has a cluster of related words and images, noted here in terms of: name-calling (attack words, demonizing the enemy);"horror stories"& "atrocity pictures" (telling and showing what the enemy does, or will do). Note the common problem/solution sequence: Threat (stirring up emotions, intensifying fears); Bonding (getting together a group); for a Cause (a sense of duty, idealistic purpose); Response (targeted action). Such "committed collective action" is here called the "pep talk."
from Persuasion Analysis | Hugh Rank | © 2009 | http:// faculty.govst.edu/pa [Home]
Common words
Naming & describing the threats, the feared actions, and the agents-
Injustice involves a more/less
relationship of degree: (too much) (too little)
equal / unequal
excessive / insufficient
extravagant / meager
extreme / skimpy
superfluous / lacking
surplus / shortage
exorbitant / scant
just / unjust
moderate / immoderate
adequate / inadequate
fair / unfair
balance / imbalance
appropriate / inappropriate
proper / improper
suitable / unsuitable
take advantage of
exploit,
cheat
The feared threat is that someone else has more, or something better undeservedly, or that someone is trying to take away our "fair share."
In a world of obviously unequal distribution of benefits (money, possessions, skills, virtues, beauty), there is also a widespread human desire for Justice.
Everyone seeks, or defends, their own "fair share," thus causing a basic tension between the HAVES and the HAVE-NOTS, Those who HAVE seek to keep the existing relationship; those who HAVE-NOT seek to change.
When HAVES are challenged that they have more benefits in one
category (e.g., more money, bigger house), they respond with a Justice
argument: that they deserve it because of another related category
(e.g. work harder, longer; more skill, more experience, more useful).
Inequality issues always involve degree (more good or less bad)
which people seek to preserve or to change, for their own benefit.
When people are "fighting for the principle involved," it's
often the principle of Justice: people feel that they "deserve"
something better, or that others are getting something they don't deserve.
Conservative rhetoric of those who HAVE certain benefits (justice, equality) stresses protection (keep the "good") and prevention (avoid the "bad"). HAVES fear loss (decrease, getting less) than their "just desserts."
Progressive rhetoric of those who HAVE-NOT certain benefits (justice, equality) stresses acquisition (get the "good") and relief (change, get rid of the "bad"). HAVE-NOTS fear a continued deprivation (injustice, inequity, not getting their "fair share").
Images common in "atrocity pictures"
Inequality involves a more/less relationship.
Graphic devices are used to help visualize abstract concepts.
Obvious comparisons of size, scope, power. Pairs of photos are common.
The key visual device is juxtaposition: putting extremes or opposites close together, side by side, to intensify the differences, heighten the contrast.
