For many people, particularly those in the media, the term “rhetoric” has a largely negative connotation. A political commentator, for example, may say that a politician is using “empty rhetoric” or that what that politician says is “just a bunch of rhetoric.” What the commentator means is that the politician’s words are lacking substance, that the purpose of those words is more about manipulation rather than meaningfulness. However, this flawed definition, though quite common these days, does not offer the entire picture or full understanding of a concept that is more about clearly expressing substance and meaning rather than avoiding them.

This chapter will clarify what rhetorical analysis means and will help you identify the basic elements of rhetorical analysis through explanation and example.

WHAT IS RHETORICAL ANALYSIS?

Simply defined, rhetoric is the art or method of communicating effectively to an audience, usually with the intention to persuade; thus, rhetorical analysis means analyzing how effectively a writer or speaker communicates her message or argument to the audience. The ancient Greeks, namely Aristotle, developed rhetoric into an art form, which explains why much of the terminology that we use for rhetoric comes from Greek.

The three major parts of effective communication, also called the Rhetorical Triangle, are ethos, pathos, and logos, and they provide the foundation for a solid argument. As a reader and a listener, you must be able to recognize how writers and speakers depend upon these three rhetorical elements in their efforts to communicate. As a communicator yourself, you will benefit from the ability to see how others rely upon ethos, pathos, and logos so that you can apply what you learn from your observations to your own speaking and writing.

Rhetorical analysis can evaluate and analyze any type of communicator, whether that be a speaker, an artist, an advertiser, or a writer, but to simplify the language in this chapter, the term “writer” will represent the role of the communicator.

WHAT IS A RHETORICAL SITUATION?

Essentially, understanding a rhetorical situation means understanding the context of that situation. A rhetorical situation is made up of a handful of key elements, which should be identified before attempting to analyze and evaluate the use of rhetorical appeals. These elements consist of the communicator in the situation (such as the writer), the issue at hand (the topic or problem being addressed), the purpose for addressing the issue, the medium of delivery (e.g.–speech, written text, a commercial), and the audience being addressed.

Answering the following questions will help you identify a rhetorical situation:

• Who is the communicator or writer?

• What is the issue that the writer is addressing?

• What is the main argument that the writer is making?

• What is the writer’s purpose for addressing this issue?

 ◦ To provoke, to attack, or to defend?

◦ To push toward or dissuade from certain action?

◦ To praise or to blame?

◦ To teach, to delight, or to persuade?

• What is the form in which the writer conveys it?

◦ What is the structure of the communication; how is it arranged?

◦ What oral or literary genre is it?

◦ What figures of speech (schemes and tropes) are used?

◦ What kind of style and tone is used and for what purpose?

◦ Does the form complement the content?

◦ What effect could the form have, and does this aid or hinder the author’s intention?

• Who is the audience?

◦ Who is the intended audience?

◦ What values does the audience hold that the author or speaker appeals to?

◦ Who have been or might be secondary audiences?

◦ If this is a work of fiction, what is the nature of the audience within the fiction?

Identifying Purpose

In order to understand a rhetorical situation as both a reader and a writer, you first must identify the purpose of the writing.

The purpose for a piece of writing identifies the reason you write it by, basically, answering the question “Why?” For example, why write a play? To entertain a packed theater. Why write instructions to the babysitter? To inform him or her of your schedule and rules. Why write a letter to your congressman? To persuade him to address your community’s needs.

In academic settings, the reasons for writing typically fulfill four main purposes:

• to summarize
• to analyze
• to synthesize
• to evaluate

A summary shrinks a large amount of information into only the essentials, using your own words; although shorter than the original piece of writing, a summary should still communicate all the key points and key support of the original document without quoting the original text.

An analysis, on the other hand, separates complex materials into their different parts and studies how the parts relate to one another. In the sciences, for example, the analysis of simple table salt would require a deconstruction of its parts—the elements sodium (Na) and chloride (Cl). Then, scientists would study how the two elements interact to create the compound NaCl, or sodium chloride: simple table salt. In an academic analysis, instead of deconstructing compounds, the essay takes apart a primary source (an essay, a book, an article, etc.) point by point. It communicates the main points of the document by examining individual points and identifying how the points relate to one another.

The third type of writing—synthesis—combines two or more items to create an entirely new item. Take, for example, the electronic musical instrument aptly named the synthesizer. It looks like a simple keyboard but displays a dashboard of switches, buttons, and levers. With the flip of a few switches, a musician may combine the distinct sounds of a piano, a flute, or a guitar—or any other combination of instruments—to create a new sound.

The purpose of an academic synthesis is to blend individual documents into a new document by considering the main points from one or more pieces of writing and linking the main points together to create a new point, one not replicated in either document.

Finally, an evaluation judges the value of something and determines its worth. Evaluations in everyday life are often not only dictated by set standards but also influenced by opinion and prior knowledge such as a supervisor’s evaluation of an employee in a particular job.

