By Tom Seiler
Pragma-Dialectics offers rules of engagement for argumentation. I want to look at the question, “How might a student of Burke’s critique an ethical argument differently?” My answer casts the two camps in different timeslots on Comedy Central’s schedule. I hope to discuss our readings meaningfully and with a view to engaging our students.
Identification is a rhetorical emphasis preferred by brain-hungry extraterrestrials. The mandibles always appear just after a speech establishing how closely the concerns of Planet Gormand parallel those of Earth. Persuasion thus follows the logic of narrative, as Keith and Lundberg illustrate through Hitler’s tale of the German people as victims (53-4). Likewise, speaking of General Petraeus as a “relief pitcher coming to the mound with bases loaded” places an argument about Afghanistan within an interpretive plot. Burke used literary analysis as a springboard, so he understood how we tell stories to bridge division and see past the limits of our respective experiences. A direct appeal to identification is analogous to a novel which expects the reader to “identify” with a main character.
Thus, a student of Burke’s might view moves which establish common ground with more suspicion than a pragmatico-dialectician. But mark that for Burke, all persuasion depends upon some form of identification (he arrives at this idea after considering the categories of nothingness and existence in the Gospel of John, which just goes to show how far argument by analogy can take you). And because the human need for identification arises from the human tendency for division (“If men were not apart from one another, there would be no need for the rhetorician to proclaim their unity” [Burke 23]), it makes sense that we become more aware of persuasion as identification through a consideration of political difference. The same mode by which same-sex couples argue for marriage rights is navigated by corporations portraying themselves as “taxpayers like you.” “They” become “us” through identification.
Such a perspective equips cynicism. The creators of “South Park,” a defecation-centered animated television program, continually satirize attempts to establish identification. Empathic types find it tough going when they visit South Park. While they argue for recognizing a shared humanity, they are constantly confronting giant spiders and aliens behind rival belief systems. Their humor may be said to defend division and forestall identification. Burke would not have shared the same political outlook as Trey Parker and Matt Stone, yet the duo’s satirical comedy appears to be informed by a similar understanding of rhetoric. This understanding can be expressed with a negative inflection, viewing humor as defense against coercion.
Advance a persuasive argument, satire will squeeze it. At first, satire seems suited to social conservatism in the way that its ridicule tends to spare the status quo by default. Yet, Jon Stewart-produced news programs model another approach. As our preeminent venues for rhetorical analysis, “The Daily Show” and “The Colbert Report,” name-check informal fallacies from tu quoque to “reductio ad hitlerum” during their round-up of current events. Just as with “South Park,” Stewart and Colbert have found that sitting beneath the foolscap puts one in a powerful position to act as rhetorical watchdog. Witness Stewart’s exchange with Tucker Carlson and Paul Begala (linked in Jones 159). There Stewart continually emphasizes his role as an entertainer, claiming that this rhetorical mode remains distinct—as delineated by Cicero (27). The implication is that entertainers are exempt from the rules of responsible argument. But, on his own show, Stewart leaves the cynic’s clay jar to advance positive claims about the way we ought to argue. His humor assumes good intentions, assumes the value of maintaining the conversation when we argue. His attitude corresponds to the view which framed the Amsterdam rules included in the chapter by Jones.
The Amsterdam rules offer guides for “proper engagement” rather than work at naming failed arguments (172). While Jones denotes this approach as “utopian,” the crucial difference to appreciate in the approach is its positive, practical, interpersonal orientation. Whereas one could identify logical fallacies alone with a text, going Dutch requires negotiation with another person. I have planned to use video clips of “The Daily Show” during the Op-Ed unit. In Stewart we have an accessible week-nightly performance to evaluate against standards for engagement. There are also, frequently, jokes.