Morgan's Notes on Longaker chaps 1 - 2

2 Sep 2015
rev 29 Aug 2017

Chaps 1 and 2 introduce technical terminology that you'll be working with throughout the semester. The terms are technical term, and so they use tight definitions.

CENTRAL to understanding how people use messages to persuade is understanding the contexts in which specific messages are created, distributed, and interpreted.

The movement Longaker works with is from the ancient term kairos => modern idea of rhetorical situation => contemporary idea of textualized rhetorical situation.

Chap 1

Rhet as study and practice of persuasion -

and persuasion is a way of influencing each other w/o violence or coercion

And so, if society and people need rhetoric to survive, then there must be a persuasive dimension to nearly everything we create. Burke: use of language to induce cooperation in beings that respond to symbols

Rhet analysis is what we're doing in class
but not so much to evaluate as to see how specific rhet messages function in specific situations for specific audiences to induce cooperation

Rhet perspective
balcony view - outside the rhetorical act to see what's happening

Book is really kind of short on method. We'll pick that up in class -

Chap 2

A rhetorical perspective
all these are inter-related
rhetor's message - audience - delivery - audience's interpretation and response - and circumstances

Consider a rhetorical discourse as implicitly holding a set of instructions for this interaction -

Analysis begins with an understanding of the situation
In what ways does a discourse respond to its situation? - only later can we ask, How Well?

Kairos

the opportune time - situation
refers to the occasion for the discourse and
the surrounding conditions that present opportunities and constraints

rhetor address kairos more or less deftly - and in doing so, changes the situation. The rhetorical situation unfolds or evolves as the message is received.

three kinds of discourse


forum and genre intertwine right now -
forum - place, space, or medium: email, newsletter, page, IM, tweet, pergola, txt

genre - type of speech. informal note to inform, resignation letter, note of separation

Chap 2 introduces a number of concepts and practices. We'll cover the ground more than once. But we'll start with an activity.

Understanding of creation of persuasion: Kairos

The central concept of a rhetorical situation: occasion - time - place - exigence
- as time period, as occasion, as immediate moment

Rhetorical situation

is the contemporary elaboration on kairos. shaped for oral - aural context:
The speech produced and interpreted in light of and context of some situation

Elements of the situation in detail
IN an oral rhetorical situation
The rhetorical situation unfolds (or evolves) as the speaker speaks. A skilled rhetor will shape the speech for the audience by speaking to the audience's presuppositions, and trying to anticipate the audience's likely responses. The speaker will also make adjustments to the audience's actual responses [as she proceeds]. If the rhetor's assumptions are ... correct, and if the rhetor makes good adjustments, there is a good chance for [for the speech to persuade]. If the rhetor fails, he or she will not speak to the actual audience.... the audience will not be the person (or kind of person) addressed by the speech. (15)


The textualized rhetorical situation

Turn attention to how the rhet sit plays out in mediated forms: paper, print, but also audio, video, web pages.

There are two angles that we need to address -
TheTexualizedRhetoricalSituation addresses implications

But the second addresses paratextual material and design decisions:

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