Classical Rhetoric and the Promotion of the New World

For many years historians have characterized the relation between the Old World and the New as an encounter in which the New was assimilated to the Old. There is a striking uniformity in the reasons given for this process. It is argued that in their “discovery” the Europeans encountered a world which was radically different from their own and for which they did not possess the concepts to provide a true account. The only available descriptive tools were the categories of European experience. I shall argue that this historical characterization is unsupported by the first English representations of the New World. While it is true that the New World was represented in terms familiar to English audiences, the reason for this translation was dramatically different from that given by historians. The process of conversion to Old World values arises not from an epistemic shock but from the psychology of persuasion found in classical and humanist rhetoric.

The purpose of this essay is not to superimpose a new model for under-standing the interaction between Europe and the New World but rather to contribute to recent challenges to precisely the idea that there was a collective European “response” to the New World. Historians who have stressed that the translation of the new into the familiar was imposed by the limits of the European episteme have based these interpretations largely upon accounts of the Spanish conquest, ethnography, and natural history. It has recently been stressed that Europeans differed on the basis of their nationality in their understanding of the issues raised by the conquest of the New World. ¹ In this paper I shall argue that the genre of intellectual engagement was equally important to that understanding.

In his seminal lectures The Old World and the New J. H. Elliott compares the Europeans’ discovery of the New World with the response of the Chinese of the T’ang dynasty to the conquest of Nam Viet. Like the Europeans, the “minds and imaginations” of the Chinese “were preconditioned, so that they saw what they expected to see, and ignored or rejected those features of life in the southern lands for which they were mentally unprepared.” ² Elliott is careful to observe that “what Europeans saw” on the “far side of the Atlantic” inevitably would “depend on the kind of Europeans involved.” ³ From the example of the Chinese experience of Nam Viet, however, he suggests that Europeans shared in a process through which the New World was assimilated, and he argues that this was epistemic: “it may well be that the human mind has an inherent need to fall back on the familiar object and the standard image, in order to come to terms with the shock of the unfamiliar.” ⁴

Stephen Greenblatt has described this process as rhetorical. He stresses that Europeans possessed “many different and conflicting ways of seeing and describing the world” but claims that “the variety is not infinite,” arguing that Europeans shared “a lumbering, jerry built, but immensely powerful mimetic machinery.” ⁵ “Wonder,” he argues, is “the central figure in the initial European response to the New World, the decisive emotional and intellectual experience in the presence of radical difference.” ⁶ For Greenblatt the rhetorical process by which wonder reifies and appropriates the alien arises from an epistemic crisis; that is, wonder is provoked by the “presence of radical difference.” ⁷

Underlying many of these accounts, as Mary Fuller has recently observed, is the sense of a New World outside language, a sense that “there is something self-evident, unambiguous, unified on the other side of language.” ⁸ Fuller explores the rhetoric of New World narratives by demonstrating that this referent is always absent and that the “other” is inside language.

For the majority of authors writing in English about the New World, however, it is not the presence or absence of the “other” that produces their conversion of the alien to the familiar. Most Elizabethan and Jacobean tracts concerning the New World were promotional: their mode was persuasion. The tracts were written in terms of the classical and humanist art...