1968 article "The Rhetorical Situation"

Kenneth Burke's 1968 article "The Rhetorical Situation" explores how communication—like speeches or texts—is shaped by context, including the speaker, audience, and occasion. He argues that understanding the situation helps clarify why messages are crafted a certain way and how they influence audiences. The core idea is that effective rhetoric responds to specific circumstances, and analyzing these elements reveals the intentions behind persuasive attempts. Burke emphasizes that communication isn't random but deeply connected to the environment and conditions in which it occurs, making context essential for interpreting and creating meaningful messages.