The role of ethnography in rhetorical analysis: The new rhetorical turn

Following a review of a call for a new rhetoric in the 1970s with new conceptualizations of language as symbolic and its occurrence within symbolic forms, this article details the role of ethnography in rhetorical analysis. Through a review of those studies that have examined the indigenous understandings of the choice of when or when not to speak and through what cultural frames, we advance a study of rhetoric within a study of localized cultural discourses. The article concludes by bridging the prevailing understandings of rhetoric within an ethnography of communication suggesting that cultural analysis is not just an optional analytical method for consideration, but a crucial part of future rhetorical analyses.