Lying in Pond’s favorite
rhetoric scholar, Andrew Cline of Rhetorica, responds to yesterday’s
question — What makes a columnist good?
This is an interesting question. Before it can be answered, however,
one must deal with intention. What does a columnist intend to do?
From a rhetorician’s perspective, I’m interested in the politics of
intention. In other words, what changes to the hearts and minds of an
audience does the columnist wish to make? Some such intention is
always present. And, as I would argue, it is always political (if not
always in the overt sense of partisanship).
I often challenge my students with this True/False assertion: Any
rhetoric that works is good rhetoric. It takes them about 2 seconds to
discover that this is more than an assertion about persuasion; this is
an assertion about definition and moral philosophy.
What does a columnist intend to do? What fascinates me about your site
is that you catalog columnists by partisanship and thereby call
attention to what I would call overt political intentions, i.e. these
folks want to overtly affect the political process for their
party/ideology.
Now, if they succeed, if they gain a big and growing audience, if
they sway public opinion, then I would suggest that, in terms of
utility, they have achieved their intention and are then, by
definition, good columnists.
But, what of the intention that inheres in professional practice? Are
not columnists supposed to be journalists, opinionated to be sure, but
still bound by certain professional practices? Such a question begins
to muck up the “clarity” of my original assertion.
We might also question the morality of a columnist’s
ideology/political practice. More muck.
Prof. Anthony Downs demonstrated many years ago that people will
seek out political information that offers the most utility, i.e. easy
to get and easy to use. Partisan columnists play a large role in
political utility.