Abstract

This chapter argues that studies of political ideology should be combined with research into political rhetoric. An ideology is not only a particular way of organizing values, concepts, and signifiers; it is also a way of formulating and selecting arguments for these, of devising and deploying strategies and styles of persuasion. These are not secondary to the core propositions of an ideology but part of what that ideology is. The chapter begins by making the case for adding the study of arguments to research into concepts and signifiers. It then reviews ways in which rhetoric has recently become important for historians of political thought, political scientists, and theorists of deliberation. Outlining ways in which we might best research rhetoric and ideologies, the chapter argues that it is especially important to examine the different ways in which ideologies appeal to authority, emotion, and reason.