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COM-127: Harnessing Rhetoric: Enhancing Communication in Business and Management
Effective communication remains at the heart of successful business and management. One tool that professionals can utilize to significantly enhance their effectiveness is rhetoric — the ancient art of persuasive communication. Peter Hamilton, in his insightful chapter from The SAGE Handbook of Qualitative Business and Management Research Methods, explores how rhetoric can be leveraged within contemporary business environments.
Understanding Rhetoric
Rhetoric involves strategic use of language to influence, motivate, and effectively engage audiences. Far beyond mere persuasive speech, it requires deep understanding of the audience, context, and specific communication objectives.
Aristotle’s Rhetorical Triad
Hamilton revisits Aristotle’s classical framework, highlighting three fundamental components:
• Ethos (Credibility): Establishing trust and authority through demonstrated expertise and integrity.
• Pathos (Emotion): Engaging an audience emotionally, often through storytelling.
• Logos (Logic): Structuring messages clearly, logically, and supported by evidence.
