Final Exam Flashcards
Visual Rhetoric
rhetorical forms that are other than language or that include more than language, can also be encountered through other senses
example: American flag
Visual culture
a culture that is distinguished by the ubiquity of visual forms of communication that appear in multiple media outlets at the same time
example: television, commercial and noncommercial web pages, tablets, cell phones, and magazines
presence
immediacy, the creation of something in the front of an audience’s consciousness
acts on sensibility
rhetoric of display
rhetoric that makes ideas present through visual display
iconic photographs
photographic images produced in print, electronic, or digital media that are 1. Recognizable by everyone within a public culture 2. Understood to be representation of historically significant events 3. objects of strong emotional identification and response and 4. regularly reproduced or copied across a range of media, genres, and topics
Body rhetoric
rhetoric that foregrounds the body as part of the symbolic act
image events
staged acts… designed for media dissemination
reading strategies
- dominant reading
- negotiated reading
- oppositional reading
dominant reading
(preferred, hegemonic meaning) reading in which a reader takes the “connoted meaning … full and straights … the viewer is operating independently the dominant code
- does not challenge ideology behind message or way it maintains hegemonic power
negotiated reading
reading in which the viewer accepts some of the hegemonic meaning, but also recognizes some exceptions
- denotational meanings are understood but some connotational meanings are challenged
oppositional reading
reading in which the viewer correctly decodes the devotional and connotational meaning of a text, but challenges it from an oppositional perspective
persona
the ethos, roles, identity and image a rhetor constructs and performs during a rhetorical act
performance
all the activity of a given participants on a given occasion which serves to influence in any way any of the other participants
ethos
the character of a rhetor performed in the rhetorical act and known by the audience because of prior interactions
roles
perform different personas, each calling for to the audience
identity
the physical and/or behavioral attributes that make a person recognizable as a member of a group
publics
people coming together to discuss common concerns, including concerns about who they are and what they should do
counterpublics
parallel discursive arenas where members of subordinated social groups invent and circulate discourse to formulate oppositional interpretations of their identities , interests and needs
public screen
the constant circulation of symbolic action enabled by the relatively new media technologies of television, computers, photography, film, internet, and smart phones
strong publics
public whose discourse encompasses both opinion formation and decision making
weak publics
public whose deliberatively practice consist of exclusively in opinion formation and does not encompass decision making
enclaved publics
publics that conceal their “antiestablishment ideas and strategies In order to avoid sanctions but internally produce lively debate and planning”
oscillating publics
publics that exist to “engage in debate with outsiders and to test ideas”
networked publics
interconnected publics and counter publics formed or strengthened as a result of the communication practices enabled by the internet and social media