Academic evaluations, likewise, communicate your opinion and its justifications about a particular document or a topic of discussion. They are influenced by your reading of the document as well as your prior knowledge and experience with the topic or issue. Evaluations typically require more critical thinking and a combination of summary, analysis, and synthesis skills.

You will encounter these four purposes not only as you read for your classes but also as you read for work or pleasure and, because reading and writing work together, your writing skills will improve as you read. Remember that the purpose for writing will guide you through each part of your paper, helping you make decisions about content and style.

When reviewing directions for assignments, look for the verbs that ask you to summarize, analyze, synthesize, or evaluate. Instructors often use these words to clearly indicate the assignment’s purpose. These words will cue you on how to complete the assignment because you will know its exact purpose.

Identifying the Audience

Imagine you must give a presentation to a group of executives in an office. Weeks before the big day, you spend time creating and rehearsing the presentation. You must make important, careful decisions not only about the content but also about your delivery. Will the presentation require technology to project figures and charts? Should the presentation define important words, or will the executives already know the terms? Should you wear your suit and dress shirt? The answers to these questions will help you develop an appropriate relationship with your audience, making them more receptive to your message.

Now imagine you must explain the same business concepts from your presentation to a group of high school students. Those important questions you previously answered may now require different answers. The figures and charts may be too sophisticated, and the terms will certainly require definitions. You may even reconsider your outfit and sport a more casual look. Because the audience has shifted, your presentation and delivery will shift as well to create a new relationship with the new audience.

In these two situations, the audience—the individuals who will watch and listen to the presentation— plays a role in the development of the presentation. As you prepare the presentation, you visualize the audience to anticipate their expectations and reactions. What you imagine affects the information you choose to present and how you will present it. Then, during the presentation, you meet the audience in person and discover immediately how well you perform.

Although the audience for writing assignments—your readers—may not appear in person, they play an equally vital role. Even in everyday writing activities, you identify your readers’ characteristics, interests, and expectations before making decisions about what you write. In fact, thinking about audience has become so common that you may not even detect the audience-driven decisions. For example, you update your status on a social networking site with the awareness of who will digitally follow the post. If you want to brag about a good grade, you may write the post to please family members. If you want to describe a funny moment, you may write with your friends’ senses of humor in mind. Even at work, you send emails with an awareness of an unintended receiver who could intercept the message.

In other words, being aware of “invisible” readers is a skill you most likely already possess and one you rely on every day.

Imagining your readers during each stage of the writing process will help you make decisions about your writing. Ultimately, the people you visualize will affect what and how you write. While giving a speech, you may articulate an inspiring or critical message, but if you left your hair a mess and laced up mismatched shoes, your audience would not take you seriously. They may be too distracted by your appearance to listen to your words.

Similarly, grammar and sentence structure serve as the appearance of a piece of writing. Polishing your work using correct grammar will impress your readers and allow them to focus on what you have to say.

Because focusing on audience will enhance your writing, your process, and your finished product, you must consider the specific traits of your audience members. Use your imagination to anticipate the readers’ demographics, education, prior knowledge, and expectations.

Demographics

These measure important data about a group of people such as their age range, their ethnicity, their religious beliefs, or their gender. Certain topics and assignments will require these kinds of considerations about your audience. For other topics and assignments, these measurements may not influence your writing in the end. Regardless, it is important to consider demographics when you begin to think about your purpose for writing.

Education

Education considers the audience’s level of schooling. If audience members have earned a doctorate degree, for example, you may need to elevate your style and use more formal language. Or, if audience members are still in college, you could write in a more relaxed style. An audience member’s major or emphasis may also dictate your writing.

Prior knowledge

This refers to what the audience already knows about your topic. If your readers have studied certain topics, they may already know some terms and concepts related to the topic. You may decide whether to define terms and explain concepts based on your audience’s prior knowledge. Although you cannot peer inside the brains of your readers to discover their knowledge, you can make reasonable assumptions. For instance, a nursing major would presumably know more about health-related topics than a business major would.

Expectations

These indicate what readers will look for while reading your assignment. Readers may expect consistency in the assignment’s appearance such as correct grammar and traditional formatting like double-spaced lines and legible font. Readers may also have content-based expectations given the assignment’s purpose and organization. In an essay titled “The Economics of Enlightenment: The Effects of Rising Tuition,” for example, audience members may expect to read about the economic repercussions of college tuition costs.

Selecting an Appropriate Tone

Tone identifies a speaker’s attitude toward a subject or another person. You may pick up a person’s tone of voice fairly easily in conversation. A friend who tells you about her weekend may speak excitedly about a fun skiing trip. An instructor who means business may speak in a low, slow voice to emphasize her serious mood. Or, a coworker who needs to let off some steam after a long meeting may crack a sarcastic joke.

Just as speakers transmit emotion through voice, writers can transmit a range of attitudes and emotions through prose–from excited and humorous to somber and critical. These emotions create connections among the audience, the author, and the subject, ultimately building a relationship between the audience and the text. To stimulate these connections, writers intimate their attitudes and feelings with useful devices such as sentence structure, word choice, punctuation, and formal or informal language. Keep in mind that the writer’s attitude should always appropriately match the audience and the purpose.

