CMNS 201 (Introduction to Mass Media) – Rhetorical Analysis
This assignment can be completed as an alternate to Assignment 1, the short essay.
The purpose of this assignment is to perform a rhetorical analysis of an electronic text that is accessible to your tutor. The introduction of your essay will present the rhetorical situation (as defined below); use an on-line rhetorical analysis tool to deconstruct the content and composition of the message; perform a qualitative semiotic analysis of the content and draw conclusions accordingly. Your finished paper will be 3-4 pages in length and double-spaced.
Examples of texts that could be used for this assignment include advertisements with longer advertising copy, a TED talk, a political speech, etc. A starting point for your research could be the e-Lab’s Rhetorical Theory resource, also feel free to contact your tutor to discuss your ideas
Check the Rhetorical Analysis tutorial in the Virtual Tool Cupboard of the e-Lab. Then try out one of the on-line rhetorical analysis tools that are available to you for this assignment. Kindly advise your tutor if the links are broken and/or if you would like to use another tool with which you are familiar.
Introduction
In one to two paragraphs, you will identify the rhetorical situation:
- What is the reason for the communication (message)?
- What are the circumstances prompting the communication?
- Who is the speaker and what is his/her/their intention?
- Who is the intended audience?
Development 1 – Content Analysis
After performing an on-line rhetorical analysis of the chosen text, answer the following questions in one to two paragraphs:
- Which key words appear most frequently? How frequently?
- What effects does this create? What values/ideas are thus emphasized?
- Are there discernible relationships between frequently occurring key words?
- What effects does this create? How does do these relationships extend the meaning/values/ideas identified above?
- In your esteem, are the content choices effective in supporting the key message identified?
Development 2 – Semiotic Analysis
As discussed in Units 1 – 3, the term semiotics refers to the signs and symbols that are used and created in the formation of messages. Persuasive messages tend to include signs and symbols that act as a type of shorthand or abbreviated communication between the speaker and the audience; these symbols serve to create a common culture and understanding between the two parties.
In one to two paragraphs, discuss 2 or 3 symbols that are created by the speaker. Discuss how these symbols are created and how they bridge the reality and understanding between the speaker and audience.
Conclusion
In one to two paragraphs evaluate the overall effectiveness of the message studied based on the speaker’s intentions and the content and semiotic analyses performed.
- In your opinion could the speaker have positioned his message in a more effective way? Explain.
- In your opinion are content and rhetorical analyses worthwhile? Did they help you understand the intention/message of the speaker? Explain.
Evaluation:
The following rubric will be used to evaluate your essay. Please read the criteria before beginning the assignment and refer back to the same as you work on your paper to make sure that assignment expectations are being met.
|
Criterion |
A Range |
B Range 70 – 79% |
C Range 60 – 69% |
D Range 50 – 59% |
|
Content |
Relevance
- demonstrates thorough understanding by synthesizing the most appropriate information from research materials, course materials and other sources
|
- demonstrates a high degree of understanding by synthesizing appropriate information from research materials, course materials and other sources |
- demonstrates some understanding by synthesizing appropriate information from research materials, course materials and other sources |
- demonstrates little understanding by synthesizing appropriate information from research materials, course materials and other sources |
|
Reasoning |
Definition and precision of terms
- shows complete understanding of the relationship between the assignment requirements and content
Use of evidence
- offers pertinent arguments to justify response, draws from a variety of course materials; demonstrates a subtle understanding of relationships between ideas
|
- shows definite understanding of the relationship between the assignment requirements and content
- offers pertinent arguments to justify response, draws from course materials |
- shows some understanding of the relationship between the assignment requirements and content
- offers some arguments to justify response, draws from a limited selection of course materials |
- shows little understanding of the relationship between the assignment requirements and content
- offers few arguments to justify response |
|
Organization |
Logical consistency
- follows all recommended essay writing guidelines as set forth in the Student Manual, follows an appropriate academic style rigorously (APA or MLA) |
- follows most recommended essay writing guidelines as set forth in the Student Manual, follows an appropriate academic style consistently (APA or MLA)
|
- follows some of the recommended essay writing guidelines as set forth in the Student Manual, follows an appropriate academic style (APA or MLA) |
- follows few of the recommended essay writing guidelines as set forth in the Student Manual, and fails to use an appropriate academic style (APA or MLA) |
|
Research Skills |
Accuracy of information
- demonstrates a high degree of research ability: uses a wide variety of credible sources; consistently and accurately references sources
|
- demonstrates research abilities: uses a variety of credible sources; consistently and accurately references sources |
- demonstrates some degree of research ability: uses some credible sources; references sources |
- demonstrates little research ability: uses few credible sources; references sources |
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