Research Methods- Chapter 17 (Final Exam)

Chapter 17- Rhetorical Approaches to Comm Research
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Chapter 17- Rhetorical Approaches to Comm Research
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Rhetorical Criticism
systematic method for describing, analyzing, interpreting, evaluating the persuasive force of messages in text
-purpose of message
-context of message
-social criticism
-theory-building
-persuasion effectiveness
primary, secondary, & extra texts
primary text: principal sources from which rhetorical data that critics examine are derived
-secondary texts: separate texts that comment upon and refer back to a primary text
-extra text: texts made possible by contemporary technology that accompany and are sometimes embedded within primary texts
Critique
critical analysis which is guided by rhetorical theory
5 types of rhetorical criticism
what message is being attempted w/ the text? then, what are the persuasive strategies are being used?
-Aristotelian rhetoric
-narratives and rhetorical criticism
-burkean criticism
-cultural criticism
-semiotics (are they using symbols?)
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Method Describes/understands communication as it relates to....
-Aristotelian Rhetoric: The persuasive ability of a text by Aristotle's criteria
-Narrative and Rhetorical Criticism: The narrative or mythic elements in a text
-Burkean Criticism: How symbolic actions construct ideas of reality, based on Burke's ideas of social tension
-Cultural Criticism: Injustices, methods of marginalization, and forms of oppression as these are expressed and supported by various texts
-Semiotics: How reality is constructed through the use of symbol systems
Aristotelian Rhetoric
analyze by Aristotle's 5 criteria:
1. invention (development of persuasion)
-ethos, pathos, logos
-main ideas, lines of arguments, content
2. arrangement/disposition (organizational structure)
3. elocution (style): language, words
4. delivery (nonverbal): nonverbal, presentation
5. memory (recall): is the speaker in control?
Narrative Rhetorical Criticism
What are the stories being told?
1. narrative coherence
-consistency, does the narrative have a consistent story time w/ believable characters?
-void of gross exaggerations
2. narrative fidelity
-the extent to which a story aligns w/ your own values, beliefs, experiences of an individual
3. mythical analysis
-the myths that are used to display a deeper truth about humanity
4. heros/heroines journey
-identifying who the person is through a person, does that person grow?
American monomyth
a narrative formula described by Fisher which is characterized by celebration of lone male heroes
Burkean Criticism
Kenneth Burke: "all comm is a dramatic event"
5 elements:
-act (particular message)
-purpose (reason for message)
-agent (person communicating)
-agency (medium)
-scene (context)
Dramatismform of rhetorical criticism which views are shared human experience as an ongoing dramanorms of perfectiona third source of social tension in which the social order imposes impossible ideals regarding beauty, wealth, etcguilt-redemption rhetoricthe idea that because guild regardless of its source, threaten the social fabric it must be purged and redeemedmortificationa method of redeeming guilt in which one claims responsibility for social tension and accepts the consequences of admissiontranscendencea method of redeeming social tension in which one redefines the source of guilt so that it no longer produces social tensionCultural Criticism-oppression/phenomenon -primarily practiced by feminists, Marxists, members of ethnic and linguistic minorities, and members of LBGTQ community -analysis of injustices, marginalization, and oppression w/n various texts -subtext- this is the goal (if you're analyzing you're looking for subtext which is an implicit message, what is the hidden meaning?) *usually intended for those in the oppressionSemiotics3 principles -language is symbolic system represents reality -through use of language we assign meaning -meaning is influenced by cultural experiences -if you have a text that used symbols/social codes -study of symbols and how they are used to make sense of something -symbols are objects that represent an idea, belief, or action often unique to the culture -social coes concern taset (implied knowledge w/o being stated) of the social world