Cite this article as: Pam, M. C. B., & Salau, S. (2026). A Neo-Aristotelian rhetorical analysis of “Building collapse in Nigeria as a souvenir of the collapse of national values”. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 2(1), 382-405. https://doi.org/10.36349/sojolics.2026.v02i01.033
By
Pam, Mwanret Charity B.
Department of Communication and Language Arts
Federal University of Education, Pankshin, Plateau State.
charmsek4real@yahoo.com
&
Prof. Salau, Suleiman
Department of Mass Communication
University of Jos, Jos, Plateau State.
Salausunijos@edu.ng
Abstract
This article is ‘aNeo - Aristotelian Rhetorical Analysis of
“Building collapse in Nigeria as a souvenir of the collapse of national values.
It is built on the notion that inaugural lectures do not only inform, celebrate
the ascension of an academic to rank of Professor or display a scholar’s
contribution to his or her discipline. It is also an avenue through which
attitude change is targeted while advocating the desired attitude. The study
set out to uncover the presence or absence of the three appeals or artistic
proofs – ethos, pathos and logos as well as how these are employed. Findings
reveal a heavy reliance on logos followed by pathos and then ethos as well as
varying degrees to which these are used. The study recommends that more
rhetorical criticism be carried out on academic public communications like this
to uncover patterns with which to gauge effects of attitude change efforts.
Keywords: rhetoric, criticism,
public communication, rhetorical criticism, Neo – Aristotelian criticism
1. Introduction
Inaugural lectures are known to be organised as a celebration of
academics and upon attainment of the rank of Professor. Chikere (2020) sees it
as one of the legacies of the University global traditions, a ‘debt’ he
believes professors owe the university community. It is often simple such that
people who do not belong to the presenter’s discipline could benefit from it
asit gives no room for questions, criticism, and explanation at such occasions.
At this event, the presenter speaks from his or her wealth of knowledge,
dishing our information to enlighten the audience, inspire change in some way
and to generally add value to the audience. Afigbo quoted in Chikere (2020 p.
23) gives insight into the purpose of an inaugural lecture.
It is still a matter for debate what an inaugural address is about
or should be about…it would appear that taking only content into account, an
inaugural lecture can touch on one of three areas. It can …concentrate on the
development of the department – its teaching and research programmes, its
orientation, relevance and achievements in the past, on-going rethinking and
adjustments, future trends and tendencies etc…The inaugural lecture can be a
discussion of the Professor’s own work within the general framework of his
discipline…Finally, where neither is attempted for whatever reason, the
inaugural lecture could be anything under the sun on which the professor
considers that he has something fresh and stimulating to tell his audience.
This study is more concerned about rethinking and adjustments
being advocated - the attempt at attitude change towards an aspect of life. At
such gathering which is an avenue for public communication, copies of the
essence of the extemporaneous speech are made available to the public –
pamphlets of inaugural lectures. The concern of this study is on how the three
proofs or appeals of persuasion (Ethos, Pathos and Logos) are employed in the
selected pamphlet. Lasswell’s maxim of who says what to whom and with what
effect amplifiesone of the objectives of communication which is to influence
attitude or behaviour of an audience or persuade. Rhetoric could be applied to
a variety of artefacts and acts (Porter, 2020), and while some scholars hold
that for a communication to be considered rhetoric, it has to produce a particular
outcome, others believe that it subsumes all kinds of communication – whether
expressive or persuasive, scholars tend to agree however that communication to
a large extent is rhetorical in nature. To this end, the creator of rhetoric or
the artefact is known as the Rhetor, the one who studies it is the rhetorician
or critic while the process of evaluating it based on systematic analysis is
known as rhetorical criticism. While rhetorical acts are said to be fleeting
and may not be re - created in their entirety, artefacts allow critics have
tangible evidences or rhetoric which could be studied. Critics usually choose
artefacts that are interesting, have sparked controversies, are unusual, or
that satisfy their own curiosity. (Renegar & Malkowski, 2009). The interest
in an inaugural lecture is due to the fact that not much attention has been
given to professorial inaugural lectures in terms of looking at rhetoric at
play in them. Professors over time have done so much not only in informing the
populace but also in inspiring desirable attitudes or behaviour, This, the
current study dwells upon through the lens of Neo – Aristotelian rhetorical
criticism or analysis.
Rhetoric
Rhetorical tradition is said to be the oldest tradition which
began from Greece and Rome and concerned with communicativeness of speeches
made by people. It is viewedas the study of public communication. Public
communication is viewed as the practical art of discourse (Asemah et al.,
2022). It is seen as a communicator’s intentional use of language or other
symbols with the aim of influencing or persuading selected receivers in terms
of how to act, feel, and believe, as the communicator desires. It is the strategic
use of oral or written communication to achieve specific goals. It has a way of
shaping how reality is perceived (Croucher & Cronn – Mills, 2015, p.311).
Rhetoric is a discipline that concentrates on the power to use words for
persuasive intent. Miles (2023) writes on the fact that the emotional component
brought into a speech is said to be key to eloquence and he prioritized the
first three elements of Cicero’s cannons/tenets of rhetoric (invention,
arrangement and style) for the compositional aspects of a speech. This is
because he believes they are the real core of preparation, they are words and
expressions that evoke emotions (pathos); ethos banks on the credibility,
perception of a speaker as trustworthy, dynamic, reputable and perception of a
speaker as an authority in the chosen field all add up to appeal to ethics or
ethos while logos is seen in terms of numerical data, hedging (arguments that
are seen to be common knowledge) facts etc. (Tracy, 2024; Bohunek, 2021). Logic
appeals to the intellect as it deals with solid reasoning, valid evidences
among others that satisfy the analytical side of an audience. While logic/logos
appeals to the brain, emotions appeal/pathos appeals to the heart evoking
feelings of fear, anger, love, disgust, compassion, patriotism, while ethos
which is said to be personal deals with perception of competence, honesty etc.
