Daniel T. Richards

Daniel T. Richards

Innovative Strategist & Digital Expert

The 5 Canons of Rhetoric (Boom)

Peanut butter and jelly. Gin and tonic. Talking heads and online videos. Some things are just made for each other. Other things…not so much. And unfortunately two things that don’t often correspond are well-constructed arguments and YouTube.

We’ve lost our culture of rhetoric—that is, we’ve lost the ability to reason well and eloquently. YouTube ranters are particularly heinous offenders, taking to the medium in droves with long-winded diatribes, semi-coherent arguments, and a penchant for personal attacks. There’s a lot of #ArgumentJunk. Stuff that mimics an argument but doesn’t really count.

Luckily this guy named Cicero developed a method for constructing arguments in 55 B.C. No one has topped him since, IMHO. So before you make your next YouTube video, consider these five steps (or “canons“) to build your argument:

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