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Why Business Ethics Needs Rhetoric: An Aristotelian Perspective

Published online by Cambridge University Press:  23 January 2015

Ronald F. Duska
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Abstract:

If the ultimate purpose of ethical argument is to persuade people to act a certain way, the point of doing business ethics is to persuade others about what constitutes proper ethical behavior. Given that teleological perspective, the role of the business ethicist is to be an orator or rhetorician. Further, since one cannot expect more certitude than the subject warrants, from Aristotle’s perspective,while rhetoric is the most persuasive means of arguing, it is not scientific demonstration. Rhetoric uses examples and enthymemes. Such an approach answers the postmodern claim that ethical argument cannot lead to certitude and shows how the use of rhetoric helps avoid relativism and leads to more effective persuasion. According to Aristotle, rhetoric involves gaining truth with a “rough and general sketch.” This rhetorical approach allows the listener to “see as” the persuader sees, by attending to aspects of our shared experience and language. This mirrors insights of Kant’s reflexive judgment in his third critique as well as the later Wittgenstein, who compares ethics to aesthetics.

Keywords

Aristotleteleologypostmodern business ethicsbusiness ethics pedagogyethical persuasion
Type
Presidential Address
Information
Business Ethics Quarterly , Volume 24 , Issue 1 , January 2014 , pp. 119 - 134
Copyright
Copyright © Society for Business Ethics 2014

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