CMNS 444 (Media Relations) – Comparative Rhetorical Analysis of News Articles: Corporate and Alternative Media

The purpose of this assignment is to produce a comparative rhetorical analysis of two news articles on the same subject: one sourced from corporate media and the other sourced from the independent or alternative press.  This rhetorical analysis, supported by the TAPor site in the e-Lab’s Virtual Tool Cupboard, focuses on the rhetorical and linguistic choices made by the authors to convey their main messages and how these messages differ, although the topic remains the same.  You will also consider how these texts relate to media relations concepts and theory featured in the course, particularly as these apply to the advent of new media and Web 2.0 news dissemination; media citizenry and corporate interests and audience fragmentation.

Text Selection

Choose two texts written on the same topic and consider what strategic choices are made to persuade the desired audience and to what end.  You will also consider how these texts relate to the communication studies concepts featured in the course as indicated above.

Your tutor is available to assist with the selection of texts.  Chosen texts should be accessible to your tutor, either on-line or as scanned attachments to an e-mail. 

Although not exhaustive, the following table includes possible sources for articles:

The chosen texts should be roughly 750 words in length.  For example, you may choose to explore the topic of Prime Minister Stephen Harper’s crime policies.  December 17^th, 2010 The Dominion published an article criticizing PM Harper’s policies; the same day The Globe and Mail published an article on the same topic.  Although the main idea of each article is comparable, the rhetorical devices and word choices and rhetorical techniques in each one differ greatly.  In fact, the authorial and editorial choices can leave the reader with very different impressions.  The differences between the articles do not have to be monumental in order to produce contrasts and analysis-worthy results.  Note that your tutor is available to assist you with the selection of appropriate and user-friendly texts.  

Rhetorical Analysis Tools

Once your texts are selected, delimited, read and annotated, go to the TAPor site in the e-Lab’s Virtual Tool Cupboard. Rhetorical tools serve a variety of functions such as identifying word patterns, linguistic repetition, correlations between and among words used in a text, etc. The TAPor tools will help you to develop the analytical content of your essay.  Note that your tutor is available to help you.    

Another good starting point for your consideration is the  e-Lab’s Rhetorical Theory resource, as pertinent and interactive information is featured there.

Assignment Details

A suggested outline is presented below as well as a marking rubric that will be used to evaluate your work.  Your finished paper will be 2000 to 2500 words in length, doubled-spaced and formatted in MLA or APA style; please advise your tutor if you require guidance or resources in this respect.  Note that the Purdue University On-Line Writing Lab (OWL) offers current information on both styles of academic formatting, which could be of great use to you in this respect: http://owl.english.purdue.edu/. The Athabasca University Write Site also presents useful tools and information on academic writing and formatting: http://www2.athabascau.ca/services/write-site/.   Before you write the essay, please also carefully read the section in the Student Manual entitled Writing Essays. 

It is essential to include textual proof within your essay; quotes and citations taken directly from the text should appear within your content, properly cited, to support the arguments presented. 

The recommended development sections that follow may comprise more than one paragraph, depending on your writing approach and style.  As a guideline, plan on writing at least two paragraphs per section recommended below.  Your tutor is available to review an outline of your intentions before you begin writing your essay.  Please review the following information on developing and outline before you begin:  http://owl.english.purdue.edu/owl/resource/544/01/   

The following document, The Comparative Essay published by the University of Toronto, offers a wealth of pertinent information as it relates to this form of essay:

http://www.writing.utoronto.ca/advice/specific-types-of-writing/comparative-essay

Introduction – The Rhetorical Situation 

In your introduction paragraphs, summarize and contextualize the two texts (or text excerpts in the case of long works) and their authors; briefly explaining the main idea advanced in each.  Within your summary of the texts, identify the rhetorical situation of each (author, audience, text and context):

• What is prompting the message?
• What circumstances are prompting the articles? 
• Who are the authors and what are their intentions? 
• Who is the intended audience for each article?

In your own thesis statement, specify whether the texts are largely similar or dissimilar.  Briefly outline the rhetorical approaches you will discuss in your development as well as the content analysis techniques used to deconstruct the text (which on-line rhetorical analysis tools did you use).

Development 1 - Focus on Content

Respond to the following questions as they pertain to both texts; note that you can use the block method or the point-by-point pattern to address the texts comparatively (see resources on writing comparative essays). 

Use the on-line rhetorical analysis tool chosen to perform analysis of the chosen texts. Discuss your observations and conclusions in this section as they pertain to the subject texts.  The content and direction of this section will depend on the conclusions you draw based on the results of your analysis.  Key points to consider in this section:

• Which words are repeated?
• What are the relationships between these words?
• Which effects are produced by the use of these words (associations, images, impressions)?
• How does this relate to the main messages and intentions specified above?

Development 2 – Focus on Rhetorical Technique

In this section of your essay, respond to the following questions as they pertain to the chosen texts: 

• How are the texts organized?
• How would you characterize the style and tone of the text?
• How to the style and tone contribute to your understanding and impression of each text?

Development 3 – Focus on Rhetorical Effectiveness

In this section of your essay, respond to the following questions as they pertain to the effectiveness of the delivery of the intended messages and impressions.  Use your knowledge of media strategy and relations as well as your own response to the texts to guide your response. 

• Do the rhetorical techniques used in the texts compliment the content?
• Is the content effectively delivered through the rhetorical strategies used?
• Does the message succeed in delivering the organization’s main message?
• If so, how do the articles achieve this?
• If not, how could the message be delivered more effectively?

Development 4 – Focus on Synthesis of Course Concepts

Use this section of your essay to respond to the following questions as they pertain to the concepts featured in the course and the results of your analysis as presented above.  Note that these questions are meant to serve as starting points only; if a specific question is not relevant to your work, it is acceptable to skip that question.  It is advisable to include relevant material from the course text (properly cited) to support the arguments presented. 

• How do the results of your analysis reflect the impact of the internet on news gathering and dissemination?
• Does the corporate media article seem to be challenging or thwarting the notions advanced in the alternative media-sourced article?  If so, how?
• Do extra-textual elements affect your interpretation of the texts (e.g. comments or linked blogs)?  If so, how?
• Do these texts meet the criteria of media objectivity? Explain.
• What effect/s do you think ownership has on the content and presentation of these articles?
• Does either article reflect any of the current news media issues addressed in Unit 6 of the course material?

 Conclusion

In your conclusion, revisit the main ideas and arguments presented in your paper.  Restate whether you, in the end, feel that the articles fulfill their intended purposes.  Consider whether the document effectively addresses all elements of the rhetorical situation: purpose, audience, stakeholders and context.