com155 Flashcards
Logos
Logic and reasoning appeal (presenting arguments rationally to show exigence of solution usually w evidence)
Ethos
Ethical (credibility) appeal (attaching argument to speaker’s history and choices)
Pathos
Emotional appeal (persuading audience to convince them of solution through emotions)
Five canons of rhetoric
Invention, arrangement, style, memory, delivery
Invention
Researching and planning materials
Arrangement
Developing the structure of how the materials will be presented
Style
Figuring out how to present arguments through language and rhetorical devices
Memory
How speaker can present materials without relying heavily on notes
Delivery
Physical and vocal presentation including gestures, tone and pace
Referential function
Focusing on context
Phatic function
Focusing on social relationships
Emotive function
Focusing on feelings and emotions
Poetic function
Focusing on quality of language and its purpose
Conative function
Focusing on receiver and command/influencing actions
Ad hominem fallacy
Attacking individual instead of argument
Straw man fallacy
Misrepresenting someone’s argument to make it easier to attack
Appeal to authority
Citing authority figure who is not actual authority on subject
Slippery slope
Arguing that first step will lead to chain of negative responses
Bandwagon
Arguing claim is true because many people believe in it
Red herring
Introducing irrelevant topic to divert attention from actual issue
Deliberative rhetoric
Rhetoric that aims to persuade audience’s actions used in political speeches (looking at future)
Forensic rhetoric
Rhetoric that is concerned with determining justice (looking at past)
Epideictic rhetoric
Rhetoric that is focused on blame or praise used in ceremonial contexts (looking at present)
Rhetoric
System of rules and practices of communication used to produce effect
Irony
Using language that normally signifies opposite for humorous effect
Exigence
What motivates someone to speak about situation
Cluster criticism
Seeing how communication works within groups
Frame analysis
Analyze how individuals make sense of communication
Genre critcism
Studying how communication fits into specific categories
Narrative criticism
Discussing storytelling and structure of communication focusing on plot, theme, characters
Sequentiality
Order in which events are arranged
Directionality
Movement of something in specific direction
Ideological criticism
How ideologies shape and are expressed in communication
Policy
A set of rules adopted to achieve goals
Polity
A system of government that structures how a group is governed
Coloriusm
Bias favoring lighter skin tones in media
Either or fallacy
Presenting only two options when more exist
Begging the question fallacy
When the premise assumes truth of conclusion
Hasty generalization fallacy
Making assumption based off of little evidence
Linguistic misunderstanding
Misunderstanding from language related issues (vocab, grammar, pronunciation)
Textuality/composition misunderstanding
Misunderstanding from how text is structured or presented (contextual, cohesion, genre）
Aesthetic misunderstanding
Misunderstanding from creative expression (symbolism, historical context, artistic intention)
Denying the antecedent fallacy
If “a” then “b” not “a” therefore not “b”
Undistributed middle fallacy
All “a” are “c” all “b” are “c” therefore all “a” are “b”
Questionable cause fallacy
Incorrectly assuming one event causes another because they occur together
Media and rhetoric in three senses
In (rhetoric in media), through (media under influence of rhetoric), within (persuasive potential of media)
What can we gain through study of rhetoric in media?
Examining dewesternization, widening understanding of persuasive methods, enlarging spectrum of meaningful activities
Three kinds of audience (aristotle)
Judge, stakeholder, observer
Types of real audiences
Immediate (face to face), mediated (physically away), self (meditation)
Types of imagined audiences
Universal (public), ideal (targeted audience), implied (not actual audience), on the web
What are three factors to consider about your audience?
Demographic (related to population), sociographic (related to social class), psychographic (related to personality)
What are the three types of research texts?
Primary, secondary (responses to primary), tertiary (scholar generated)
What do researchers pay attention to?
Context, creation of speech, text and delivery, reception and response
Commodifying soft power
Turning cultural assets produced in the nation and using it for international promotion
How can soft power be effective?
It has to primarily target policy making figures rather than subcultural audiences
What makes up rhetorical situation?
Audience, author, purpose, exigence, message, delivery method
Advertising as cuddling
Purpose of ad is to build relationship with audience (appealing to emotions and values)
Advertising as punching
Purpose of ad is to make people stop and notice (using shock, humor, controversy, etc)
What is the traditional consumer behavior model?
AIDMA (attention, interest, desire, motive, action)
What is the new consumer behavior model?
AISAS (attention, interest, search, action, share)
USP (unique selling proposition)
Distinct feature that makes brand stand out from others
Structure vs agency
What texts say vs how they say it
Three key points of analyzing media texts
How texts carry meaning and how they are carried out, analyzing audiences and their engagement with text, analyzing political social economic contexts in which texts are produced
Representational function
Focus on conveying info
Orientational function
Focus on social roles
Organizational function
Focus on structure and managing discourse
Metonymy
When something is referred to by name of something closely related ot it
Synecdoche
When a part is used to represent the whole
Anastrophe
When words are arranged in unusual order to draw attention or create specific tone
Asyndeton
When connecting words are left out (like, and) to create faster dramatic effect
Ellipsis
When something is left out because it is not needed to understand meaning
Pleonasm
When more words are used than necessary to express an idea
Juxtaposition
When two things are placed close together to highlight differences or similarities
How are graphic novels different from comics?
Graphic novels focus on social themes using less complicated graphic styles that are told in a standalone story, whereas comics use recurring characters and repetitive narrative styles that are told over many issues
