Rhetorical Agency and The West Wing

In “How Ought We to Understand the Concept of Rhetorical Agency?,” Cheryl Geisler summarizes the ARS’s addressing of  what extent the skill of a rhetorical agent plays on an audience. Geisler brings up two quotes that deal with this issue.

The first, from Campbell: “Central to any competent communication is an assessment of audience and a conscious structuring of one’s message to maximize the possibilities of evoking from the hearers the desired response” (13). In other words, the rhetor’s understanding of their audience and their ability to communicate in ways that will maximize the impact of their message is a critical component of successful rhetoric. This is articulated in a clip from Aaron Sorkin’s The West Wing, when the President (played by Martin Sheen) addresses a conservative, radio talk show host whose anti-gay views he despises.

In this scene, the President takes advantage of the fact that the room is filled with members of the press and his staff. He understands that his audience is not only sympathetic to his views, but that they have access to a wider audience who will be impacted by his message.

Secondly, from Jasinski, Gesler quotes: “Speakers and writers manifest rhetorical agency when they display an ability to identify and manage or…orchestrate resources (e.g. styles, lines or argument, traditions, tropes and figures, etc.)” (13). Or, to put it plainly, a rhetor’s ability to use rhetorical tools to persuade their audience impacts the success of their rhetoric. In the clip that I chose, the President relies on his extensive knowledge of Bible passages and his oratorical skills to humiliate the talk show host and impress his audience.