PUR COM 2

• Neo-Aristotelian Criticism


  One of the original methods of rhetorical criticism, named after Aristotle, also known as neo-classical or traditional criticism
• Neo-Aristotelian Criticism


  • When analyzing an artifact, you consider traditional rhetorical concepts as originally posed by Aristotle - context, the five canons, and the effects
  • The ultimate goal is to learn about how the context and construction of a document or speech affected the audience for whom it was created
  • The criticism is concerned with particular audience's response, reasonable effect and judges rhetoric by its persuasive appeals and effects
  • Its goal is to identify aspects of the rhetorical action that explains its persuasive effect on the audience
• Method of Neo-Aristotelian Criticism


  1. Evaluate the context (rhetor, occasion, audience)

  2. Apply the canons (invention, arrangement, style, memory, delivery)

  3. Analyze the effects
• Evaluate the context - Rhetor


  Determine who created the artifact, consider their reasons, experience and training
• Evaluate the context - Occasion


  Evaluate the time, season, historical context, impetus behind creating the artifact
• Evaluate the context - Audience

  What do you know about the person or people the rhetor was trying to communicate with, what would persuade them, what do they care about, what were their feelings toward the rhetor
• Apply the canons - Invention


  How was the artifact and argument built, is its focus on logic, emotion, or credibility
• Apply the canons - Arrangement


  How is the artifact organized and arranged, what is the structure and does it work
• Apply the canons - Style


  What is the language and tone being used, is it creative, dull, professional, avant-garde, or other
• Apply the canons - Memory


  Does the rhetor seem to be in control, are they fully aware, knowledgeable, and capable
• Apply the canons - Delivery


  How was the artifact presented, consider its visual appeal, confidence, quality, and so forth
• Analyze the effects


  Make assessments about how effective the artifact was or what effect(s) the artifact had on the audience, look at the immediate and long term effects and trace them back to the components of the message as evaluated by the context and canons
• Limitations of Neo-Aristotelian Criticism

  • Effects can be difficult to isolate and verify
  • Strict interpretation of effects doesn't allow intended for moral judgements
  • Works best with oral presentations