Neo Aristotelian Criticism on Emma Watson\'s UN Speech

Running head: NEO-ARISTOTELIAN CRITICISM OF EMMA WATSON’S SPEECH

Neo-Aristotelian Criticism of Emma Watson’s Speech Kevin Nguyen California State University, Long Beach

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Introduction The United Nations (UN) has been at the forefront in working to eradicate poverty, disease, war, and gender inequality (Kutesa, 2015). United Nations Women is an organization within the UN that fights for gender equality and the global empowerment of women (MlamboNgcuka, n.d). The HeForShe campaign, spearheaded by UN-Women, brings men and women together in the struggle to achieve gender inequality (Mehrotra, 2014, pp. 12-13). In so doing, the campaign organizers have taken the same position as Lorber (2010), who acknowledged that while women have been fighting alone with considerable success, joining forces with boys and men would allow the two halves of humanity to work together to achieve equality for all (pp. 13−14). During the launch of HeForShe on September 20, 2014, Emma Watson, a British-born actress, gave the keynote speech that officially marked the commencement of the campaign (Chandrachud, 2014; Robinson, 2014). As the United Nations Global Goodwill Ambassador for UN-Women, Watson delivered a speech that was critical for setting the tone and pace of the campaign, galvanizing people to act (Robinson, 2014). She used the opportunity to defend feminism and sell her vision for the program, while inviting men and boys to join women and girls in the fight for gender equality. This paper will employ Neo-Aristotelian criticism and apply the five canons of rhetoric to analyze the effectiveness of Watson’s speech (Connors, 1983, p. 64; Hill, 1972, p. 374). Through this critique, I will argue that Watson’s speech achieved the desired effect with the intended audience to join the HeForShe campaign. Description of Artifact Since becoming the UN-Women Goodwill Ambassador, Watson has caused ripples on the internet and in social media (Robinson, 2012). Her courage and her passion for feminist

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agendas and issues around gender equality, expressed in her firm response to a sexist politician in Turkey, were evident even before her landmark speech (Robinson, 2014). Watson delivered her, now famous, speech at the United Nations headquarters in the presence of key global leaders, the most notable being Ban Ki-moon, the UN Secretary-General (Robinson, 2014). The speech, which lasted about twelve minutes, covered several topics, including Watson’s background, her observations and opinions on feminism, and even her own self-doubt regarding her suitability for the role of Goodwill Ambassador for UN-Women (Robinson, 2014). Watson closed her speech with a powerful call to action regarding the HeForShe campaign, inviting men to join in the work of empowering women (Robinson, 2014). The immediate audience for her speech was comprised of top-level UN officials as well as other invited and interested parties (Chandrachud, 2014). Like her credentials, Watson’s attire and demeanor were also very appropriate for the occasion (Reporter, 2014). She wore an elegant white trench coat dress that provided an excellent contrast for the HeForShe pin she wore on her lapel. From the moment she walked onto the stage, her conduct and demeanor reflected the weight of her task. Watson only slightly betrayed her nervousness during the speech, but quickly hid it with self-mockery (Robinson, 2014). After winning the audience over with her self-assured confidence and firmness, she made a passionate call to men and women alike to join forces with the goal of making a difference in the lives of women (Watson, 2014). Description of the Neo-Aristotelian Method of Analysis The Neo-Aristotelian method of criticism emerged in the first half of the 20th century (Rodríguez, 1993, p. 203). The core principle of this method of rhetorical criticism is “the centrality of audience” (Mohrman & Leff, 1974, p. 460). As stated by Forbes Hill (1972), the most important task for a person taking this approach is to “compare the means of persuasion

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used by a speaker with a comprehensive inventory given in Aristotle’s Rhetoric” and determine whether the orator uses all of the rhetorical instruments and techniques successfully (p. 374). As such, Neo-Aristotelian criticism is often rightfully considered the most useful method of critical analysis for those interested in communication techniques (Rodríguez, 1993, pp. 203–204). To apply the Neo-Aristotelian method to Watson’s (2014) speech, this paper will outline the situation and analyze her argument in terms of the five canons of rhetoric outlined by Aristotle: invention, organization, style, delivery, and memory; it will then assess their effects on the intended audience (Hill, 1972, p. 374; Connors, 1983, p. 64). Within the invention canon, the specific portion of this assessment will focus on ethos, pathos, and logos used within the speech (Aristotle & Roberts, 2004, pp. 7-8). After analyzing her argument through Neo-Aristotelian method, the paper will analyze whether Watson selected the best available means of persuasion to evoke a “favorable decision” from the intended audience (Hill, 1972, p. 374). Application Situation Kicking off the HeForShe campaign, Watson (2014) delivered this speech to UN officials from different parts of the world at the UN Headquarters in New York (Chandrachud, 2014). Her speech address was deliberative with a discussion regarding the future and extended an invitation to join the HeForShe Campaign (Aristotle & Roberts, 2004, p. 21). As Watson (2014) noted in her speech, many women oppose feminism, because they believe it is based on hatred toward men. However, in her speech, Watson (2014) pointed out the fallacy of that belief and provided information about the real goals of feminism from a theoretical perspective. Thus, the speech was logically built in accordance with the situation, in which the speaker provided relevant information to the public in order to promote the HeForShe campaign. For the most part, the

