'n Retoriese kritiek van die politieke toesprake van Nelson Mandela : 1990-1994

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