How to use rhetoric to get what you want - Camille A. Langston

Kako da koristite retoriku da dobijete šta želite - Kamila A. Langston (Camille A. Langston)

Prevodilac: Milenka Okuka Lektor: Mile Živković

How do you get what you want using just your words?

Kako da dobijete ono što želite koristeći jedino reči?

Aristotle set out to answer exactly that question over 2,000 years ago

Aristotel je pre više od 2000 godina odlučio da odgovori na to pitanje

with the Treatise on Rhetoric.

delom "Rasprava o retorici".

Rhetoric, according to Aristotle,

Retorika, prema Aristotelu,

is the art of seeing the available means of persuasion.

je umetnost zapažanja dostupnih sredstava ubeđivanja.

And today we apply it to any form of communication.

I danas je primenjujemo u svim vidovima komunikacije.

Aristotle focused on oration, though,

Aristotel je, pak, bio usredsređen na govorništvo

and he described three types of persuasive speech.

i opisao je tri tipa ubedljivog govora.

Forensic, or judicial, rhetoric

Forenzička ili sudska retorika

establishes facts and judgements about the past,

utvrđuje činjenice i sudove o prošlosti,

similar to detectives at a crime scene.

slično detektivima na mestu zločina.

Epideictic, or demonstrative, rhetoric

Epideiktička ili prigodna retorika

makes a proclamation about the present situation,

iznosi zapažanja o trenutnoj situaciji,

as in wedding speeches.

poput govora na venčanjima.

But the way to accomplish change is through deliberative rhetoric,

Međutim, promena se postiže upotrebom deliberativne retorike

or symbouleutikon.

iliti simboleutikona.

Rather than the past or the present,

Umesto na prošlost ili sadašnjost,

deliberative rhetoric focuses on the future.

deliberativna retorika se usredsređuje na budućnost.

It's the rhetoric of politicians

To je retorika političara

debating a new law by imagining what effect it might have,

koji raspravljaju o novom zakonu, zamišljajući kakve bi efekte mogao da ima,

like when Ronald Regan warned that the introduction of Medicare

kao kad je Ronald Regan upozorio da bi uvođenjem medikera

would lead to a socialist future spent telling our children

došlo do socijalističke budućnosti, koju bismo proveli gvoreći deci

and our children's children what it once was like in America when men were free.

i deci naše dece kako je nekad izgledala Amerika kad su ljudi bili slobodni.

But it's also the rhetoric of activists urging change,

Ali je takođe retorika aktvista koji se bore za promene,

such as Martin Luther King Jr's dream

poput sna Martina Lutera mlađeg

that his children will one day live in a nation

da će njegova deca jednog dana živeti u naciji

where they will not be judged by the color of their skin,

u kojoj neće biti procenjivani po boji kože,

but by the content of their character.

već po svojstvima njihovog karaktera.

In both cases, the speaker's present their audience with a possible future

U oba slučaja govornik je predstavio svojoj publici moguću budućnost

and try to enlist their help in avoiding or achieving it.

i pokušao je da ih regrutuje da mu pomognu da je izbegne ili postigne.

But what makes for good deliberative rhetoric,

Međutim, šta čini dobru deliberativnu retoriku,

besides the future tense?

pored budućeg vremena?

According to Aristotle, there are three persuasive appeals:

Prema Aristotelu, ovo su tri zahteva za ubedljivost:

ethos,

etos,

logos,

logos

and pathos.

i patos.

Ethos is how you convince an audience of your credibility.

Etos je način na koji ubeđujete publiku u svoj kredibilitet.

Winston Churchill began his 1941 address to the U.S. Congress by declaring,

Vinston Čerčil je 1941. započeo svoje obraćanje kongresu SAD-a objavom:

"I have been in full harmony all my life with the tides which have flowed

"Ceo svoj život sam bio potpuno u saglasju sa strujama koje su tekle

on both sides of the Atlantic against privilege and monopoly,"

s obe strane Atlantika protiv privilegija i monopola..."

thus highlighting his virtue as someone committed to democracy.

ovime ističući svoju vrlinu nekoga ko je posvećen demokratiji.

Much earlier, in his defense of the poet Archias,

Mnogo ranije, braneći pesnika Arhija,

Roman consul Cicero appealed to his own practical wisdom

rimski konzul Ciceron je naglasio sopstvenu praktičnu mudrost

and expertise as a politician:

i političku ekspertizu:

"Drawn from my study of the liberal sciences

"Zaključujem na osnovu mog izučavanja liberalnih nauka

and from that careful training to which I admit

i iz tog pažljivog obučavanja za koje priznajem

that at no part of my life I have ever been disinclined."

da mu nikad tokom svog života nisam bio nesklon."

And finally, you can demonstrate disinterest,

I, naposletku, možete pokazati nezainteresovanost

or that you're not motivated by personal gain.

ili da vas ne motiviše lična dobit.

Logos is the use of logic and reason.

Logos je upotreba logike i razuma.

This method can employ rhetorical devices such as analogies,

Ova metoda može da koristi retorička oruđa, poput analogije,

examples,

primera

and citations of research or statistics.

i navode iz istraživanja ili statistike.

But it's not just facts and figures.

Ali ne radi se samo o činjenicama i ciframa.

It's also the structure and content of the speech itself.

Radi se i o strukturi i sadržaju samog govora.

The point is to use factual knowledge to convince the audience,

Poenta je da se upotrebom faktičkog znanja ubedi publika,

as in Sojourner Truth's argument for women's rights:

kao kod argumenta Sodžurner Trut za prava žena:

"I have as much muscle as any man and can do as much work as any man.

"Imam mišića koliko i bilo koji muškarac i mogu da radim koliko i muškarci.

I have plowed and reaped and husked and chopped and mowed

Orala sam i žela i krunila i cepala i kosila

and can any man do more than that?"

i može li bilo koji muškarac više od toga?"

Unfortunately, speakers can also manipulate people with false information

Nažalost, govornici takođe mogu da manipulišu ljudima lažnim informacijama

that the audience thinks is true,

koje publika smatra istinitim,

such as the debunked but still widely believed claim

poput opovrgnute, ali i dalje široko podržavane tvrdnje

that vaccines cause autism.

da vakcine uzrokuju autizam.

And finally, pathos appeals to emotion,

I, naposletku, patos se obraća emocijama

and in our age of mass media, it's often the most effective mode.

i u našem dobu masovnih medija, često je najefikasniji način.

Pathos is neither inherently good nor bad,

Patos sam po sebi nije ni dobar, ni loš,

but it may be irrational and unpredictable.

ali može da bude iracionalan i nepredvidljiv.

It can just as easily rally people for peace

Može podjednako lako ljude okupiti za mir

as incite them to war.

kao i podstaći ih na rat.

Most advertising,

Većina reklama,

from beauty products that promise to relieve our physical insecurities

od proizvoda za lepotu koji obećavaju da će nas osloboditi fizičkih nesigurnosti

to cars that make us feel powerful,

do automobila zbog kojih se osećamo moćno,

relies on pathos.

oslanjaju se na patos.

Aristotle's rhetorical appeals still remain powerful tools today,

Aristotelovi retorički postupci su i danas moćno oružje,

but deciding which of them to use

ali odluka koji od njih ćete da koristite

is a matter of knowing your audience and purpose,

je pitanje poznavanja svoje publike i svrhe,

as well as the right place and time.

kao i pravog mesta i vremena.

And perhaps just as important is being able to notice

I možda je podjednako važno biti u stanju da primetite

when these same methods of persuasion are being used on you.

kada se baš ove metode ubeđivanja koriste na vama.