Category Archives: Rhetorical Mastery

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When Words Do Not Matter

One British shop owner’s reaction after the election of Donald Trump in 2016.  London Evening Standard

We may no longer have the patience to read ourselves into the implicit contracts we must make to meld the private with the public.

I was in high school in April of 1962 when an angry President Kennedy delivered remarks to the nation, expressing his displeasure with the steel industry for raising prices that he thought would prolong a recession. Who remembers presidential comments while running the chaotic maze of high school? For many of us the landscape of national life was different then. Kennedy’s criticism of the steel industry caught our attention because presidents typically did not make disparaging comments about core businesses. With unexpected fury as he noted that “simultaneous actions of United States Steel and other steel corporations, increasing steel prices by some 6 dollars a ton, constitute a wholly unjustifiable and irresponsible defiance of the public interest.” As was his habit, he talked about the national values. Hence, the rhetorical blow against “big steel,” which still supplied most of the American carmakers. “Some time ago I asked each American to consider what he would do for his country, and I asked the steel companies. In the last 24 hours we had their answer.” The famous Kennedy style of understated affability had been momentarily wiped away by his revulsion. The chill was consequential even for a high schooler. At the time it seemed as if the nation fell silent for just a moment to ponder the weight of his words.

I offer this example in representative contrast to what has unraveled in the years since then. In 1962 Americans noticed a President’s atypical displeasure. How times have changed, with the words of Donald Trump falling like so many lit matches in a dry and empty forest. The pulse quickens from the spectacle, but fewer seem shocked by a national figure who has constructed his persona around daily taunts and obscene asides. Forget a major American industry like steel, no person has been too small to be picked off in a shooting gallery of rhetorical assaults.

The use of presidential rhetoric for incitement and harassment was rare in 1962. Kennedy and his 1960 presidential campaign opponent, Richard Nixon, kept their comments to each other and their supporters civil. Neither sought to use the plentiful indecencies of rhetorical attack to impugn the character of the other. In the end, the steel price hikes were rescinded, and the nation moved on.

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Now, it seems, words from former president Donald Trump seem to rush into the vacuum of what passes for civil discourse. We no longer pay much attention because the nonstop roar of hortatory language in the digital world is more distanced and transactional. In a culture of professional shouters we have apparently come to believe that we don’t have time to care. It seems not to matter that a candidate for the Presidency of the United States can suggest that a heckler should “get the hell knocked out of her,” or that he would deploy the military to handle the “enemy from within,” meaning “radical-left lunatics” like former House Speaker Nancy Pelosi. No wonder former Chairman of the Joint Chiefs of Staff, Mark Milley, has recently noted that the President he served under is “fascist to the core.”  And we should remember that in 2016 Trump indicted himself and the nation even more in the comment that he could “shoot somebody and not lose voters.” As The Atlantic’s Anne Applebaum recently wrote, he “has brought dehumanizing language into American presidential politics.”  He has made language a disposable afterthought.

As a rhetorician I have a professional distaste for his sloppy indifference to the advantages of a tempered response. As for his brazen palaver, the acceptance of it by a sizable portion of the county is its own national crisis: maybe less than Kennedy’s confrontation over Cuban Missiles, but certainly more than JFK’s showdown with big steel.

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Because government reaches further into our lives, its rules and stipulations provoke in some a barely dormant impulse to celebrate chaos. 

It follows that his conviction for multiple felonies and an assault on at least one woman seems not to be disqualifying. A discouraging number of Americans have dismissed the details of the former President’s crimes of rebellion against the rule of law. It is no coincidence that the British chose a hasty exit from the EU at about the same time Americans first elected Trump. Both societies behaved like bored middle-schoolers searching for a sense of identity in a confusing world.

The influential conservative writer David Brooks has noted that the United States is “a democracy in decline,” in part because more Americans with lives shrunken to the size of their personal devices are ill suited to deal with pages and paragraphs that are needed to make sense of a complex society. Primary sources have been overwhelmed by influencers and interpreters. With news readership and viewership at record lows, too many distracted owners no longer feel compelled to confront the stressed political environment. It is easy to get comfortable with the realization that no one is really paying much attention.

There are also other forces at work. Speaking in broad strokes, because government reaches further into our lives, its rules and stipulations provoke in some a barely dormant impulse to feed a backlash that celebrates chaos. Many no longer have the patience to read themselves into the implicit contracts with civil institutions such as schools and libraries that meld the private with the public. The ubiquitous use of film violence targeting men offers a clue. It seems to function as an opportunity for vicarious release from the work of living in an interdependent and culturally diverse society. To self-identify as dispossessed is reason enough not to care.