(McCutcheon, Schaffer & Wycoff, 2005).
Rhetorical Criticism/Analysis
While popular critics critique based on personal preference or
taste, a rhetorical critic evaluates based on rhetorical theories and
principles. Analysis at this level needs to be done based on a method or
standard of criticism for it to be effective. Rhetorical criticism plays a
vital role in understanding how people are influenced by symbols and how those
symbols are used to shape people’s perception of reality (Croucher & Cronn
– Mills, 2015). Medjedoub (2018) identifies some approaches to rhetorical
criticism such as Neo – Aristotelian criticism, fantasy theme, social movements
approach, the identification approach or new rhetoric, metaphoric approach,
narrative approach etc. By employing the Neo – Aristotelian criticism as a
method of rhetorical criticism, this study intends to answer the following
research questions: -
Research questions
1. RQ 1What
persuasive appeals were used in the composition of the selected University of
Jos inaugural lecture?
2. RQ2 How
were appeals discovered used in the composition of the selected University of
Jos inaugural lecture?
2.2 Theoretical frame work
This study is hinged on Aristotle’s rhetorical theory. Aristotle
saw rhetoric as the perception of available means of persuasion in
any case. It is concerned with the way persuasion is achieved and sees
rhetorical analysis or criticism as a means through which persuasive techniques
used in communication are employed to achieve the persuasive aim as well as the
effect or impact of same. To this end Aristotle identified three artistic
proofs or appeals which to him constitute the art of rhetoric. The three are;
logos – logical reasoning, pathos – human emotion, and ethos – human character
or ethical proof. He refers to the three as available mans of persuasion in a
discourse or any other artefact. (Torto, 2020). Cardilli and Lafontaine (nd)
add that the following elements exist in a rhetorical exchange; speaker,
audience, occasion subject, situation, speech or text, discourse. Ethos is said
to be derived from the rhetor, logos from the message and pathos from the
audience. They add that rhetorical discourse occurs in a context or rhetorical
situation, as such, rhetorical situation arises in response to a question, or,
known as exigence that needs a rhetorical discourse to address. This implies
that it is a rhetorical situation not rhetor that is the ground for a
rhetorical discourse. Rhetoric therefore is a cause of meaning. It implies that
every rhetorical discourse implies an audience which critics take cognizance of
when judging a text.
3. Methodology
Data is first presented as a comprehensive narrative or textual
description supported by quotes from the artefact being analysed. Wisdom
Library (2026) explains textual or narrative description thus; “Textual
description involves providing a detailed and comprehensive account of the
content, features or characteristics of a written text often used for analysis
or interpretation”. The aim of presenting it this way is to allow even those
who have not read the pamphlet gain a general understanding of what it entails.
Rhetorical criticism is an approach to textual analysis.
‘Rhetorical’ means paying attention to available means of persuasion while
‘criticism’ refers to the systematic method of describing, analysing,
interpreting, and evaluating the persuasive force of messages contained in
texts (Frey, Botan & Kreps, 1999).The chosen text or artefact is the
Inaugural lecture pamphlet presented by Professor Uji, Zanzan of the Department
of Architecture, University of Jos. McKerrow (2010) believes that a method of
rhetorical criticism needs to be chosen from a pool of options, the chosen
method of rhetorical criticism is this study is the Neo – Aristotelian method
of rhetorical analysis.It is chosen because it best serves the questions of
this research as it is particularly concerned with the three artistic proofs of
persuasion (ethos, pathos and logos).Analysis is done using Neo- Aristotelian
criticism. In doing this, attention is paid to how persuasion is attempted
through logos – an appeal to logos which could be observed in terms of facts,
statistics, logical reasoning, cause and effect, logical reasoning or
argumentation, logical structuring, expert citation, use of rhetorical
questions, logical arguments, comparisms and contrasts, repetition of key
phrases or words, specific relationships between facts and claims, discourse
that is understandable and logical call to action. Appeal to ethos is observed
in terms of perceived trustworthiness, character and respect about the
presenter; ethical cues; similarity to audience, citation of credible sources,
perceived expertise and reputation; expert endorsement; leveraging reputation;
as well as call to action that leverages on reputation. The third persuasive
appeal – pathos bothers on emotion as observed in terms of emotional eliciting
words, identity or community markers, narrative or storytelling, case studies,
positive emotions, negative emotions, humour, use of analogies and emotional
call to action. For instances where any of these are observed, quotes are
cited.
The text or artefact analysed in this study was chosen because
persuasive intent is obvious from its title. Going through the content of the
lecture pamphlet further reveals persuasive intent as there is an attempt to
change the attitude of the audience from one that focuses on sharp practices,
inferior materials, cutting corners to something deeper which is the collapse
of national values. The later is sold as a more effective way of stemming the
tide of building collapses and other manifestations of the collapse of national
values. In other words, the rhetorical discourse arose in response to an
exigency – the dominant approach to curbing the menace of building collapse, it
attempts a change of attitude to something more far reaching.
To ensure consistency and reliability of the Neo – Aristotelian
analysis intra - coder consistency was applied (Hoonaard, 2008). The pamphlet
was coded at two different times to ensure interpretation of the text remains
same. To ensure contextual validity, this study ensures that the rhetorical
situation is constructed to justify the argument therein to ensure interpretive
accuracy bearing the rhetor’s background, occasion and audience (Klien, 2016).
