an apparatus is "any system or systematic organization or activities, functions, processes, etc., directed toward a specific goal." Apparatuses exist throughout our world in all parts of society. For example, the governmental apparatus works toward creating peace within our country. Creighton University's apparatus may also be known as Creighton Student's Union (CSU), which helps run all student-run organizations. Even though these apparatuses exist within in our society, there is also one apparatus that commonly exists in the study of communication.
Kenneth Burke suggests a critical apparatus while explaining that a speaker must not only establish persuasion using logic and emotion, but also by establishing an "identity" with their audience (Dues & Brown). Burke suggests audiences respond not only to the message, but also to the speaker and the situation in which the message is received. Through this reasoning, he created his critical apparatus, stating that specific audiences will respond to specific speakers and messages in specific situations. Using this conclusion, he created the pentad.
The first aspect of the pentad is the ACT, or the actual distributing of the message. The AGENT is the speaker (left, above) and the AGENCY(center, above) is the channels in which the message is being displayed or given, such as CNN or a microphone. The SCENE is the environment in which the speech is being given, such as a crowded venue or a large auditorium. Lastly, the PURPOSE is what the reason why the speaker acts at all. According to Burke, these five aspects make up the pentad and come together influentially to invoke change in the audience.
It is quite possible for all of these aspects to affect each other individually and holistically as a group. The act that is being conducted relies completely on the existence of the agent. (Without a person to deliver the speech there cannot be any message). The purpose of the message depends on the speaker and why they want to be speaking. Lastly, the agency, or the way the message is communicated, can depend greatly on the scene, or the environment the message is portrayed. The type of venue the speech is delivered in will determine the types of channels available.
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