Multimodal+Rhetorical+Analysis

Multimodal texts combine more than one language mode, representing a collage of textual, visual, and auditory elements. The purpose of this assignment is to encourage you to perform a rhetorical analysis of a multimodal text, craft an effective thesis statement, and explore argumentative strategies with support. This assignment will enable you to question the voice, audience, and purpose of a multimodal text.

What is considered multimodal? Many web pages on the Internet qualify as multimodal texts, although not all of them are persuasive. You must find a nonfiction text with a persuasive or rhetorical motive that combines more than one language mode. Many of these texts can be found on political, corporate, governmental (ex. city, state, departments, agencies, military, etc.), higher education/institutional (ex. universities) and special interest sites (ex. music and film reviews or environmental or humanitarian advocacy). Please strive to select one page on a particular site, although you may discuss the rhetorical effectiveness of the site as a whole when crafting your argument. You must seek my approval of your multimodal text before writing your assignment.
 * Selecting a Text**

Is the rhetorical analysis the same as a five-paragraph essay? Not necessarily, but rhetorical analysis can draw upon many of the same strategies and techniques that are typically found in a five-paragraph essay. The essential features of your rhetorical analysis must include (as noted in //Writing Today//, pg. 144):
 * The Rhetorical Analysis**
 * An //i////ntroduction// that identifies the subject of your analysis, states your purpose and main point (thesis statement), offers background information on the subject, and stresses its importance.
 * An //explanation of the rhetorical concepts// that you will use to analyze the subject.
 * A //description or summary of your subject// that sets it in a historical context.
 * An //analysis of the subject// through the chosen rhetorical concepts.
 * A //conclusion// that states or restates your main point (thesis statement) and looks to the future.

Highlighting the use of Aristotle's appeals is useful and effective method in rhetorically analyzing a text. Analyze your multimodal texts with these appeals in mind. Also called proofs, Aristotle's appeals include (also noted in Writing Today, pg. 147):
 * Logos (reasoning): appealing to readers' common sense, beliefs, or values
 * Ethos (credibility): using the reputation, experience, and values of the author or an expert to support claims
 * Pathos (emotion): using feelings, desires, or fears to influence readers


 * Evaluation**
 * Analysis – Writing displays specific and developed analysis with insightful observations
 * Thesis/argument – The writing is focused and driven by an argumentative statement
 * Supporting Details – Information and details effectively support the topic/argument
 * Coherence – The writing is logically organized and displays effective flow
 * Grammar/mechanics – The writing is well-edited and does not include errors in punctuation, grammar and/or spelling

In addition to fulfilling the essential features and appeals listed above, ensure that your multimodal rhetorical analysis fulfills the following requirements:
 * Basic Requirements**
 * Length – At least five typed double-spaced pages. Follow MLA style formatting and documentation (12 pt Times New Roman font and 1 in. margins).
 * Audience – Please write to an audience that lies somewhere between your classmates and your instructor. In short, this writing should be academic and sophisticated, yet conversational at the same time.

Writing Guide
To help guide your questions, you may want to consider the following ideas and concepts:

General things to look for:
 * Topic: what is the topic of the article?
 * Issue: does the author identify an issue? Does the author identify a problem?
 * Stance: does the author take a stance on the issue? Why or why not? How?
 * Solution: does the author provide a solution to the issue/problem?

Context: what do we need to know in order to understand the article? Do not assume the reader is already familiar with the context/topic/issue.

The use of Proofs/Aristotle's Appeals (from //Writing Today//) Reasoning:Logos
 * More than logic contribute to logos. For example, logos may involve appealing to common sense and using examples. Some examples may include:
 * 1) If...then: “If you believe X, then you should Y also.”
 * 2) Either...or: “Either you believe X, or you believe Y.”
 * 3) Cause and effect: “X is the reason Y happens.”
 * 4) Cost and benefits: “The benefits of doing X are worth/not worth the cost of Y.”
 * 5) Better and worse: “X is better/worse that Y because...”
 * 6) Examples” “For instance, X and Y demonstrate that Z occurs.”
 * 7) Facts and data: “These facts/data support my argument that X is true or Y is false.”
 * 8) Anecdotes: “X happened to these people, thus demonstrating Y.”

