What is Rhetoric? It’s a long story (“what is rhetoric? It’s about 20 lectures,” one of my teachers once said). Rhetoric began 2500 years ago as the study of the forms of communication and argument essential to public, political and legal life in Ancient Greece. It has since evolved a rich and diverse body of research, texts, and pedagogies. I

“Rhetoric refers to the study and uses of written, spoken and visual language. It investigates how language is used to persuade, organize and maintain social groups, construct meanings and identities, coordinate behavior, mediate power, produce change, and create knowledge. Rhetoricians often assume that language is constitutive (we shape and are shaped by language), dialogic (it exists in the shared territory between self and other), closely connected to thought (mental activity as “inner speech”) and integrated with social, cultural and economic practices. Rhetorical study and written literacy are understood to be essential to civic, professional and academic life.”

In essence… It’s about how language is used to get things done – persuasion, performance, positioning, power/hierarchy, construction of a perspective, building community, telling stories, etc.) Theories of rhetoric make assumptions about humans – that we are persuaders, performers, postitioners, moral/emotional beings, group-creators and joiners, embedded in power relationships, perspective-makers, and poetic (figuration is an important part of communication and cognition)

Herrick Suggests Rhetoric Is Planned Adapted to an audience Reveals motives Responsive (situated and dialogic) Seeks persuasion Focused on contingent issues That is rather abstract. Let’s try to make sense of it with an example.

The Rhetoric of Arranging a Date http://www.youtube.com/watch?v=400w4XnjElI

This text is planned, adapted to an audience, reveals motives, responsive, seeks persuasion, focused on contingent issues. The character asks “rhetorical questions” - how does this language present me? What persona does it construct? What persuasive tactic will be most effective? What moves should I make, how will this make me seem? How should I think of my audience? What is my purpose? How do I avoid embarrassment (motive)?

Rhetorical Analysis Starts With Moving from a focus on what texts say (content) to what they do and how they do it (rhetoric). Rhetorical self consciousness = achieving a kind of double vision – of looking “at” as well as through language. We may start with questions such as “how do texts position us (and others), how do they persuade, and what perspective do they construct? Consider these chewing gum ads: Rhetorical self consciousness – understanding what texts do - is an important skill for students. Revealing the rhetorical moves that writers make, the strategies they draw on, is part of achieving academic literacy, and of acculturation into disciplinary communities. When you recognize the moves you not only understand the disciplinary conversation better, you are better equipped to join it.

“A WHITER SMILE GETS YOU NOTICED EVEN IF YOU DON’T WANT TO BE”

Rhetoric Is “Everywhere” & an “Everyday” Thing When a politician tries to get you to vote for them, they are using rhetoric. When a lawyer tries to move a jury, they are using rhetoric. When a government produces propaganda, they are using rhetoric. When an advertisement tries to get you to buy something, it is using rhetoric. When the president gives a speech, he is using rhetoric. But rhetoric can be much subtler (and quite positive) as well: When someone writes an office memo, they are using rhetoric. When a newspaper offers their depiction of what happened last night, they are using rhetoric. When a scientist presents theories or results, they are using rhetoric. When you write your mom or dad an email, you are using rhetoric. Thought itself is rhetorical - when you think, you engage in “inner argument,” or “inner persuasion” in order to reach a decision or act.

Everyday Expressions Can be Analyzed Rhetorically “TO BE HONEST/FRANK/FRANKLY/TO TELL YOU THE TRUTH..” "Parrhesia" or "sincere style.” Most common strategies: To establish intimacy/insider status (because we are close, I can confide in you). To signal seriousness. To signal shift to serious topic – politeness or performance is being set aside in favor of frankness To establish emphasis. I want to really emphasize what comes next. E.g. Obama & “look” as emphasis marker. He’ll say to audiences, “Look, the reality is…” = I’m dropping out of performance mode and speaking to you plainly and seriously. Confess to potentially unpopular position, and manage “face” - may effect other’s opinion of you (status-threatening) (“To be honest, I voted for Ralph Nader in 2000; “To be honest, I thought Paradise Lost was a bore.” "To tell you the truth, I'm not going to make the deadline.“ False sincerity (sales pitch)

Herrick suggests non-verbal texts can be analyzed rhetorically, including even monuments. Maya Lin's Vietnam Veterans Memorial generated considerable controversy because it refuses to celebrate the causes of war, and instead provides a place of grief, contemplation, and self-reflection. "Like an anti-monument, the Vietnam Veterans Memorial creates an alternative to the didactic monologue articulated by traditional built symbols of national identity.

