E-Rhetoric Writing for Electronic Delivery ACU

What is rhetoric?

Rhetoric is the art of persuasion

The new rhetoric: ERhetoric Web sites Web sites Digital media: videos, movies, podcasts, photos and other images Digital media: videos, movies, podcasts, photos and other images Presentation programs: PowerPoint, Keynote Presentation programs: PowerPoint, Keynote Social media: Blogs, instant messaging, texting and online communities such as Facebook, Twitter and Myspace Social media: Blogs, instant messaging, texting and online communities such as Facebook, Twitter and Myspace

Brevity works Twitter message – 140 characters Twitter message – 140 characters Lord’s Prayer – 56 words Lord’s Prayer – 56 words Gettysburg Address – 266 words Gettysburg Address – 266 words Ten Commandments – 297 words Ten Commandments – 297 words Declaration of Independence – 300 words Declaration of Independence – 300 words Box of breakfast cereal – 1,200 words Box of breakfast cereal – 1,200 words U.S. government order on pricing cabbage – 29,911 words U.S. government order on pricing cabbage – 29,911 words

Rhetorical strategies for making online content persuasive Well-written content Well-written content Information architecture Information architecture Navigation Navigation Visuals Visuals

E-rhetoric Bringing together Bringing together Text Text Photos Photos Illustration Illustration Typography Typography Animation Animation Navigation Navigation Links Links Audio and Video clips Audio and Video clips For the purposes of persuasion on the Web For the purposes of persuasion on the Web

Four C’s of Web Content (Rhetorical Strategies) Credibility Credibility Clarity Clarity Conciseness Conciseness Coherence Coherence Sound familiar?

Credibility Criteria for evaluation of credibility Criteria for evaluation of credibility Authority Authority Accuracy Accuracy Objectivity Objectivity Currency Currency Coverage and intended audience Coverage and intended audience

Credibility and promotional text “You’ll be glad you’ve landed on the “Tax Info for You” page. Because here you’ll find tax tips for individuals – for folks just like you.” OR “The Tax Info For You page is designed to help you through the process of filing your federal income tax.”

Tips for Credibility Avoid marketing language and hype Avoid marketing language and hype Don’t be overly chatty or informal Don’t be overly chatty or informal Skip the humor Skip the humor Include logo on each page Include logo on each page Eliminate typos, grammar and spelling mistakes Eliminate typos, grammar and spelling mistakes

Credibility? Southeast Christian Church -- bio

Clarity Online text Online text Short sentences, short words Short sentences, short words Active voice Active voice Concrete Concrete No adverbs (smile happily?) No adverbs (smile happily?) Worldwide audience considerations Worldwide audience considerations Presentation Presentation Title Title Headers Headers Bold Bold Captions for figures, photos, etc. Captions for figures, photos, etc.

Conciseness Brief but thorough Brief but thorough Consider drive-thru readers Consider drive-thru readers Consider how your audience will use the info you provide Consider how your audience will use the info you provide

Coherence Even though the Web is non-linear, readers look for cues that will lead them on a path through the text Even though the Web is non-linear, readers look for cues that will lead them on a path through the text The value of repetition The value of repetition Use of headers, bullets to guide readers Use of headers, bullets to guide readers

For next class Assignment on the course blog about Erhetoric. Assignment on the course blog about Erhetoric. Read chapters 1 and 2 in The Elements of Style and do the exercise on the course blog. Read chapters 1 and 2 in The Elements of Style and do the exercise on the course blog. Lab meets on Thursday Lab meets on Thursday