[KB] "Trivial Repetition," "Dull, Daily Reenforcement"
Edward C Appel
edwardcappel at frontier.com
Fri Sep 19 15:45:20 EDT 2014
Bob and All,
Thanks to Professor Soetaert for his follow-up on my post about Terrence Deacon’s “Symbol Concept” and Deacon’s research and thought in general. As I indicated, I want to get back later with more on Deacon’s relevance to Burke studies. I’ll forward that post to Professor Deacon.
Here, I’m responding more directly to Bob Wess’s query about what political points I’d want to see emphasized via “trivial [or maybe not so trivial] repetition and dull, daily reinforcement.” I’ll keep in mind Chip and Dan Heath’s book, Made to Stick: Why Some Ideas Survive and Others Die (New York: Random House, 2007), as I go. The Heath’s recommend that we aim for SUCCESS, that is, a message that’s simple, unexpected, concrete, credible, emotional, and story-containing. Forget about the extra “S.”
Here’s the simple mnemonically-memorable (I would hope) summary of salient points I think we need to repeat again and again and again:
“Corporate control and exploitation for themselves of World trade; Wages, taxes, and debt; Wars of choice; and the Warming of our planet are destroying the American Dream and a liveable future for ‘The People.’”
The mnemonic repetition of the “W” in “World trade,” “Wages,” “Wars,” and “Warming planet” invests the statement with a sermon-like catchiness that can serve to reinforce, make easy-to-recall, this summary of the dire problems the “bad guys,” the counteragents, the “Corporate Interests,” are foisting on “The People” of USAmerica. I choose Ralph Nader’s pejorative “Corporate” for the dislogistic pole in the dialectic because it insulates considerably against the counter-charge of “class warfare” that something like the “1 percent” would invite. We would not be inveighing against the financial incentive per se that capitalist orthodoxy says fuels our economic engine, just its current grossly unfair and unbalanced operations.
I choose “The People” as the eulogistic pole in this dramatic opposition for the reasons Our Hero argued for it in his 1935 speech to the American Writers Congress (Simons and Melia, The Legacy of Kenneth Burke, 1989, pp. 267-273). In summary, “The People” is inclusive, untied to any given type of employment, and un-class warfareish.
Now, what about a storyline? Here’s a shortened version:
“Once upon a time, in the post-World War II, post-Roosevelt U.S., an American---call him Joe Assembly Line---could graduate from high school, get a factory job, marry, and raise a family on one income.
“Why not today? Because so-call “American” corporations have bribed our politicians to fix the system in their favor; sold Joe out to cheap foreign labor; pledged allegiance to the one-world marketplace, with its bloated profits and offshore tax havens; thumbed their nose at shared sacrifice and equal taxation, to the tune of an immense national debt; and said to the planet that’s dying under their greed, ‘Go stick it!’”
Is that emotional enough? Can it be made concrete and credible? Easily available documentation, ad infinitum and searingly specific, awaits.
The “unexpected”? Not sure about that. But there is a sharp turnaround in Joe Assembly Line’s fortunes in this scenario, and it did not take long. I dare say HE wasn’t expecting it.
Greg Desilet and I suggested a modification of Burke’s call for “comedy” in symbolic action and human relations (RSQ, 2011, Number 4). In time of war, or a credible threat of war on our nation, adopt the form of an arpeggio (first, part-chord or discord, then chord, in succession, not simultaneously). Mobilize with rhetorical tragedy, then shift to rhetorical comedy when conditions appear propitious. And, following Burke’s prescription in “The Rhetoric of Hitler’s ‘Battle,’” ultimately scapegoat the opponent’s scapegoating itself, not adversaries per se.
Here, I’m enjoining employment of hard-nosed melodrama at the start, before an ultimate shift back to the Burkean comedy of inclusion. (No death or banishment for all time in melodrama, only sharp political defeat.) An awareness of our own complicit part in much of these global, economic, political, and social dislocations is required as background, even if not initially put front and center. An attitude of charity, though sublimated at first, can at least temper our discursive fury. As Burke said, we can use any dramatic framing, as long as we internally, at least, “discount for language” and its extravagant incentives.
That’s my counsel, you nationally significant “leftists”---both of you!
