Sophistry, the "Athenian" Business Model

Plato, "Sophist"

STRANGER: Then now you and I have come to an understanding not only about the name of the angler's art, but about the definition of the thing itself. One half of all art was acquisitive—half of the acquisitive art was conquest or taking by force, half of this was hunting, and half of hunting was hunting animals, half of this was hunting water animals—of this again, the under half was fishing, half of fishing was striking; a part of striking was fishing with a barb, and one half of this again, being the kind which strikes with a hook and draws the fish from below upwards, is the art which we have been seeking, and which from the nature of the operation is denoted angling or drawing up (aspalieutike, anaspasthai).

THEAETETUS: The result has been quite satisfactorily brought out.

STRANGER: And now, following this pattern, let us endeavour to find out what a Sophist is.

THEAETETUS: By all means.

STRANGER: The first question about the angler was, whether he was a skilled artist or unskilled?

THEAETETUS: True.

STRANGER: And shall we call our new friend unskilled, or a thorough master of his craft?

THEAETETUS: Certainly not unskilled, for his name, as, indeed, you imply, must surely express his nature.

STRANGER: Then he must be supposed to have some art.

THEAETETUS: What art?

STRANGER: By heaven, they are cousins! it never occurred to us.

THEAETETUS: Who are cousins?

STRANGER: The angler and the Sophist.

THEAETETUS: In what way are they related?

STRANGER: They both appear to me to be hunters.

THEAETETUS: How the Sophist? Of the other we have spoken.

STRANGER: You remember our division of hunting, into hunting after swimming animals and land animals?

THEAETETUS: Yes.

STRANGER: And you remember that we subdivided the swimming and left the land animals, saying that there were many kinds of them?

THEAETETUS: Certainly.

STRANGER: Thus far, then, the Sophist and the angler, starting from the art of acquiring, take the same road?

THEAETETUS: So it would appear.

STRANGER: Their paths diverge when they reach the art of animal hunting; the one going to the sea-shore, and to the rivers and to the lakes, and angling for the animals which are in them.

THEAETETUS: Very true.

STRANGER: While the other goes to land and water of another sort—rivers of wealth and broad meadow-lands of generous youth; and he also is intending to take the animals which are in them.

THEAETETUS: What do you mean?

STRANGER: Of hunting on land there are two principal divisions.

THEAETETUS: What are they?

STRANGER: One is the hunting of tame, and the other of wild animals.

THEAETETUS: But are tame animals ever hunted?

STRANGER: Yes, if you include man under tame animals. But if you like you may say that there are no tame animals, or that, if there are, man is not among them; or you may say that man is a tame animal but is not hunted—you shall decide which of these alternatives you prefer.

THEAETETUS: I should say, Stranger, that man is a tame animal, and I admit that he is hunted.

STRANGER: Then let us divide the hunting of tame animals into two parts.

THEAETETUS: How shall we make the division?

STRANGER: Let us define piracy, man-stealing, tyranny, the whole military art, by one name, as hunting with violence.

THEAETETUS: Very good.

STRANGER: But the art of the lawyer, of the popular orator, and the art of conversation may be called in one word the art of persuasion.

THEAETETUS: True.

STRANGER: And of persuasion, there may be said to be two kinds?

THEAETETUS: What are they?

STRANGER: One is private, and the other public.

THEAETETUS: Yes; each of them forms a class.

STRANGER: And of private hunting, one sort receives hire, and the other brings gifts.

THEAETETUS: I do not understand you.

STRANGER: You seem never to have observed the manner in which lovers hunt.

THEAETETUS: To what do you refer?

STRANGER: I mean that they lavish gifts on those whom they hunt in addition to other inducements.

THEAETETUS: Most true.

STRANGER: Let us admit this, then, to be the amatory art.

THEAETETUS: Certainly.

STRANGER: But that sort of hireling whose conversation is pleasing and who baits his hook only with pleasure and exacts nothing but his maintenance in return, we should all, if I am not mistaken, describe as possessing flattery or an art of making things pleasant.

