1. Interpreting Communication Research
Textual Analysis

2. Overview
Textual Analysis is a method used to describe, interpret, and/or evaluate the characteristics of a verbal or visual message
Keep in mind that textual analysis is descriptive or evaluative (according to a set of standards)
Textual analysis does not establish causality

3. Three Purposes for Textual Analysis
(1) to ascribe meaning to a text
(2) to understand the influence of contextual variables on the text, or influences of the text on outcomes (e.g., votes)
(3) to critique or evaluate the text

4. Types of Textual Analysis
Rhetorical Criticism
analysis of persuasive messages
Content Analysis
the identification and measurement of message units and patterns in texts
Interaction Analysis
the empirical examination of functional and structural components of messages of dyadic and small group communication

5. Selecting Texts Two types of texts Transcripts of Communication
verbatim written versions of what people say
-- Outputs of Communication
texts produced by the communicators themselves E.g., letters, photographs

6. Selecting Texts Census Sample of Texts Nonrandom sample
all the relevant texts
Sample of Texts
representative of the population of texts
Nonrandom sample
limited generalizability

7. Interpreting Communication Research
Rhetorical Criticism
Chapter 6

8. Introduction to the Method
‘Rhetoric’ refers to persuasion in communication research
‘Criticism’ refers to making a substantiated judgment
Rhetorical criticism is description, analysis, interpretation, and evaluation of persuasive uses of human communication

9. Five Goals of Rhetorical Criticism
1. Sheds light on the purposes of a persuasive message, or its intended effects on an audience
2. Seeks to understand the effects of the context on creation of the message
3. To evaluate contemporary society, social criticism when it evaluates the ways in which issues are formulated and policies justified
4. Contributes to theory-building by offering generalizations about persuasion
5. Pedagogical--helps us learn what is effective and ineffective persuasion

10. Types of Rhetorical Criticism
3 types of questions are asked by rhetorical critics
1. What is the relationship between the rhetorical text and the context? (pp )
Historical
Neo-Aristotelian
Generic
Feminist

11. Types of Rhetorical Criticism
How does the message construct a particular reality for the audience and the rhetor?
Metaphoric criticism
Narrative criticism
What does the text suggest about the rhetor?
Dramatic criticism
Fantasy theme analysis

12. Working in Small Groups
Apply concepts from chapter 6 to: “A Case Study in Print Media and Heroic Myth: Lee Iacocca ”(pp )
Write a summary of the study.