Ideograph (rhetoric)

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An ideograph or virtue word is a word frequently used in political discourse that uses an abstract concept to develop support for political positions. Such words are usually terms that do not have a clear definition but are used to give the impression of a clear meaning. An ideograph in rhetoric often exists as a building block or simply one term or short phrase that summarizes the orientation or attitude of an ideology. Such examples notably include <liberty>, <freedom>, <democracy> and <rights>. Rhetorical critics use chevrons or angle brackets (<>) to mark off ideographs.

The term ideograph was coined by rhetorical scholar and critic Michael Calvin McGee (1980) describing the use of particular words and phrases as political language in a way that captures (as well as creates or reinforces) particular ideological positions. McGee sees the ideograph as a way of understanding of how specific, concrete instances of political discourse relate to the more abstract idea of political ideology.[1] Robertson defines ideographs as "political slogans or labels that encapsulate ideology in political discourse."[2] Meanwhile, Celeste Condit and John Lucaites, influenced by McGee, explain, "Ideographs represent in condensed form the normative, collective commitments of the members of a public, and they typically appear in public argumentation as the necessary motivations or justifications for action performed in the name of the public."[3] Ideographs are common in advertising and political discourse.

  1. ^ Jasinski, J. (2001). Sourcebook on rhetoric: Key concepts in contemporary rhetorical studies. Thousand Oaks, CA: Sage Publications.
  2. ^ Jasinski, James (2001). Sourcebook on rhetoric: Key concepts in contemporary rhetorical studies. Thousand Oaks, CA: Sage Publications. p. 308. ISBN 9780761905042.
  3. ^ Condit & Lucaites, C.M. & J.L. (1993). Crafting equality: America's Anglo-African word. Chicago, IL: University of Chicago Press. pp. xxii–xiii.