4. Data
presentation and analysis
Narrative
or Textual description
From the beginning, the presenter clearly shows there is a
perennial problem begging for solution. He draws attention to some downsides of
building collapse which touch on trauma, monumental waste of resources. In
doing this, he hints at an attempt at attitude change towards ways of curbing
the menace – a problem begging for solution. The extract below shows this;
For far too long, has the problem of building collapse persisted
across the entire country, wreaking havoc, killing hundreds of hapless victims
and destroying incalculable amount of property with psychologicaltrauma almost
permanently afflicting even the survivors. The search for solution has
continued to focus mainly on what is believed to be the tangible and more
easily decipherable technical fault – lines, like the use of substandard
materials, defective construction principles, non – qualified personnel,
inadequate soil tests, etc. to no avail. The malaise has persisted, even
assuming alarming proportions in its wider scale and scope as well as frequency
of occurrence (Uji, 2016 p.2).
The extract above also depicts the presenter as an authority in
his chosen field and as one having experience, this appeals to ethos while at
the same time evoking sympathy for victims and those traumatised by the menace.
From the prologue, it is established that the menace of building
collapse is often blamedon deliberate substandardmaterials use, deliberate
employment of quacks, ignorant workers, failure to carry out necessary soil
test, or flagrant addition of extra floors to building approved for fewer
floors. The deeper issues behind these acts are then not brought to fore. A
bulk of the problem are of the deeper issues. The root of the problem or the
reason the menace persists, goes deeper than what is often discussed. The
extract above shows persuasive intent in that it aims to shift focus from
symptoms and shows that the weightier matter is people’s attitude or collapse
of values. The two extracts below reveal this.
To the extent that the problem of building collapse in Nigeria
appears to haves defied all the extant physical and technical remedial measures
so far applied, this discourse argues that, the measures usually adopted appear
not to have gone deep enough to the root cause of the problem, but are merely
an attack on the symptoms of the building collapse “disease” (Uji, 2016 p.1)
The reality, however, is much deeper. It is an
affliction on the soul of the person. Character deficiency. Failure of sense of
duty. Atrophy of sense of responsibility. Lose of sense of self-worth. Loss of
integrity. Collapse of values-national values. Hence the advocacy in this
lecture of thinking outside the box and refraining our focus on the
fundamentals of the people’s values system and national values. Hence
the advocacy in this lecture of ‘thinking outside the box’ and retraining our
focus on the fundamentals of the people’s value system and national values as a
veritable panacea for the most sustainable solutionto the building collapse
conundrum (Uji, 2016 2016 p. 1-2)
The persuasive intent in this lecture is encapsulated in the
extract below. These is an attempt at re-orientation of national values. A
change of attitude or value which the presenter believes will ultimately
translate in reduction or elimination of building collapse which he advocates.
It also targets a change of attitude toward the direction to take in curbing
building collapse and where the fault actually is. Continuing in this line, the
presenter says; “The lecture, therefore, concludes that, unless conscious
efforts are made at re-orientation of our national values, we shall continue to
build in vain. More buildings will continue to collapse, with even worse
consequences, yet unheard of” (Uji, 2016 p.2). It appeals to pathos as it
brings the audience to the awareness of the danger that lies in refusing to
change attitude. It induces a sense of fear and deep concern capable of sending
one into deep reflection.
He then sets his persuasive intent clearly once more. This is a
common saying which is logical or appeals to logos there is also an explanation
which appeals to logos. The argument is comprehensive too.
This discourse argues that, by continuously looking at the problem
only from the technical realms, it amounts to giving fillip and undue
authentication to the age-long anecdotal aphorism of madness at doing the same
thing over and over again while expecting a different result” (Uji, 2016 p.2)
A popular saying about the same thing over and over again is
alluded to, it appeals to logos so also does the explanation that follows. It
appeals to logos as it appeals to common sense gives elaborate explanation
about the menace and why a different thing is responsible for the ugly trend
not just what it seems on the surface.
For instance, if you gave a contractor money to go and buy
materials for the construction of your building and he deliberately buys
substandard materials with which he builds the house and the house eventually
collapses, on the face of it, you will be right to say the building collapses
due to the use substandard materials. Or if a man, not knowledgeable of
qualified to build a house, still goes ahead and knowingly presents himself as
such and is given the task and eventually the building collapses, on the face
of it, the building could be rightly said to have collapsed on account of
involvement of unqualified persons, who therefore used incompetent techniques
to construct the house and laid the basis for its collapse. Or, indeed, if the
owner of a building, knowing full well the danger he is about to expose
prospective tenants to, but goes ahead to purposely cut corners by buying poor
materials, employing quacks and adding more floors to his building which was
originally approved to carry only two floors, without seeking any professional
advice and the building eventually collapses, again, you will be right to say
the building collapsed as a result of incompetence, greed,carelessness and
propensity for cheating by the culprits. But more fundamentally, these people,
it would appear, are suffering from one common affliction-loss of values (Uji,
2016 p.3-4)
The extract above paints a vivid picture of some of the scenarios
that lead to building collapse on the one hand while identifying on the other
hand the thread that binds them or the root cause of all these-loss of values,
It appeals to logos as it is a lengthy explanation that shows how those
incidences come about (the symptom and root cause). The two sides are however
presented in the sense that one is the cause and the other effect, this builds
up to the appeal to logos. Particularly, being bereft of values, is what leads
to sharp practices and eventually appear in form of building collapse. There is
a kind of comparisms as well.
Thus, no matter the amount of efforts put into place to address
these errors through legislations on the use of standard materials, qualified
professionals, adoption of better techniques of construction, etc., will
achieve very little, if anything, until more concerted efforts are made to
holistically address the more fundamental issues of depreciating values of the
nation (Uji, 2016 p.4)
This echoes the futility of dealing with the symptoms of building
collapse while neglecting the root cause. This also portrays a sense of
futility that results when only sharp practices are addressed while depreciated
values are not. There is an appeal to pathos in it.
