Making Meaning of Rhetoric and Discourse

I know this is really late, but it was my birthday and I was busy having my cake and eating it too. Plus, I was reading “Multimodal Discourse” and “What is Rhetoric” for days on end and it took me forever to discern the difference between discourse and rhetoric. I could probably spend years writing about the two and I know some scholars spend lifetimes in this branch of learning, but I’ll try to keep this discussion brief. The following thoughts are probably going to be a bit disjointed and discontinuous, but thus was my brain trying to grasps these theories.

In the quotes at the beginning of the introduction of “What is Rhetoric,” Paolo Valesio said “…rhetoric is the functional organization of discourse…In other words: rhetoric is all of language, in its realization as discourse.” I think this encapsulates the difference and similarity of the two concepts and puts it into a (somewhat) straightforward view I can understand. Rhetoric, then, is the way in which discourse of a subject can be put into an arrangement of words in attempts to persuade or influence thoughts or action an audience. Discourse is the various contexts in which a particular subject matter can be discussed.

So now that I understand the difference between the basics of the two concepts, I am struggling over the similarities and differences between the five canons of rhetoric and the four strata of discourse. Kress and Van Leeuwen talk about how a subject as to be articulated to be interpreted. This articulation, I think, is a combination of the five canons that make up rhetoric (invention, arrangement, style, memory, and delivery). For rhetoric to be affective, discourse first has to be articulated (or invented?) and produced (or arranged?) in such a way that the author persuades the audience to understand and accept his ideas.

Like I had mentioned, I had taken a class called “Rhetorical Criticism” during my final semester at Penn State and it was one of the hardest classes of my education. From what I remember (I’m kicking myself for getting rid of my notes… what was I thinking?!?!) we discussed why the word “rhetoric” gets a bad connotation when it is essentially just a way of discussing things. Perhaps rhetoric evokes negative views because it is a way in which the author argues his ideas in a persuasive manner and uses terminology (or jargons) specific to a particular field. However, this is just an interpretation of whatever rhetoric the author was using and if the audience was not persuaded by it, then maybe the rhetoric was not affective in the first place. Nevertheless, the discourse may have not been produced in the right mode or distributed in the most successful way. Discourse has to pay attention to stratal configurations, which is to say one can discuss the same content but has to be aware of the audience in his choice of rhetoric. I found this website about New Media and although it is informative and useful, because my level of understanding of New Media is beyond this level, its “meaning making” is not of valuable significance to me.

I think I can say with reasonable knowledge that media is perhaps a way of being rhetorical for what ever the content of the medium is (props to McLuhan and his theory of “the medium is the message”). I’ve told people before (only half-jokingly) that I am in the field of New Media Studies because in this era, I live in a torrent of media and if I am to be brainwashed by its content, then I at least want to know why. I also want to learn how to communicate effectively, to understand why certain elements of design lend themselves to particular interpretations and how different modes of communication affect and produce cultures.

There was a phrase that I highlighted in “Multimodal Discourse” that says “media add a further layer of signification.” Although this phrase is describing how different mediums can change the affect of text, it can also be looked at as a way to view remediation. As the medium or design changes, so can the interpretation and the affect of the message. Cliché or not, a picture says a thousand words, but it can also have numerous interpretations. I believe everyone has something to say and in this era there are a billion ways to say it. Perhaps media is then the epitome of multimodal discourse.

sidebar: i was reading The Onion and i came across this article that reminded me of the canon of delivery...

