ABSTRACT
The use of rhetoric as identification and its nature as address must be considered together. Rhetoric in America must establish social identifications, in a life highly diversified by money, with the great division of labor and social status which money serves to rationalize. Modern literary critics have absorbed anthropological views on language as magic, but anthropologists and other social scientists are not yet aware of the basic tenets of rhetoric. Needs and interests exist, it is true, yet the forms of satisfaction, the ways in which these needs will be satisfied is a matter of communication in general, and of rhetoric, the art of persuasion, in particular. "Audience analysis" must, therefore, include the character of the scene in which persuasion was attempted and the character of the audience addressed by the speaker. The forms of rhetoric, considered as inducements to action, must be understood, therefore, in terms of the character of the audience and the purpose of the speaker.
