| Note: Each chapter concludes with a Summary, Exercises, and Works Cited | |
| Introduction | |
| What Are Rhetorical Messages | |
| Characteristics of Rhetoric Definition of Rhetoric Rhetorical Terminology | |
| Why Study Rhetorical Messages | |
| Criticism: What Critics Do with Rhetorical Messages Reaction versus Critique Characteristics of Critics | |
| A Critical Stance: In the Balcony How This Book Can Help Message Analysis Matters | |
| Process to Product | |
| Four Kinds of Critical Thinking | |
| Creative and Critical Thinking | |
| The Process of Critical Analysis of Messages Notes | |
| The Process of Description Approaches to Describing a Text Recording | |
| Your Thinking Approaches to Describing Context Conducting Relevant Research | |
| Text-Context Interaction | |
| Applications of Text-Context Interactions Notes | |
| The Process of Analysis | |
| Naming the Parts of the Message | |
| Looking for Rhetorical Patterns | |
| Sample Analysis Deriving Questions from the Analysis Notes | |
| The Process of Interpretation | |
| Characteristics of Interpretation | |
| How Does a Critic Develop an Interpretation | |
| The Process of Evaluation | |
| Types of Judgments | |
| Selecting a Type of Judgment | |
| Sample Evaluation | |
| Writing Your Ideas Effectively | |
| Arguing Your Claims about Messages | |
| Documenting Your Sources Notes | |
| Analytical Tools Classical Approaches | |
| Classical Approaches: Ancient Rhetoric Some Classical Rhetorical Concepts | |
| The Classical Model Applied Notes Suggested Readings | |
| Classical Approaches: New Rhetoric Toulmin and Everyday Argument Perelman and the New Rhetoric | |
| The New Rhetoric Applied | |
| Notes Suggested Readings | |
| Dramatistic Approaches | |
| The Narrative Paradigm | |
| Some Vocabulary of the Narrative Paradigm | |
| Narrative Paradigm | |
| Applied Two Concepts--Four Concerns | |
| Narrative Applied to WWF Smackdown! | |
| Suggested Readings | |
| Fantasy Theme | |
| Analysis Fantasy Theme | |
| Analysis Contrasted with Narrative Some Basic Concepts of Fantasy | |
| Theme Analysis | |
| The Process of Fantasy Theme | |
| Analysis Fantasy Theme Applied: Gettysburg Address | |
| The Fantasy Themes of WWF Smackdown! | |
| Notes Suggested Readings | |
| Burkeian Analysis | |
| The Negative and Human Speech | |
| The Pentad Two Examples of the Pentad Applied Using Pentadic Ratios | |
| Discovering Motives Burkeian Concepts Applied to WWF Smackdown! | |
| Notes Suggested Readings Sociopolitical Approaches | |
| Ideological Approaches Critical Theory | |
| Hegemony and Marginalization Legitimation | |
| Naturalization Ideological Concepts | |
| Applied to Beauty and the Beast and Shrek | |
| Notes Suggested Readings | |
| Feminist Approaches | |
| Liberal Feminism | |
| Cultural Feminism | |
| Postmodern Feminism | |
| Feminist Concepts Applied to Beauty and the Beast and Shrek | |
| Notes Suggested Readings | |
| Postmodern Approaches Deconstruction Ideographs Discursive Formations Using the Postmodern Approaches | |
| Postmodern Concepts Applied to "America" | |
| Notes Suggested Readings | |
| Visual Approaches | |
| Visual Communication Visual Messages and Argument | |
| The Nature of Visual Messages | |
| Semantics and Visual Communication Functions of Visuals in Persuasion | |
| An Application Expanding the Analysis | |
| Notes Suggested Readings | |
| Appendices | |
| Sample Analysis of "She's Leaving Home" | |
| Sample Student Paper: Barbara Jordan's Keynote Address at the 1992 Democratic National Convention: A Neutral Approach to a Partisan Task | |
| Sample Student Paper: A Response to the Death of a Princess: The Form and Function of a Eulogy | |
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