Have a nice weekend.
,
Ed
P.S. Do you think what’s happening now is something of a reprise of 2003, not with the same level of duplicity necessarily, but with corporate interests, focused in Middle Eastern oil, still pulling the strings?
I ask.
--------------------------------------------
On Thu, 9/18/14, Edward C Appel <edwardcappel at frontier.com> wrote:
Subject: Re: [KB] "Trivial Repetition," "Dull, Daily Reenforcement"
To: "Carrol Cox" <cbcox at ilstu.edu>, "HERBERT W. SIMONS" <hsimons at temple.edu>
Cc: kb at kbjournal.org
Date: Thursday, September 18, 2014, 11:41 AM
Carrol,, Herb, and All,
Carrol, I may be guilty of underplaying
Democratic malfeasance in all this, but I think you are
overplaying the matter with the “Democrats are the more
effective evil” theme. Thomas Frank may be near to
your view, and substantially correct, if he’s suggesting
that Democrats are only “MARGINALLY better” than
Republicans. But I would caution that the Dems are
still “marginally BETTER.”
Take the Iraq war. (As Henny
Youngman might say, PLEASE!) I have a hard time
believing, if the judicial coup of 2000 had not occurred,
and he had been awarded the presidency, that Al Gore would
have taken us into that disastrous conflict. The
Afghanistan fiasco might have transpired, but Iraq?
Not likely. (We had to do something in
Afghanistan. The scapegoat motive was just too
intense. I think a Burkean ought to realize
that. Air strikes and covert/commando raids should
have been the MO, not all out warfare and nation
building. But, sadly, the requisite temperament for
such restraint is not usually inherent in viable, ambitious,
presidential aspirants.)
You’re right to condemn Carter on
deregulation and Clinton on NAFTA (and CAFTA), and you could
add Clinton’s signing off on the gutting of Roosevelt’s
reform of investment banking. But Clinton and the Dems
did raise taxes in 1993 (without one Republican vote), which
brought budget surpluses and a temporary halt to our
downward slide into horrendous debt. Can we call that
successful effort just another facet of the “more
effective evil” of these sly Democrats?
And remember, too, the historic pressure
on Democrats to take on something of the coloration of
conservatism, as the 60-or-so-year political pendulum swing
began to turn rightward after the upheavals of the
1960s. Just as Dewey, Eisenhower, and even Nixon
weren’t all that conservative by today’s standards (they
had to go a bit with the zeitgeist, as well), a turn toward
the center was perhaps inevitable for a Democrat to get
elected president in the 1990s. Let’s shift some of
the blame to global trends and conditions, while we’re at
it. (Doesn’t that make me a respectable, orthodox
postmodernist?)
As for making Elizabeth Warren part of
this “axis of political evil” you reference, give me a
break. Talk about pressure to wink at Israel’s
“crimes” in Gaza: It’s far stronger even than not
treating Iraq as a wasteful, mendacious misadventure in
which our troops died “in vain.” I don’t think I
need to go into all the reasons why. The word
“Holocaust” serves as a good start.
Let’s pull this discussion back toward
Burke before we invoke a reprimand. I spoke of the
power of the scapegoat mechanism that even a Burkean
“comedian” can’t totally ignore. Let me add that
my initial post on “trivial repetition” and “dull,
daily reinforcement” points in the direction of a
rhetorical dilemma I have not yet explored: How can a
political leader without a death wish repeat and repeat and
repeat again a position on the issues I think need to be
highlighted, when those accusations will indict virtually
everybody, all the usual suspects having dirty hands to one
degree or another? We may need something along the
lines of, “Choosing a Rhetoric of the Enemy: Kenneth
Burke’s Comic Frame, Warrantable Outrage, and the Problem
of Scapegoating, Part II.”
Herb’s “Requirements, Problems, and
Strategies” quandary comes to mind.
As tightwad Jack Benny, when confronted
with the challenge, “your money or your life,” after a
long pause, would say: “I’m thinking, I’m
thinking.”
