Aristotle’s topoi and idia as a map of discourse

Abstract

This chapter explores the conceptualization of topoi in Aristotle’s theory of communication. The power of the topical theory rests on the fact that topoi contextualize domains of reality that speakers, for different reasons, are likely to accept and to recognize as sound. More specifically, this chapter is structured in three parts. First, it presents a definition of the different types of topoi introduced by Aristotle, with a focus on the distinction between topoi and idia. Second, it shows the different grounds that support the applicability of topoi as argument schemes and endoxa as the content of arguments. Third, it concludes with a reflection on the value of thinking about argumentation and persuasion in terms of Aristotle’s topology, within an essentially ethical dimension of communication.