William F. Buckley, Jr., on firing line: A case study in confrontational dialogue

Maligned by some as a rhetorical trickster and acknowledged by many as conservatism's most skillful advocate, William F. Buckley, Jr., adapted his discourse to his guest and to his mode of communication in his televised discussion with Madalyn Murray O'Hair on Firing Line. He insidiously developed the personae of the participants and adroitly met challenges posed by the malleable organizational structure and spontaneous interaction of an unrehearsed talk show. His conception of the function of rhetorical discourse may help to explain his selection of ethically questionable techniques of persuasion in dialogue. His exchange with O'Hair indicates that the format of talk‐show discussion invites the use of rhetorical strategies particularly suitable for that form of public address.