Public-Speaking Student To Make Point Of Gesturing

ABILENE, TX—Jonathan Cranland, president of the Eisenhower High School public-speaking club, announced Tuesday that he will gesture for emphasis during Friday's public-speaking district finals. "When I read the Gettysburg Address," Cranland said, "I will lend weight to key passages with dramatic hand flourishes, impressing upon judges and audience members alike the importance of said passages." Cranland added that he is also strongly considering thumping the podium or shaking his fist. "People will see how serious I am if I shake my fist," he said. "If I simultaneously shake my fist and raise my voice, that will be an overwhelming double whammy."

what i want to be when i grow up

Interactive Graphic Designer

Job Description:

Responsible for daily art and design needs for NPR.org, the online presence of National Public Radio. Will be responsible for the design and production of news and other editorial graphics and interactive storytelling applications, including information graphics, charts, illustrations and maps. Will also occasionally create graphics for other NPR Digital Media initiatives, such as the NPR Shop and external digital marketing efforts....
2. Designs and produces story-related graphics including information graphics, annotated maps, and explanatory illustrations
3. Designs and produces interactive maps, audio slideshows, quizzes and other multimedia modules to enhance the online experience; Works closely with the editorial team to assemble and analyze information for these modules.
4. Develops illustrations to brand individual content features and to accompany individual stories....
6. Designs visuals and page layouts to work with current design systems and standards.
7. Works closely with NPR Digital Media technical team members to evaluate feasibility and maintainability of designs.
8. Employs industry-standard technologies to produce work; Is responsible for maintaining professional skill level, including knowledge of industry trends....

Assistant Host/Producer

Essential functions include, but are not limited to:...
• Providing continuity for a web-based and on-air mixture of user-generated content, local music and staff produced content
• Planning, producing and editing content for webcast and broadcast
• Reviewing user-generated content and edit for broadcast as needed...

Experience/Skill Required General broadcast knowledge, and an ability to thrive in a fast paced, team oriented system. Proven story idea generation and development skills required. Knowledge of Chicago, Northwest Indiana, and regional culture helpful. Expected to be well-informed in a wide range of areas including current events, arts, culture, film, history, science and public policy. Ability to manage several projects simultaneously. Have clear and excellent writing and communication skills. Ability to thrive in a fast paced, team oriented system. Experience blogging or producing other internet content a significant plus...

Associate Producer

SKILLS REQUIRED: Excellent organizational, planning skills. Excellent writing ability. Strong conceptual ability, sense of "story" and production aesthetics. Proven ability to "multi-task." Knowledge of TV production capabilities (cameras, lighting, editing, etc.) Journalistic integrity, good judgment, understanding of TV audience, interest and curiosity in assigned content areas, and ability to quickly absorb and comprehend information. Knowledge of and proficiency with computer programs as well as new media, and multi-platform content integration.

PRIMARY ACTIONS:
- Conduct research and make contacts for show or segment content. Identify potential segment and/or program ideas, interview subjects, guests, audience members, and/or performers.
- Stay informed of community issues and activities in content area.
- Outline content, write or edit scripts as necessary.
- Plan and supervise editing. Off-line edit as necessary.
- Research, acquire rights to, and obtain archival materials, including photographs, tape or film footage.
- Write and produce program-related or promotional material, including "teases," headlines, fillers, host or announcer copy, and promos for television and radio.
- Develop, or assist in the development of content for the web site. Contribute ideas for content on other media platforms.

I found these current job listings at each respective site. I would like to work for public broadcasting or radio because I find that the programming is more compatible to my ideas of what the airwaves should be used for. I know that the ideologies of public broadcasting are with intent to be beneficial to the public but suffer criticism for relying on the same elite and influential sources that dominate mainstream commercial news, and falls short of reflecting the diversity of the American public. However, I like the fact that the requirements for these positions encourage ongoing learning and interest in culture, society and communication principles.
A remark made by President Lyndon B. Johnson about the Public Broadcasting Act of 1967 reads, “While we work every day to produce new goods and to create new wealth, we want most of all to enrich man's spirit.” If I were to work for one of these companies in the future, I would be able to ask myself “what am I doing to enrich not only my own knowledge, but the knowledge of others?” By doing so, I think that I may find fulfillment in my career path, rather than just creating a bunch of fluff that may not doing anything to “enrich man’s spirit.”Since these jobs involve critical think and a knack for creativity, they are appealing to me because I would be able to keep up with industry trends and of communication theory. I also like the idea of being able to experience a sense of accomplishment of overseeing and contributing to story ideas and design projects from inception to finish.

