The Rhetorical Unconscious of Argumentation Theory: Toward a Deep Rhetoric

The contemporary study of argumentation has produced sophisticated new theories that attempt to capture norms for evaluating arguments that are much more complex and more suited to actual argumentation than the traditional logical standards. The most prominent theories also make explicit attempts to distinguish themselves from rhetorical approaches. Yet, in the case of at least three major systematic theories of argumentation, a reliance on rhetorical theory persists. Despite denials, each account ultimately grounds its norms in considerations of reception and audience. There are good reasons why these theories are attracted to rhetoric, and there are understandable factors that produce their concern about it. Ultimately, though, the rhetorical dimension of these theories is one of their major theoretical virtues and a dear sign of their staying dose to the realities of argumentation.