Credibility, authority, or character: Ethos
 * Remember that ethos is also the basis for “ethics.” An author may emphasize authority through the following:
 * 1) Personal experience: “I have experienced X, so I know it's true and Y is not.”
 * 2) Personal credentials: “I have a degree in Z” or “I am the director of Y, so I know about the subject.”
 * 3) Good moral character: “I have always done the right thing for the right persons, so you should believe me when I say that X is the best path to follow.”
 * 4) Appeal to experts: “According to Z, who is an expert on the topic, X is true and Y is not true.
 * 5) Identification with readers: “You and I come from similar backgrounds and we have similar values; therefore, you would likely agree with me that X is true and Y is not.”
 * 6) Admission of limitations: “I may not know much about Z, but I do know that X is true and Y is not.”
 * 7) Expression of good will: “I want what is best for you, so I am recommending X as the best path to follow.

Emotion: Pathos
 * How does the author use emotions to appeal to readers? “The psychologist Robert Plutchik suggests there are eight basic emotions: joy, acceptance, fear, surprise, sadness, disgust, anger, and anticipation” (//Writing Today//, 149). Emotional appeals may come in the form of:
 * 1) Promise of gain: “By agreeing with us, you will gain trust, time, money, love, advancement, reputation, comfort, popularity, health, beauty, or convenience.”
 * 2) Promise of enjoyment: “If you do things our way, you will experience joy, anticipation, fun, surprises, enjoyment, pleasure, leisure, or freedom.”
 * 3) Fear of loss: “If you don't do things this way, you risk losing time, money, love, security, freedom, reputation, popularity, health, or beauty.”
 * 4) Fear of pain: “If you don't do things this way, you may feel pain, sadness, grief, frustration, humiliation, embarrassment, loneliness, regret, shame, vulnerability, or worry.”
 * 5) Expressions of anger or disgust: “You should be angry or disgusted because X is unfair to you, me, or someone else.”

Multimodality (adapted from Adsanatham, 2012)
 * Which modes are present? (Ex. Text, images, audio, video, etc.)
 * Are there relationships between these modes? Do they complement or contradict each other?
 * How do design choices impact meaning and the audience's perception of the text?
 * How do these modes work to cohere the overall message?

The. purpose of a rhetorical analysis is to show how rhetorical strategy (language, tone, organization, appeals, supporting evidence, examples...) is used to achieve purpose with a certain audience.
 * Rhetorical Analysis** (courtesy of the Write Place, St. Cloud State University)

• What motivated the author to choose this particular subject? • What has already been mentioned about the subject in the past?
 * Context**

• What does the autho·r want the readers to be able to do, think, feel, or decide?
 * Purpose**

• Who are the intended audience and what are their expectations?
 * Audience**

• The sense of need or urgency for an argument. • The appropriateness of a particular argument for a particular, time, place, and audience.
 * Exigency**

• What is the style of the piece? Formal? Informal? Academic? • Is the piece serious? Humorous? Satirical? Critical? Explanatory?
 * Style**

• What kinds of evidence-:-facts, statistics, anecdotes-does the author use? • How does the author use supporting evidence to appeal to the reader? Are these appeals logical and rational? Emotional? A combination of the two? • What does the selection of details tell you about the author's assumption of the knowledge and experience of the audience?
 * Rhetorical Analysis of Content**

• How does the organization of the text help fulfill its purpose? • What cueing devices are used to emphasize important points and to guide the reader through the essay? Do visual clues-headings, spacing, listing-help organize the text for the reader, or emphasize (or de­ emphasize) certain points? • Is the information clustered or segmented in a way meaningful to readers and compatible with purpose? Does the clustering of information follow established patterns (e.g., classification, description, comparison, contrast, problem/solution, and so on)?
 * Rhetorical Analysis of Organization**

• How does the language of the text help the text fulfill its purpose for the readers? How do the following uses of language influence the text? 1) c;oncrete versus abstract words 2) level of technicality 3) formality (e.g., highly formal, use of slang) Be specific. • How does the author use language to establish a certain tone? Be specific. • What kinds of sentences does the author use? Simple, complex? Long, short, medium? Varied? Why? Does the author use topic sentences or forecasting statements to guide readers? Give examples.
 * Rhetorical Analysis of Expression**

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