Pol Ec Bus- COMM2402- Final Assignment Rhetoric

Pol Ec Bus- COMM2402- Final Assignment Rhetoric - .E.B. The...

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ELLIOTTclinton­3439534­P.E.B.­COMM2402­Rhetoric Approach Essay The balance of an organization and it’s individuals - An exploration using the Rhetorical approach to make sense of political and economic arguments and situations 1
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ELLIOTTclinton­3439534­P.E.B.­COMM2402­Rhetoric Approach Essay To discover what is entailed in using a Rhetoric approach it is important to investigate where the words for a discussion originate. The orator can have a wide variety motivations and influences which affect the content of the language and who the target audience is. Like politics itself, the rhetoric research method stems back to ancient times. However, modern use gains relevance through multimedia and new technology. Rhetoric is applied to a variety of economic and political situations in modern society and has evolved from the study of language to now incorporate examination of all available influences used to further an argument. The exploration of the media, the use of psychology and self-identity now play a pivotal role in this deconstruction. For democracy, opinion is vital in maintaining a healthy and engaging balance of power. This includes the process for creating individual opinion and the influence business and the economy have in such. The Rhetoric approach disconnects the argument from the targeted audience in order to analyse it. The concepts of democracy and individual choice in consumerism reinforce each other. Consumers interests are formed with ‘technologies of consumption’ (Miller & Rose 2008 p.118) which mobilises consumers in making independent decisions about the goods and services they consume in an analogous manner to political debate . If consumption is a good thing, we can see it as an expression of rational choice. This argument is made by those assuming that, as consumers, we exercise free choice, within a free market, making decisions that suit us personally. Psychology influences advertising using research and opinion to create a need for products that an individual may not need, such as a home perm producing soft and natural waves versus the hard and unnatural looking waves of a shop perm. (Miller & Rose 2008 p.127). If consumption is a bad thing, consumerism seems to be a disease which growing virally, stemming from those with influence. Capitalism has moved beyond utility and need and embrace a culture of want and instant gratification. As a result transforming us to be inept at mastering our own desires thus switching to follow another’s influences in a consuming passion. (Sassatelli, R, 2007 P. 121-123) Consumerism involves creating a language which relates to a social person, often referring to the idea that individuals realize their own individuality. The slogan for L’Oreal ‘because I’m worth it’ urges the consumer to buy to enhance beauty as an investment in themselves. Again, this can be said mirrors the 2
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ELLIOTTclinton­3439534­P.E.B.­COMM2402­Rhetoric Approach Essay current view of mainstream politics as consumerism ideas.
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