identification g2
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KENNETH BURKE’STHEORY OF IDENTIFICATION
• Pham Anh Ninh – s3324403
• Le Pham Ha Trang – s3326150
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BACKGROUND HISTORY
Kenneth Burke (1897 – 1993): an American theorist and
philosopher
A Rhetoric of Motives (1950)
“…identification ranges from the politician who,
addressing an audience of farmers, says, ‘I was a farm boy
myself’…”
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Definition:
identify + with
Þ to connect by considering someone/something to be
something else
Identification occurs when people have a shared meaning
or understanding during communicative process
WHAT is identification?
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WHY is it a persuasive strategy?
People tend to find the common interests, values, attitudes,…
during communicating.
“You persuade a man only insofar as you can talk his language by speech, gesture,
tonality, order, image, attitude, idea, identifying your ways with his.”
Kenneth Burke
Each person is a unique feature
Þ identification can help to bridge the gap between people
Þ blur the division
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WHY is it a persuasive strategy?
Identification can be conscious or unconscious, planned
or unplanned
Identification > shared meaning > understanding
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http://www.youtube.com/watch?v=F3alae5zkLQ&feature=related
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Substance
HOW does it work?
Substance
Prop
erty
Consubstantiality / Identification
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4 TYPES of identification
1/ Material: goods, possessions, stuffs…
2/ Idealistic: shared ideas, attitudes, feelings, and values
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3/ Formal: arrangement, form, or organization that both parties participate
4 TYPES of identification
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4/ Mystification:
• People perceive one person as the
charismatic leader due to the
perfection that he/she possess
• Mystery surrounding the
charismatic person tends to hide the
existed division
4 TYPES of identification
Adolf Hitler
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CRITICISM
Applicable for face-to-face situation
Cannot verify whether the identification is true or not
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REFERENCE Burke, K 1969, ‘A Rhetoric of Motives’, California ed., University of California Press, California
Canceriansoul 2011, ‘Rush Hour – “Don’t Talk About My Father”’, video recording, viewed 7 March 2012, <http://www.youtube.com/watch?v=SAmeMF1b_jU>
Day, D.G 1960, ‘Persuasion and the concept of identification’, Quarterly Journal of Speech, vol.46, no.3, pp.270-273
Herrick, J 2005, ‘A History and Theory of Rhetoric: An Introduction’, 3rd ed., Allyn and Bacon, New York
Littlejohn, S.W & Foss, K.A 2008, ‘Theories of human communication’, 9th ed., Belmont, Wadsworth, CA
Moffitt, B.T 1995, ‘A Beginning Synthesis of Leadership and Communication Studies’, Journal of Leadership & Organizational Studies, vol.2, pp.145 – 153
Novak, B 2006, ‘The Problem with Hitler. The Man Nobody Knows’, HAOL, no. 9, pp.131 – 140
Rosenfeld, L.B 1969, ‘Set theory: Key to the understanding, of Kenneth Burke's use of the term “identification”’, Western Speech, vol.33, no.3, pp.175-183
Whitehouse 2012, ‘President Obama at the University of Miami’, video recording, viewed 7 March 2012, <http://www.youtube.com/watch?v=F3alae5zkLQ>