Tag: rhetoric

Rhetorical Studies of Science and Technology

The following discussion was co-authored with Elizabeth Pitts, a PhD student in Communication, Rhetoric and Digital Media program and NSF IGERT Fellow in Genetic Engineering & Society at North Carolina State University. — An ethos of expertise—that is, an ethos grounded not in moral values or goodwill, or even in practical judgment, but rather in a narrow technical knowledge—addresses its audience only in terms of what it knows or does not know. The diminution of arete and eunoia in an ethos of expertise has a specifically rhetorical effect, because these qualities are relational in a way that expertise is not; similarly, the transformation of phronesis to episteme diminishes the practical, or relational, dimensions of knowledge. Without arete and eunoia, there is no basis for agreement on values or for belief in the good intentions of a rhetorical agent; the rhetorical relationship becomes impersonal. … The impersonality of an ethos of expertise runs the risk of being persuasive to no one. – Carolyn R. Miller, pp. 201–202 To discuss the limitations of persuasive appeals that rely solely on technical expertise, Miller draws on terms from ancient rhetoric. If experts fail to demonstrate that they are people of virtue (arete) and goodwill (eunioa), she argues, then others have little reasons to trust that they possess not only knowledge (episteme), but also practical wisdom (phronesis) that is fundamental to democratic deliberation. Rhetorical theory is an ancient tradition that thrives today in Communication and English departments in the United States. Across these two traditions, one that has been primarily concerned with rhetorical speech and the other with rhetorical compositions, there is a subfield often referred to as the Rhetoric of Science and Technology and Medicine. Rhetorical studies offer a rich body of literature and, we believe, several profitable sites of intersection with anthropological studies of science and technology. In this short discussion we look to the emerging spheres of do-it-yourself science to articulate some possible conversations between rhetorical and anthropological inquiry. We take our warrant from Carrithers (2005), who argues for the importance of rhetorical scholarship to Anthropology, saying that the “mark of distinctly human sociality is not the possession of one culture or another as such but the capacity to change and create new cultures” (pp. 580). Rhetoric is concerned with how these strategies of change and creation occur through processes of persuasion and argument. What Miller’s quote above reminds us is that these processes are not only messy, but situated in specific discursive choices. Rhetoric, which considers how we make such choices, and what choices are available to us in a particular context, then seems a profitable realm for Anthropology to engage. (read more...)