Tag Archives: classical rhetoric

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Eroding Norms Require a Revival of Timeless Ideas

It used to be harder to fake competence; now its easier.

In a recent column, the New York Times’ Frank Bruni recounted an article from a historian of education who mentioned a recent Columbia University graduate who shamelessly boasted about his ability to skate through his years mostly using A.I. The original conversation was recalled by James Walsh and mentioned in an article entitled, “Everyone Is Cheating Their Way Through College.” At the same time another higher education expert told Bruni that “in the minds of our students, [college] has become highly instrumental and transactional.”  When Walsh asked the student why he bothered with the Ivy League “only to offload all of the learning to a robot,” he answered that Columbia was an optimal place to meet the co-founder of a start-up and find a wife.

Obviously, as a representation of some students in higher education, this is disheartening. Are our best institutions producing graduates with a moral sensitivity that is as low as our President’s? Shouldn’t they know that the capability to copy and paste someone else’s thoughts is a long way from owning those ideas and being able to act on them?

Useful knowledge is precious. It can become part of the “equipment for living” that thinkers promise for any language of action. But lifting ideas from others is not the same as owning them. For example, I could take most A.I. descriptions of the key term “credibility” and sound like I know what I’m talking about. An A.I. definition at least superficially signals knowledge and awareness, but does not necessarily indicate real mental processes that give the idea life. Hence the definition that it “refers to the quality or characteristic of being trusted and believed”  is a harmless statement, but is not the same thing as the rigorous mental work of testing and detailed cross-referencing to understand a source’s credibility. In short, using A.I. descriptions is not the same as acting on its specific processes.

Imagine another case. I might make a guess that Canada is ripping off the U.S. in some sort of trade arrangement, but I can’t truly accept that claim if it has come from a source that has labored under the view that this is also true of every other nation. This is the unmoored thinking of Donald Trump.  As our defacto Minister of Slights, his faith in tariffs comes with a long held-bias that every nation is suspect and probably a worthy target of retribution. Those psychological motives are surely real, but beyond actual circumstances on the ground that could be assessed by a fair-minded expert. Thus, “credibility” is the result of considered judgment and knowledge, not something that just comes, a-priori, from a twisted set of norms.

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Full and complete competence has to be earned, but seems to be more easily elluded if an A.I. substitute can be passed off as one’s own cognitive work. 

What is intriguing about all of this is that it represents the nature of high competence that classical thinkers sought to understand.  Their preferred words like “wisdom,” “aréte,” (excellence), or high “quality.” In Aristotelian and Platonic ideals, a person of evident “virtue” was worthy of belief. There should be no false front in the presentation of one’s own character. There should be no unearned pretensions. In plain language, an expert is worthy of attention when the “high ethos” of their character aligns with real knowledge and ethical intentions.

All of these indicators of “excellence” are what motivated Robert Pirsig in his well-known quest laid out in Zen and The Art of Motorcycle Maintenance (1974). In the guise of a memoir of travel across the West he drifts into an interior monologue that keeps showing up. He compulsively revisits moments when his study of classical thought left him troubled by the lack of practical wisdom in the people he encountered. Consider his description of two uninvolved and distracted mechanics who were asked to diagnose a problem with his old motorcycle.

The shop was a different scene from the ones I remembered. The mechanics, who had once all seemed like ancient veterans, now looked like children. A radio was going full blast, and they were clowning around and talking and seemed not to notice me. When one of them finally came over he barely listened to the piston slap before saying, “Oh yeah. Tappets.”

Pirsig eventually paid a $140.00 repair bill for services that failed to remedy the engine problem. He later discovered that the noisy piston was caused by a damaged twenty-five cent pin accidentally sheared off by another careless mechanic. “Why,” he wondered, “did they butcher it so?” What evidence did they provide that indicated they were less than fully competent mechanics?

The radio was the clue. You can’t really think hard about what you’re doing and listen to the radio at the same time. Maybe they didn’t see their job as having anything to do with hard thought, just wrench twiddling. If you can twiddle wrenches while listening to the radio that’s more enjoyable.

Their speed was another clue. They were really slopping things around in a hurry and not looking where they slopped them. More money that way. . . .

But the biggest clue seemed to be their expressions. They were hard to explain. Good-natured, friendly, easygoing—and uninvolved. They were like spectators. You had the feeling they had just wandered in there themselves and somebody had handed them a wrench. There is no identification with the job. No saying, “I am a mechanic.” At 5 PM or whenever their eight hours were in, you knew they would cut it off and not have another thought about their work. They were already trying not to have any thoughts about their work on the job.

The book does not have much more to say about motorcycles, but it is full of the thoughts of a man on a quest to understand what “quality” and “aréte” can mean when applied to our own lives. I’m afraid he would be troubled by the intimations of excellence represented by the clueless student who thought he pulled off a perfect deception. The student may have deceived Columbia, but soon enough the rest of us must deal with more like him who have credentials but not competance.