Ed
--------------------------------------------
On Thu, 9/18/14, HERBERT W. SIMONS <hsimons at temple.edu>
wrote:
Subject: Re: [KB] "Trivial Repetition," "Dull, Daily
Reenforcement"
To: "Carrol Cox" <cbcox at ilstu.edu>
Cc: kb at kbjournal.org
Date: Thursday, September 18, 2014, 7:55 AM
very
perceptive. YES, there's a pattern here.
On Wed, Sep 17, 2014 at
4:13 PM, Carrol Cox <cbcox at ilstu.edu>
wrote:
At 84
I've given up out-living the Age of Neoliberalism. One
of my reasons for this glum conclusion is the
preponderance among men and women of good will of the
views
expressed by Ed Appel below, which he nicely summarizes in
the following words: ". . . what’s happen, by
DELIBERATE policy on one side of the aisle, and culpable
acquiescence on the other, to USAmerican jobs, USAmerican
taxation, and USAmerican debt. . . ."
This is, I fear, the standard liberal understanding of the
Democratic Party: They see that party as
"opportunist," "cowardly," even
"stupid." They fail to see that the DP is, as Glen
Ford of Black Agenda puts it, "The More Effective
Evil." It is the DP, primarily, that has determined
U.S. policy over the last half century. (Consider the
analogy to "Good Cop / Bad Cop." It is the Good
Cop (the DP) who does the real damage. Three acts by the
Carter Administration marked the all-out assault on the
working people of the U.S.:
1) Carter's virtual signing of of Bishop Romero's
Death Sentence
2) The Deregulation of Air lines and trucking
3) The appointment of Volcker as Fed Chairman
Subsequent administrations have but filled in the dots.
Some
of the high poits:
Reagan's crushing of PATCO
Clinton's pushing through of NAFTA
Clinton's Effective Death Penalty and Anti-Terrorism
Act
Unanimous Congressional Approval of Afghanistan and Iraq
aggressions
Senator Warren's aggressive support of Israel War
Crimes
As to Obama, he richly exemplifies Noam Chomsky's
observation that "War Criminal" is part of the job
description of U.S. presidents.
Ed is certainly correct that no Left exists in the U.S.
Earmarks of a hypothetical Left:
1. Liquidate the Prison System
2. Withdraw all U.S. troops from the world
3. No U.S. Foreign Aid (it is all open or disguised
military
aid to tyrannies)
4. Open Borders. No human is Illegal.
Carrol
-----Original Message-----
From: kb-bounces at kbjournal.org
[mailto:kb-bounces at kbjournal.org]
On Behalf Of Edward C Appel
Sent: Wednesday, September 17, 2014 1:58 PM
To: wessr at onid.orst.edu
Cc: kb at kbjournal.org
Subject: Re: [KB] "Trivial Repetition,"
"Dull, Daily Reenforcement"
Bob and All,
Your list for “trivial repetition and dull,
daily reinforcement” by the left would be as good as
mine. Maybe we could start by taking a cue from Teddy
Roosevelt, much on the agenda at PBS the last three
nights. TR comes across as a ridiculous,
I’m-altogether-right-and-you’re-altogether-wrong,
heroism-obsessed blowhard in some ways, but as also a
great
man, great leader, and great egalitarian spirit, as
well.
(Not perfectly egalitarian, for sure, but wondrously so
for
his time.)
Roosevelt’s mantra about the Constitution
being for the good of the people as a whole, rather than
vice versa, a strait jacket into whose supposedly tight
18th-century constraints all contemporary common sense has
to be bound, should be our guiding principle, too (see
Burke
on the “Dialectic of Constitutions,” GM).
The first question I’d ask, though, is,
where
do we find the USAmerican political “left? I know one
place I can find the left-wing US commentariat. See the
amalgam of voices gathered together on CommonDreams.org,
for
instance. But among our political leaders? Maybe
Warren
and Sanders, but even Sanders echoes Obama on the taxation
question: The wealthy ought to be paying “a little bit
more.” A LITTLE bit more? When their contribution to
the commonweal has gone from 51 percent of earnings 60
years
ago to about 16 percent today, less than the average
middle-class earner? When average CEO pay has burgeoned
from 40 to 1 to 400 to 1 in respect to average salaries in
a
given industry in the past three to four decades? When a
candidate for the presidency can get away with disclosing
one, and only one, tax return, at 13 percent (!), and
still
run for that highest and supposedly exemplary office, and
get away with it?
