Cognitive Rhetoric

This book sets out a framework for investigating audience responses to political discourse. It starts from the premise that audiences are active participants who bring their own background knowledge and political standpoint to the communicative event. To operationalise this perspective, the volume draws on concepts from classical rhetoric alongside contemporary research in cognitive stylistics and cognitive linguistics (including schema theory, Text World Theory, Cognitive Grammar, and mind-modelling, amongst others). It examines the role played by the speaker’s identity, the arguments they make, and the emotions of the audience in the – often critical – reception of political text and talk, using a diversity of examples to illustrate this three-dimensional approach – from political speeches, interviews and newspaper articles, to more creative text-types such as politicised rap music, television satire and filmic drama. The result of this wide-ranging application is a holistic and systematic account of the rhetorical and ideological effects of political discourse in reception.