John Howard's “Use” of the Anzac Legend: Applying an Epideictic Lens

While many have remarked upon Prime Minister John Howard's “use” of the Anzac legend for political purposes, our understanding of the nature and dynamics of such use remains fragmented and underdeveloped. Using the area of foreign policy as a case study, this essay approaches Howard's Anzac Day and related ceremonial rhetoric as examples of the epideictic genre, which presents speakers with a combination of unique rhetorical opportunities and strict generic constraints. While often perceived as apolitical and inconsequential, the genre embodies a form of argumentation that serves not only to increase the “intensity of adherence” to certain values, thus laying the groundwork for later deliberative appeals, but also creates a “disposition to act at the appropriate moment”. This paper will argue that Howard's employment of Anzac was bounded and defined by the nature and dynamics of the epideictic genre, of which Howard proved to be a savvy user.