This thesis analyses the use of persuasive rhetorical styles within the political discourse that was present in the popular prints of early eighteenth century Scotland. Using Aristotle’s rhetorical...Show moreThis thesis analyses the use of persuasive rhetorical styles within the political discourse that was present in the popular prints of early eighteenth century Scotland. Using Aristotle’s rhetorical schemata of logos, pathos and ethos as a tool for textual analysis, this thesis demonstrates how Whig, Tory and Jacobite agents used the medium of popular print to endorse their own political ideologies as well as undermining those of their opponents from the Act of Union of 1707 until the Porteous affair of 1736. About twenty percent of the popular prints that constitute this thesis’ corpus of sources, were found to contain political notions corresponding to the contemporary party lines. Within these prints, Whigs were found to appeal to logos for factual representation and amplification, but primarily made use of the pathos of graciousness to portray themselves as righteous. The appeal to this emotion was supported by a virtuous ethos that focused on characterizations such as goodness, honesty and grace. Contrarily, Tories and Jacobites hardly made use of logos but instead appealed to a range of emotions within the concept of pathos, such as gentleness and pity, and ascribed themselves an ethos that included bravery, valance and loyalty. In undermining the opposition, both Whig as well as Tory and Jacobite prints vilify the opponent through the pathos of anger, hatred, enmity and contempt. However, it is in the undermining where ethos becomes the main means of persuasion. Tories are described as incompetent, Jacobites are characterized as barbarous fools, and Whigs as conceiting and self-serving politicians. Consequently, Whigs typically sought to portray themselves as morally and ethically superior to their opponents and their readership, whereas Jacobites seemingly sought to identify with their readership more, emphasizing how everyone was suffering under the Whig government. This thesis outlines the persuasive content of a political discourse that was present within a type of print available to both high and low culture. With this, it argues that political discussion was not strictly reserved for intelligentsia, although it also sustains the assumption that ephemeral print was generally used as a trivial news agent. Ass well as this, this thesis provides two relative novelties. First, it constructs an explicit and restricting definition of the concept 'popular', unlike most academic publications on this concept that apply the term without restrictions. Second, it offers a series of perspectives on the content of a previously unstudied corpus of ephemeral prints published in early eighteenth century Scotland, which is both a period and area that has been understudied with regards to the role of politics in popular print culture.Show less
