Argumentation theory finds warrant for its claim to analytic superiority from the idea that we naturally evaluate the relative strength of arguments from the standpoint of conventionally established, objective criteria, and not by transposing arguments into deductive schemae and evaluating for validity. Because the claims of the vast majority of arguments are uncertain, we habitually evaluate for strength, rather than try to prove validity. Argumentation theory thus provides tools for the analysis of arguments, more accessible, user-friendly, and utile, to a public not initiated to the rigor of deductive proof, which is, in itself, limited in application, and disputable in its methodology (esp. re:truth-theory, quantification).

Walton is a giant in the burgeoning field of informal logic. In this book, he raises his game to a new level. The claim was once made that "a technological society is inevitably a totalitarian society". Any witness to the little more than half a century old phenomenon of television and its social impact would have to give pause to consider the importance of developing tools for the analysis of arguments we receive by way of electronic media. Walton's project, which examines arguments as they mediate and are mediated by the media, is a major contribution to understanding of a crucial aspect of the way in which most people acquire most of their information: why we are more prone to a seemingly uncritical acceptance of flawed and sometimes dangerous arguments because they are televised. The book is comprehensive in its analysis. While focusing on T.V., Walton delineates a texbook survey of argumentation theory in what most of us would consider its most critical application. The study of propaganda, such a factor in the arguments of corporate owned media pundits (no linguistic confusion intended), is particularly instructive. While the abstract nature of the subject makes for admittedly dry reading, the importance of the discussion here, and its significance for our future, justifies perserverance. Can one really afford to remain unschooled in argument in times like these? This book is the best effort yet at a one-stop shop.