Analyzing and evaluating speeches 5.5 85
of something, it’s important to use criteria for what is and is not effective or
appropriate. Rhetorical criticism is the process of using a method or standards
to evaluate the effectiveness and appropriateness of messages. The term rheto-
ric has both classic and contemporary meanings.^26 The ancient Greek scholar
Aristotle defined rhetoric as the ability to discover in any given case the available
means of persuasion.^27 Our more contemporary definition of rhetoric is the
process of using symbols to create meaning to achieve a goal. As a public
speaker, you are a rhetorician in that you are using symbols (words, images,
nonverbal cues) to create meaning in the minds of your listeners and achieve a
goal (to inform, to persuade, to entertain). A critic not only evaluates a message
but also helps to illuminate, or make better sense of the message.^28
One important goal of studying public speaking is to help you be a better rhe-
torical critic of the many messages you hear every day. In our discussion of how
to analyze and evaluate speeches, we’ll first suggest criteria for evaluating mes-
sages and then offer specific strategies for sharing your evaluations with others.Understanding Criteria for Evaluating Speeches
What makes a speech good? For more than 2,000 years, rhetorical scholars have
been debating this question. For example, the ancient Greek scholar, Isocrates,
believed that effective rhetoric should have the “qualities of fitness for the occa-
sion, propriety of style and originality of treatment.”^29 However, our purpose
here is not to take you through the centuries of dialogue and debate about this
issue but to offer some practical ways to help you evaluate your own messages
as well as the messages of others.
Figure 5.2 lists key questions to use in evaluating any speech. The questions
reflect the audience-centered model of public speaking. Your public-speaking
teacher will probably have you use an evaluation form that lists the precise crite-
ria for evaluating speeches in your class.
Underlying any list of what a good speaker should do are two fundamental
goals: Any speech should be both effective and ethical. The mission of the National
Communication Association mirrors these two goals—to promote effective and
ethical communication. These two requirements can translate into general crite-
ria for evaluating speeches you give as well as those you hear.THE MESSAGE SHOULD BE EFFECTIVE To be effective, the message of a
speech should be understandable to listeners and should achieve its intended
purpose.^30IS THE MESSAGE UNDERSTOOD? If listeners fail to comprehend the
speaker’s ideas, the speech fails. Even more difficult than saying something is
saying something that a listener understands. In this course, you’ll learn an array
of principles and strategies to help you develop a common understanding with
your audience. The process of communicating to be understood is anchored first
and foremost in considering the needs of your listeners. As you listen to speeches,M05_BEEB3981_05_SE_C05_065-094.indd 85 07/11/14 11:45 AM