In this regard, a more holistic approach will seek to examine why
a child of, perhaps, nine or ten, for example, hawking groundnuts on the
streets will not bat an eyelid in so easily cheating a grown man by placing the
bigger nuts on top of the displayed sample piles to entice the prospective
buyer, who will eventually discover, to his chagrin, after he would have
already paid and collected his nut that, the poor and perhaps, non-edible,
smaller, or even rotten ones, are (and had, in fact, all along) been at the
bottom of the displayed piles. The kid obviously has learnt this from his/her
mother who has demonstrated similar proclivity to this kind of cheating in the
course of her interaction with customers where she sells yams, potatoes, and
cassava tuberous products. Or, a parent who pays someone to write an
examination for his (the parent’s) child, has only sown the seeds for the act
of examination malpractice the child might later, be involved in at school. Or
a driver who deliberately jumps traffic hold-up queues or breaks through
traffic lights in total disregard of the fact that the traffic light show red
in his direction; or the one who drives against one way traffic, or, at night,
with one headlamp (on the outer flange of the road). Or the cashier or officer
who insists on being bribed before he will treat the file of a legitimate
claimant to ascertained and approved entitlements, or indeed, the policeman who
must collect bribe from motorists at checkpoints in order to reduce the
‘offender’s’ particular such as vehicle license or driver’s licence, or in lieu
of enforcement of other authentic or contrived various traffic infringements.
Or, the young woman who appears half naked at functions in the name of copying
fashion trends. All of these are suggestive of the depths to which our values
have sunken, carrying along with them the consequences of the imminence of the
collapse of such values. (Uji, 2016 p.4-5).
The portion above appeals to logos as there is an elaborate
explanation but also to pathos or emotions as these are stories or scenarios
and anecdotes the audience could easily relate to.
Building or shelter, it has to be emphasized, is one of the basic
needs, after food and clothing. But whereas the effect of depreciating societal
values may affect food or clothing in, perhaps, only surreptitious and
insidious manner, if in any profound or decipherable manner at all, the effect
of value collapse which culminates into collapse of such buildings, remains
catastrophic and cataclysmic, as it is, most often, irreparable, and
irreversible, continuing to reverberate throughout the framework of the entire
fabric of society (Uji, 2016 p. 5).
The portion above appeals to ethos in the sense that, it shows the
presenter as one having deep understanding of the issues about which he speaks.
He demonstrates by tracing a connection between a matter that seems physical to
something deeper and not visible. He demonstrates deep understanding of the two
sides as well as clear connection between the two. He engages intelligently and
shows the two angles to the menace of building collapse and then takes a clear
stand.
There were several analogies to show how values have collapsed.
This appeals to logos and shows that the collapse of values does not only
affect collapse of buildings but several other aspects show same.While the
explanationsabove appeal to logos, the anecdotes with which these are expressed
appeal to pathos too. It drives the point nearer home and presents the issue in
forms the audience can easily relate to.
It is hoped that this lecture will be of benefit, both to
scholars, professionals and practitioners in the building construction industry
as well as the general public who have had to stand by and continuously watch
helplessly as buildings continue to collapse like a pack of cards, in
torrential cascades over and all around them and as they bear the brunt of the
consequences of the trauma collapses foist on them (Uji, 2016, p.6)
There is an appeal, to scholars, professionals, practitioners in
the building construction, industry and general public to benefit by having a
change in values – a change in attitude. In other words, a change of attitude
is desired. These reveal persuasive intent.
There is a mention of a case of a 20-year-old three storey
building in Lagos which was supposed to accommodate only nine people initially.
The owner on his own added two other floors, without seeking expert advice and
the building bowed on its foundation, because of the excessive weight at the
top. This is yet another anecdote that appeals to logos in terms of its
explanation and appeals to pathos as it appeals to pathos or emotions. This is
an actual historic account of a specific instance. Greed is obvious from the
story as two more floors translate to more money. It again reveals the same
attitude that bothers on values. Such inordinate greed and disposition towards
monetary gains is also what makes the transporters to perpetually overload his
commuter vehicle, not minding the risk and discomfort to which his passengers
are subjected, not the danger posed to the strength and service ability ofhis
vehicle. This is another instance that shows greed and a disposition towards
monetary gains is an attitude that applies to other aspect of life other than
buildings. Similarly, the extract below is another instance, many can relate
with the experience, it is an anecdote that appeals to pathos while giving an
explanation that appeals to logos. Another appeal to logos is seen in a case
where logical reasoning or argumentation was used “The aim of this dis course,
therefore, is to draw attention to the futility of continuing to depend solely
on employment of the extant physical, technical and material remedial measures
which have continuously been applied to the problem of building collapse in the
country…” (Uji, 2016 p.6).
It must be remembered, however, that the story of the Tower
of Babel isscriptural and cannot be subjected to any scientific
evaluation as to its authenticity, or efficacy. But taken on its face value,
the tower cannot be said to have ‘collapsed’ in the real sense of matters such
as we are dealing with. It can more validly be said to have been ‘demolished’
(by God). However even if it were conceivable to subject the story to some form
of rigorous scientific analysis, it might be more sensible to hold,
conjecturally, that the people lacked the requisite technical know – how to
build beyond the height they had attained and the structure failed under its
weight. In which case, the structure would more correctly be said to have
collapsed, within the intendment of the trust of our treatise (Uji, 2016 p7 -
8).
This portion above appeals to ethos because the presenter uses
jargons related to architecture and demonstrates understanding of structures
and logical ways in which they could fail integrity test. He also is sincere
and humble enough to show the limits of knowledge at his disposal while
accepting that there may be other ways of understanding what happened to the
tower of Babel.
From Table on page 9 to 13 which rolls out statistics of building
locations, type of structure, date, suspected cause of building collapse and
number of lives lost is the only instance in which statistics was used in the
lecture.
The signals that characterize the impending failure of value
system under consideration in this discourse are numerous, but the most glaring
ones (already touched upon briefly in the introductory part of this discourse)
may be encapsulated in the character of our interactions and experiences in our
daily lives (Uji, 2016 p. 19).
