Rhetoric of Therapy
Encyclopedia
Rhetoric of Therapy is a set of political and cultural discourses that have adopted psychotherapy
’s lexicon—the conservative language of healing, coping, adaptation, and restoration of previously existing order—but in contexts of sociopolitical conflict.
Rhetoric of therapy is a rhetorical style coined by Dana Cloud. She defines it as “a set of political and cultural discourses that have adopted psychotherapy’s lexicon—the conservative language of healing, coping, adaptation, and restoration of previously existing order—but in contexts of social and political conflict” (xiv). This discourse encourages people to focus on themselves and their private lives rather than attempt to reform flawed systems of social and political power
. This form of persuasion is primarily used by politicians, managers, journalist and entertainers as a way to cope with the crisis of the American Dream
(Cloud 10). Cloud employs the term “rhetoric” because “the discursive pattern of translating social and political problems into the language of individual responsibility and healing is a rhetoric because of its powerful persuasive force” and the term “therapy” because “of its focus on the personal life of the individual as locus of both problem and responsibility for change” (1). In short, the twofold function of rhetoric of therapy is to exhort conformity with the prevailing social order
and to encourage identification with therapeutic values: individualism
, familism, self-help
, and self-absorption (Cloud 2-3). It is directed towards individuals who cope with unemployment, family stress, sexual and domestic violence
, childhood abuse
, and other traumas that result from systemic hegemony such as women’s oppression, racism
, and capitalism
(Cloud xv).
The origins of therapeutic discourse, along with advertising and other consumerist cultural forms, emerged during the industrialization of the West during the eighteenth century. The new emphasis on the acquisition of wealth during this period produced the notion and language about the “democratic self-determination
of individuals conceived as autonomous, self-expressive, self-reliant subjects” or, in short, the “self-made man” (Cloud 24). Cloud believes that the rhetoric of the self-made man was introduced to veil the growing polarity between classes of owners and laborers and that it disguised the fact that success attained through self-determination was never a real possibility for blacks, immigrants, the working class
, and, women. Therefore, the language of personal responsibility, adaptation, and healing served not to liberate the working class, the poor, and the socially marginalized, but to persuade members of these classes that they are individually responsible for their plight (Cloud 24). In short, the therapeutic served as a diversion away from attention to social ills (Cloud 35).
One prominent movement that developed from this ideology is the self-help movement, which encouraged its audiences to take personal responsibility for solving their problems without attention to race, class, and gender issues
(Cloud 29-35). The twofold objective of this particular movement—mental health and positive thinking—is demonstrated in one of the quintessential books of this period, The Power of Positive Thinking
by Norman Vince Peale (Cloud 31).
To provide contemporary examples—contemporary is relative to when the book was published in 1998—of how rhetoric of therapy is used, Cloud analyzes different cases studies that show how the established order is maintained by redirecting blame from the hegemonic system to the individual. Cloud demonstrates an example of how rhetoric of therapy is employed when she discusses the rhetoric of family values
in which she notes that the therapeutic strategy is to blame the absence of the “traditional” family as the cause for social ills. Rhetoric of therapy is used to divert attention from issues cause by the hegemonic systems and it leads one to believe that restoration of the traditional family structure will result in a harmonious society (Cloud 55-82). A second contemporary example of rhetoric of therapy is illustrated in her discussion of the extensive media coverage of groups that supported the Persian Gulf War. Here, the media intentionally devoted significant attention to groups that supported the war in an effort to instill blame, guilt, shame, and anxiety in individuals who openly opposed the war. Cloud’s conspiracy theory
is that this was a government effort to control the nation’s perception and response to the war that many deemed unjust (Cloud 85-100). In both cases, rhetoric of therapy is used to deflate the possibility of collective resistance and to inflate receptivity to prevailing social and political structures.
Psychotherapy
Psychotherapy is a general term referring to any form of therapeutic interaction or treatment contracted between a trained professional and a client or patient; family, couple or group...
’s lexicon—the conservative language of healing, coping, adaptation, and restoration of previously existing order—but in contexts of sociopolitical conflict.
Rhetoric of therapy is a rhetorical style coined by Dana Cloud. She defines it as “a set of political and cultural discourses that have adopted psychotherapy’s lexicon—the conservative language of healing, coping, adaptation, and restoration of previously existing order—but in contexts of social and political conflict” (xiv). This discourse encourages people to focus on themselves and their private lives rather than attempt to reform flawed systems of social and political power
Political power
Political power is a type of power held by a group in a society which allows administration of some or all of public resources, including labour, and wealth. There are many ways to obtain possession of such power. At the nation-state level political legitimacy for political power is held by the...
. This form of persuasion is primarily used by politicians, managers, journalist and entertainers as a way to cope with the crisis of the American Dream
American Dream
The American Dream is a national ethos of the United States in which freedom includes a promise of the possibility of prosperity and success. In the definition of the American Dream by James Truslow Adams in 1931, "life should be better and richer and fuller for everyone, with opportunity for each...
(Cloud 10). Cloud employs the term “rhetoric” because “the discursive pattern of translating social and political problems into the language of individual responsibility and healing is a rhetoric because of its powerful persuasive force” and the term “therapy” because “of its focus on the personal life of the individual as locus of both problem and responsibility for change” (1). In short, the twofold function of rhetoric of therapy is to exhort conformity with the prevailing social order
Social order
Social order is a concept used in sociology, history and other social sciences. It refers to a set of linked social structures, social institutions and social practices which conserve, maintain and enforce "normal" ways of relating and behaving....
and to encourage identification with therapeutic values: individualism
Individualism
Individualism is the moral stance, political philosophy, ideology, or social outlook that stresses "the moral worth of the individual". Individualists promote the exercise of one's goals and desires and so value independence and self-reliance while opposing most external interference upon one's own...
