Created by Kenneth Burke
Presentation by Cerise Caiazzo
CMS 495
About Its Creator

Wikipedia.org
 Kenneth Burke “is a
giant among symbol
theorists” and had
great influence in
message strategies of
Communication
Theory.
 Burke published his
Theory of Identification
in his book Rhetoric of
Motives (1969)
Introduction

 The Theory of Identification is categorized in our text as a
theory of Message under Rhetoric Tradition.
 The theory examines how people use symbols in their quest for
identification through conquering division.
 Burke goes even deeper and says that persuasion only occurs
when a common ground (identification) has occurred between
the speaker and listener.
“present a set of ideas that speakers can use to determine the
unique forms of identification (and perhaps division) that might
be used in a particular message.” (143)
The Message

 Our Text labels Burke’s
Theory of Identification
as a theory of “The
Message”.
 A theory focused on “the
message” focuses on text
or organized symbols that
convey meaning to
communicators.
 People tactically
communicate messages as
a way to achieve goals.
 Messages have the ability
to bring people together
or tear them apart.
“We primarily see [Burke’s Theory] as a theory of the message because Burke is
concerned with the ways in which messages can be structured to create
identification or division.” (143)
Rhetoric

 Rhetoric has obtained a broad definition throughout time and it is
important to understand the Theorist definition of the term.
 Burke defines rhetoric as “The use of words by human agents to form
attitudes or induce actions in other human agents” (Brock 184)
“Burke’s view of rhetoric begins with his concept of action. Burke starts with
the distinction between action and motion. Action consists of purposeful,
voluntary behaviors; motions are nonpurposeful, nonmeaningful ones. Objects
and animals possess motion, but only human beings have action. Burke views
the individual as a biological and neurological being, distinguished by symbolusing behavior or the ability to act. People are symbol-creating, symbol-using,
and symbol-misusing animals. They create symbols to name things and
situations; they use symbols for communication; and they often abuse symbols
by misusing them to their disadvantage.” (Littlejohn 141)
Animals Using Action

Consubstantiality

 Consubstantiality is the ability to share substance (objects,
friends, values, beliefs, activities) with another individual.
This is one way identification can be created between
humans.
Three Sources of
Identification

 Material Identification
 Results from owning similar possessions, objects that
can be physically touched.
 Idealistic Identification
 Results from shared beliefs, values, feelings, and
attitudes
 Formal Identification
 Results from being involved in similar events or
organizations
“Identification is not an either-or occurrence but a matter of degree…..
Identification can be great or small, and it can be increased or decreased by the
actions of the communicators.” (142)
Identification Through
Mystification

 Is the phenomena when
people of lower strata
identify with individuals
of a higher strata, even
though there can be
dramatic differences or
division.
 “In such a situation,
individuals perceive in
others an embodiment of the
perfection for which they
themselves strive.”
Concept of Guilt

 The concept of guilt, “any feeling of tension within a
person—anxiety, embarrassment, self-hatred, disgust, and
so forth”, helps explain how identification works.
 Guilt is a condition caused by symbol use.
Three Sources of Guilt
 Negative- creation of rules that are bond to be broken
 Principle of Perfection- inability to achieve perfection
 Principle of Hierarchy- competition and division
among groups causes guilt.
Message Strategies for
Identification or Division

 Strategies of Naming:
using language to
describe something in a
way that creates I or D.
 Strategies of Form:
particular methods or
means of expression.
 Strategies of
Spiritualization: appeal
to supreme value or
ideal.
Refer to a topic of
common interest “our
shared vision”
Syllogism
“God Bless America”
Limitations

 Was developed for face-to-face communication.
Further studies should be done to see if effectiveness
is similar in the IT world.
 Does not consider Fake identity and how that has an
affect on Identification or Division. Are similarities
real or fake or does it truly matter?
Sources

Burke, Kenneth. A Rhetoric of Motives. Berkeley:
University of California, 1969. Print.
Day, Dennis G. "Persuasion and the Concept of
Identification." Quarterly Journal of Speech. Vol.
46. N.p.: n.p., 1960. 270-73. Print.
Littlejohn, Stephen W., and Karen A. Foss. Theories of
Human Communication. 10th ed. Long Grove,
IL: Waveland, 2011. Print.