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					Public Rhetoric and Practical Communication
      Why Should Students Care?

             Lecture 1: CAT 125
               Elizabeth Losh
            http://losh.ucsd.edu
     Who Will You Be in Two Years?
•   A graduate student?
•   A corporate intern?
•   A school teacher?
•   A medical school student?
•   A fledgling engineer?
•   A nursing school student?
•   A media producer?
•   An artist or musician?
•   A human rights activist?
   You Might Already Have Had Multiple Careers
“As a graduate student, I've had to compile, compose, and organize
content for a web design project (one of which was focused on web
typography, but we were expected to write and present our content
for our intended audiences as well as part of the assignment), class or
project blogs, project wikis, and other collaborative platforms (usually
writing with other students). I'm also expected to be able to
communicate with students and professors through e-mail and
instant messaging.

When I was interning at a game company, though, I communicated
both within the office and with the home office in Europe through e-
mail and instant messaging on official (and less official) matters.
There were other internal web-based resources, but since I was an
intern, I only read them.”
    You Might Already Need Multiple Literacies
                    by Then
“Multi-modal literacy is increasingly valued in the workplace, and as a
teacher, my students are encouraged to create meaning away from
the traditional paper-and-pen methods.

Technical instruction in the shooting and editing of video would be
helpful”
             Less is More:
         Learning about Design
“I think some basic training about
professionalism in e-mails would be useful.

Many people I've worked with, especially
much older people, treat e-mails like a game,
with tons of colored fonts, fancy signatures,
colloquial writing in formal situations, etc.”
What to Do and What Not to Do
     Preparation is Essential:
  Learning about Staging Projects
“I've seen enough atrocious Powerpoint
presentations in my life to consider this, and
the ability to present effectively with slides, to
be an extremely useful skill; if people can't or
don't pay attention to what you're saying, you
might as well not being saying it at all for all of
the repeating you'll have to do after when
people ask for clarification.”
Organizing Authorship
          Decorum Matters:
       Learning about Rhetoric
“Nowadays it is common practice for
employers to check social network pages. I'd
advise students to keep their craziness to a
minimum if they want to keep their job. One
of my coworkers checked her Myspace page
all the time, and once she forgot to close the
browser and left it open. Her supervisor
walked by and saw her personal photo gallery
of all her tattoos. It was not a happy
experience for her.”
      Rhetoric, That’s Bad, Right?
“political games and ‘who’s up’, ‘who’s down’ rhetoric”
“the rhetoric emanating from Tehran”
“underscored the need for actions that match the
  rhetoric”
Negative Attitudes about Rhetoric and
  New Media: The Platonic Legacy
     Plato vs. Aristotle
on Rhetoric and New Media
        Plato in the Phaedrus:
    How can authorship be verified?
‘
    Plato in the Phaedrus:
     An aid to forgetting
‘
     Plato in the Gorgias:
    Rhetoric vs. Philosophy
‘




    cosmetics vs. gymnastics
     Plato in the Gorgias:
    Rhetoric vs. Philosophy
‘




     pastries vs. medicine
 Plato in the Republic:
The Allegory of the Cave
 Plato in the Republic:
The Theory of Mimesis
           Plato in the Republic:
           Theatre and Imitation




The argument for banishing poets
           Aristotle in the Poetics:
           Theatre and Catharsis




The argument for an education that includes being
  exposed to the arts and new media
He also thought a good education should include
  rhetorical training.
   Aristotle’s Means of Persuasion
• Ethos – a speaker’s authority, credibility, and
  perceived expertise
• Logos – a speaker’s logic, organization, and
  mastery of language
• Pathos – a speaker’s ability to move an
  audience emotionally
         Kenneth Burke’s Pentad
•   Act – What
•   Agent – Who
•   Agency – How
•   Purpose – Why
•   Scene – Where and When
   Jauss’s Horizon of Expectations
Thinking about audiences

What if your audience
was a group of investment
bankers who were considering
hiring you for a starting position?
   Alexsay Vayner
 Impossible is Nothing




http://www.youtube.com/watch?v=sPGoS1D3Sb0&f
            Michael Cera
Impossible is the Opposite of Possible




       http://www.youtube.com/watch?v=nAV0sxwx9rY
       Vayner’s Digital Rhetoric
• Presents the wrong genre
• Addresses his audience inappropriately
• Invites challenges to his credibility from
  Internet spoilers because of his video editing
  techniques
• Demonstrates obliviousness to the fact that
  his social networks have been compromised
    James Kotecki




http://losh.ucsd.edu/courses/kotecki.html
       Kotecki’s Digital Rhetoric
• Demonstrates an awareness of the
  conventions of specific genres in computer-
  mediated communication
• Addresses multiple audiences expertly and
  simultaneously
• Enhances his credibility by using the rhetorical
  scene to his advantage
• Capitalizes on social network sites and on
  online video response structures
  Which One Do You Want to Be?
James Kotecki or Alexsay Vayner?
  The University as a Rhetorical Space
Trying out new identities and creating theater
The UNC Pit Break-Up




       http://www.youtube.com/watch?v=colIeH2snmI
         Your Role in This Class
You are not to be passive spectators
But our “interaction” won’t be done with
  clickers
         Michael Wesch
A Vision of Students Today (2007)




     http://www.youtube.com/watch?v=dGCJ46vyR9o
I will read 8 books this year 2300 web pages &
   1281 FaceBook Profiles
I WILL WRITE 42 PAGES FOR CLASS THIS
   SEMESTER AND OVER 500 PAGES OF E-MAIL
I FACEBOOK THROUGH MOST OF MY CLASSES
I bring my laptop to class, but I’m not working
   on class stuff
What Argument is Wesch Making?
His Students’ Google Doc
            Mark Marino
(Re)Visions of Students Today (2008)




     http://www.youtube.com/watch?v=Ln6WUy29fAA
     &
      Improvisation
and the Cutting Room Floor
Ethnographies of YouTube
   Cutting as Subject Matter:
More Work from Wesch’s Students
                  Final Project:
            Your YouTube Video Essay
Demonstrating organizational and editing strategies more vividly
Generating highly engaged – and even embodied – forms of rhetoric
Making manifest the dialogic and networked character of the writing
  situation
Fostering practices aimed at public writing and thus encouraging
   sensitivity to new questions about authorship and audience
Addressing campus objectives in incorporating visual, multi-modal, or
  digital rhetorics and literacies and preparing students for public
  speaking or presentation situations
Connecting everyday vernacular discourse to formalized academic
  scholarship and the culture of knowledge to the culture of
  information
                  Next Time
We’ll think about professors on the Internet rather
 than students and greet Provost Naomi Oreskes

What advice would you give Professor Oreskes,
 based on watching her YouTube lecture, about
 how to reach audiences on the Internet?

What do you think of the comments that her video
 received?

				
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posted:3/7/2013
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