Abstract
M.A. (Communication)
The two research questions explored in this study are:
a) What is the potential effectiveness of Mandela's rhetorical choices in the
light of the primary and media audiences and the situation, in the selected
speeches and visual material?
b) What rhetorical shifts occurred in the speeches delivered between 1990 and
1994?
In view of the fact that this study is political in nature and falls within the
parameters of political communication, the field of political communication as
it relates to rhetoric and public speaking specifically, was discussed. The
nucleus of Aristotle's theory of rhetoric was discussed in conjunction with
modern theories and research, with the purpose of establishing theoretical
grounds for effective political oratory.
To explore the two research questions, the neo-Aristotelian model of rhetorical
criticism was utilised. By using this model it was possible to measure the
effectiveness or potential effectiveness of Nelson Mandela's choice of strategy
in the series of speeches and visual material selected. The model also
prescribes a methodology whereby the important variables in political oratory
are measured, including language, the credibility of the speaker, emotional
strategies, logical argumentation, organisation and nonverbal behaviour. For
purposes of evaluation the model prescribes an ideal model of persuasion. The
ancient and modern rhetorical theory discussed in the study was utilised to
construct standards by which Mandela's speeches were evaluated.
The model also enabled the critic to focus on the speaker, Nelson Mandela and
his political messages, while considering the rhetorical transaction, including
the audiences and situation as a whole. The primary audience considered in
this study consists of the mainly black supporters of the ANC who received
Mandela's political messages at mass rallies. It was determined that this
audience had a positive orientation towards the speaker, his messages and the
ANC. Important national media audiences were also fsolated and include Whites,
Indians, Coloureds, the IFP and the PAC. These audiences maintained a more
negative orientation towards the speaker, his messages and the ANC. The
international community in general was also considered.