Lloyd Bitzer began the conversation in his 1968 piece titled “The Rhetorical Situation.”
His seminal article, “The Myth of the Rhetorical Situation,” written in the journal Philosophy and Rhetoric when he was 26 years of age, critiqued Lloyd Bitzer's 1968 article "The Rhetorical Situation" in the same journal and has served as the basis for his world view on persuasion; namely, that rhetorical study is conceived most advantageously for the field through a model of competition for salience/agenda and meaning/spin.
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