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audience reacted positively to many of her points throughout the speech, and Watson received significant support from more than 120,000 men from around the world, who have since embraced the HeForShe commitment (O’Neil, 2014). Speaker According to Robinson (2014), Watson is famous for her role as Hermione Granger in the Harry Potter movie series. As a result of this publicity and popularity, Watson was named the UN-Women Goodwill Ambassador in the summer of 2014; in September 2014, she announced the launch of the HeForShe campaign (Robinson, 2014). Watson is highly regarded for her motivation to publicize the campaign, during which she persuaded men to join using logic and statistics (2014). She is also a self-confessed feminist, who has admitted to not worrying about coming off as “too strong, too aggressive, isolating, anti-men and unattractive” (Watson, 2014). She realizes that there is no individual country in the world where women can expect and receive equal rights without a fight (Watson, 2014). For this reason, Watson has embraced her role in promoting the agenda for women’s rights; without input from her and other stakeholders, the rights of women will be forgotten. She motivated the audience by referring to other speakers who tried, but ultimately failed, to deliver the same message about feminism (Robinson, 2014). Text The next portion of this essay is comprised of an in-depth analysis of Watson’s (2014) speech using the five canons of rhetoric (Connors, 1983, p. 64). Invention. The introduction of Watson’s (2014) speech describes the basis of her motivation to participate in the campaign. Connecting to her childhood in Britain, she tells of friends who refused to continue with sports, because they would acquire “manly muscles” and cites occasions when she was told she could not do something because she was a girl (Watson,

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2014). Establishing ethos to gain credibility with the audience, Watson (2014) recounts personal experiences of being at a disadvantage, because she was a girl (Aristotle & Roberts, 2004, pp. 78). In this way, Watson (2014) convinces the audience that she, too, has been a victim of gender inequality, and that she could have done better in the face of more equal opportunities. Watson (2014) also makes use of pathos by appealing to the audience’s emotions (Aristotle & Roberts, 2004, pp. 7-8). She notes that societal norms and expectations of gender discriminate against boys, denying them the pleasure of participating in activities classed as feminine (Watson, 2014). In her speech, she describes men who suffer from mental illness due to their fear of being judged as weak and unmanly (Watson, 2014). Through this, she immediately awakens her audience to the reality that gender inequality not only affects girls and women, but boys and men as well. Furthermore, Watson (2014) tells her listeners of her struggle with the question of whether she was appropriate for the role of brand ambassador and her realization that the onus was on her to step up for women all around the world. Just as she recognizes her own responsibility, she appeals to the audience to ask themselves the same questions: “If not me, who? If not now, when?” (Watson, 2014). These questions, which close her speech, are intended to stir the audience’s emotions and spur them to action, forcing them to examine their possible role in the campaign. Thus, Watson garners the attention of women as well as the men she hopes to incorporate into the HeForShe campaign for gender equality. In her speech, Watson (2014) further appeals to her audience through a series of facts and examples that validate the purpose of the inclusive HeForShe campaign. Using logos, she cites instances of childhood discrimination against males to show the far-reaching implications of gender inequality for both sexes (Aristotle & Roberts, 2004, pp. 7-8; Watson, 2014). Watson

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(2014) notes that despite numerous attempts by women to champion their own rights, they seem to have achieved very little. She then argues that perhaps it is time to change the strategy and involve boys and men in the process (Watson, 2014). Arrangement. Watson’s (2014) speech also provides evidence of organization, as she carefully arranges her thoughts and arguments in order to bolster the HeForShe campaign. She organizes her speech with a section highlighting real-life examples (Watson, 2014). She opens with a brief but sufficient introduction to her experiences of discrimination while growing up and then proceeds to address her own stand on feminism and her observations on the prevailing perceptions of feminism (Watson, 2014). Watson (2014) expresses her convictions regarding gender equality and states that she believes that women should earn equal pay for equal work done. However, she is fully aware that there are no countries where that level of equality exists (Watson, 2014). In the middle of her speech, Watson (2014) includes a surprising plea, a call to action for men to join the movement for gender equality. Her argument is organized in a manner that exposes the different ways in which society views gender equality. Style. Watson’s delivery of the speech captured the audience’s attention. She is subtle enough not impose her beliefs on the audience while sharing her experience as a young girl and a budding feminist, but firm enough to convince them that there is an urgent need for change (Watson, 2014). In the introduction of her speech, her style is that of an ordinary British woman pondering her life and “questioning gender-based assumptions” (Watson, 2014). She helps the audience to remember key points in her speech by repeating phrases and words like “No one country in the world,” “daughter,” and “a girl” (Watson, 2014). Her style was concise, particularly when she was delivering the portion when she criticized men for advocating gender inequality. The language she chose and used in her speech made her understandable to the entire

