ABSTRACT
This chapter focuses on institutional ethics. It concerns institutional actors of various kinds. Persuasion deals in matters of judgment rather than certainties. Demagoguery is most evident when the communicator self-indicts. People often use demagoguery simply to mean effective discourse that they do not like, or they assume that demagoguery is rhetoric used on behalf of a bad cause. Chief among the polarizing forms of demagogic rhetoric is melodrama. Melodramatic rhetoric casts issues in the simplistic terms of pure good versus pure evil. Duplicity, defined as the belying of one's true intentions by deceptive words or action, is a common characteristic of institutional rhetoric arising from conflicts of interest. Public diplomacy involves efforts by one government to influence the actions of another by influencing the beliefs and attitudes of its people. This chapter also presents some closing thoughts on the key concepts discussed in the preceding chapters of this book.
