1. Chapter Thirteen
Rhetorical and Critical Analyses: Understanding Text And Image In Words.

2. Key Concepts Rhetorical & dramatistic analyses -
the study of argumentation and persuasion.
Narrative, discourse & conversation analyses -
the study of stories and talking.
Semiotics -
the study of signs, interpretation & meaning.
Critical analyses -
the study of the power structures behind the content.
Introducing Communication Research 2e © 2014 SAGE Publications

3. Rhetorical & Critical Analyses: Strengths & Weaknesses
A variety of approaches and research perspectives.
One definitive answer unlikely.
Understanding and interpretation of content.
Subjective sampling of content.
In-depth readings of content.
Difficulty making generalizations.
Large samples not required.
Reliability.
Introducing Communication Research 2e © 2014 SAGE Publications

4. Rhetorical Analysis:
The study of argumentation and persuasion. For example –
Aristotle
Ethos - character
Pathos - emotion
Logos - fact & logic
Introducing Communication Research 2e © 2014 SAGE Publications

5. Rhetorical Analysis – cont.
Human communication as drama.
For example –
Kenneth Burke’s Dramatism.
Act
Agent
Agency
Scene
Purpose
Ratio analysis
Introducing Communication Research 2e © 2014 SAGE Publications

6. Fantasy Theme Analysis
Seeks to uncover the -
collective vision
group consciousness
shared values that sustain a group of people.
Fantasy themes: sagas, stories or ideas shared by members of a group.
Master narrative: an explanatory story that has credence with group members.
Symbolic convergence: a state of agreed understanding of what unites group members.
Introducing Communication Research 2e © 2014 SAGE Publications

7. Narrative Analysis
Analysis of the formal properties of stories people tell and the social role stories play.
Generally attempts to identify a plot, setting, characters and order of events in people’s accounts of their lives.
Study material includes –
organizational documents such as mission statements and histories
interviews with organizational members.
Introducing Communication Research 2e © 2014 SAGE Publications

8. Metaphor Analysis
Metaphor: a simple term used to categorize or summarize a more complex entity or concept.
Metaphor analysis includes a search for the basic or root metaphors that shape the way organizational members think.
Study material includes –
documents
interviews – including specific questions that probe for analogies and metaphors in use.
Introducing Communication Research 2e © 2014 SAGE Publications

9. Discourse Analysis
Study of how language is used – the constructive, productive or pragmatic uses of language.
Focuses on how labels or concepts are developed and made powerful by the use of language.
Uses judgmental samples of news, videos, interview transcripts, social media etc.
Coding and analysis, unlike content analysis, is qualitative.
Introducing Communication Research 2e © 2014 SAGE Publications

10. Conversation Analysis
Documents and analyzes the rules that govern our daily interactions, for example –
turn taking or who speaks next
the possible types of response to a question.
Studies the fine detail of human interaction on a second-by-second basis.
Works from transcripts of conversations, not with individuals involved in the conversation.
Introducing Communication Research 2e © 2014 SAGE Publications

11. Conversation Analysis: Units of Analysis
Utterances: units of speech preceded and followed by silence or another speaker. Adjacency Pairs: speech units that occur together such as question & answer. Preferred responses: coordinate participants. Dispreferred responses: can be disruptive. Turn Taking: managing who speaks next. Repair Mechanisms: restore a conversation after disruption.
Introducing Communication Research 2e © 2014 SAGE Publications

12. Semiotic Analyses
Focus on the relationship between language, especially signs, and meaning.
Explores the possibilities for (mis)interpretation of, for example, dress, gesture, signs, designs, texts.
Applied semiotic research centers on consumer products and the meanings that attach to them.
Introducing Communication Research 2e © 2014 SAGE Publications

13. Roman Jakobson’s Semiotic Functions
Communication Component
Semiotic Function
Sender
Expressive
Establishes speaker’s emotional state
Receiver
Conative
Establishes sender’s expectations of the receiver
Message
Poetic
Use of language for its own pleasure
Context
Referential
Establishes communication context or dominant message
Channel
Phatic
Keeps communication participants “on track”
Code
Metalingual
Establishes agreed meaning for words
Introducing Communication Research 2e © 2014 SAGE Publications

14. Critical Analyses Question the notion of objectivity.
Address social problems or inequalities.
Analyze communication with a view to determining –
whose voices are dominant in communication
the power structures behind the communication
how communication maintains the status quo.
Introducing Communication Research 2e © 2014 SAGE Publications

15. Critical Analyses
Explore the way communication establishes, reinforces and maintains power structures in society.
Marxist criticism – examines communication content for messages that reinforce the ideology of those in power.
Feminist criticism – critiques communication content and practices that perpetuate patriarchal hierarchies and ideologies.
Introducing Communication Research 2e © 2014 SAGE Publications

16. Chapter Summary Rhetorical & dramatistic analyses
studies of argumentation and persuasion.
Narrative, discourse & conversation analyses
studies of stories and talking.
Semiotic analyses
studies of meanings of texts and signs.
Critical analyses
studies of how language promotes and maintains power.
Introducing Communication Research 2e © 2014 SAGE Publications

17. Vocabulary Review Rhetoric Fantasy Theme Analysis
disaffiliative responses
conative
Aristotelian analysis
dis/preferred responses
expressive
master analog
metalingual
ethos
master narrative
preference organization
phatic
pathos
poetic
logos
sanctioning agent
repair mechanism
referential
Dramatism
semiotic function
symbolic convergence
transitional relevance place
act
agency
Criticism
logo
agent
critical discourse analysis
Metaphor Analysis
turn taking
dramatistic pentad
turn construction unit
root metaphor
purpose
feminist
Conversation Analysis
ratio analysis
Ideology
utterances
scene
Marxist
adjacency pairs
Discourse
Narrative Analysis
discourse analysis
affiliative responses
Discourse Analysis
emoticon
Semiotics
Introducing Communication Research 2e © 2014 SAGE Publications

18. Web Resources Kenneth Burke Resources – http://www.comm.umn.edu/burke.
Umberto Eco site –
Talkbank –
Downloadable conversation analysis transcripts
University of Huddersfield –
Qualitative data analysis resources
Introducing Communication Research 2e © 2014 SAGE Publications