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audience. Emma’s style comes across as intelligent, passionate and competent enough to undertake the task of rallying men and women to join hands in the efforts of increasing gender equality for the benefit of everyone (Watson, 2014). Delivery. The delivery of Watson’s speech effectively promotes the HeForShe campaign and conveys her passion regarding the issue. Watson dresses professionally and delivers her speech to her audience gracefully and formally. Her tone and approach allow her to retain the audience’s attention, with the flow of the speech being quite steady. To emphasize her key points, she uses a memorized delivery method that includes an exceptionally persuasive tone with vocal variety. Watson maintains eye contact with her audience and uses her eyebrows to emphasize some parts of her speech. This is highlighted in the segment of the speech in which she discusses the future and asks men to join the movement (Watson, 2014). Watson’s confident delivery conveys passion and a belief in the topic as a whole. Memory. Lastly, the final canon of memory further emphasizes how Emma Watson’s speech is effective. Watson is well prepared for her speech and does not rely heavily on a script. Her background as an actress likely helps her to deliver this speech in a powerful and persuasive way. Conclusion Having used the Neo-Aristotelian critical approach to assess the rhetorical effectiveness of Watson’s (2014) speech, this paper concludes that Watson effectively convinces her audience of the relevance of the HeForShe campaign (Hill, 1972, p. 374). Watson’s personal identification as a feminist and involvement in women’s empowerment programs prior to her appointment make her the ideal candidate for the role of Global Goodwill Ambassador for UN-Women (Robinson, 2014). Known primarily as the beloved character Hermione Granger, she commands

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the support of millions of people globally, cutting across age, race, religion, social class, and, most importantly, gender lines (Robinson, 2014). Her speech, both thoroughly researched and intelligently written, is neither too long nor too brief. The composition achieves the perfect balance between fact and personal experience, narrative and history. Throughout her speech, she presents convincing arguments and eventually wins her audience over by allowing them to see that they are the only ones who can change the plight of girls and women (Watson, 2014). She also rallies them behind her cause and that of UN-Women by telling her listeners that the time to act is now, and men must join the HeForShe campaign to ensure gender equality for women (Watson, 2014). In conclusion, UN-Women could not have picked a more appropriate ambassador as the face of the HeForShe campaign, and the implications of which will be interesting to note in the coming months and years.

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References Aristotle, & Roberts, W. (2004). Rhetoric. Mineola, New York: Dover Publications. Chandrachud, N. (2014, November 25). We should be critical, but not dismissive of Emma Watson’s UN campaign. The Huffington Post. Retrieved from http://www.huffingtonpost.ca/neha-chandrachud/emma-watson-uncampaign_b_5883200.html Connors, R. (1983). Actio: A rhetoric of manuscripts. Rhetoric Review, 2(1), 64−73. doi:10.1080/07350198309359058 Hill, F. (1972). Conventional wisdom—traditional form—the president’s message of November 3, 1969. Quarterly Journal of Speech, 58(4), 373−386. doi: 10.1080/00335637209383136 Kutesa, S. (2015, January 27). Public lecture on the theme: “The United Nations at 70: Towards a transformative socio-economic development agenda” | General Assembly of the United Nations. United Nations. Retrieved May 6, 2015, from http://www.un.org/pga/270115_lecture-un-70/ Lorber, J. (2010). Gender inequality: Feminist theories and politics. New York, NY: Oxford University Press. Mehrotra, A. (Ed.). (2014). January−April 2014. The UN Women’s Newsletter, 18(4), 1−30. Mlambo-Ngcuka, P. (Ed.). (n.d.). About UN Women. UN Women. Retrieved May 6, 2015, from http://www.unwomen.org/en/about-us/about-un-women Mohrman, G. P., & Leff, M. C. (1974). Lincoln at Cooper Union: A rationale for neo-classical criticism. The Quarterly Journal of Speech, 60(4), 459−467. doi: 10.1080/00335637409383255

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O’Neil, L. (2014, September 23). Emma Watson’s U.N. speech on gender equality prompts debate over feminism, Beyoncé. CBC News. Retrieved from http://www.cbc.ca/newsblogs/yourcommunity/2014/09/emma-watsons-un-speech-ongender-equality-prompts-debate-over-feminism-beyonce.html Reporter, M. (2014, September 23). She means business! Emma Watson is smart and sophisticated in belted white coat dress at UN event in role of Goodwill Ambassador For Women. Daily Mail. Retrieved May 8, 2015, from http://www.dailymail.co.uk/tvshowbiz/article-2763873/Emma-Watson-smartsophiticated-belted-white-coat-dress-UN-event-role-Goodwill-Ambassador-ForWomen.html Robinson, J. (2014, September 21). Yes all women: Watch Emma Watson deliver a gamechanging speech on feminism for the U.N. Vanity Fair. Retrieved from http://www.vanityfair.com/hollywood/2014/09/emma-watson-un-speech-feminism Rodríguez, F. J. G. (1993). Neo-Aristotelian criticism in the U.S.A.: The Chicago School: Contribution to a basic bibliography. Revista Alicantina de Estudios Ingleses, 6, 203−218. Watson, E. (2014, September 20). Gender equality is your issue too. UN Women. Retrieved from http://www.unwomen.org/en/news/stories/2014/9/emma-watson-gender-equality-is-yourissue-too