1. Writing a Rhetorical Analysis
Discovering the Secret Agenda

2. Aristotle, whom we refer to as the Father of Modern Rhetoric, taught that writing (or speech) does not exist in a vacuum.
There is, first and foremost, a messenger, with an agenda all his own; next, there is a reader (or listener) for whom the message is tailored; and finally there is the message (either a text or a speech), created for a specific audience.
Aristotle’s idea may be represented as follows:

3. Writer
Reader
Text
Rhetorical Triangle

4. In order to communicate a message persuasively, the writer needs to understand his/her audience, and to actively envision them—to anticipate their needs.
The writer determines what methods she will use to communicate the ideas. This is called determining rhetorical stance, i.e., determining the relationship that will exist between the writer and the reader.

5. One important determination is what TONE (or PERSONA) to adopt
One important determination is what TONE (or PERSONA) to adopt. Will the writer’s tone be formal or informal? Will the writer come across as a superior or as an equal, as an onlooker or as a participant, as an expert or as a concerned citizen, etc.?
The writer makes such determinations because he/she has an agenda.
Why would he adopt a conversational tone?
Why would he take a formal approach?
Why would he present himself as an expert?
How would he present the same material (a) to a middle school student, and (b) to a college student?

6. Establishing Tone
What are some of the methods that a writer uses to establish an informal tone?
Simple vocabulary
Contractions
First and second person pronouns
What are some of the methods that a writer uses to establish a formal tone?
Complex vocabulary
Academic jargon
Absence of contractions
Third person pronouns

7. The Three Appeals
There are essentially three ways of appealing to an audience:
1. Emotion
2. Logic / Reason
3. Ethics / Morality
Of these three methods, the least honest method is the emotional appeal, and the most honest is the logical. However, a good academic paper will reflect all three, with logic at its core.
In an academic paper it is important, when using the three appeals, to be scrupulously honest and to avoid logical and emotional fallacies.
- Pathos
Logos
Ethos

8. How to analyze Style Anecdote Analogies Facts Expert backing
There are, of course, numerous methods which writers use to win over a reader, or to draw the reader into the text in an effort to persuade readers to accept the writer’s point of view. They do it by using style
What are some of these methods?
Anecdote
Facts
Statistics
Vocabulary
Visuals
Analogies
Expert backing
Citing authorities
Honesty
Balance, etc.

9. Understanding , as we now do, the meaning of “rhetorical stance,” we are equipped to analyze a piece of writing.
Thinking back to the Aristotelian Triangle, think in terms of the Writer, the Reader, and the Text.

10. Rhetorical Analysis WRITER READER TEXT Who is the writer?
What are her personal biases?
Is she a conservative or a liberal?
Is she qualified to address her topic?
What qualifies her (degree, experience)?
Is she honest?
READER
Who is the intended reader?
How do you know?
Why has this reader been targeted?
What is expected of the reader?
Rhetorical
Analysis
TEXT
How is the text tailored to its readers?
Which of the three appeals is used?
What rhetorical methods are employed?
Why?
Is the text effective?

11. If I were to write an analysis of a short article, I would structure it as follows:
Introduction – A general judgment of the work(s).
Readers – General observations about the intended readers, why they have been targeted, and what the writers expects of them.
Text – How the writer has appealed to the readers, the tone she has adopted, and what methods she has used to manipulate their thinking, with specific examples and comments.
Conclusion--A summary of my findings, with specific judgments about the article and its effectiveness.

12. PowerPoint Presentation by Mark A. Spalding, BA, MEd, MA (2009).
The End
PowerPoint Presentation by Mark A. Spalding, BA, MEd, MA (2009).