Escaping the Prison House of Effects: The Persistence of an Anachronism in Rhetoric Studies

ABSTRACT Persuasive effect will always be an essential part of rhetoric studies, but it should not be either its ready shorthand, identifying trait, or lodestar. The decades-long momentum to move beyond the identification of rhetoric with the production and management of effects should be pointedly encouraged, with many new rhetorical imaginaries (invitational, dialogic, agonistic, ecologic, etc.) providing ample resources for doing so. This paper will describe the self-limiting nature of an effects frame, show that there have always been alternatives within rhetoric’s traditions to move beyond it, outline the persistence of a first-order identification with persuasive effect in contemporary disciplinary history, and point to specific ways to put this habit in the rear-view mirror. The rhetorical appropriation of Foucault’s interpretation of parrhesia is explored as an example of a rhetorical practice that moves beyond the reductive straight-jacket of effects.