- Acts as
an "ancient term for the sum total of 'contexts,' both spatial (e.g., formal)
and temporal (e.g., epistemic), that influence the translation of thought
into [visual] language and meaning in any rhetorical situation"
the occassion itself, the historical circumstances that brought it about,
the generic conventions of the form . . . required by that occassion, the
manner of delivery the audience expects at that time and place, their attitudes
toward [the rhetor] . . . and the occassion, even their assumptions about
the world around them and so on"
- Works to
anchor the "discursive exchange in the conventions
of the culture within which it operates" (Sheard 291-92)