Professor Patrik Mehrens and Dr. Alyssa O’Brien Welcome to the Cross-Cultural Rhetoric Workshop Uppsala University, Sweden  Stanford University, USA Welcome to the second of three Video Conferences – a collaboration that began as a research project between Orebro Sweden and Stanford. Once again, Stanford is honored to be connecting with Uppsala University, the oldest university in the Nordic countries – founded in 1477. For more than 500 years, Uppsala University has been a distinguished leaders of research dedicated to advancing science, scholarship, and higher education. Here in California, Stanford University has been a pioneer in research and innovation since its founding in 1891 with the motto “the wind of freedom blows.” Leland Stanford made his money in the gold rush and the railroad, and together with his wife Jane Stanford they build the university in memory of their son who died a tragic death at 15. The University motto of freedom applies well to our activity today, a video conference joining students of our two universities in order to explore the visual rhetoric of Globalization with a focus on McDonald’s. Professor Patrik Mehrens and Dr. Alyssa O’Brien November 17, 2008

Focus on Visual Rhetoric of Globalization Goals of Today’s Workshop: To get to know students from across the world To understand diverse cultural perspectives on texts To learn how texts (artifacts/expressions) are situated rhetorically & culturally Professor Mehrens and I have chosen the theme of Globalization as an important topic connecting our universities and our countries to the rest of the world. During the course of our connection, you will get to meet students from across the world, examine visual texts together for their rhetorical strategies of persuasion and their use of DOXA or those deeply held values that we hold to be true. We hope you enjoy the workshop and learn about rhetoric and diverse cultural views. We’ll begin the video conference with a short model analysis, to get you thinking about how texts are situated both rhetorically and culturally. Then, you will get to pick texts to analyze At 10 o’clock and 19.00, you will begin work on a collaborative project – design your OWN website in images and words, and then present it back to all the teams at quarter after.

Model Analysis: Visual Rhetoric of Globalization Remarks here that shows food culture and globalization – from a Sweden perspective. Patrik, perhaps I will introduce this slide and then you can offer the model rhetorical analysis? How does it work in terms of doxa and rhetorical appeals? Why did we choose this and how can it be a model for how students might choose a text that embodies cultural values quite strongly? Discuss this website by looking at the visual texts together for their rhetorical strategies of persuasion and their use of DOXA or those deeply held values that we hold to be true.

Model Analysis: Visual Rhetoric of Globalization Alyssa could comment here -- The IKea website continued – notice the last resort provides the option of “stereotypical American food” – as a last resort! Trying to appeal to audience but yet trying to encourage a new eating habit

Model Analysis: Possible Response to McDonald’s Patrik explains this model of response to McDonald’s - as a model for what students might do with their teams

Model Analysis: Possible Response to McDonald’s Patrik explains this model of response to McDonald’s - as a model for what students might do with their teams

Your Team’s Task Today Alyssa concludes here, with directions You will have a chance, with your team, to analyze how McDonald’s creates a visual argument for each country – revealing nomos and doxa. Sometimes the corporate top level dictates the design; other times the country is complicit in or collaborates in the design of the website. Please consult your lesson plan handout. Each side will have a chance to go to the McDonald’s pull-down menu and select one website to bring back for analysis as a team, together, across both countries. After you work through the analysis questions, then turn to your collaborative activity on the second side of your lesson plan. PLEASE keep to time, and begin this activity at 10 am or 7 pm. At quarter past, all teams will reconnect here and share their work A few technical notes: Begin with Getting to Know you questions: type names and emails on whiteboard. Hold products up to Camera. When you turn to pick a website, follow the link off the CCR website. You can then take a screen shot and put it in your whiteboard, or you can look at the website outside Marratech. -When saving your work at the end of the collaborative activity, export as JPG, email to Alyssa/ Chris alfano - If you have any technical difficulties, just ask one of us! Rhetorical Analysis of McDonald’s –1 country each Compare visual rhetoric of DOXA (cultural values) Design a Website in RESPONSE; convey your learning Present your work to all the groups