A fundamental reappraisal of Plutarch’s attitude towards rhetoric. Plutarch was not only a skilled writer, but also lived during the Second Sophistic, a period of cultural renaissance. This book offers new insights into Plutarch’s seemingly moderate attitude towards rhetoric. The hypothesis explored in this study introduces, for the first time, the broader literary and cultural contexts that influenced and restricted the scope of Plutarch’s message. When these contexts are considered, a new perspective emerges that differs from that found in earlier studies. It paints a picture of a philosopher who may not regard rhetoric as a lesser means of persuasion, but who faces challenges in openly articulating this stance in his public discourse. Acknowledgements Note to the Reader Introduction 1. Plutarch and Rhetoric 2. A ‘conversion’ from rhetoric to philosophy? 3. The texts at issue and related problems 4. The analytical scope of the present study Teaching and Persuasion 1. Introduction 2. Philosophical teaching: its content and political dimension 3. Persuasion in the service of teaching 4. Examples of individuals who persuade and teach 5. Parrhesia and trust 6. Conclusion Character and Speech 1. Introduction 2. Character as a means of persuasion 3. The subsidiary role of rhetoric 4. Conclusion Rhetoric and Beneficence 1. Introduction 2. Other means of exercising power 3. Rhetoric in place of beneficence 4. Why rhetoric? 5. Conclusion The Philosopher and the Sophists 1. Introduction 2. The critique of the sophists 3. The direct confrontation in the lecture hall 4. The indirect confrontation in the political arena 5. The reception of the confrontation in subsequent generations 6. Conclusion Conclusion Bibliography Index Locorum Index Nominum et Rerum