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Philosophy and Rhetoric 37.1 (2004) 1-20



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Endoxa, Epistemological Optimism, and Aristotle's Rhetorical Project

Communication Department
Boston College

Aristotle's crucial role in institutionalizing the art of rhetoric in the fourth century BCE is beyond dispute, but the significance of Aristotle's rhetorical project remains a point of lively controversy among philosophers and rhetoricians alike. There are many ways of reading and evaluating Aristotle's Rhetoric that depend on the philosophical, theoretical, and pedagogical purposes of the scholar.1 Most philosophical and rhetorical exegeses of the Rhetoric , however, while focusing on the text's connections to Aristotle's corpus and to the rhetorical tradition before and after Aristotle, seem to lack a critical perspective on Aristotle's relationship with his cultural context. Yet, like other parts of Aristotle's encyclopedic intellectual endeavor, much of Rhetoric 's cultural content was provided by endoxa , "reputable or received opinions."

Since G. E. L. Owen's essay "Tithenai ta phainomena" (1961) many scholars have accepted the claim that endoxa, rather than empirical observations, are the source of Aristotle's own philosophical principles. The "linguistic" turn within Aristotelian studies has drawn attention to the role of "facts" of language and ordinary experience within Aristotle's philosophical method. As a result, a view of Aristotle as a hard-core empiricist has given way to a picture of a humanist who is attuned to the nuances of his cultural milieu. Still, this new portrait fails to take into account that Aristotle's manner of selecting and categorizing his linguistic resources allows him to transform what we would consider cultural beliefs into natural, and hence, atemporal premises. This pattern can be explained by Aristotle's "epistemological optimism," in itself a blend of several cultural assumptions about perception in general and vision in particular, the function of language, and the cyclical nature of human history. Part of this essay's objective, then, will be an explanation of these components of Aristotle's epistemological optimism. By appreciating Aristotle's difference [End Page 1] on these issues from our modern assumptions, we will be in a better position to understand why Aristotle relies on endoxa on all three levels of philosophical discourse (theoretical science, moral philosophy, and productive arts of poetics and rhetoric). Aristotle remains consistent in his treatment of endoxa throughout; rhetoric, however, presents a major challenge to Aristotle's epistemological optimism and his conception of language. I shall argue that Aristotle recognized this challenge and that he answered it by isolating proofs and rhetorical genres from their linguistic medium (lexis ), and postulating linguistic transparency (sapheneia ) as a stylistic norm.

I.

Aristotle's openness to appearances (phainomena ) and opinions (endoxa ) was accorded prominence especially thanks to the work of G. E. L. Owen and Martha Nussbaum. Owen was first to defend a linguistic translation of Aristotle's phainomena as "ordinary beliefs" and "appearances" against the then-prevalent rendition "observed facts." In so doing he asserted the crucial impact of the philosopher's cultural context on the formation of speculative discourse. Owen (1961) nonetheless demanded that phainomena be understood as empirical observations in Aristotle' treatises on biology and meteorology (84-86), so as to preserve the methodological and epistemological distinctions between inquiries into the natural world, on the one hand, and the world inhabited by human agents, on the other. Nussbaum (1986) went much further than Owen in asserting the role of phainomena and endoxa in Aristotle's inquiry. Unlike Owen, Nussbaum sees no fundamental difference between "experiences" of a philosopher and linguistic expressions of cultural beliefs and interpretations—his discursive data—from which Aristotle constructs his philosophical accounts. Nussbaum's chief (and highly influential) claim is that Aristotle's method is marked by a deep concern for the experiential world of his fellow men and their language. Aristotle's philosophical insights into the human condition, on this reading, echo and amplify classical Greek tragedy, despite the austere diction of Aristotle's extant treatises.Owing to this openness to the world of ordinary beliefs, Aristotle seems to depart from the Eleatic and Platonic distrust of human...

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