THEAETETUS: Certainly.

STRANGER: And that sort, which professes to form acquaintances only for the sake of virtue, and demands a reward in the shape of money, may be fairly called by another name?

THEAETETUS: To be sure.

STRANGER: And what is the name? Will you tell me?

THEAETETUS: It is obvious enough; for I believe that we have discovered the Sophist: which is, as I conceive, the proper name for the class described.

STRANGER: Then now, Theaetetus, his art may be traced as a branch of the appropriative, acquisitive family—which hunts animals,—living—land— tame animals; which hunts man,—privately—for hire,—taking money in exchange—having the semblance of education; and this is termed Sophistry, and is a hunt after young men of wealth and rank—such is the conclusion.

THEAETETUS: Just so.

STRANGER: Let us take another branch of his genealogy; for he is a professor of a great and many-sided art; and if we look back at what has preceded we see that he presents another aspect, besides that of which we are speaking.

THEAETETUS: In what respect?

STRANGER: There were two sorts of acquisitive art; the one concerned with hunting, the other with exchange.

THEAETETUS: There were.

STRANGER: And of the art of exchange there are two divisions, the one of giving, and the other of selling.

THEAETETUS: Let us assume that.

STRANGER: Next, we will suppose the art of selling to be divided into two parts.

THEAETETUS: How?

STRANGER: There is one part which is distinguished as the sale of a man's own productions; another, which is the exchange of the works of others.

THEAETETUS: Certainly.

STRANGER: And is not that part of exchange which takes place in the city, being about half of the whole, termed retailing?

THEAETETUS: Yes.

STRANGER: And that which exchanges the goods of one city for those of another by selling and buying is the exchange of the merchant?

THEAETETUS: To be sure.

STRANGER: And you are aware that this exchange of the merchant is of two kinds: it is partly concerned with food for the use of the body, and partly with the food of the soul which is bartered and received in exchange for money.

THEAETETUS: What do you mean?

STRANGER: You want to know what is the meaning of food for the soul; the other kind you surely understand.

THEAETETUS: Yes.

STRANGER: Take music in general and painting and marionette playing and many other things, which are purchased in one city, and carried away and sold in another—wares of the soul which are hawked about either for the sake of instruction or amusement;—may not he who takes them about and sells them be quite as truly called a merchant as he who sells meats and drinks?

THEAETETUS: To be sure he may.

STRANGER: And would you not call by the same name him who buys up knowledge and goes about from city to city exchanging his wares for money?

THEAETETUS: Certainly I should.

STRANGER: Of this merchandise of the soul, may not one part be fairly termed the art of display? And there is another part which is certainly not less ridiculous, but being a trade in learning must be called by some name germane to the matter?

THEAETETUS: Certainly.

STRANGER: The latter should have two names,—one descriptive of the sale of the knowledge of virtue, and the other of the sale of other kinds of knowledge.

THEAETETUS: Of course.

STRANGER: The name of art-seller corresponds well enough to the latter; but you must try and tell me the name of the other.

THEAETETUS: He must be the Sophist, whom we are seeking; no other name can possibly be right.

STRANGER: No other; and so this trader in virtue again turns out to be our friend the Sophist, whose art may now be traced from the art of acquisition through exchange, trade, merchandise, to a merchandise of the soul which is concerned with speech and the knowledge of virtue.

THEAETETUS: Quite true.

STRANGER: And there may be a third reappearance of him;—for he may have settled down in a city, and may fabricate as well as buy these same wares, intending to live by selling them, and he would still be called a Sophist?

THEAETETUS: Certainly.

STRANGER: Then that part of the acquisitive art which exchanges, and of exchange which either sells a man's own productions or retails those of others, as the case may be, and in either way sells the knowledge of virtue, you would again term Sophistry?

THEAETETUS: I must, if I am to keep pace with the argument.

STRANGER: Let us consider once more whether there may not be yet another aspect of sophistry.

Now would anybody like to enroll in Plato's "Academy"? ;)