An Powerful Tool for Online Communication: The Toulmin Method

The Toulmin Method is an organized way of argumentation that can significantly improve our capacity for persuasion, claims Julia Green in her book "Communicating Online" (p. 283).

 

 

Claim, grounds, warrant, backing, qualifier, and rebuttal are its six main parts. Each element has a distinct function in the creation of a logical and convincing argument.

 

1. Claim: 

The claim is the speaker's or writer's major assertion or idea. The argument is intended to establish this viewpoint as its main focus.

 

2. Grounds: 

The grounds, sometimes referred to as evidence or data, offer justification for the claim. They may contain data, figures, comments from specialists, examples, and anecdotes.

3. Warrant: 

The warrant serves as a link between the grounds and the claim. The connection between the evidence and the claim, and the justification for why the evidence supports the claim, is made logically.

4. Backing: 

The warrant is being reinforced by the backup. It may consist of additional proof, testimony from specialists, or arguments that support the warrant's integrity.

5. Qualification: 

The qualification adds any conditions or limitations to the claim. It recognizes that the claim might not be true in every instance and takes into consideration any exclusions or objections.

6. Rebuttal: 

This section covers any potential challenges or challenges of the claim. It anticipates and addresses opposing points of view, bolstering the overall case.

 

 

In the TED Talk titled "How Great Leaders Inspire Action", the leadership expert Simon Sinek effectively utilizes the Toulmin method to convey his argument about successful leadership.

 

·      Claim: Great leaders motivate followers by explaining their motivations and values first, before addressing the "how" and "what."

·      Grounds: Martin Luther King Jr., Apple, and other well-known organizations that have adopted this strategy are cited by Sinek to support his claim.

·      Warrant: Sinek's claim is supported by the link he makes between human psychology and the effectiveness of starting with "why." He shows how a feeling of purpose and belief motivates individuals and how understanding and conveying this purpose are crucial for good leadership.

·      Backing: Citing the function of the limbic system and how it affects human decision-making and behavior, Sinek supports his claim with scientific and neurological data.

·      Qualifier: Sinek notes that not all leaders or companies adopt this strategy and that success is not always ensured by beginning with "why." But he underlines that it's a typical pattern among powerful figures who motivate followers to take action.

·      Rebuttal: Anticipating counterarguments, Sinek responds to possible objections by highlighting that the "why" is a basic concept that underpins effective leadership and engagement and is not just applicable to marketing or external communication.