M. Jimmie Killingsworth's Appeals in Modern Rhetoric Ch. 1-5

Preface: I found it interesting that the author considers the body as a means of rhetoric.  Previously, I never would have categorized a riot or political protest as a rhetorical tool; however, it now seems to make perfect sense, and I look forward to reading that chapter.

General Introduction: I found it interesting that Marshall McLuhan claims that sex appeal actually appeals to the widest available audience because “most people experience sexual desire and hunger, after all, since everyone lives in a body” (Killingsworth 5).  Previously, I have been conditioned into believing that sex appeal is alienating and degrading rather than appealing to the widest audience.

Appeal to Authority: I found it interesting that different audiences require different appeals to authority.  For instance, the more academic the audience, the more academic the evidence should be.  Conversely, the more folksy and down-to-earth the audience, the more folksy and down-to-earth the evidence should be.  This definitely caused me a little cognitive dissonance since I thought that good evidence was good evidence regardless of audience.

Rhetorical Situation: I found it interesting that the author/actor attempts to relate to the audience in order to bridge the gap between potential differences.  For instance, a politician might mention how her father was a school teacher when speaking to a group of educators.  However, it is mentioned in this chapter that when an author/actor chooses to relate to the audience, the author/actor also runs the risk of alienating those in the audience who cannot relate.  Thus, the author/actor should know the audience and wisely choose which bridge would reach the most people in the audience, or the author/actor can implement a multitude of bridges that cover more and more ground.  For instance, the previous politician might attempt to relate to educators through growing up with an educator for a parent in addition to later mentioning how she is a proud parent with a child in the educational system.  This would resonate with both educators as well as parents. 

Appeal to Time: I found it interesting that rhetoricians can use time as a tool to increase the persuasiveness of their message.  For instance, they can claim that people should return to the past, learn from the past, embrace change, or value the future.  This chapter also has my favorite quote thus far: “With the development of the atom bomb, people became particularly aware of the break with the past.  The power to destroy the world with a single decision – the kind of power that had before been the prerogative of the gods – now fell into human hands” (Killingsworth 43).

Appeal to Place: This was definitely the most interesting chapter because it introduces the notion that rhetoricians can make the argument that a place is sacred as well as the argument that a place should be taken over (an imperialistic philosophy).  In addition, it touches on the idea of cyberspace as a real place as well as its implications for nature and environmentalism.

Commentary: I appreciate how this reading presents different appeals as a means for rhetoric.  As I mentioned previously, I never would have thought about the appeals to time, place, or body.  I am especially fascinated with the role of technology and its future importance in the field of rhetoric.  With society’s continued reliance on technology, what effect will this have on rhetoric?  Will the field of rhetoric shift its focus to more online and telecommunication subjects of study?  How does online communication affect rhetoric and the means of effectively communicating messages?  These are all interesting questions that will grow with relevance as technology becomes more and more a part of our daily lives.