I don’t see much of a “political left”
in
our nation, or much of a sense of what a “political
left” should look like, among our citizenry. (See
Donald
Barlett and James Steele, The Betrayal of the American
Dream, for requisite numbers; see Thomas Frank, What’s
the
Matter with Kansas, on how Democrats have become only
“marginally better” than Republicans; see a study by
Martin Gilens [Princeton] and Benjamin Page [Northwestern]
on how “’the preferences of the average American
appear
to have only a miniscule, near-zero, statistically
non-significant impact upon public policy,’”
[“Disease
of American Democracy,” Robert Reich, 8/21/14], as the
result of the takeover of political outcomes by
Congress’s
and the executive’s corporate paymasters.)
But, if we had a “political left” of some
dimensions (let’s fantasize!), what would be the three
most salient issue-positions I’d recommend a strong,
repetitive, dull, daily emphasis upon? It would be the
two
I recommended in “Democratic Narrative” and in my post
on the nefarious Iraq War, to wit:
Drum home “agaaaiiinnn and aggaaaiiinnn and
agaaaiiinnn” (I can hear FDR exclaiming it!) what’s
happen, by DELIBERATE policy on one side of the aisle, and
culpable acquiescence on the other, to USAmerican jobs,
USAmerican taxation, and USAmerican debt, over the last
three and a half decades. American jobs have been
exported
to low-wage sweat shops in Asia, Indonesia, Mexico, and
beyond, to the economic benefit of the entrepreneurial
class, who can then sell their products to consumers
worldwide. They don’t need Americans to make their
goods, nor do they need them as much to buy their goods.
Manufacture cheap and sell across the globe. You lose
your
high-paying factory job as a result? Go work for
McDonalds!
And while we’re at it, let’s cut taxes to
the bone. “Starve the beast!” As Reagan insiders
Donald Stockman and Bruce Bartlett have revealed, the idea
was to cut taxes to such an extent, and run up deficits so
onerous, Congress and some future administration would be
forced to dismantle the “welfare state.” George W.
Bush admirably followed suit, at the outset of his dubious
war, no less!---and there’s reported evidence on things
that Bush privately said that indicate he was just as
deliberate. (See Venomous Speech: Problems with American
Political Discourse on the Right and Left, pp. 109-116,
for
ample documentation.)
Democrats left fingerprints over all of this
chicanery, as well.
Who’s got clean-enough hands to pound home
this narrative, repeatedly, in our day, and the political
courage to boot?
More, later, on the other two mantras, and how
Heath and Heath might simplify the tale---and on the
"identification" angle.
Ed
--------------------------------------------
On Mon, 9/15/14, wessr at onid.orst.edu
<wessr at onid.orst.edu>
wrote:
Subject: Re: [KB] "Trivial Repetition,"
"Dull, Daily Reenforcement"
To: "Edward C Appel" <edwardcappel at frontier.com>
Cc: kb at kbjournal.org
Date: Monday, September 15, 2014, 9:58 PM
Ed, Burke is surely right
about the power of repetition. The
advertising industry leaves no room for doubt about
that.
What
identifications might the left try to repeat ad
nauseam?
What might Burke advise?
Bob
Quoting Edward C Appel <edwardcappel at frontier.com>:
> Burkophiles,
>
> I asked in a
chapter in Praeger’s Venomous Speech last year,
“Where
> Is the Democratic Narrative, FDR
Style?” That piece had mainly to
>
do with the polemical malfeasance of the Dems in
dealing
with, > rhetorically pretty much ignoring, what
globalization has done to > aggravate the income gap
in
USAmerica the past three and a half > decades.
(Tax
policies are culpable, too, we know, in multiple >
ways.) Senator Warren appeared on Moyers on PBS last
Sunday. She > listed four Democratic proposals
she
thinks are winning issues going > into the Fall
elections. Moyers asked her why, then, aren’t we
>
hearing more about them from Democratic candidates and
their > spokespersons? Warren really had no good
answer.
>
> Burke says in
the Rhetoric (p. 26), “Often we must think of >
rhetoric not in terms of one particular address, but as
a
general > BODY OF IDENTIFICATIONS that owe their
convincingness much more to
> trivial repetition and dull daily
reenforcement than to exceptional
>
rhetorical skill” (emphasis in original).
