 In consequence, any explanation of a social structure (like an institution) would need to account for the shared meanings which create and sustain the structure.Rhetoric is the study of the particular words that people use to achieve the proper emotional and rational effect in the listener, be it to persuade, provoke, endear, or teach.Some relevant applications of the field include the examination of propaganda and didacticism, the examination of the purposes of swearing and pejoratives (especially how it influences the behavior of others, and defines relationships), or the effects of gendered language.