Speech writing in Theory and Practice Jens E. Kjeldsen · Amos Kiewe Marie Lund Jette Barnholdt HANSEN Rhetoric, Politics and Society Series Editors Alan Finlayson University of East Anglia Norfolk, UK James Martin Goldsmiths, University of London London, UK Kendall Phillips Syracuse University Syracuse, USA Rhetoric lies at the intersection of a variety of disciplinary approaches and methods, drawing upon the study of language, history, culture and philosophy to understand the persuasive aspects of communication in all its modes: spoken, written, argued, depicted and performed. This series presents the best international research in rhetoric that develops and exemplifies the multifaceted and cross-disciplinary exploration of practices of persuasion and communication. It seeks to publish texts that openly explore and expand rhetorical knowledge and enquiry, be it in the form of historical scholarship, theoretical analysis or contemporary cultural and political critique. The editors welcome proposals for mon- ographs that explore contemporary rhetorical forms, rhetorical theories and thinkers, and rhetorical themes inside and across disciplinary bound- aries. For informal enquiries, questions, as well as submitting proposals, please contact the editors: Alan Finlayson: [email protected] James Martin: [email protected] Kendall Phillips: [email protected] More information about this series at http://www.palgrave.com/gp/series/14497 Jens E. Kjeldsen · Amos Kiewe Marie Lund · Jette Barnholdt Hansen Speechwriting in Theory and Practice Jens E. Kjeldsen Marie Lund Department of Information Science School of Communication and Culture and Media Studies Aarhus University University of Bergen Aarhus, Denmark Bergen, Norway Jette Barnholdt Hansen (Deceased) Amos Kiewe Department of Communication and Rhetorical Studies Syracuse University Syracuse, NY, USA Rhetoric, Politics and Society ISBN 978-3-030-03684-3 ISBN 978-3-030-03685-0 (eBook) https://doi.org/10.1007/978-3-030-03685-0 Library of Congress Control Number: 2018963063 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. 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Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland To our colleague and friend, Jette Barnholdt Hansen (1966–2017). Her passion for the spoken word was a joy of life itself. C ontents 1 Introduction: The Case for Speechwriting 1 2 Speechmaking in the Twenty-First Century 7 3 The Beginning of Speechwriting 27 4 Research and Theory on Speechwriting 39 5 The Rhetorical Canons of Speechwriting 55 6 Genres of Speechwriting 75 7 How Speeches Are Written 93 8 Characterizing the Speaker 119 9 Writing for the Ear 133 10 Writing for the Eye: Pictures, Visions, and PowerPoint 145 11 The Ethics of Speechwriting 165 vii viii CoNTENTS 12 The Functions of Speechwriting in Contemporary Society 177 13 The General Steps in the Speechwriting Process 187 Index 197 CHAPTER 1 Introduction: The Case for Speechwriting The art and practice of rhetoric and its early emphasis on speaking in public commenced around 500 BCE in Syracuse, Sicily, and at its incep- tion, itinerant teachers known as the sophists, taught others the art of speaking in public, primarily out of local necessity born of a revolt against a local despot and the need to reclaim lost properties. Speechwriting, or the help others provide speakers in designing, drafting, editing, and final- izing speeches, is still the prevalent practice of the speechmaking pro- cess. Most speakers, often leaders of politics or industry, entrusted with the production of a given speech, rely on the help of others in securing the most effective speech possible. For some, such help is done informally while others employ professional writers to help them draft and improve the quality of a speech. The assistance involved includes assessing some or all the crucial variables included therein such as figuring out the best argu- ments to the designated audience, presenting a responsible reasoning pro- cess given the issue at hand and seeking to maximize the speech’s overall effectiveness by employing attractive phrasing and proper delivery. our book presents the case for speechwriting as a practice and a profession that is based on long-standing theoretical grounding. Speechwriting and speechwriters enjoy a long-standing tradition that is quite vibrant in contemporary practices. The political and the businesses worlds, as well as related professions, resort to speechwriters on a con- tinuous basis, seeking efficient, adaptable, and appealing speeches on a host of issues. Beginning with the sophists and through the Greek and © The Author(s) 2019 1 J. E. Kjeldsen et al., Speechwriting in Theory and Practice, Rhetoric, Politics and Society, https://doi.org/10.1007/978-3-030-03685-0_1 2 J. E. KJELDSEN ET AL. Roman periods, treatises on rhetoric through contemporary practices and examples, the art of writing public speeches for clients has stipulated principles and processes that can be taught, practiced, and perfected. Speechwriting is situated in a discipline with a rich history that is based on recognized theories and teachable practices based on well-established rhetorical principles. Most texts about speaking in public are devoted to the speaking part of the oratorical process and seeking to prepare speakers to develop their own speeches. In the USA and to some extent in Europe too, courses in public speaking are abounded and are often required by some dis- ciplines in academic institutions and across disciplines. The concept of an involved and educated citizenry often grounds this academic need. The prevalence of public speaking courses in the USA, a practice that began early in the nineteenth century, is closely tied to the appreciation of a democratic political system that is founded on the principle of free- dom of speech and the subsequent need to educate citizens in the art of speaking ethically and responsibly in public. our text takes a different focus, that of instructing the art of writ- ing of speeches with a specific focus on writing such speeches profes- sionally and for clients. We approach this topic with the recognition that the speechwriting process is the habit of many speakers who, to one degree or another, rely on the ideas, their development, input, and feed- back of others in the process of crafting, editing, and finalizing effective speeches. ours is not a handbook. There is plenty of these. our objec- tive is to offer a well thought through account of the speechwriting pro- cess, its theoretical underpinnings, ethical implications, and practices. To accomplish this task, we adhere to the fundamental principles of rhetor- ical theories and public speaking and adopt them here to the art of writ- ing speeches. We consider the speechwriter a professional who is an expert in the art of writing and public speaking and who is able to write speeches for cli- ents. We recognize the fact that professionals from different but related fields often lend themselves to the practice of speechwriting. Policy advi- sors have dabbled in speechwriting as have those with strong writing skills or those from the legal profession. In other settings, professionals in pub- lic relations sometime function also as speechwriters. What we seek here is to put the practice of speechwriting under theoretical, conceptual, and ethical lenses in order to ground it in a critical process whereby a thought- ful and critical perspective drives the writing of speeches for clients.