1. Introducing Communication Research 2e © 2014 SAGE Publications
Chapter Thirteen
Rhetorical and Critical Analyses:
Understanding Text And Image In
Words.

2. Key Concepts
• Rhetorical & dramatistic analyses -
▫ the study of argumentation and persuasion.
• Narrative, discourse & conversation analyses -
▫ the study of stories and talking.
• Semiotics -
▫ the study of signs, interpretation & meaning.
• Critical analyses -
▫ the study of the power structures behind the
content.
Introducing Communication Research 2e © 2014 SAGE Publications

3. Rhetorical & Critical Analyses:
Strengths & Weaknesses
STRENGTHS WEAKNESSES
A variety of approaches and
research perspectives.
One definitive answer unlikely.
Understanding and
interpretation of content.
Subjective sampling of content.
In-depth readings of content. Difficulty making generalizations.
Large samples not required. Reliability.
Introducing Communication Research 2e © 2014 SAGE Publications

4. Rhetorical Analysis:
The study of argumentation and persuasion.
For example –
• Aristotle
 Ethos - character
 Pathos - emotion
 Logos - fact & logic
Introducing Communication Research 2e © 2014 SAGE Publications

5. Rhetorical Analysis – cont.
Human communication as drama.
For example –
• Kenneth Burke’s Dramatism.
▫ Act
▫ Agent
▫ Agency
▫ Scene
▫ Purpose
▫ Ratio analysis
Introducing Communication Research 2e © 2014 SAGE Publications

6. Fantasy Theme Analysis
• Seeks to uncover the -
▫ collective vision
▫ group consciousness
▫ shared values that sustain a group of people.
• Fantasy themes: sagas, stories or ideas shared
by members of a group.
• Master narrative: an explanatory story that
has credence with group members.
• Symbolic convergence: a state of agreed
understanding of what unites group
members.
Introducing Communication Research 2e © 2014 SAGE Publications

7. Narrative Analysis
• Analysis of the formal properties of stories
people tell and the social role stories play.
• Generally attempts to identify a plot, setting,
characters and order of events in people’s
accounts of their lives.
• Study material includes –
▫ organizational documents such as mission
statements and histories
▫ interviews with organizational members.
Introducing Communication Research 2e © 2014 SAGE Publications

8. Metaphor Analysis
• Metaphor: a simple term used to categorize or
summarize a more complex entity or concept.
• Metaphor analysis includes a search for the basic
or root metaphors that shape the way
organizational members think.
• Study material includes –
▫ documents
▫ interviews – including specific questions that
probe for analogies and metaphors in use.
Introducing Communication Research 2e © 2014 SAGE Publications

9. Discourse Analysis
• Study of how language is used – the
constructive, productive or pragmatic uses of
language.
• Focuses on how labels or concepts are developed
and made powerful by the use of language.
• Uses judgmental samples of news, videos,
interview transcripts, social media etc.
• Coding and analysis, unlike content analysis, is
qualitative.
Introducing Communication Research 2e © 2014 SAGE Publications

10. Conversation Analysis
• Documents and analyzes the rules that govern
our daily interactions, for example –
▫ turn taking or who speaks next
▫ the possible types of response to a question.
• Studies the fine detail of human interaction on a
second-by-second basis.
• Works from transcripts of conversations, not
with individuals involved in the conversation.
Introducing Communication Research 2e © 2014 SAGE Publications

11. Conversation Analysis:
Units of Analysis
Utterances: units of speech preceded and
followed by silence or another speaker.
Adjacency Pairs: speech units that occur
together such as question & answer.
Preferred responses: coordinate participants.
Dispreferred responses: can be disruptive.
Turn Taking: managing who speaks next.
Repair Mechanisms: restore a conversation
after disruption.
Introducing Communication Research 2e © 2014 SAGE Publications

12. Semiotic Analyses
• Focus on the relationship between language,
especially signs, and meaning.
• Explores the possibilities for (mis)interpretation
of, for example, dress, gesture, signs, designs,
texts.
• Applied semiotic research centers on consumer
products and the meanings that attach to them.
Introducing Communication Research 2e © 2014 SAGE Publications

13. Roman Jakobson’s Semiotic
Functions
Communication
Component
Semiotic Function
Sender Expressive Establishes speaker’s emotional state
Receiver Conative Establishes sender’s expectations of the
receiver
Message Poetic Use of language for its own pleasure
Context Referential Establishes communication context or
dominant message
Channel Phatic Keeps communication participants “on
track”
Code Metalingual Establishes agreed meaning for words
Introducing Communication Research 2e © 2014 SAGE Publications

14. Critical Analyses
• Question the notion of objectivity.
• Address social problems or inequalities.
• Analyze communication with a view to
determining –
▫ whose voices are dominant in communication
▫ the power structures behind the communication
▫ how communication maintains the status quo.
Introducing Communication Research 2e © 2014 SAGE Publications

15. Critical Analyses
Explore the way communication establishes,
reinforces and maintains power structures in
society.
• Marxist criticism – examines communication
content for messages that reinforce the ideology
of those in power.
• Feminist criticism – critiques communication
content and practices that perpetuate patriarchal
hierarchies and ideologies.
Introducing Communication Research 2e © 2014 SAGE Publications

16. Chapter Summary
• Rhetorical & dramatistic analyses
▫ studies of argumentation and persuasion.
• Narrative, discourse & conversation analyses
▫ studies of stories and talking.
• Semiotic analyses
▫ studies of meanings of texts and signs.
• Critical analyses
▫ studies of how language promotes and maintains
power.
Introducing Communication Research 2e © 2014 SAGE Publications

17. Vocabulary Review
Introducing Communication Research 2e © 2014 SAGE Publications

18. Web Resources
• Kenneth Burke Resources –
http://www.comm.umn.edu/burke.
• Umberto Eco site –
http://www.umbertoeco.com.
• Talkbank – http://www.talkbank.org
 Downloadable conversation analysis transcripts
• University of Huddersfield –
http://onlineqda.hud.ac.uk/
 Qualitative data analysis resources
Introducing Communication Research 2e © 2014 SAGE Publications