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Surprise! YouTube is Now the Top Television Platform in the U.S.

What may come as a surprise is that a company known first as an internet gateway is the source of more hours of television viewing than any other provider.

If you have a clear memory of life before 2000 you might expect that television is still about networks, 13 week “seasons” of comedies and dramas, and any number of television “specials,” usually built around a singer or a beloved comedy performer. But that also dates those of us who think in terms of the programming appearing on the standard over-the-air VHF channels 2 through 13.

A lot has changed in the television universe. Most dramatically, top programs have migrated to platforms that have nothing to do with the original idea of “broadcasting,” which means delivering a television signal to an antenna. Obviously, cable providers carry their own networks as well as those who still broadcast. And we now look for content that is mostly “on demand.”  What may come as a surprise is that a company known first as a computer content platform is the source of more hours of television viewing than any other provider. This is according to Nielsen Research data. YouTube, a branch of Alphabet Inc., arose to the top from its origins in Google.

Nielsen Research Data

YouTube takes no single form or point of view. Each user sets the parameters in the algorithms for videos they may watch. My YouTube habits would in no way mirror yours, unless you like pipe organs in the United Kingdom or a bass guitarist with interesting videos on music theory.

The specificity of content the single most significant element of the platform. It has made it possible to search and find content that matches a viewer’s interests. Few of us studying the mass media in the 1970s could have imagined that “television” could be tailored to the quirkiest  interests. It may be as close as we get to democratizing media. As Jacqueline Zote notes in Sprout Social, the average user spends 48 minutes a day watching YouTube. Younger men are a key demographic in the U.S.  And if its possible, there are even more avid viewers in India. Ads appear if viewers use only the free service, but they are a bit less intrusive than on broadcast television. And, mostly, they won’t butcher an extended music performance.

Because there are both private as well as institutional sources of videos (i.e. a single English historian with interesting ideas, as well as legacy broadcasters like BBC News), viewers need to avoid the mistake of thinking of all videos as having equal veracity.  Fools and fantasists often have an inflated view of their talents, and are often all too willing to display them. A viewer needs to choose sources and their motives carefully.

Not only is YouTube a redefinition of what television is, it is also a medium that thrives at least as much on small screens and computers as well as traditional home sets. Its an internet site, but now also a regular program source for television viewers. Maybe “television” is the wrong word since much of YouTube’s content originates on demand, and outside of the traditions and usual pathways used in professional entertainment. Anyone can upload a YouTube video or be a mobile user of the medium. The results range from the local elementary school showing part of its holiday pageant, to German public television with a full documentary on the free but nervous Baltic states bordering Russia. There is no shortage of individual content providers. In addition, public broadcasters and some news organizations release scores of fascinating programs that would be at home on Netflix. They represent the very tip of professionally produced content. At the other end of the spectrum, some YouTubers clearly have little talent for explaining or organizing material. But more than we might guess, many show evidence of mastering the rudiments of writing, lighting, sound, camera usage and editing. Producing a good video is a humbling experience that takes time and a degree of talent.  We are usually not talking about 4K here. But neither are most YouTube videos going to look like your grandfather’s home movies. For example, Katie Steckly offers a primer for novices who want to start their own series.  At last count she has around 300 subscribers.

Providers of content have good reason to complain if they expect their content will provide a significant revenue stream. Even though there are 100 million paying subscribers, it’s hard to get enough views to make money on YouTube. Even a thousand hits on a person’s YouTube site will only make enough cash to buy lunch. On the other hand, opening up video production to nearly any source has lead to some surprisingly good offerings.

On the downside, a universe of discourse nearly as broad as the population means that a lot of misinformation, anti-social content, and other forms of video mischief are sometimes left on the site.

As boomer undergraduates studying media, we thought of the three primary networks as the largest of the American mass media. Even throw away content got huge audiences. We were pretty sure print would be the pathway used by thinkers and innovators to reach audiences with very specific interests. Now the advent of video has turned that world upside down. The best of independent content providers can almost match the slick offerings of a network. Traditional broadcasting and most on-demand platforms—including Google—exist to make money; but YouTube videos are ubiquitous because content providers usually have a strong appetite for the subject that they want to share.