Public Rhetoric and Practical Communication Composing with a Purpose. Lecture 5 : CAT 125 Elizabeth Losh http://losh.ucsd.edu. Composing with a Purpose Choosing an Approach. http://www.youtube.com/watch?&v=BYKVS_PHZvA#! http://www.youtube.com/watch?f&v=h-8PBx7isoM. - PowerPoint PPT Presentation
Public Rhetoric and Practical CommunicationComposing with a PurposeLecture 5: CAT 125Elizabeth Loshhttp://losh.ucsd.edu Composing with a PurposeChoosing an Approachhttp://www.youtube.com/watch?&v=BYKVS_PHZvA#!http://www.youtube.com/watch?f&v=h-8PBx7isoM
Is Changing Someones MindAlways a Reasonable Goal?Peter Coleman Sam Gregory
Basic QuestionsWhat is the message?Who is behind the message? Who is the audience for the message?What is the message intended to accomplish?
What is the message?The Macy Conferences 1946-1953Interdisciplinary discussions of new areas of researchSystems theory, cybernetics, cognitive science, and Gestalt psychology
What is the message?Signal and Noise in a Communication ChannelClaude Shannon
What is the message?How do we define information?
The relationship between information and entropyThe relationship between information and uncertainty
C-H-O-C-O-L-A-T-_What is the message?I cnduo't bvleiee taht I culod aulaclty uesdtannrd waht I was rdnaieg. Unisg the icndeblire pweor of the hmuan mnid, aocdcrnig to rseecrah at Cmabrigde Uinervtisy, it dseno't mttaer in waht oderr the lterets in a wrod are, the olny irpoamtnt tihng is taht the frsit and lsat ltteer be in the rhgit pclae. The rset can be a taotl mses and you can sitll raed it whoutit a pboerlm. Tihs is bucseae the huamn mnid deos not raed ervey ltteer by istlef, but the wrod as a wlohe. Aaznmig, huh? Yaeh and I awlyas tghhuot slelinpg was ipmorantt! See if yuor fdreins can raed tihs too.What is the message?Roman Jakobson
Phatic CommunicationBronisaw Malinowski"The problem of meaning in primitive languages" (1923)Communication without significance that only creates or maintains social ties
Who is behind the message? (Lecture 3)
Who is behind the message? Who is Dylan Avery?
Who is behind the message? Who are you?
Who is the audience for the message? (Lecture 4)
What is the message intended to accomplish? (Lecture 5)Edward BernaysCrystallizing Public Opinion (1923), Propaganda (1928), Public Relations (1945),The Engineering of Consent (1955)
Walter LippmanPublic Opinion (1922)
Clem Whitaker and Leone Baxter
Strategy 1: Social Media
Public DiplomacySocial MarketingInstitutional BrandingRisk Communication
Why was change needed?
Persuasion is different from deliberationThere is a conflict of interest when the government is both a regulator and a content-creatorThe public deserves more transparency not lessThe era of mass communication was changing
Strategy 2: Print & Broadcast Media
18How can messages accomplish things? J.L. Austin Speech Act TheoryPerformative utterances dont just describe the world or comment on the world . . . They change the world
Locutionary Acts with Consequences beyond the verbal, syntactic, and semantic aspects of a meaningful utteranceDont go into the water.A warning intended to scare
Would you like to borrow my bootleg Clash tapes?An offer intended to impress
John SearleIllocutionary Acts assertives = speech acts that commit a speaker to the truth of the expressed proposition, e.g. reciting a creed directives = speech acts that are to cause the hearer to take a particular action, e.g. requests, commands and advice
commissives = speech acts that commit a speaker to some future action, e.g. promises and oaths
expressives = speech acts that express the speaker's attitudes and emotions towards the proposition, e.g. congratulations, excuses and thanks
declarations = speech acts that change the reality in accord with the proposition of the declaration, e.g. baptisms, pronouncing someone guilty or pronouncing someone husband and wifeJ. L. AustinPerlocutionary Acts Individual or group psychology rather than social or legal validationSaying something will often, or even normally, produce certain consequential effects upon the feelings, thoughts, or actions of the audience, or of the speaker, or of other persons: and it may be done with the design, intention, or purpose of producing them.
Writing with PurposeThe Parking ScenarioA. Write a letter to the editorB. Write an e-mail to the chancellorC. Create a Facebook pageD. Write a press release announcing a protest eventE. Create a poster presentation with data from a research study
The True Function of TVs at UCSDhttp://www.youtube.com/watch?v=hFZb8i5VqFw
More Evidence, Less TestimonyDiebold Voting Machine Flips Voteshttp://www.youtube.com/watch?v=MNYA5ggwG84
More Testimony, Less EvidenceUnited Breaks Guitarshttp://www.youtube.com/watch?v=5YGc4zOqozo
Writing with PurposeNorthwestern Journalism Students
What if you are highlighting experimental artwork?
What if you arent?
What if you dont have a lot of experience composing with a purpose?