E-RhetoricE-Rhetoric

Writing for Electronic DeliveryWriting for Electronic Delivery

ACUACU

What is rhetoric?What is rhetoric?

Rhetoric is the art of persuasionRhetoric is the art of persuasion

The new rhetoric: ERhetoricThe new rhetoric: ERhetoric

Web sitesWeb sites Digital media: videos, movies, podcasts, Digital media: videos, movies, podcasts,

photos and other imagesphotos and other images Presentation programs: PowerPoint, KeynotePresentation programs: PowerPoint, Keynote Social media: Blogs, instant messaging, Social media: Blogs, instant messaging,

texting and online communities such as texting and online communities such as Facebook, Twitter and MyspaceFacebook, Twitter and Myspace

Brevity worksBrevity works

Twitter message – 140 charactersTwitter message – 140 characters Lord’s Prayer – 56 wordsLord’s Prayer – 56 words Gettysburg Address – 266 wordsGettysburg Address – 266 words Ten Commandments – 297 wordsTen Commandments – 297 words Declaration of Independence – 300 wordsDeclaration of Independence – 300 words Box of breakfast cereal – 1,200 wordsBox of breakfast cereal – 1,200 words U.S. government order on pricing cabbage – U.S. government order on pricing cabbage –

29,911 words29,911 words

Rhetorical strategies for making Rhetorical strategies for making online content persuasiveonline content persuasive

Well-written contentWell-written content Information architectureInformation architecture NavigationNavigation VisualsVisuals

E-rhetoricE-rhetoric

Bringing togetherBringing together TextText PhotosPhotos IllustrationIllustration TypographyTypography AnimationAnimation Navigation Navigation LinksLinks Audio and Video clipsAudio and Video clips

For the purposes of persuasion on the WebFor the purposes of persuasion on the Web

Four C’s of Web ContentFour C’s of Web Content(Rhetorical Strategies)(Rhetorical Strategies)

CredibilityCredibility ClarityClarity ConcisenessConciseness CoherenceCoherence

Sound familiar?Sound familiar?

CredibilityCredibility

Criteria for evaluation of credibilityCriteria for evaluation of credibility AuthorityAuthority AccuracyAccuracy ObjectivityObjectivity CurrencyCurrency Coverage and intended audienceCoverage and intended audience

Credibility and promotional textCredibility and promotional text

““You’ll be glad you’ve landed on the “Tax Info for You’ll be glad you’ve landed on the “Tax Info for You” page. Because here you’llYou” page. Because here you’ll

find tax tips for individuals – for folks just like you.”find tax tips for individuals – for folks just like you.”

OROR

“The Tax Info For You page is designed to help you “The Tax Info For You page is designed to help you through the process of filing your federal income tax.” through the process of filing your federal income tax.”

Tips for CredibilityTips for Credibility

Avoid marketing language and hypeAvoid marketing language and hype Don’t be overly chatty or informalDon’t be overly chatty or informal Skip the humorSkip the humor Include logo on each pageInclude logo on each page Eliminate typos, grammar and spelling Eliminate typos, grammar and spelling

mistakesmistakes

Credibility?Credibility?

Southeast Christian Church -- bio

ClarityClarity Online textOnline text

Short sentences, short wordsShort sentences, short words Active voiceActive voice ConcreteConcrete No adverbs (smile happily?)No adverbs (smile happily?) Worldwide audience considerationsWorldwide audience considerations

PresentationPresentation TitleTitle HeadersHeaders BoldBold Captions for figures, photos, etc.Captions for figures, photos, etc.

ConcisenessConciseness

Brief but thoroughBrief but thorough Consider drive-thru readersConsider drive-thru readers Consider how your audience will use the info Consider how your audience will use the info

you provide you provide

CoherenceCoherence

Even though the Web is non-linear, readers Even though the Web is non-linear, readers look for cues that will lead them on a path look for cues that will lead them on a path through the textthrough the text

The value of repetitionThe value of repetition Use of headers, bullets to guide readersUse of headers, bullets to guide readers

For next classFor next class

Assignment on the course blog about Assignment on the course blog about Erhetoric.Erhetoric.

Read chapters 1 and 2 in The Elements of Read chapters 1 and 2 in The Elements of Style and do the exercise on the course blog.Style and do the exercise on the course blog.

Lab meets on ThursdayLab meets on Thursday