Rhetorical Reading of the Vietnam War Memorial The Vietnam war memorial is black It is made of reflective black granite. When a visitor looks at the wall, she will see the engraved names and her own reflection The monument is built along a pathway that requires people to move along the small corridor of space Unlike many monuments, it lists all the names of U.S. soldiers who died, and it does so in chronological rather than alphabetic order (Lin has she wanted the wall to read “‘like an epic Greek poem’ and ‘return the vets to the time frame of the war’) Information about rank, unit, and decorations are not given The wall is V-shaped, with one side pointing to the Lincoln Memorial and the other to the Washington Monument. Lin's conception was to “create an opening or a wound in the earth to symbolize the gravity of the loss of the soldiers.”

Telemarketing Strategies Script Pre-introduction: (Ask to speak to the decision-maker) Introduction: (Introduce yourself and the reason for your call) Attention Getter: (Mention the key features of the offer and qualify them for eligibility) Probing Questions: (Always ask for information that will be useful for rebuttals) Offer: (Explain the product/service and terms of commitment) Close: (ALWAYS ASK FOR THE SALE) Rebuttal (deal with objections) Sales Continuation: (Agree, use rebuttals, sell benefits, CLOSE) Up/down/cross-sell: (If there is another product of less-price this is the time to sell it.) Confirmation Close: (Review the terms of the offer to reduce buyer remorse) Final Close: (End on a positive note. Thank the customer and leave a dial free number for customer support)

GIBill.com now redirects to Veteran’s Affairs

Some Texts Reveal Their Own Rhetoric Vince Parry, “Branding a Condition” Tales of Mere Existence https://www.youtube.com/watch?v=3raH8TAGd1E Kotex advertisements So Obnoxious and “How Do I Feel About My Period?

One of Herick’s more complex claims turns on the idea that language itself is rhetorical. This is complicated (and controversial), but one way of thinking about this is to consider the way language contains traces of persuasion, dialogue, points of view, power/value, and the poetic. Let us explore this through the handout.

Everyday words, names, definitions, categories – how they are selected or constructed = rhetorical. Consider: Cash advance (vs. high interest loan) Second Mortgage vs. Home equity loan “War on terror,” vs. “war against Islamic extremists,” vs. “fight against Al Queda” (scope, agents involved, action) “The 1%,” “job creators” Military contractors, mercenaries “War on drugs”’ “Axis of Evil”; “Body bags” vs. “transfer tubes” “Doctor assisted suicide” vs. “death with dignity” “Defense of marriage” vs. “marriage equality” “French Fries/Freedom fries” “Death Tax/Estate Tax” “Habit forming” vs. “addictive” “Erectile dysfunction” vs. “impotence” “Halitosis” vs. “bad breath” “Male pattern baldness” vs. “losing your hair” “Viagra!”

Which part of Herrick's text most interested you? List any questions you had about the text. Herrick describes many areas of study in rhetoric and writing studies. Did any part of his description help you think about questions or projects you would like to pursue? (Or consider ways you could use Thompson as part of a project.) Take some time to think about questions, problems or topics you are interested in that relate to digital literacy and rhetoric. Brainstorm – don’t be afraid to do some “hand waving.”

When ads used a lot of logos

Today’s ads often use different appeals

Rhetorical/Cultural Analysis What patterns can you identify in pictures that depict a particular situation, thing or event? What does this tell us about cultural attitudes What absences can you identify? Try reversing one of the roles in a picture and ask what difference this makes? Engage in historical or cross cultural comparison – this may point to cultural shifts or reveal taken for granted cultural assumptions.

1. Patterns

Cultural trends & shifting ideals for men

Ken: 1950 vs 1988

Why should it seem funny to see a picture of adult men striking a pose when the same pose seems normal or charming to us in pictures of adult women?