Choosing Appropriate, Interesting Content

Content refers to all the written substance in a document. After selecting an audience and a purpose, you must choose what information will make it to the page. Content may consist of examples, statistics, facts, anecdotes, testimonies, and observations, but no matter the type, the information must be appropriate and interesting for the audience and purpose. An essay written for third graders that summarizes the legislative process, for example, would have to contain succinct and simple content.

Content is also shaped by tone. When the tone matches the content, the audience will be more engaged, and you will build a stronger relationship with your readers. When applied to that audience of third graders, you would choose simple content that the audience would easily understand, and you would express that content through an enthusiastic tone.

The same considerations apply to all audiences and purposes.

Appealing to Your Audience

Once you know who your intended audience is and what your purpose is for writing, you can make specific decisions about how to shape your message. No matter what, you want your audience to stick around long enough to read your whole piece.

How do you manage this magic trick? Easy. You appeal to them. You get to know what sparks their interest, what makes them curious, and what makes them feel understood.

Aristotle provided us with three ways to appeal to an audience, and they’re called logos, pathos, and ethos. You’ll learn more about each appeal in the following chapters, but the relationship between these three appeals is also often called the rhetorical triangle, and in diagram form, it looks like this:

Pathos

Latin for emotion, pathos is the fastest way to get your audience’s attention. People tend to have emotional responses before their brains kick in and tell them to knock it off. Be careful though. Too much pathos can make your audience feel emotionally manipulated or angry because they’re also looking for the facts to support whatever emotional claims you might be making so they know they can trust you.

Logos

Latin for logic, logos is where those facts come in. Your audience will question the validity of your claims; the opinions you share in your writing need to be supported using science, statistics, expert perspective, and other types of logic. However, if you only rely on logos, your writing might become dry and boring, so even this should be balanced with other appeals.

Ethos

Latin for ethics, ethos is what you do to prove to your audience that you can be trusted, that you are a credible source of information. (See logos.) It’s also what you do to assure them that they are good people who want to do the right thing. This is especially important when writing an argument to an audience who disagrees with you. It’s much easier to encourage a disagreeable audience to listen to your point of view if you have convinced them that you respect their opinion and that you have established credibility through the use of logos and pathos, which show that you know the topic on an intellectual and personal level.

Below is a video (found at https://youtu.be/uiDVaVEAKqU)  about rhetorical appeals that goes into more detail about the three appeals and how Aristotle used the rhetorical triangle to illustrate the relationship between the appeals and the audience.

For more on appealing to your audience, also see Imagining Your Audience’s Needs, in the “Prewriting: Generating Ideas” section of the text.

https://www.youtube.com/watch?v=uiDVaVEAKqU

Check Your Understanding: Jargon

Jargon refers to language, abbreviations, or terms that are used by specific groups— typically those people involved in a profession. Using jargon within that group makes conversation simpler, and it works because everyone in the group knows the lingo.

The problem with using jargon when writing is that if your reader has no idea of what those terms mean, you’ll lose them.

Establishing a Clear Rhetorical Situation in Your Own Writing

As a student, once you have determined your own assignment’s parameters, it’s time to begin drafting. While doing so, it is important to remain focused on your topic and thesis in order to guide your reader through the essay.

Imagine reading one long block of text with each idea blurring into the next. Even if you are reading a thrilling novel or an interesting news article, you will likely lose interest in what the author has to say very quickly. During the writing process, it is helpful to position yourself as a reader. Ask yourself whether you can focus easily on each point you make.

Keep in mind that three main elements shape the content of an essay:

• Purpose: The reason the writer composes the essay.
• Audience: The individual or group whom the writer intends to address.
• Tone: The attitude the writer conveys about the essay’s subject.

The assignment’s purpose, audience, and tone dictate what each paragraph of the essay covers and how the paragraph supports the main point or thesis.

The rhetorical appeals of ethos, pathos, and logos are part of everyday conversation, even if we do not use the Greek terminology. Understanding the appeals helps us to make better rhetorical choices in designing our arguments. If you think about the appeals as a choice, their value is clear.

Information in this chapter was remixed from the following sources:

Informed Arguments: A Guide to Writing and Research  by Terri Pantuso, Sarah LeMire, and Kathy Anders, which was published in 2019 by Texas A&M University with an attribution, non-commerical, share-alike creative commons license. It was accessed through the Open Textbook Library.

Let’s Get Writing by Elizabeth Browning, Kirsten DeVries, Kathy Boylan, Jenifer Kurtz, and Katelyn Burton, which was published by Virginia Western Community Colleges and uses a Creative Commons Attribution 4.0 International License,

The Word on College Reading and Writing by Carol Burnell, Jaime Wood, Monique Babin, Susan Pesznecker, and Nicole Rosevear which is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.