The extract above appeals to ethos as it shows deep understanding
of societal issues and ability to relate architectural issues to the larger
society as a whole.
We shall examine each of these factors carefully, in order to be
able to establish to what extent their effect on the surreptitious erosion of
the Nigerian value systems seems to be associated with a whole gamut of
systemic failures in the country including building collapse (Uji, 2016 p.20).
For the presenter to outline several factors, promise to examine
each of them as well as how each of them contributes towards the erosion of
societal values -is a testament of how knowledgeable he is about his subject.
This is an appeal to ethos. In another extract, the presenter shows broad
knowledge, and attributes information to an agency which serves as an authority
in the effort toawaken values. He then links it to his effort at change of
attitude or value re – orientation. “…it has taken concerted efforts through a
strenuous fight by the National Agency for Food and Drugs Administration and
Control (NAFDAC) for some semblance of sanity to be gradually restored in the
fake and hard drug trade” (Uji, 2016 p. 22 - 23). This is another analogy of
another symptom of the decay of values as much as others highlighted below.
You may leave your car with your mechanic, giving him the required
amount of money to buy the necessary spare parts (and trusting him) to carry
out the required repairs. He then uses the money given him and buys good parts
alright, but appropriates the parts to himself, or diverts them to another
person (supposedly closer to him) while replacing the parts with substandard
ones for your car. On the other hand, he may not buy any new parts with the
money given to him at all, and, instead, remove the old parts from your car and
have them washed clean to look like new ones, and re-sell your old parts to you
as “new” parts, making your car that much more vulnerable to future potential
breakdowns…In the same vein, fake, or expired drugs may be deliberately sold to
an unsuspecting public, with the result of the decimation of whole families
(Uji, 2016 p 22).
There is a disturbing general propensity among the average
Nigerians for deviance and compulsive behavior, disorder, brashness, loud,
garrulous, riotous and disorderly conduct even in public places. This is
exhibited by both therich and poor alike, most manifestly prevalent through
habits like loud yelling retorts (even among friends) even in ordinary
conversations at public places, resorting to brawls and fist-cuffs at the
slightest provocation, lynch-mob reaction against suspected thieve or robbers,
or even those sometimes falsely fingered for acts of witchcraft… (Uji, 2016 p
23 - 24).
So many of such examples were accounted for from the journey of
Nigerians to the environment. Drivers recently, gain drivers’ licenses through
dubious means, overtlybad vehicles allowed to go by authorities in chargedue to
corruption, overspeeding, disobedience to traffic light, drunk driving, driving
without appropriate light, and impatience on roads leading to gridlocks. Other
uniformed men trying to perform the role of traffic officers and demanding
bribes in the process, as well as several other acts that reveal erosion of
values are cited to show that values are not only eroded in relation to
building collapse. However, the effect below is one of many explanations which
appeal to logos. It explains one of the ways eroded values are revealed in term
of building collapse and in so many other ways. The anecdotes which are
relatable appeal to pathos too.
… However, the typical Nigerian factor of corruption has, quite
often interfered with this process and sometimes rendered the objective of
achieving the desired quality level unattainable. For instance, demands made on
contractors byunscrupulous supervisors, or approving officials, for payment of
bribe money before the officials can undertake to certify or value their work
for payment, may compel the contractors to look for ways of ‘cutting corners’
(in order to cut their losses) by resorting to the use of substandard materials
and labour, and even the technology of construction, thus preparing the ground
for failure and future possible potential collapse of the building thereby.
This is a reflection of the general corruption that pervades the entire societal
fabric for which so many efforts have been, and are being made to curb, without
much success (Uji, 2016 p.29).
Similarly, extracts below shows other ways that value erosion is
reflected. It is an explanation that appeals to logos and the anecdote still
appeals to pathos
People charged with official responsibility such as approval of
building plans (to ensure compliance with development control provisions)
issuance of various types of certificates, licences, permits, passports and
other kinds of documents, for which they receive salaries, still expect that
discharge of such official responsibilities are not duties they owe to the
public, but favours for which the recipient must pay, in government circles, it
is virtually becomes so institionalized that no contract can be awarded without
the contractor making prior payment of a good percentage (called kickback) to
the awarding officials: nor can any payment due to the contractor, afterward be
expected to be made without such kickback being paid by the contractor (Uji,
2016 p29 -30)
Other cases of corruption are innumerable and abound in our system
and may rear their heads through fraudulent acts or acts of favouritism or
nepotism in job employment or career progression, school admission, examination
etc. the opposite being harassment of the opposite sex by those who hold
positions of authority have become common knowledge in schools or in offices
(Uji, 2016 p.31)
A most noxious feature of the act of corruption in Nigeria emerged
during the orchestrated fuel subsidy crisis towards the end of the year 2011
and at the beginning of 2012, where it was found that, an elite cartel of fuel
importers were provided huge sums of monies as ‘subsidy’ on the fuel they
imported to Nigeria. The subsidy was meant to serve as a bridge between the
actual cost they had to pay for the refined products including other
(incendiary cost like landing charges, demurrage etc) and the lower price
officially regulated on the products to be sold toNigerians (Uji, 2016 p.32)
These are explanations that appeals to logos and eventually
subsidy for quantities in excess of the needed domestic use were collected and
divested to other neigbouring countries for sale with the connivance of
approving officer. These are acts that reveal eroded values.
Another expression of these tendencies among Nigerians is the
tendency to copy thing, values that are not original to us as a nation as
explained below.
In the Nigerian situation, however, the copying of building forms
and styles (especially by wealthy individual) has taken a life of its own. The
classical renewal going on within the building industry has become so
all-encompassing that, it is now impossible to distinguish between residential,
institutional, commercial, or recreational structures, which are suddenly all
weakening, and are adorned with roof corners, column pedicles, high pitched
roofs with overflowing hipped ends.
