If You Can’t Beat Your Enemy, Join Him

            One of the most important aspects to consider when arguing in making the audience relate to you. One very clever way you can do this is by understanding the concept of virtue and how to effectively use it. When highlighting the virtues you have, it is key that “the audience believes you share their values” (p.56). Virtue can vary a lot depending of the context in which the argument is taking place and who specifically is the audience. In order to be effective in sympathizing with the audience, they need to think you have the appropriate values and then they will begin to accept the proposed idea. I found this very interesting, since I recall that people almost always think that what they think is right, so one of the best ways to make them believe you have the appropriate values is by acting as if you shared common values with them.

                Another point that really shocked me was when Heinrichs discusses the effectiveness of tactical flaws in rhetoric arguing. I thought that explicitly showing your flaws was one of the worst things one could do, since the opponent would immediately start taking advantage of them. However, some tactical flaws are very useful, since they demonstrate that one has been completely dedicated and committed to the audience’s values, which should appear as common values. Another controversial technique Heinrichs mentions is that when the opponent comes with new pieces of good evidence or you feel that the argument is being won by the counterpart, you should change the position for which you stand in a subtle manner. I would argue that some of the greatest leaders and mass manipulators have been successful in achieving their objectives by standing the whole way by their initial values and perspective. But apparently, “those who stick to your former opinion in the face of such overwhelming reasons aren’t, well, reasonable” (p.64). Therefore, making this transition can save you from losing the argument. Although these techniques seem like if you were playing dirty, they are really manipulating the audience to transform your image into what they seek in the person, making you their idol.