Mary Jackson Pitts, Ph.D.

mpitts@astate.edu

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Rhetorical criticism

•      The study of the force or power of discourse…

•      How does a programs text impact beliefs, attitudes values, perceptual orientations and behaviors of consumers?

Rhetorical criticism

•      Fiction can still impact the lives of normal people.

•      The every day Joe/Joan are impacted by what is said.

•      Change can occur by watching television.

Rhetorical criticism

•      Focuses on means of persuasion.

•      How are persuasive messages built

•      How to analyze audiences for the purpose of changing beliefs.

Vande Berg page 126

•      “Communication can occur only when language and some set of beliefs attitudes and values are shared between rhetor and audience.

•       Change occurs when you work with new ideas and what you already believe.

Rhetorical criticism

•      Designed to explore how people use codes …not      just words, to influence the thoughts and actions of each other.

Check out page 126