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ENG/IMS 224, January 29, 2013
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ENG/IMS 224, January 29, 2013


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  • 1. Today1) Icebreaker2) From the readings: what is the “good” argument?3) Typography remix assignment… assigned! :)4) Focal topic discussion5) Rhetorical Analysis of a video (some examples)6) Rhetorical Analysis 2 start/work time7) Homework
  • 2. Icebreaker1) Name2) What’s your favorite color?
  • 3. Finding the Good Argument“Rather than an either/or proposition, argumentis multiple and complex. An argument can belogical, rational, emotional, fruitful, useful, andeven enjoyable. As a matter of fact, the idea thatargument is necessary (and therefore notalways about war or even about winning) is animportant notion in a culture that valuesdemocracy and equity.” p. 160
  • 4. What’s that mean?The reductive but common sense of argument inAmerica is to create a binary. A good example iscoming this Sunday: the Super Bowl.Anyone in the room looking forward to thegame? Would you be glad to see a 0-0 tie?We want a winner, right?
  • 5. It can be sinister, too…One look at cable news reveals that our need for“winners” and “losers” can make formanipulative arguments, based on hollowrhetoric an attempts to bulldoze with pathos.For example, one might enter into a good-faithattempt to discuss an issue like abortion only tohear someone scream “baby killer!” from theback of the room, effectively stunting theargument.
  • 6. But we can…..instead use the tools of rhetoric to look atarguments as multiple and contextual, to viewargument as an opportunity to stake out aposition and to inform/enter into dialogue.More on this in a bit.
  • 7. Typography RemixBefore we jump deeper into the readings, I’d liketo talk to you about our first major project, thetypography remix.
  • 8. Typography RemixJust how important are words? What can we do with the letter forms themselves, withplacement, etc. ? This is where we find out.Using Photoshop (or Fireworks or a similar higher-end image editing program), make one fileremixing the text of a famous quotation– it can be historical, from a movie or TV show, froma song, from a book– you decide. Use text only. However, you may use effects, color, layers,eraser tool, pen tool etc. Save your file as .pdf or .jpg, not as .psd.Write at least one-half of a page single spaced explaining your rhetorical and typographicalchoices, drawing on terminology and design concepts from the readings.Evaluation Criteria: You will be graded on how clearly you articulate and address youraudience, purpose, context, the presence of a detailed explanation and rationale for therhetorical decisions you have made and why these choices are appropriate and effective.Your discussion *must* draw from concepts and theories from class readings and finally areflection on what you would do differently if you had more time and/or more knowledge ofPhotoshop.This project is due for workshop in class on Feb 12 and submission for grade on Feb 14.
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  • 22. Focal topicsOne of the other things we need to work ontoday is thinking about/through what will beyour focal topic for the semester.What, exactly, is a focal topic? I’m glad youasked.
  • 23. Focal topicsYour focal topic is something you will researchand use as inspiration for your projects thissemester (other than the typography remix, ofcourse, since we’re just getting started). Thisshould be a topic that interests you, somethingyou can research and write about several times aweek on your research blog (we’ll discuss thatsoon).
  • 24. Focal topicsAdvice when thinking about a focal topic:1.Do you care about the topic?2.Is it something you know you’ll be able to findinformation about? (e.g. is it timely? Is itsomething recurrent?)3.How well can you focus? Be specific.
  • 25. Focal topicsOver this week, I want you to think on your focaltopics. By noon on Friday, you should send me aone page proposal of what topic you want touse. I will respond to this email before Tuesdayso that you’ll be prepared with a working topicwhen we begin discussing the research blog nextweek.There are some suggestions on my Tumblr.
  • 26. Shifting gears…Now let’s apply our rhetorical analysis skills to acouple videos. Here’s how we’ll do it:1)I’ll play a video.2) Listen, take notes, think.3) We’ll talk about it.
  • 27. Rhetorical Analysis 2Drawing from all of our readings to date on types of arguments and rhetorical appeals, I want you and apartner to conduct a rhetorical analysis on a YouTube video. Please select one of the four below:•Auto-Tune the News Episode 13:•Samuel L. Jackson, “Wake the F!ck up!”•M. Wesch, “The Machine is Us/ing Us”•The Bed Intruder Song :•Please use the following questions to guide your analysis:Who is the rhetor?Who is the primary audience? Are there any secondary audiences?What is the purpose of the text?What type or types of arguments are being made? (e.g., argument to persuade, inform, etc.) Please bespecific. (Note: They type of argument relates closely to the purpose.)What are the contexts for the text?Focus your attention here: What are the text’s main claims, and what evidence and appeals are used tosupport those claims? Explain why these claims are effective (or ineffective) for the primary audience,purpose, and context. When answering this be sure to think of the many types of appeals and the diversemodalities used to express the claims–visual, aural, textual. So consider color choices, music etc.
  • 28. Use the rest of class……to group up and begin work on RA 2.For Thursday:Read for class: Chapters 9, 10, & 11 in RobinWilliams’ The Non-Designer’s Design Book, 3rd Ed.(available online in MU Library’s databaseSafari