More disturbing as the explanation progresses is the facts that
…the tendency to transform even already existing buildings built
in different styles at different eras and representing different tendencies
back to the classicist genre. This is usually done by the super imposition of
the elements of classicism enumerated above, sometimes in the most bizarre
manner of mixing the old with new (Uji, 2016 p. 35)
An analogy is given below to further drive home the points. It
appeals to pathos in the sense that it is a relatable scenario but bears an
explanation which appeals to logos.
It is akin to taking a double-breasted jacket back to the tailor
to have it transformed into a suede coat in the name of following new fashion
trend instead of buying a new coat entirely with the desired new features (Uji,
2016 p. 35)
The danger in doing this is that
…the new heavier elements (especially those of high-pitched roofs
which, sometimes have structural framed members twice the height of the
building itself, with the covering of heavy tiles, instead of the replaced
light weight corrugated metal sheets which were the basis of the international
style), such super imposition of heavier members may yet constitute structural
burdens on the old buildings, making them more vulnerable to the likelihood of
structural failure (Uji, 2016 p. 37)
This copy-cat tendency is not peculiar to buildings. The same
thing is seen in other aspects of life.
Musical songs which in the past told memorable stories and/or
admonished societies of ills in the system, have now been replaced with bizarre
chants called “rap” that apparently speak only to the initiated, more or less,
like incantation of traditional medicine men. By the same token, our young
ladies now go virtually naked in public in the name of following new fashion
trends, as can be seen (Uji,2016 p. 38)
A change of attitude to values and a need for change is an intent
of this speech or presentation. This is obvious from the fact that several
instances have been cited to show it is a deep-rooted problem manifesting in
diverse facets of life.
This discourse has, thus suggested a total deviation from the
mundane thinking. It has instead advocated thinking “outside the box” (in a
manner of speaking)) on the issues of building collapse in Nigeria (Uji, 2016
p. 47-48)
Furthermore, he explained that;
Our thesis in this work which links the problem of building
collapse to, or which seeks to lay the problem of building collapse at the
doorstep of the people’s value systems, may appear rather fortuitous. Yet the
problem has defied all the usual common remedial physical, structural,
scientific and material solutions that have been applied. We would thus be
naïve not to grab at the straw that appears to float our way as we gradually
sink below the nadir of despair on the recidivist nature of the building collapse
conundrum. After all, if our values are really collapsing, how can our
buildings stand? (p. 48)
The lecture is a call to value reorientation since all other
effort have not yielded the desired result.
However, this work is not a result of such a regressive procedure.
It is merely a response to the call for pragmatism over the issue of building
collapse that has defied all other remedial efforts that seek to stem its
occurrence (Uji, 2016 p.55).
There is an appeal to ethos. As seen in his accomplishment which
earned him accolades that were mentioned. One of such is “…the constitution of
the Master Plan Team after about 33 years later, which gave Prof. Uji, as team
leader the inspiration to generate this initiative. This initiative was keenly
applauded, encouraged and immediately adopted by the former administration and
happily implemented…” (Uji, 2016 p.80).
Neo – Aristotelian Rhetorical Criticism
In carrying out the Neo – Aristotelian analysis/criticism, the
three step approach as outlined by Newbold (2017) would be applied but the
second step which has to do with the five canons is limited to the first canon
– invention – alone.
Specific items in the section below contain direct quotes from the
artefact being analysed and targets aspects where the three artistic
proofs/persuasive appeals appear and the extent to which they were employed or
relied upon in the persuasive effort. In most of it, 1=Not present; 2 =
Slightly present; 3 = Moderately present; 4 = Strongly present. In the later
part or the third step, coding is done based on 1 = Very weak, 2 = Weak, 3 =
Moderate, 4 = Strong, 5 = Very strong.
Step one: Evaluation of context
Rhetor: Professor Uji, Zanzan
Akaka is the rhetor or creator of the artefact under study. He is a professor
of Architecture at the University of Jos.
Occasion: It is the pamphlet of the
inaugural lecture presented at the University of Jos, on 25th February,
2016 as the 75th in the University’s series. It targets the
attitude or tendency to believe that thatmenace of building collapse is caused
by a deliberate use of substandard materials, employment of quacks, ignorant
workers, failure to carry out necessary soil test, or flagrant addition of
extra floors to building approved for fewer floors.It rather advocated or
change attitude of all involved to a deeper issue – failure of values which
lead to the symptoms above alongside a myriad of other which may not be related
to buildings and building collapse.
Audience: The audience comprisedof
lecturers of different cadres, students of different levels, non – academic or
teaching staff, members of the public as well asstakeholders in the
architecture and building communities and agencies. Those it is administered to
or presented to.
Step two: Applying the canons (invention in this case)
Unit of analysis: one inaugural lecture pamphlet (composed
speech).
Section A: Identification
A1. Lecture ID code: 75th in University of Jos
Inaugural Lecture series
A2. Title of lecture: Building collapse in Nigeria as a souvenir
of the collapse in national values
A3. Name of lecturer/professor: Professor Uji, Zanzan Akaka
A4. Year of delivery: 2016
A5. Faculty/Department: Environmental Science/Architecture
Section B: Persuasive Appeals Used (Q1. What persuasive appeals
were used? )
Scale: 1=Not present; 2 = Slightly present;3 = Moderately
present;4 = Strongly present
B1. Ethos (credibility/character of speaker)
Examples: referencing own expertise, experience, professional
achievements, moral character etc.
