DEL GANDIO, "THE POWER OF LANGUAGE"
A main point of the chapter includes aspects to consider when moving into rhetorical engagement. Aspects include observation of language, awareness of the inherent power in words, how to frame language when moving into an argument, the context of the argument and audience and the social and political considerations to be made.
Del Gandio's discussion of the propaganda breakdown formulated in a book by Noam Chomsky and Edward S. Herman (which sounds super interesting) during the Cold War is significant. Del Gandio states, "All propaganda is rhetorical, but not all rhetoric is propaganda" (120). He also mentions how the goals of propaganda exploit "people's desires while rhetoric seeks to liberate people's desires" (120). The "language of association and coupling" is a notable technique used in propaganda and his discussion on how to take apart a "cluster" is very relevant (specifically in further researching, and refuting through a developing series of pieces for Urban, the argument set forth by We Energies that essentially says eliminating solar from our economy is the best thing for Wisconsin).
Lastly, the section devoted to "words of change" is a central theme. The fact that words can empower and liberate people, how they can change a person's reality, is rhetorically critical.
What seems particularly pertinent is the progression that guides the reader into his instruction. I believe there is an elegant parallel happening in the chapter between what he is instructing and his clear application of those same instructions. For example, under the heading “Language Constitutes Consciousness,” he states, “Simply put, language messes with peoples minds. Because of that, your strategic use of language should be guided by some ethics: being honest; avoiding language that lies, distorts, confuses or fabricates; and using language that is accurate, fair and balanced” (p.103). What I like about this is that he is prefacing a progression of how to employ rhetoric. The reader can see his own ethical credibility moving forward. This beginning (“begin as you mean to go on,” my yoga teacher would always tell me) has an effect of receptibility in the reader. Most appropriate within the broader context of this instruction manual for changing the direction of society.
Del Gandio's discussion of the propaganda breakdown formulated in a book by Noam Chomsky and Edward S. Herman (which sounds super interesting) during the Cold War is significant. Del Gandio states, "All propaganda is rhetorical, but not all rhetoric is propaganda" (120). He also mentions how the goals of propaganda exploit "people's desires while rhetoric seeks to liberate people's desires" (120). The "language of association and coupling" is a notable technique used in propaganda and his discussion on how to take apart a "cluster" is very relevant (specifically in further researching, and refuting through a developing series of pieces for Urban, the argument set forth by We Energies that essentially says eliminating solar from our economy is the best thing for Wisconsin).
Lastly, the section devoted to "words of change" is a central theme. The fact that words can empower and liberate people, how they can change a person's reality, is rhetorically critical.
What seems particularly pertinent is the progression that guides the reader into his instruction. I believe there is an elegant parallel happening in the chapter between what he is instructing and his clear application of those same instructions. For example, under the heading “Language Constitutes Consciousness,” he states, “Simply put, language messes with peoples minds. Because of that, your strategic use of language should be guided by some ethics: being honest; avoiding language that lies, distorts, confuses or fabricates; and using language that is accurate, fair and balanced” (p.103). What I like about this is that he is prefacing a progression of how to employ rhetoric. The reader can see his own ethical credibility moving forward. This beginning (“begin as you mean to go on,” my yoga teacher would always tell me) has an effect of receptibility in the reader. Most appropriate within the broader context of this instruction manual for changing the direction of society.
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