24 min 3 sec
With New Year’s fast approaching, we are all in store for our usual turning-of-the clock epiphany. Suddenly, everything changes and, at that moment, we just know.
Except not. Epiphanies are cliches that keep us from doing the hard work of understanding how persuasion happens. The epiphany collapses the event that happens with our response to it as opposed to the rhetorical figure peripeteia, which marks an event as an opportunity for change.