POLITICAL LANGUAGE: THE USE AND ABUSE OF RHETORIC 

by Umberto Eco

Aristotle divided discourses into judicial, deliberative, and epidictic. The judicial doesn’t need to be explained; epidictic discourse is dis­course in praise or blame of someone or something (a typical example being the Encomium of Helen by Gorgias). Today we’d include under the heading of epidictic discourse the advertising message, which effectively consists of a eulogy of a given product.1 Deliberative dis­course consists of political, and, one might now add, trade union discourse. In short, it is a matter of convincing the audience of the necessity or risk entailed by doing or not doing something that concerns the economic and political future of the community.