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English Essay

            The second chapter of this book is devoted to the analysis of one of the five canons of the rhetoric, invention. When examined in the context of organizational rhetoric, the canon of the invention refers to the strategic process devised by organizational rhetoric or the corporate person to develop persuasive ideas that could influence the audience’s thoughts, feelings, and behaviors. According to Aristotle, those ideas or arguments are categorized as artist proofs, and they indicate”the modes of persuasion” based on ethos, pathos, and logos.


            What makes these three types of artistic proofs complex is that they all perform different functions in organizational rhetoric. Hoffman and Ford say that ethos represent an organization’s ability to strike a balance between competence and community. In other words, an organization is said to have organizational credibility when it proves that its income-producing activities operate in such a way that it is effective in achieving its financial goals and in promoting trust-building among community members. Rhetors also tend to focus on using emotional appeal to their audiences when crafting organizational messages. Those organizational rhetors apprehend their audiences’ innermost nature of avoiding imbalance in the mental equilibrium.

Based on an understanding of the utilization of consistency theory, I was able to adapta theoretical approach to pathos by taking a closer look at expectancy violations theory. The theory emphasizes that when someone displays nonverbal behavior that is inconsistent with what is expected, the person will be viewed negatively. Likewise, when an organization implements a policy that is against the audience’s existing needs and values, it will be perceived negatively. Therefore, it is critical for organizations to come up with some persuasive measures after modifying the audience’snotion of needs and values. One of those measure includes instilling a sense of commonality and identity in their audience.

The final component of artistic proofs is logos. It shows how organizational rhetorslogically construct arguments andsupport them with evidences. For an audience to reach a favorable conclusion to an argument by an organization, a choice should be made between inductive and deductive reasoning in the process of designing the organizational messages. Based on an analysis of the various components of artistic proofs, organizational rhetors should decide on how to prove their persuasive ideas or arguments. The evidences that are used to support those arguments are categorized as non-artistic proofs, and they include aspects such as examples, statistics, and testimony.

           I would like to conclude my reading of the second chapter by asking my classmates two discussion questions. Considering the tendency of human beings to maintain their psychological balance, people are likely to positively view and accept activities of an organization if it provides them with alternatives that are aligned with their needs and values. The people can then be categorized as “risk-loving investors” because theyexpect a higherfinancial returnandrun a risk of facing unpredictable outcomes. Do they accept the activities of the organization and policies by changing their conceptions on needs and values? Another question would be about the impact of group conformity on the community. When members of the community face a situation in which an organization hinders them from maintaining psychological and logical balance by changing their feelings, thoughts, and behaviors toward a certain policy, do those members try to resolve their uncertainty by reconstructing their needs and values in accordance with others’?

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