| This study examines certain rhetorical features (artistic proofs, style, arrangement) in 28 sermons by 7 television preachers (Kenneth Copeland, Jerry Falwell, D. James Kennedy, Lloyd Ogilvie, Frederick K. C. Price, Robert Schuller, Jimmy Swaggart) to determine how the televised sermon text differs from the traditional sermon text. The comparative standard is Thomas D. Clark's 1976 study of the generic traits of traditional sermons.;Method. Following Clark's methodology, quantitative tests tally frequency and types of major claims, types of judgments sought, and types of warrants employed. Other tests count types and frequency of topics, types and frequency of emotional responses sought and strategies eliciting them, and types and frequency of cues presenting ethical image. Analysis based on Edward P. J. Corbett's methodology provides information on style. A subjective analysis of arrangement is also included.;Findings. A balanced ethical appeal stresses wisdom only slightly more than on virtue and good will.;Emotional appeals usually appear in a rejection-acceptance sequence; rejection often involves fear or guilt/shame, while acceptance involves acquisition of knowledge or material benefits.;Religious topics appear about 83 percent of the time. Telesermons average 11.5 distinct arguments, more than half containing unique warrants, but less than half containing explicit warrants. Most arguments rely on authority warrants such as Scripture and request listener judgments.;Stylistically, telesermons generally are simplistic, declarative, direct, and active, with little qualification or modification.;Arrangement seems, like style, tightly or loosely organized along Mainline or Charismatic lines, respectively.;Conclusions. While the telesermon text generally parallels the traditional sermon text, significant differences suggest the telesermon differs in these ways: (1) Telesermons stress the preacher's personal authority more, especially wisdom. (2) Telesermons discuss secular topics more often and urge listeners to integrate Christian values and practices in their daily environments. (3) Telesermons use more substantive warrants, suggesting greater development, and more factual judgments, suggesting an concrete world-view. (4) Telesermons stylistically reflect minister-world and minister-audience relationships with greater use of first-person and third-person pronouns, thus separating the two entities. |
