Lloyd Bitzer

Lloyd Bitzer was an influential rhetorical theorist known for his concept of the "rhetorical situation." He argued that rhetoric is not just about the speaker or the message but is shaped by the context in which it occurs. According to Bitzer, effective communication arises when a speaker responds to a pressing issue or situation, which he called a "rhetorical exigence." This involves understanding the audience, the constraints present, and the purpose of the communication. His work emphasizes that rhetoric is situational and responsive, highlighting the importance of context in the art of persuasion.