according to his speech, he told about a white woman who stabbed him. However, his life was saved. A single sneeze would have taken his life and his people would have lost a leader who was fighting for their rights. But that did not happen, and King continued his struggle until he was successful. Example of Tony Blair and David Cameron and Impact of Rhetoric Tony Blair became the prime minister of United Kingdom in 1997. Currently, David Cameron is the prime minister. Both the prime ministers are presently compared for their way of handling political issues. But then of course, each person has his positive and negative. All politicians are politicians because of the fact that they can communicate effectively. Similar is the case with Tony Blair and David Cameron. During the September 11, 2001 when the Twin Towers was attacked, Tony Blair gave a rhetorical speech to the Labor Party. On October 2, 2001, a part of speech from Tony Blair is as follows: “……And then a middle-aged mother looks you in the eyes and tells you her only son has died, and asks you: why? I tell you: you do not sense to be the strongest person in the region at times like that, as there are no responses, or justification of the pain that they suffer. Their son did nothing wrong…..” (2001). This part of the speech gives an emotional description of a scene. Such emotional narrations are effective in filling the hearts of people with the urge to make things better. But such rhetoric should not be used to develop the urge to fight back with violence. Rhetoric should be used in its original sense to communicate effectively in order to bring a positive change, make a peaceful resolution on common grounds and thus an upcoming trauma can be prevented. In case of Martin Luther King, if he had used his speech to create violence then the problems for the blacks would have intensified. However, he was intelligent enough not to indulge in the same. David Cameron has remained a student of politics and philosophy. Study of these subjects determines how effective communication he has which made him a prime minister today. His speeches are termed excellent by people. Part of his speech delivered on February, 4, 2011 which was on ‘Radicalism and Islamic Extremism’: “………If they want an example of how Western values and Islam can be completely like-minded, they owe to see what has happened in recent weeks on the lanes of Cairo and Tunis – thousands of individuals asking for the universal right for democracy, and free elections. The view-point is this: the philosophy of fanaticism is the main cause of the issue. Islam, definitely, is not. Picking a clash with the latter will do nothing to confront the former….” (2011). His speech conveys the message that it is not any religion that is causing terrorism; however, it is extremism that is responsible. While giving an example of Tunis and Cairo, he shows a support to his argument. Conclusion Politics highly demand effective communication due to the presence of a large public with diversifying views and opinions. Communication that can bring people to unite on common grounds even when their views and opinions differ is said to be effective. Though rhetoric is used to do that, however, currently it is being misused by the politicians. Politicians are hiding truth from the people and using the tactics of diplomacy in international relationships which in the long run can be harmful. People should be told the truth tactically through the use of effective communication so that they are ready to face the challenges in this world and bring a change. References David Cameron. (2011) Speech on Radicalization and Islamic extremism [Internet], New Statesman, The Stagger Blogs. Available from: < http://www.newstatesman.com / blogs/the-staggers/2011/02/terrorism-islam-ideology > [Accessed 15 May 2011]. James E. Grunig and Todd T. Hunt. (1984) Managing Public Relations. Martin Luther King. (1968) I See the Promised Land [Internet], Famous Speeches. Available from: < http://www.famousquotes.me.uk/speeches/Martin_Luther_King/4.htm > [Accessed 14 May 2011]. Dennis McQuail and Sven Windhl. (1993) Communication Models for the Study of Mass Communication. 2nd ed. Pearson Higher Education. Tony Blair. (2001) Address at the Labor Party Conference [Internet], American Rhetoric Online Speech Bank. Available from: < http:// www.americanrhetoric.com /speeches/tblair10-02-01.htm > [Accessed 14 May 2011]. Read More