>
> I monitor Fox
News daily. That propaganda network masquerading as
> a news channel (I know, we can say the same thing
about MSNBC) is > near-fanatically repetitive in
promoting its conservative,
> anti-Obama agenda. Fox is
relentless. Case in point: Bill O’Reilly > has
invidiously targeted the President in his opening
“memo” for as > many nights as I can
remember.
Another: Wish I had even one dollar > for every
time
I’ve watched our consulate in Benghazi burn on my
> Channel 48. They don’t let up.
>
> Add this mantra to the list: Bush 2
“won” our righteous “War on > Terror” with
the surge in Iraq. Obama came into office, took our
> troops out of that country, and now has “lost”
a
war that Bush, > Cheney, Rumsfeld, and Wolfowitz
had
brought a U.S. victory and peace > to!
>
> The
rhetorically inept, more accurately altogether missing,
> response by Obama in his “leading
from behind” speech on Wednesday,
>
and in his fumbling precursors to that address, are
dispiriting.
>
>
First and foremost, Obama was and is uniquely
situated to > characterize the Iraq War for what it
plainly was: A mendacious > military adventure,
foisted
on USAmerica by subterfuge and > deception, a
cynical exploitation of the shock of 9/11, not merely a
> “dumb war.” Fifteen Saudis and
four Egyptians, under the leadership
>
of a wealthy Saudi, trained in Afghanistan, highjacked
four > commercial jetliners and perpetrated the
mayhem of that frightful > day. Saddam, we knew
even
then, had nothing to do with it. Nor did > his
chemical weapons, if they even had existed and they
didn’t, nor > did his so-called “mushroom
cloud” potential, pose any real threat > to this
nation. Again, we knew even then that Iraq’s
nuclear
> ambitions, even if real, were as yet no more than
hope, if not > fantasy. And, for anyone paying
attention, the Bush-Cheney > fear-mongering had
already been shot down in an op-ed in the NYTimes >
by Ambassador Wilson, and by clear-headed reporting
> by the McClatchy News Service.
>
> So, what happened after waste of a
trillion
dollars (it will be > three trillion or more after
medical expenditures are exhausted a > half-century
from now), loss of thousands of American lives, tens
of
> thousands of maimings and woundings, and
destruction
and shattering > of this jerry-built nation of
warring sects that only a tyrant like > Saddam could
hold together—what happened after the candidate who
> promised to end the Iraq War came to power? He
stopped calling the
> war what it really was and started
treating it pretty much like a
>
somewhat legitimate enterprise we had to bring to an
end
> “responsibly.” Obama was even
planning to keep fifty thousand (or
>
was it eighty thousand?) troops in Iraq in perpetuity,
before > al-Maliki said “no way”
to our insistence on military immunity. > (And
Obama
doesn’t even defend himself on that issue.) >
>
You may object that Obama had to metamorphose into
a “war > president,” since he was then
Commander-in-Chief. Can’t in any way > imply that
our soldiers died in vain in a conflict subversively
> motivated by oil, Israel, Bush family
score-settling,
or plans for > victorious re-election in 2004 by a
flight-jacketed president after > “Mission
Accomplished.”
>
> Upshot: There exists a corrupt
context to what Obama and USAmerica
>
face in the current chaos of the Middle East. It is
a
context that > requires repetition and more
repetition still by leadership that has > some
semblance of the near-self -destructive insanity of
America’s > vaunted “War on Terror.” As he
takes us into yet another phase of > this
resource-draining, quick-sand tugging, tar-baby of a
conflict, > someone with a megaphone has to stand
up
and shout down the McCains > and Foxies who current
occupy the rhetorical terrain uncontestred.
>
> I have no hope that Obama’s the
one.
>
>
> Ed
>
>
>
>
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Herbert W.
Simons, Ph.D.
Emeritus Professor of
Communication
Dep't of Strategic
Communication, Weiss Hall 215
Temple
University, Philadelphia 19122
Home phone:
215 844 5969
http://astro.temple.edu/~hsimons
Academic Fellow, Center for Transformative
Strategic Initiatives (CTSI)
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