, familism, self-help
Self-help
Self-help, or self-improvement, is a self-guided improvement—economically, intellectually, or emotionally—often with a substantial psychological basis. There are many different self-help movements and each has its own focus, techniques, associated beliefs, proponents and in some cases, leaders...
, and self-absorption (Cloud 2-3). It is directed towards individuals who cope with unemployment, family stress, sexual and domestic violence
Domestic violence
Domestic violence, also known as domestic abuse, spousal abuse, battering, family violence, and intimate partner violence , is broadly defined as a pattern of abusive behaviors by one or both partners in an intimate relationship such as marriage, dating, family, or cohabitation...
, childhood abuse
Child abuse
Child abuse is the physical, sexual, emotional mistreatment, or neglect of a child. In the United States, the Centers for Disease Control and Prevention and the Department of Children And Families define child maltreatment as any act or series of acts of commission or omission by a parent or...
, and other traumas that result from systemic hegemony such as women’s oppression, racism
Racism
Racism is the belief that inherent different traits in human racial groups justify discrimination. In the modern English language, the term "racism" is used predominantly as a pejorative epithet. It is applied especially to the practice or advocacy of racial discrimination of a pernicious nature...
, and capitalism
Capitalism
Capitalism is an economic system that became dominant in the Western world following the demise of feudalism. There is no consensus on the precise definition nor on how the term should be used as a historical category...
(Cloud xv).
The origins of therapeutic discourse, along with advertising and other consumerist cultural forms, emerged during the industrialization of the West during the eighteenth century. The new emphasis on the acquisition of wealth during this period produced the notion and language about the “democratic self-determination
Self-determination
Self-determination is the principle in international law that nations have the right to freely choose their sovereignty and international political status with no external compulsion or external interference...
of individuals conceived as autonomous, self-expressive, self-reliant subjects” or, in short, the “self-made man” (Cloud 24). Cloud believes that the rhetoric of the self-made man was introduced to veil the growing polarity between classes of owners and laborers and that it disguised the fact that success attained through self-determination was never a real possibility for blacks, immigrants, the working class
Working class
Working class is a term used in the social sciences and in ordinary conversation to describe those employed in lower tier jobs , often extending to those in unemployment or otherwise possessing below-average incomes...
, and, women. Therefore, the language of personal responsibility, adaptation, and healing served not to liberate the working class, the poor, and the socially marginalized, but to persuade members of these classes that they are individually responsible for their plight (Cloud 24). In short, the therapeutic served as a diversion away from attention to social ills (Cloud 35).
One prominent movement that developed from this ideology is the self-help movement, which encouraged its audiences to take personal responsibility for solving their problems without attention to race, class, and gender issues
Gender
Gender is a range of characteristics used to distinguish between males and females, particularly in the cases of men and women and the masculine and feminine attributes assigned to them. Depending on the context, the discriminating characteristics vary from sex to social role to gender identity...
(Cloud 29-35). The twofold objective of this particular movement—mental health and positive thinking—is demonstrated in one of the quintessential books of this period, The Power of Positive Thinking
Attitude (psychology)
An attitude is a hypothetical construct that represents an individual's degree of like or dislike for something. Attitudes are generally positive or negative views of a person, place, thing, or event— this is often referred to as the attitude object...
by Norman Vince Peale (Cloud 31).
To provide contemporary examples—contemporary is relative to when the book was published in 1998—of how rhetoric of therapy is used, Cloud analyzes different cases studies that show how the established order is maintained by redirecting blame from the hegemonic system to the individual. Cloud demonstrates an example of how rhetoric of therapy is employed when she discusses the rhetoric of family values
Family values
Family values are political and social beliefs that hold the nuclear family to be the essential ethical and moral unit of society. Familialism is the ideology that promotes the family and its values as an institution....
in which she notes that the therapeutic strategy is to blame the absence of the “traditional” family as the cause for social ills. Rhetoric of therapy is used to divert attention from issues cause by the hegemonic systems and it leads one to believe that restoration of the traditional family structure will result in a harmonious society (Cloud 55-82). A second contemporary example of rhetoric of therapy is illustrated in her discussion of the extensive media coverage of groups that supported the Persian Gulf War. Here, the media intentionally devoted significant attention to groups that supported the war in an effort to instill blame, guilt, shame, and anxiety in individuals who openly opposed the war. Cloud’s conspiracy theory
Conspiracy theory
A conspiracy theory explains an event as being the result of an alleged plot by a covert group or organization or, more broadly, the idea that important political, social or economic events are the products of secret plots that are largely unknown to the general public.-Usage:The term "conspiracy...
is that this was a government effort to control the nation’s perception and response to the war that many deemed unjust (Cloud 85-100). In both cases, rhetoric of therapy is used to deflate the possibility of collective resistance and to inflate receptivity to prevailing social and political structures.
External links
- The Links below cite Dana Clouds work in their work.
- http://mcq.sagepub.com/cgi/content/abstract/13/1/3
- http://www.ingentaconnect.com/content/routledg/rcmm/2005/00000072/00000002/art00003
- http://jos.sagepub.com/cgi/content/abstract/39/4/413
- http://jou.sagepub.com/cgi/content/abstract/6/3/357
- http://tap.sagepub.com/cgi/content/abstract/15/1/101