Application of rhetorical styles as a determinant of the effectiveness of oral communication in public lectures

• Main Authors: Zulkifley Hamid (Author), Norida Berhan (Author), Kartini Abd Wahab (Author)
• Format: Article
• Language: English
• Published: Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia, 2015.
• Online Access: Get fulltext

 One of the branches of knowledge that has focused on the verbal activities and speaking is rhetoric. This study aims to explore the strength of rhetoric in public lectures. This qualitative study uses four texts of distinguish lectures as the corpus of the study. Data were analyzed using models presented by Corbett (1999) using the theory of Aristotle's Rhetoric. This study uses content analysis method in analyzing data. Spontaneous speech texts were analyzed based on 19 features of the Schema Model and 17 features of the Trope Model. The study has demonstrated that the repetition scheme is more dominating than other rhetorical styles. The findings also indicate that the uses of various rhetorical styles have contributed greatly in the making of a powerful speech. In addition, the study shows that the rhetorical styles found in lectures or talks is a skill that can be trained and taught, in determining the integrity of the speakers in helping to shape the character of the nation. The application of rhetorical styles in speeches also helps change the public's ways of thinking and actions. The diversity in rhetorical styles shows that rhetorical skills can help improve communication skills and further, face the challenges of the 21st century. Data clearly shows that rhetorical styles is an effective tool in delivering messages to the public, and it is a skill that must be acquired by all public speakers such as politicians, religious officers, social workers and others involved in communications with the public.