The Resources of Argument Chapter 5

The term, "argument" refers to the process of giving reasons for or against some position.

An argument is a claim or a conclusion backed by one or more reasons or justifications.

A claim is an assertion that goes beyond the facts, beyond what can actually be proved. A claim involves a logical or inferential "leap." Even if you say, "that is a dog."

An argument makes a leap from data to a claim.

We go from evidence (or data) to a claim via a justification or reason. A reason is an authorization or warrant for the leap made in an argument.

An issue is a fundamental point in dispute, a question crucial in making a decision, choosing a stance, or selecting a course of action.

Most issues fall roughly into three categories: questions of fact, of value, or of policy.

Questions of fact: what evidence actually exists? How should we interpret it? It's a question of the adequacy of the evidence. Does capital punishment deter criminals? What evidence of deterrence exists?

A question of value: is it ethical?

Question of policy: Should we change the way we do things?

Invention: What the Greek and Roman rhetoricians called the process of preparing action. From the Latin, invenire, to come upon or find. The idea is that rhetors find their material.

Skillful invention requires that you know yourself and the role you will play, that you know just what audience you are trying to reach, and that you are familiar with the available evidence and arguments concerning your subject.

The Elaboration Likelihood Model (ELM) emphasizes self- persuasion. Your audience is persuaded to participate in creating the message. The audience digests the argument and makes it their own.

Personal relevance is the most important motivator prompting audience members to become involved in a message.