Audience - Rhetor Relationship

drawing from Walter Ong, "The Writer's Audience is Always a Fiction," and Vatz on the rhetorical situation.

On entering a web page, visitors are asked to play a role. The design, links, text, images all indicate what role to play and facilitate playing that role.

In a rough cut, we see this in tone: a text can be pompous or arch (monological), placing the rhetor in a superordinate role and the audience in a subordinate position.

The root question is, How does the design, the text, and the movement through the site define the visitor's role, and how do those elements facilitate visitors playing that role?

A site conceptualizes and projects an audience in particular rather than general ways:
An exercise
Characterize the rhetor of the site, characterize the kind of place the university is represented as, and characterize the student implied by that rhetor.

To do so, pin your analysis to these elements:

Stance is created by an interaction between subject, interests of audience, and ethos of speaker. For our purposes, we can characterize stances by considering tone and attitude of the rhetor towards subject and towards the audience as that attitude is created by text, image, design, and links. We can also use social roles to name the relationship.
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