Rating:3
Example/quotation: “It must be remembered, however, that the story
of the TowerofBabel is scriptural and cannot be subjected to
any scientific evaluation as to its authenticity, or efficacy. But taken on its
face value, the tower cannot be said to have ‘collapsed’ in the real sense of
matters such as we are dealing with. It can more vividly be said to have been
‘demolished’ (by God). However, even if it were conceivable to subject the
story to some form of rigorous scientific analysis, it might be more sensible
to hold, conjecturally, that the people lacked the requisite technical know – how
to build beyond the height they had attained and the structure failed under its
weight. In which case, the structure would, more correctly be said to have
collapsed, within the intendment of the trust of our treatise” (Uji, 2016 p7 -
8).
B2. Pathos (emotional appeal)
Examples: fear, hope, pride, empathy, anger, nostalgia, pity
(mention any other one).
Rating:3
Dominant emotion(s): fear, Nostalgia, hope,
Brief example/quotation: “The lecture, therefore, concludes that,
unless conscious efforts are made at re – orientation of our national values,
we shall continue to build in vain” (Uji, 2016 p. 2).
B3. Logos (logical/rational appeal)
Examples: statistics, logical reasoning, evidence, cause–effect
arguments (mention any other one).
Rating:4
Example: “Our thesis in this work which links the problem of
building collapse to, or which seeks to lay the problem of building collapse at
the doorstep of the people’s value system, may appear rather fortuitous. Yet
the problem has defied all the usual common remedial physical, structural,
scientific and material solutions that have been applied. We would thus be
naïve not to grab at the straw that appears to our way as we gradually sink
below the nadir of despair on the recidivist nature of the building collapse
conundrum. After all, if our values are really collapsing, how can our
buildings stand?” (Uji, 2016 p.47 - 48).
Section C: How persuasive appeals were used (How were appeals used
in the composition of selected inaugural lectures in University of Jos?)
C1: Type of evidence used most (tick one dominant, mention any
other apart from the ones mentioned):
Logos
C1 a):i)Use of Empirical data (figures, tables, statistics)
(logos)
Rating: 2
Example:
From Table on page 9 to 13 which rolls out statistics of building
locations, type of structure, date, suspected cause of building collapse and
number of lives lost.
C1 a) ii)Case studies / examples (pathos)
Rating: 2
Example: “A most noxious feature of the act of corruption in
Nigeria emerged during the orchestrated fuel subsidy crisis towards the end of
the year 2011 and at the beginning of 2012, where it was found that, an elite
cartel of fuel importers was provided huge sums of monies as ‘subsidy’ on the
fuel they imported to Nigeria. The subsidy was meant to serve as a bridge
between the actual cost they had to pay for the refined products including
other (incendiary cost like landing charges, demurrage etc) and the lower price
officially regulated on the products to be sold to Nigerians” (Uji, 2016 p.32).
C1a) iii) Logical reasoning / argumentation (logos)
Rating: 4
Example: “The aim of this dis course, therefore, is to draw
attention to the futility of continuing to depend solely on employment of the
extant physical, technical and material remedial measures which have
continuously been applied to the problem of building collapse in the country…”
(Uji, 2016 p.6).
C1 a)iv) Expert citations / authorities (logos)
Rating: 2
Example/quotation: “Oghuma (1987) is reported to have cited the
case of a 20 – year old three – storey building in Lagos…” (Uji, 2016 p. 21).
C1 a)v) Use of rhetorical questions (logos)
Rating: 2
Example: “But then, if values circumscribe all human contact, why
does there seem to be this specific link to, or emphasis on, value collapse and
building collapse?” (Uji, 2016 p. 5).
C1 a)vi) Repetition of key phrases/slogans (logos)
Rating: 1–4:4
Main repeated words/phrases: “building collapse”, “collapse of
values”
C1 a)vii) Use of contrast or comparison (logos)
e.g. “then vs now”, “what is vs what ought to be”, “developed vs
developing countries” etc.
Rating:4
Example: several instances of comparison between building collapse
and value collapse, value collapse and sharp practices.
C1 b) Being comprehensive or understandable (Logos)
Rating: 4
Example: “…the problem of building collapse in Nigeria appears to
have defied all the extant physical and technical remedial measures so far
applied, this discourse argues that, the measures usually adopted appear not to
have gone deep enough to the root cause of the problem” (Uji, 2016 p. 1 ).
C1 c) Having logical argument (claims and evidences are plausible)
(logos)
Rating: 4
Example:
C1 d) Being specific (relationship between facts and claims are
specific) (logos)
Rating: 4
Example: “…on the face of it, the building could be rightly said
to have collapsed on account of…But more fundamentally, these people, it would
appear, are suffering from one common affliction – loss of values” (Uji, 2016
p. 4).
C2 i).Moral/ethical cues (values, norms, duty) (ethos)
Examples: referencing justice, fairness, social responsibility,
public interest, national development, religious or ethical norms (mention
others).
Rating: 4
Key values emphasised: social responsibility
C2 ii). Identity/community appeal (ethos)
Examples: invoking shared identity as “Nigerians”, “Jos
community”, “University of Jos family”, tribe, profession, discipline (mention
any other not mentioned).
Rating: 4
Main identity invoked: Nigerians
C2 iii) Trustworthiness and respect (honesty, principles,
compassion,ethics and value, generosity and sharing, membership of groups that
uphold this) (ethos)
Rating:4
Example: “Hence the advocacy in this lecture of ‘thinking outside
the box’and retraining our focus on the fundamentals of the people’s values…”
(Uji, 2016 p.1). He shows himself to be one that upholds ethics and values.
C2 iv) Similarity to audience value, hobbies, career, race and
culture, personality, age and gender,) (ethos)
Rating: 2
Example: All through the lecture, there is an underlying
understanding that he is similar to the audience in terms of nationality and
peculiarities of being so.
C2 v). Appeal to authority (political, educational, cultural etc.)
(ethos)
Use of quotations or references to notable scholars, leaders,
institutions, religious texts.
