Rhetoric-The Art of Persuasion on Social Media (Virtual Public Sphere)

Introduction 

Imagine all your social media followers gathered in one place like a park, a city hall, a stadium or any public space and they are waiting for you to address them. Would you simply type the words you usually text when you are on the platform alone with your phone? You will prepare for every word you say to address the real people. But the same people on social media are the real people you should always engage with some skill to persuade or convince. Many people lack that art of persuasion hence toxicity in some social media platforms. I just want to give a brief on the importance of rhetoric in the virtual public sphere where we gather to debate, share ideas and hold each other accountable.

What do many people think about Rhetoric?

To many people today rhetoric is often  associated  with the writing of compositions and themes or with style in which figures of speech, flowery diction, variety of sentence patterns and rhythms-or with the notion of empty, bombastic language, or rodomontade ( to use a bombastic word), of "sound and fury, signifying nothing," of "sounding brass and tinkling cymbals." You hear people saying that is a rhetorical question when they mean you just saying meaningless and unsubstantiated words without evidence but this is not the original meaning of rhetoric.

Of Rhetoric

Rooted in word manipulation, its origin lies in oration, extending to written discourse, notably during the Renaissance. Classical rhetoric is now commonly taught in Speech classes, indicating a shift in pedagogy. Originating from Greek words meaning "word" and "teacher of oratory," rhetoric was originally linked with oration in ancient Greece and Rome. Our English noun rhetoric derives from the Greek feminine adjective rhetorike, which is elliptical for rhetorike techne ("the art of the rhetor or orator") Great orators such as Socrates, Plato, Aristotle, Cicero have shaped what rhetoric was in ancient times.

Aristotle. One of the greatest philosophers who shaped rhetoric.

Over time, its principles expanded to include written discourse, particularly during the Renaissance with the advent of printing. Interestingly, while classical rhetoric is now often taught in Speech classes, its study has somewhat receded from English classes, marking a cyclical evolution in its pedagogy.

Rhetoric Today

In modern education, the art of persuasion, a central aspect of rhetoric, receives limited attention. Students mainly focus on argumentation, often reduced to a course in logic. However, classical rhetoric, once integral to education, has waned in importance. Historically, mastery of rhetoric was crucial for success in various fields. Yet, its decline can be attributed partly to the rise of alternative paths to success in industrialised societies. Despite its diminished role, rhetoric's influence persists in shaping historical and contemporary discourse, albeit less prominently in formal education systems.

Periods of significant social change often witness a resurgence of rhetoric, as seen in historical events like the Renaissance, Reformation, and American Revolution. Skilled orators and writers played crucial roles during such upheavals. This trend persists today, evident in nationalist movements in Africa and Asia. African leaders such as Nkrumah, Lumumba, Mugabe, and Senghor were masters of Rhetoric. An understanding of classical rhetoric is a key pivot which provides a framework for analysing persuasive discourse and it further enhances comprehension of the evolution and application of persuasion in the new public sphere of social media.

Habermas and  Social Media as  Public Sphere

A popular German philosopher called Jürgen Habermas wrote a book called The Structural Transformation of the Public Sphere"  in 1989 which explores the historical development of the public sphere as a space for rational debate and critical discussion in bourgeois society, tracing its origins in 18th-century Europe. He analyses how this sphere evolved, its decline due to commercialisation and privatisation, and its relevance in contemporary democracy.  Despite the reserved views of some scholars who caution against entertainment dominance and unequal platform access social media has become the new sphere for public discourse.  Others also critique Habermas' public sphere, proposing "mediated publicness" with non-geographical, non-dialogical communication, and wider audience reach, altering power dynamics however, social media is making new updates to make it very close to the ancient public sphere.

Notably, rhetoric was specifically meant for the public sphere debates, oratory or speeches and now social media has become a virtual public sphere which according to Habermas comprises private individuals brought together by societal interests that go beyond their personal lives. Social media is where people can congregate to engage in critical discussion and debate about matters of shared concern The public sphere, in Habermas's opinion, is an essential element of a democratic society because it gives people a forum to discuss issues, questions accepted beliefs, and hold those in authority responsible. The idea places a strong emphasis on the value of rhetoric but unfortunately, many people lack the skill or the knowledge of the existence of such a subject when engaging in public debates.

Three models of rhetoric for social media users.

There are three fundamental models of rhetoric which were perfected by Aristotle, and these are logos, pathos, and ethos. Engaging in social media debates requires a basic knowledge of these three models.

• Logos (Logical Appeal)

Logos, or logical appeal, relies on reasoning and evidence to convince an audience. Speakers employing logos use facts, statistics, and logical arguments to support their claims, appealing to the audience's intellect and rationality. This mode of persuasion aims to establish credibility through the presentation of logical and coherent arguments. An example of a social media logos post will be like;

"Climate change is a pressing issue backed by overwhelming scientific evidence. Rising global temperatures, melting ice caps, and extreme weather events all point to the urgent need for action. Let's rely on facts and reason to drive policy decisions. #ActOnClimate"

• Pathos (Emotional Appeal)

Pathos, on the other hand, appeals to the audience's emotions. Pathos evokes feelings such as sympathy, fear, or joy, and speakers seek to create a strong emotional connection with their audience. Pathos can be employed through vivid storytelling, powerful imagery, or poignant language, aiming to elicit an emotional response that influences the audience's attitudes and behaviours.

An X post with pathos will be as follows;

"Heartbreaking images of families displaced by conflict remind us of the human cost of war. As we celebrate our freedoms, let's also remember those who long for peace and security. Together, we can make a difference. #RefugeesWelcome #Peace"

• Ethos (Credibility and Character)

Ethos pertains to the credibility and character of the speaker. It involves establishing trust, authority, and integrity, thereby enhancing the speaker's persuasiveness. Speakers demonstrating ethos exhibit expertise on the subject matter, convey sincerity and honesty and align with the values and beliefs of the audience. Through ethos speakers cultivate a sense of trust and credibility, making their arguments more convincing.

A post with ethos reads as follows:

"As a healthcare professional with years of experience in infectious diseases, I can attest to the importance of vaccination. Let's protect ourselves and our communities by getting vaccinated. Trust science, not rumours. #VaccinesWork #PublicHealth"

Use All three models.

A combination of logos, pathos, and ethos form a comprehensive framework for effective persuasion, allowing speakers to appeal to the audience's intellect, emotions, and sense of trust simultaneously.  I urge social media users to understand and effectively use these modes of persuasion because they are essential skills for successful communication, advocacy and persuasion.