1. Rhetoric: Understanding how images and speech shape knowledge Sonja Lind Education 125 February 8, 2010

2. Rhetoric: Way of persuading others

3. There are many ways to build meaning

4. We build meaning... Not only with words

5. We build meaning...

9. Essentially we build meaning by connecting something to something else

10. Example:

13. Artists may play with these connections … … by introducing surprising or unexpected connections

17. We learn to read images and videos the same way we learn to read text...... by making connections

18. Connections in video: double illusion 1 – moving (connecting frames) 2 – scene (connecting shots)

19. The Kuleshov Effect

26. The public raved about the acting of the artist. They pointed out the heavy pensiveness of his mood over the forgotten soup, were touched and moved by the deep sorrow with which he looked on the dead woman, and admired the light, happy smile with which he surveyed the girl at play.

27. Meaning is constructed by association

28. Connection between structural elements Compositional

29. Left to right

30. The Creation of Eve (Lorenzo Maitan)

31. The Creation of Eve (Michelangelo)

34. Top/Bottom

38. Gorgias' “Econium of Helen”

40. Helen of Troy's beauty was known as the cause of the Trojan War between Greece and Troy. Under the influence of Aphrodite, the Goddess of Love, Helen allowed Paris, a Trojan prince, to persuade her to elope with him.They went to Troy, and Helen was blamed for starting the war.

41. Gorgias – defending Helen Main argument: “speech is a powerful lord” language is all-powerful, like magic or drugs

42. Four defenses of Helen's innocence? 1. 2. 3. 4.

43. Four defenses of Helen's innocence? 1. by the gods (fate) 2. by physical force (rape) 3. by speech (persuading her) 4. by love

44. Ha! “I have by means of speech removed disgrace from a woman … I wished to write a speech which would be a praise of Helen and a diversion to myself.”

45. Tufte's “PowerPoint is Evil”

46. Main arguments against PowerPoint?

47. Writing “will produce forgetfulness in the minds of those who learn to use it, because they will not practice their memory. Their trust in writing, produced by external characters which are no part of themselves, will discourage the use of their own memory within them. You have invented an elixir not of memory, but of reminding; and you offer your pupils the appearance of wisdom, not true wisdom.” - Plato's Phaedrus

48. Byrne's “Learning to Love PowerPoint”

49. Main arguments for PowerPoint?

50. Similarities?

52. Rhetoric? A final definition?

53. Lecture adapted from: “Video literacy from a social semiotic perspective” By Vilson J. Leffa leffav@gmail.com http://www.leffa.pro.br