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Rhetorical Analysis By Hannah Canonigo and Catherine Trinidad What is“Rhetoric”? In ancient Greece Aristotle (384-322 B.C.E) defined Rhetoric as, “the faculty of observing in any given case the available means of persuasion” PERSUASION, convincing audiences that the speaker is probably right...

Rhetorical Analysis By Hannah Canonigo and Catherine Trinidad What is“Rhetoric”? In ancient Greece Aristotle (384-322 B.C.E) defined Rhetoric as, “the faculty of observing in any given case the available means of persuasion” PERSUASION, convincing audiences that the speaker is probably right. He divided rhetoric into two general areas: PUBLIC SPEAKING and LOGICAL DECISION, in which he suggested the three modes of persuasion: MODE OF PERSUASION PERSUASION BASED UPON Personal character of speaker ETHOS (credibility) Speaker stirring emotions in PATHOS listeners LOGOS Logical arguments in speech RHETORIC AND THE MASS MEDIA Rethoric is embedded in all forms of media and communication, which it involves the use of language, symbols, and images to influece audiences, shape public opinion, and drive behavior. This is not just about transmitting information; it also serves to persuade, influence, and sometimes manipulate audiences. Mass Media is the vehicle through which rhetorical messages are amplified to reach larger audiences. Channels such as television, radio, newspaper, and digital platforms serves as the battleground where different voices compete to persuade and influence society that plays an important role in shaping our consciousness.  COMMUNICATION PROCESS Arthur Berger suggested that there are five focal points in communication, based on the well known model of communication process by Roman Jakobson and Harold Lasswell: the artist (creator) the work of art the audience the medium used by the artist America (or any society)  CONTEXT MESSAGE SENDER RECEIVER CONTACT (MEDIUM) CODE Jakobson suggested that messages can have a number of functions: The referential function, involving the surroundings in which senders find themselves The emotive function, involving the emotions expressed by senders The poetic function, involving the use of literary devices such as metaphor and metonymy by senders  THEORIES OF COMMUNICATION LASSWELL BERGER JAKOBSON Who? Artist Sender Say what? Artwork (Text) Message In which channel? Medium Contact To whom? Audience Receiver With what effect? America (society) Meaning CERTEAU ON SUBVERSIONS BY READERS AND VIEWERS In his book The Practice of Everyday Life (1980), he introduces the idea that individuals are not merely passive receivers of media content but rather actively subvert and re-appropriate what they consume for their own purposes. He emphasizes the agency of individuals in how they consume media. He argues that people engage in “tactics” to re-appropriate and reinterpret the media texts presented to them. MICHEL DE CERTEAU RHETORICAL DEVICES ALLEGORY - Narratives in which abstract ethical and philosophical beliefs are represented by characters and events — that is, made concrete. ALLITERATION - Using a number of words in a passage that start with the same letter or that repeat some vowel. AMBIGUITY - Statements whose meaning can be several different things. It can be intended or inadvertent, but in both cases it can lead to misunderstandings. COMPARISON - Analyzes two or more things, using an established logical system. DEFINITION - Lexical or Dictionary - refer to the way words that are conventionally used. - Stipulative - refer to a definition given for the purposes of argument. - Operational - do not rely on words but offer a list of operations to perform that will lead to an understanding of what is being defined. RHETORICAL DEVICES ENCOMIUM - Praises a thing (or a person) by dealing with its inherent qualities. This is a widely used technique in advertising. EXEMPLIFICATION - Often use examples to support our position in some argument. IRONY - Involves using words to convey the opposite of what they literally mean. METAPHOR - Uses analogy to generate meaning. METONYMY - Uses association to generate meaning. RHYME - The repetitive use of words with similar terminal sounds is a commonly used device to attract people’s attention and help them remember things. RHYTHM - Refers to patterned and recurring alternations, at various intervals, of sound or speech elements. SIMILE - A weaker form of metaphor, using like or as. SYNECDOCHE - A weaker form of metonymy in which part is used to stand for the whole or vice versa. QUIZ Thank you! By Hannah Canonigo and Catherine Trinidad