Classical Rhetoric and Modern Public Relations: An Isocratean Model

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Routledge, 2012 - History - 196 pages
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This book expands the theoretical foundations of modern public relations, a growing young profession that lacked even a name until the twentieth century. As the discipline seeks guiding theories and paradigms, rhetorics both ancient and modern have proven to be fruitful fields of exploration. Charles Marsh presents Isocratean rhetoric as an instructive antecedent. Isocrates was praised by Cicero and Quintilian as "the master of all rhetoricians," favored over Plato and Aristotle.

By delineating the strategic value of Isocratean rhetoric to modern public relations, Marsh addresses the call for research into the philosophical, theoretical, and ethical origins of the field. He also addresses the call among scholars of classical rhetoric for modern relevance. Because Isocrates maintained that stable relationships must solicit and honor dissent, Marsh analyzes both historic and contemporary challenges to Isocratean rhetoric. He then moves forward to establish the modern applications of Isocrates in persuasion, education, strategic planning, new media, postmodern practices, and paradigms such as excellence theory, communitarianism, fully functioning society theory, and reflection.

 

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Contents

An Overview
1
Isocrates Concentric Ethics
18
An Isocratean Model of Persuasion
36
Isocratean Rhetoric and Public Relations Social Harmony Frameworks
49
Isocratean Rhetoric and the Reflective Paradigm
70
Isocratean Rhetoric and Postmodern Public Relations
83
Isocratean Planning and New Media
101
Isocrates Rhetorical Education
118
Speaking against Isocrates
141
Rediscovering Isocrates
151
Notes
157
Bibliography
175
Index
189
Copyright

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About the author (2012)

Charles Marsh is the Oscar Stauffer Professor of Journalism and Mass Communications at the University of Kansas, US.

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