I've Got Skillz in a Paradoxical Box

at my current position, my name plate reads: Lead of Image Editing... Pixel Jockey... Photoshop Alchemist...

i have a pretty good job that i like for the most part. I am involved in editing photos of products for our clients, but the output is very standardized and does not lend itself to “thinking outside the box.” I have to be knowledgeable about our “deliverables” which includes, but not limited too, pixel dimensions, resolution, file formats, and data delivery. I train our image editors in simple photoshop skills required for providing a quality and quantity of images each day (a typical editor will output 100-150 images). I am part of the interviewing process for applicants for these positions and hold monthly meetings to make sure everyone is doing their work up to our criterion and instruct them about tips and trips concerning ways to edit more efficiently. I have to keep track of the photographers output also, so that they are supplying us with photos we can work with without too much “photoshopping.” I personally don’t edit “quantity” images so much as I edit “quality” images by working with layers and adjustments to provide an advertising quality image. I also review families of products to make sure that colors are consistent within a brand family. This can require me to pull images from our database to fix them. Occasionally, I will meet with management for informal meetings or explain to important/potential clients what it is that I do for my company.

Long story short, I have workforce skillz of your typical office employee.

I think these skills translate very well into the skills required by my “dream” jobs posted above. I am able to supervise people, plan and produce output, and operate compositional computer programs. My educational skills reflect my ability to generate ideas and write or design content associated to these ideas. I know that I am aware of how content can affect the audience and the social and cultural implications of media. Like I’ve stated before, I want to use my talents to construct media that enriches man spirit, and to enrich my own spirit perhaps this content will not be consumer driven or appeal to the mass market. <-- I don’t want to sound like I hate entertainment, I watch SNL and go on MySpace just as much as any other 20-something target audience member but if I’m going to be affected by media, I want to understand why.Thinking outside of the box is just one way of saying that sometimes unconventional theories work, but I want to be smart enough to see when it’s paradox can come into effect and be the first to build a “new box.”

The content of this message is a medium

I've never "blogged" before. i've always thought that it is kind of silly. i mean, every one and their cousin's brother has a blog. i want my voice to be heard and i think that it would get lost in a sea of blogs by doing this.


I write because it is an extension of my thoughts, like McLuhan says. by using a pen and notebook or my typewriter, i can produce a tangible outcome. reading something on a computer screen about people's intimacies doesn't do much for me. a picture of the Mona Lisa isn't the same as seeing it in real life (i know, i visited the Louve last year). a book or oil on canvas is reality, an on-line posting of the same words or represention of scenery is it's virtual counterpart.

McLuhan says we should ask of media and technology four things:

1. what does it extend?
2. what does it make obsolete?
3. what is retrieved?
4. what does it reverse if over extended?

Online blogging or journaling extends my private thoughts to a medium that i have not used before. If i put everything that i write today and write in the future in terms of this blog onto paper and photocopy it, it would be called a "zine." i haven't seen a "zine" in 10 years. They used to be popular (although i do not know much about them or their place in social history), but i think they are pretty much obsolete now. Even though it is easier to create on on-line blog than a zine, and even though it is more accessible, i think on-line journaling can reverse the arts and crafts of making collages or zines.
I think self-expression is somewhat lost by blogging. since everyone has one, how am i expressing my self in an orginal manner? if everyone has a blog, is it really self-expression or is does it become a collective consciousness i.e. an ampution of the "self"? can one see a blog for the individual or are there too many to see the singular subjectively?

To me, the written word does not translate on to screen. the computer is not like going to the movies... it is static. yes, one may add images to make the web page visually exciting, but the bombardment of images can be overwhelming to me if i spend more than a half an hour just "surfing." i usually go on the internet for a purpose - like when i go shopping, i know what i want, get it and get out. There is so much to see on the internet that to just "browse" can be intimidating. I could post a train of thought (medium) that i typed on my typewriter (medium), translate it for the web (medium) for all to see, but i would be afraid the content would be lost in this space with no beginning, middle or end.