I don’t mean shouting down your opponent until he relents. I don’t mean repeating the same discredited point over and over again. I don’t mean name-calling or bringing up irrelevant facts. That’s what we accept as argument these days (especially on the Internet), but it’s all #ArgumentJunk.
Let’s define our terms.
Holding a gun to someone’s head and commanding them to empty their wallet is not an argument. Blackmailing someone is not an argument. Hypnotizing someone is not an argument. The use of force is never an argument.
A picture by itself is not an argument. Stats by themselves are not arguments. Emotions and feelings are not arguments. Disintegrated data are not arguments.
Telling your child to sit down is not an argument. A Biblical commandment is not an argument. An order from a drill sergeant is not an argument. Unsupported assertions are not arguments.
Think about the people you know and what it takes to convince them. (I’ll give you a moment. …) You probably know a guy who needs an argument spelled out step-by-step. And you definitely have a “tug-at-their-heartstrings” acquaintance. And you likely have a friend who will “take your word for it” because she trusts you.
You naturally approach these folks differently, probably without even realizing it, because you’re familiar with them. But if you take a moment to think about it (I’ll give you a moment …) I bet you can identify patterns. Aristotle did. He realized there are three primary appeals when you’re trying to persuade: Appeal to logic, appeal to emotion, and appeal to character—logos, pathos, and ethos respectively.
We use every appeal in every argument, but knowing when to shift the emphasis of your argument appropriately—from emotion to logic or from logic to character—can be the difference between convincing or repulsing your audience.
Sometimes it also means knowing where your argument will thrive and where it won’t. Here’s some advice for using each appeal and a social network to hone your skills…
“For the genuine orator must have investigated and heard and read and discussed and handled and debated the whole of the contents of the life of mankind, inasmuch as that is the field of the orator’s activity, the subject matter of his study. […] And if we bestow fluency of speech on persons devoid of those virtues, we shall not have made orators of them but shall have put weapons in the hands of madmen.”
Rhetoric gets a bad rap nowadays but for a good reason. Few people know what it is…