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I.A. Richards

I.A. Richards. Begins with the psychobiological origin of man's drive for expression. Claims to be Platonic and dialectic. Sees metaphor as central Understands "rhetoric" as the total communication process, but

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I.A. Richards

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  1. I.A. Richards Begins with the psychobiological origin of man's drive for expression. Claims to be Platonic and dialectic. Sees metaphor as central Understands "rhetoric" as the total communication process, but accepts George Campbell's definition: ‘The Process of adapting speech to its end’ and defines "rhetoric" as “study of misunderstandings and their remedy.”

  2. Meaning • The meaning of a word or phrase is not its dictionary equivalent, but the difference its utterance brings about in a situation. • All thinking is metaphoric: to think of something is to take it as of a sort.

  3. Universal sign situation • Thinking and communication are events and have meaning insofar as we are able to relate the stimuli to some past experience . • Awareness of the relationship between stimulus and antecedents/consequents results from the interaction of the stimulus with similar experiences in the past.

  4. Context of position (single encounter) Context of the individual (memory) Reference (thought) Causal relationship Causal relationship Symbol (the word) Referent (what the word “stands for” imputed relationship

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