The Addressable Audience: The Decline of a Communication Model

Greek Theater in Syracuse, Sicily Wikipedia.org
Greek Theater in Syracuse, Sicily        Wikipedia.org

 Are we a nation that is still addressable as a society that coheres?

Since the early democracies in Sicily a person or group with specific persuasive goals has been said to be locked in to the requirement to formulate messages that build on community attitudes. This idea is a central canon in communication studies. For most scholars in the field, the study of public persuasion would be unmanageable without this convenient notion. We understand an audience to be the generative source of successful persuasion attempts.  It’s from their views that a persuader fashions ways to connect with them.

Yet this basic assumption is increasingly problematic. We still lean heavily on the belief that we can lump individuals together in cohesive groups with demographic and lifestyle similarities (age, sex, income, region of residence, and so on). Traditional media outlets such as television networks often “sell” their audiences to advertisers based on some of these features. And virtually every music, film and television producer is convinced they know their “market.” Even so, the concept of the audience rarely works as well in fact as it does in theory. In their study of The Mass Audience, James Webster and Patricia Phalen remind us that “audiences are not naturally occurring ‘facts,’ but social creations. In that sense, they are what we make them” (p. xiii).

There are two problems with this core idea the audience. One is that with the proliferation of “new” media choices contained in the Internet as a gateway supporting many “platforms.” In this environment audiences turn out to be neither uniform nor very predictable. Even the motives of those who self-select themselves into the same group can be surprisingly diverse. For example, it would be risky to infer much about the audience for content on Snapchat or any of the thousands of sites that stream video and audio content for free. Even analysts at The Nielsen Company—the nation’s most visible audience research firm—would concede that it’s extremely difficult to come up with reliable metrics especially for “one-off” events.

The second problem is even more daunting. The structural changes in our newly dominant media make individual usage far more scattered and fragmented. Aristotle wrote one of the first studies of human communication (The Rhetoric, circa 335 BC) with an eye on the challenges of addressing a few hundred citizens within a small city. Today, by contrast, audiences are sometimes defined in the millions, with messages delivered to them on a host of platforms that increasingly muddle the question of what makes a message “public” or “private.” We may still assume that most men do not read Cosmopolitan or Vogue. But beyond recording “hits” to a site, even popular message aggregators like the Daily Beast or similar news sites cannot be easily defined by their audiences. The impact of their customizable messaging is difficult to access.

Consider just two snapshots of current media use:

  • Digital devices of various sorts get about ten times more attention than newspapers and magazines. Most of these devices are accessing the web, where the average time spent on a single page is under a minute.
  • Among American teens who will shape future discourse, texting has become a time-consuming preoccupation, with an average of 60 separate messages a day, and 6-hours at social media sites over the same 24 hours.

Usage patterns like these hint at the paradoxes about the nature of modern discourse. Does our dependence on digital devices borne from imagistic platforms (graphical interfaces loaded into virtually all digital devices) disallow the kind of thinking about uniform attitudes that is thought to be needed for message development? Put another way, if modern life now proceeds as continuous exposure to a series of visual riffs in broad-based and space-restricted media such as U-tube or Google Plus+, is there any chance to create a series of appeals that speak to the needs of their heterogeneous users?

Is the fraying of our faith in a true national community one of the prices we will pay for the fragmentation of our media?

Beyond our love of shopping malls, mass market films and television, do we share anything like the common civic culture that was easier to see in the pre-digital age?

When Americans witnessed the first moon landing in 1969 there were just three national television networks that made up what some media historians have called “the national hearth.” Together they had a 93 share, representing about half of the nation’s total population.1 Are there still universal values and ideals that define our national life? In classical terms, is the collective polis still addressable as a common unit?

https://www.youtube.com/watch?v=5F6B1U77dgs

Some social theorists have noted that we are less a “melting pot” that blends away our differences than a culture that more or less accommodates them. If that is the case, the older idea of an audience sharing the same property of a common culture may be simply a fiction of media and communication disciplines. Should that turn out to be even partially true, we need to ask what a viable alternative model of communication that is not based on assessing audience-oriented appeals looks like. There is growing evidence that we already see the withering effects of undirected communication: for example, rhetorical bomb-throwing for its momentary thrills. “Trolling” in the “comments” section of news site is just one symptom.

All of these concerns may appear rather abstract. But they have real consequences. We traditionally assume that effective messages usually get their energy from appeals that trigger a sense of identification with a source and their message. We also assume that communication failure can often be attributed to messages that have “boomeranged,” meaning a piece of discourse has actually alienated those who received it.  But, of course, you have to care about the effects of your words. So a fading tradition that assumes our words are chosen to match the needs of a given audience raises practical questions about whether enough Americans have the will to function in a society that coheres.

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193 percent of Americans watching television were tuned to this event.  TV By the Numbers, July 17, 2009, http://tvbythenumbers.zap2it.com/2009/07/17/moonwalk-draws-125-million-viewers-cbs-and-cronkite-win-big/

Comments: woodward@tcnj.edu

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