1. Conducting Rhetorical Analysis
English 201
Conducting Rhetorical Analysis

2. This Week’s Agenda Rhetorical Analysis (Chapter 7: 253-271)
Putting in the Hours ( )
Rhetorical Knowledge (according to Roen)
The ideal X should be/do/have why
Bring a Magazine to class on Wednesday
Essay 2 Assignment on Wednesday (if time permits)

3. This Week’s Goals
To become familiar with rhetorical analysis as a way of critique
To become familiar with audience analysis
To conduct a rhetorical analysis using a cultural artifact

4. Rhetorical Analysis
Ways of assessing (critiquing and evaluating) texts of all kinds
Different from Literary Analysis
Usefulness
Persuasive/Convincing (why?)

5. What is Persuasive? Commercials? Nextel Kobe and Lebron Puppets
Did You Know 3.0
Did You Know 4.0
Dove
McDonalds
McDonalds (Japanese --just creepy)
E-trade (and the outtakes)

6. Persuasive Do we think the commercials are persuasive at all?
Why do we think so and how can we tell?

7. The Book Audience Purpose Voice & Tone Responsibility
Context and Format

8. “Putting in the Hours” vs Commercials
How does format effect persuasiveness (television/digital vs traditional text)?
Audience
Purpose
Voice and Tone
Responsibility
Context and Format
(Ethos Pathos and Logos)

9. Production/Distribution/Consumption
Let’s try a new way of analyzing text/s
Ideology/Production/Distribution/ Consumption
What is Ideology? Hegemony

10. Rhetorical Inquiry (Day 2)
Review (day 1)
Production
Distribution
Consumption
Accommodate
Negotiate
Resist

11. Production
Production is the creation of effects, whether they are created consciously or unconsciously. These effects are best stated in the form of "cultural codes." Cultural codes are statements of an ideal.
“The ideal X should (be/do/have) Y."

12. Distribution
Distribution involves the location in which the produced effects (the cultural codes) are encountered by an audience; it is the point of intersection between those who produce cultural artifacts (and the cultural codes associated with them) and those who consume these artifacts and codes.
Cultural codes are conveyed in different ways through different media.

13. Consumption
When we study consumption, we study the impact cultural codes have on us as readers, as people who come into contact with cultural codes (intended effects) produced by certain artifacts and the cultural codes perpetuated in the media that distribute these artifacts.

14. Accommodate
Too often as readers we accommodate (passively accept) the cultural codes promoted in the media. When we accommodate cultural codes without understanding them critically, we allow the media that perpetuate these codes to interpret our worlds for us, and we accept their interpretations without questioning the social and cultural values implicit in their assumptions, many of which may run counter to our own social and cultural values.

15. Resist
But we also have the critical capacity to resist (reject) and negotiate (revise) cultural codes. We resist cultural codes when we understand their underlying messages and we refuse to accept their cultural implications.

16. Negotiate
We negotiate cultural codes when we understand their underlying messages and we accept the general cultural implications of these codes while acknowledging that there are specific circumstances to which the general codes do not apply.

17. Example Barbie What do we know about her?
Let’s do a quick analysis of Barbie just as an example

18. In-Class Collaborative Assignment
To help us get to our goals for today and for the course, we’ll do a rhetorical analysis so we can practice a little
This exercise should also help you understand the context in which you will write your next essay
This exercise should also allow you to work with your peers to share ideas (collaborate)

19. Assignment Instructions
Use the document linked here to help you follow directions.

20. Formal Essay Assignment (Essay 2)
If time permits we’ll discuss your next essay.

21. Quick Review and Reminder/s
To conduct a rhetorical analysis
To collaborate with peers
To analyze audience
To exercise the writing process
For Monday:
H-1 thru H-11 (Handbook in the back). Homework is H-7 WW. Must bring homework in hard copy for credit.