Classical Rhetoric and Modern Public Relations

An Isocratean Model

By Charles Marsh

© 2013 – Routledge

208 pages

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Hardback: 9780415626002
pub: 2012-10-15
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About the Book

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.

Table of Contents

1. Isocrates and Modern Public Relations: An Overview 2. Sophrosyne and Dikaiosyne: Isocrates’ Concentric Ethics 3. Peitho: An Isocratean Model of Persuasion 4. Homonoia: Isocratean Rhetoric and Public Relations’ Social Harmony Frameworks 5. Koinos Bios: Isocratean Rhetoric and the Reflective Paradigm 6. Logos and Dunamis: Isocratean Rhetoric and Postmodern Public Relations 7. Syggrammata: Isocratean Planning and New Media8. Paideia: Isocrates’ Rhetorical Education 9. Antilogia: Speaking Against Isocrates 10. Mimesis: Rediscovering Isocrates

About the Author

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

About the Series

Routledge Research in Public Relations

Bringing together theories and thought from a variety of perspectives, this series features cutting-edge research addressing all the major issues in public relations today, helping to define and advance the field.

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Subject Categories

BISAC Subject Codes/Headings:
HIS002000
HISTORY / Ancient / General
LAN004000
LANGUAGE ARTS & DISCIPLINES / Communication Studies
LAN015000
LANGUAGE ARTS & DISCIPLINES / Rhetoric