Using the Rhetorical Triangle to Analyze
Media Messages
The media –
advertisements, and often TV shows and movies, are visual arguments. They
attempt to persuade readers to buy a product/viewpoint using the same
kinds of appeals authors use when constructing a written argument. So, when you
analyze a piece of media, it is important to remember the rhetorical triangle.
Ask yourself: Who is the author? How is the author trying to represent
himself/herself? What is the message and how is that message coming
across? Is the argument logical/emotional? Who are the intended receivers
of the message? Is the argument having its desired effect on those
receivers?
Specific Questions to Consider (No, not
necessarily all at once…):
The Author
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Who is the author? Is it a business firm trying to sell you a
product or a service, a public organization seeking to inform you about its
policies, a politician trying to win your allegiance, an interest group or
media member trying to change your opinion about an issue? Other?
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What is the ethos (general credibility) of the author? |
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What is the ad trying to accomplish? In other words, what is
the sender’s “problem?” There is often some kind of communication problem
behind an ad or campaign. For example, the authors may seek more awareness
on the part of the receiver, or more legitimacy for themselves. Are you
aware of any problems the sender (company) may be having within that
specific industry, market, or area of activity? |
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What is the simple message of the
media? What product is the ad trying to sell? What is the subject of the
movie/TV show? |
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What is the true message of the
media? Are there any hidden meanings the receiver is intended to observe?
Do any connotations come to mind when you view the media? |
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What ideologies or values does
the piece of media invoke? In other words, what images, discourses,
concepts, myths, etc. of the culture does the media use when making an
appeal? |
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How is the message presented? In
an advertisement, what is the layout? What images, text appear, etc.? If
it is a TV Show or movie, who are the characters? What is the setting, etc? |
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How does the media connect concrete features with abstract values? In other
words, how does the presentation of the message communicate deeper/abstract
meanings (our values/norms) in addition to the simpler meaning (what is
being sold)? |