Why Rhetoric Should be Celebrated

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We often hear that persuasion is an obstacle to freedom. “Rhetoric,” they say, is why we’re in such trouble. After all, voters would make better decisions if they had been better educated about the issues facing the nation.

To Deirdre McCloskey, the celebrated Professor of Economics at the University of Illinois at Chicago, people who scapegoat persuasion are misguided.

In a video for the Learn Liberty series, McCloskey argues that while many people with different points of view on politics all agree that free speech is “sacred,” few agree that persuasion is just as important, if not a feature of a free society.

“Rhetoric,” she tells the viewer, “sounds like a bad word.” Media outlets are the first ones to accuse politicians and key figures of indulging in rhetoric, and never getting to the point. But McCloskey believes that this approach to persuasion is superficial, especially when considering the alternative.

She explains that, persuasion would be bad if the alternative to “sweet-talking” people into believing something or siding with someone wasn’t persuasion through force.

Because we are humans, McCloskey adds, we depend on language. But if we cannot use language, there is another way of persuading people into taking a particular stance: Violence. If I have a gun in hands while telling you to believe in economics and stop arguing with me if you want to stay alive, you will most certainly choose to agree with me, just so you may avoid getting shot in the head. But if there aren’t any guns involved, all we can do to make our point stick is to try to persuade folks by selling our idea the best way we can.

“In a society of free choice, free ideas, free consumption,” McCloskey adds, “you have persuasion as the only alternative to violence.”

Henry David Thoreau once said that “thaw, with her gentle persuasion is more powerful than Thor, with his hammer.” The late, prolific author Gore Vidal once said that advertising is the only art form ever invented in the United States of America. To McCloskey, “a free society is an advertising society,” after all, a free society is where people debate and persuade, rather than threaten others into going along with their ideas. Americans should be proud of this very American tradition.

Instead of demonizing rhetoric by complaining that propaganda alone is the root of our problems, McCloskey seems to argue, we should celebrate the “speaking, rather than violent, society,” and take part in the activity, rather than decry it as the root of all evil.