Rhetorical analysis

We will consider HOW artists relay PERSUASIVE messages through songs delivered with the added
rhetorical content of a MUSIC VIDEO. Students should work hard to study the lyrics (by printing and
annotating them) as well the visual elements of the video (viewing several times and turning off the
sound and taking notes on what is placed, what is seen, what appears how, and pacing of images).
Remember, you do not have to AGREE with the message being sent; your job is to ANALYZE it, which
could include pointing out the biases in the artist’s perspective or choices in how the message was
delivered. YOU ARE ANALYZING, NOT EVALUATING. To analyze means to “break apart” and to consider
how the parts of something contribute to the whole. Keep that goal in the forefront.
We will also be learning and applying key concepts from RHETORICAL & SOCIAL THEORY, including
Kairos, Ethos, Pathos, Logos, Standpoint Theory (positionality), agency/structure, and Stasis.
Be ready to learn! Your learning objectives for this unit are to
1) Learn key terminology from the field of rhetoric that will be useful in analyzing a text and its
artist’s choices
2) EXPERIENCE multimodal texts to stimulate critical thinking
3) STUDY both visual and TEXTUAL (LYRICS) messages as an intellectual playground through the
packaging of a music video and its song
4) ANALYZE using the vocabulary and voice of an analyst
5) APPLY REASONING to point out EVIDENCE of artists’ CHOICES a