Yi Zhongtian Phenomenon: A Rhetorical Cooperation Between Mass Media And Intellectuals

As the mass media exerts a great influence in nearly every aspect of our life in modern society, more and more intellectuals choose mass media as a platform to spread knowledge and their opinions. Yi Zhongtian, a professor in Xiamen University, became popular among the public by giving lectures in Lecture Room, an educational program in CCTV 10. This phenomenon arouses hot discussions from various fields and as a result, more researches have been done on the relationships between intellectuals and mass media in China.This thesis attempts to interpret "Yi Zhongtian phenomenon" from rhetorical perspectives, providing a new insight on the cooperation between intellectuals and mass media. The thesis begins with an introduction of definitions and concepts of rhetoric and the elements of rhetorical criticism. In following chapters, we introduce the relevant theories of rhetorical situation, rhetorical resources and rhetorical strategies. Following the setup of a theoretical framework, we analyze the rhetorical situation of Yi's lectures, the three rhetorical resources (ethos, logos, pathos) Yi utilized in appealing to the audience and the two rhetorical strategies (identification and subtle coercion) Yi applied to win the audience. Our analysis brings to the conclusion that Yi's success in Lecture Room is not only a matter of amusing words and charming style but reflects a working mechanism of rhetoric where the rhetor adapts to the situation, projects a favorable ethos by rhetorical means, successfully applies rhetorical strategies to win the audience in the interaction with the audience so as to achieve the rhetorical purpose of the rhetor. Yi Zhongtian phenomenon is actually a successful rhetorical practice.