Burkean scapegoating, mortification, and transcendence in presidential campaign rhetoric
1981; Taylor & Francis; Volume: 32; Issue: 4 Linguagem: Inglês
10.1080/10510978109368104
ISSN2331-4508
Autores Tópico(s)Public Relations and Crisis Communication
ResumoThe essay explains Kenneth Burke's concepts of scapegoating and mortification as symbolic means of redeeming guilt, and transcendence as a symbolic means of avoiding guilt. Presidential campaign rhetoric from 1980 illustrates these three rhetorical strategies well: Jimmy Carter used a strategy of mortification and redemption, Ronald Reagan employed transcendence, and John Anderson used scapegoating. Some implications for theory of political rhetoric are explored.
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