Aphorisms and Leaders’ Rhetoric
Leadership, 2(3): 367-382, 2006
Posted: 19 Jun 2012
Date Written: June 19, 2012
Abstract
Using insights from conversation analysis, the article analyses aphorisms from 20 different writers demonstrating how these combine common rhetorical formats. It then proposes a simple framework that allows for aphorisms to be analysed further and in terms of two continua: whether they are convex or concave, and whether they are creative or destructive. The framework supplements content-based approaches with a structural account of how aphorisms may be organized and deployed. This offers a new approach for studying leaders’ rhetoric and introduces a more detailed analysis of two speeches acknowledged as powerful pieces of oratory: Marcus Antonius’ address in Julius Caesar, and Churchill’s first speech as Prime Minister. Discussion of these speeches is informed by consideration of two contextual features that influence the impact of aphorisms: setting and sequence.
Keywords: leadership, rhetoric, speech, churchill, marcus antonius, conversation analysis
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