Rating:2
Main authorities cited: Academic scholar Oghuma 1987; agencies
like NAFDAC
C2 vi) Expertise and reputation (achievements or acknowledgement
in form of awards, testimonials; experience and years of service in the area;
involvement with topic as key character; verified expertise shown by past tract
records)
Rating: 2
Example: “…the constitution of the Master Plan Team after about 33
years later, which gave Prof. Uji, as team leader the inspiration to generate
this initiative. This initiative was keenly applauded, encouraged and
immediately adopted by the former administration and happily implemented…”
(Uji, 2016 p.80).
C3 i) Narrative/storytelling (pathos)
Presence of illustrative stories, personal anecdotes, or case
narratives.
Rating:4
Description of story type: Illustrative stories
C3ii) Positive emotions (such as Joy, fulfilment, excitement,
pride)
Rating:1
Example: none
C3 iii) Negative emotions (anger, hysteria, worry, fear, anxiety,
etc.)
Rating:
Example: Fear, worry
C3 v) Use of analogies and metaphors
Rating: 4
Example: Analogies between different vices in Nigeria and acts
that lead to the menace of building collapse in Nigeria on page 4 and several
others.
Section D: Patterns of Persuasion (Q4. What patterns of persuasion
are there?)
(Relates to: “What patterns of persuasion are there…?”)
D1. Overall dominant appeal: Logos
D2. Secondary appeal(s) according to prominence: pathos followed
by ethos.
D3. General persuasive strategy (tick all that apply, then
indicate one dominant): informational / expository (mainly explains, educates),
advocacy / policy-oriented (pushing for change or adoption of ideas), critical
/ problem-focused (highlighting problems, shortcomings).
Step three: analysis of effects
E2. Perceived persuasive strength (coder’s judgment):
1 = Very weak, 2 = Weak, 3 = Moderate, 4 = Strong, 5 = Very
strong
Rating:5
E3. Brief rationale for rating: “Any notable persuasive passages
(copy or reference page/paragraph): “Our thesis in this work which links the
problem of building collapse to, or which seeks to lay the problem of building
collapse at the doorstep of the people’s value system, may appear rather
fortuitous. Yet the problem has defied all the usual common remedial physical,
structural, scientific and material solutions that have been applied. We would
thus be naïve not to grab at the straw that appears to our way as we gradually
sink below the nadir of despair on the recidivist nature of the building
collapse conundrum. After all, if our values are really collapsing, how can our
buildings stand?” (Uji, 2016 p.47 - 48).
5.0 Discussion
of Findings
To answer the two research questions that guide this research are
the following: -
RQ 1What persuasive appeals were used in the composition of the
selected University of Jos inaugural lecture?
In the inaugural lecture under review, all three appeals – pathos,
ethos and logos were used but to varying degrees. All three available means of
persuasion were found in the lecture and there was a healthy balance of mix of
the three in it. In other words, persuasion took care of the appeal to the
brain (logos), the heart (pathos) and the mind (ethos).
RQ2 How were appeals discovered used in the composition of the
selected University of Jos inaugural lecture?
Logos is the dominant appeal used in the lecture expressed in form
of facts, logical reasoning and argumentation, case studies, having logical
arguments, being specific, repetitive key phrases, explanations, being
comprehensible, comparison and contrast. There were few instances of rhetorical
questions, statistics (empirical data). A huge part of persuasion was done
through logos; in other words, the content of the message was the main bases of
which persuasion was pushed.
Pathos was expressed in terms of fear, worry, futility and
nostalgia. There was no outright use of positive emotions like joy. Negative
emotions were used predominantly to ensure that the urgency of a change in
attitude towards curbing building collapse is felt. Sadness, fear at
possibility of more havoc being done if status quo is maintained, worry about
the level of rot as far as values are concerned, as well as futility about any
improvement within attitude change all worked together to add up to the persuasion.
The fact that incidences that are relatable were brought up brought about
nostalgia and made the issue at hand very relatable, making it easy for the
audience to see quite clearly what is demanded of them, there was no ambiguity
about what attitude is desired.
Ethos was next is last in terms of prominence of prominence among
the three appeals. It was expressed in terms of as being moral or ethical,
evoked the ‘Nigerian’ identity, appeared trustworthy, honest, sincere; similar
to audience in terms of nationality. To a lower degree, he also employed little
appeal to authority (a scholar and agencies like NAFDAC. Expertise and
reputation was covert but more direct in the citation of the presenter. Though
ethos was the least of the three appeals relied on in this persuasive effort,
it still contributed to persuasion. The use of the presenter’s identity as a
Nigerian as well as few instances where his track record of achievements were
mentioned drew attention to the fact that he qualified to undertake such a
discourse and by implication persuasive effort. He is presented as one who has
experienced, is deeply knowledgeable about the topic of which he speaks and
shares a history with other Nigerians based on which he speaks about some of
their peculiarities, dysfunction that exists in the country and that have over
time become norms.
6.0 Conclusion
This lecture fits into the mould of what scholars refer to as an
effective speech or communication which should contain all three appeals. It
however describes the specificpattern of persuasion or how those appeals were
employed in the lecture. This it does by employing the Neo – Aristotelian
rhetorical criticism. It reveals the way all three appeals are used in the
lectureand how they work together to push the discourse and by implication sell
the desired attitude.
Recommendation.
This
study makes the following recommendations: -
1. Inaugural lectures contain much more than information pamphlets or
chronicles of a professor’s career growth. They are veritable sources of
persuasion or attitude change. Contributions of the academia towards changing
wrong attitudes and behaviour need to be given more attention.
2. Similar
studies could be carried out using pamphlets, and videos of inaugural lecture.
The manner in which persuasion is done in academic public communications like
inaugural lectures would be clearer.
3. Communication
scholars, as well as others scholars with an interest in rhetoric could dwell
more on videos and pamphlets of inaugural lectures to uncover patterns therein
and to serve as guide for future scholars uses rhetorical knowledge to increase
chances of attitude and behaviour change.
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