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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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