Habermas and Strategic Communication
A Solution-Oriented Approach to Habermas’ View of Language and Its Implications for Rhetoric
DOI:
https://doi.org/10.52610/rhs.v20i71/72.74Keywords:
Jürgen Habermas, philosophy of language, strategic communication, political advertisingAbstract
This article addresses the orientation of rhetoric as a discpline towards social scientific and social philosophical approaches or, more specifically, towards public sphere theory, deliberative democracy and parts of the field of sociology. It addresses Habermas’ philosophy of language as presented in The Theory of Communicative Action (1984) and argues that Habermas’ theories and categories are valuable to rhetoric as a discipline. Not only do they connect evaluation of discourse more closely to democratic theory, they offer supplementary or substantive tools for rhetorical analysis in practice. In order for the theories and categories to become useful, however, some moves and adjustments must be made. This involves that the concepts of “strategic” and “communicative” are placed on a continuum rather than as a dichotomy; that the immanent normativity of the categories are recognized; and a flexible shifting between a descriptive and a normative position. The theories are discussed in relation to the ban on political advertising on television in Norway.
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