DWRL Lesson Plans - Web video

Introducing Rhetorical Analysis with Contemporary Advertisements

sariddick — Thu, 02 Oct 2014 23:01:21 +0000

Author:

Image Credit:

Mozart, Mike. "Smellcome to Manhood." JeepersMedia. Flickr. 2 Oct 2014. Web. <https://www.flickr.com/photos/jeepersmedia/12462069883/sizes/m/>.

Brief Assignment Overview:

The aim of this lesson is to provide students with an accessible and engaging introduction to rhetorical analysis. Students will view four brief texts—three thirty-second videos and one print advertisement—and try to identify the audience, the speaker, and the argument contained in each.

Type of Assignment:

Class Discussion

In-class Exercise

Assignment Length:

Single Class Period

Pedagogical Goals - Rhetoric:

Pedagogical Goals - Literature:

Pedagogical Goals - Writing:

Research

Summary

Pedagogical Goals - Digital Literacy:

Additional Pedagogical Goals:

Introduce rhetorical analysis to students
Offer a broad illustration of the scope of rhetoric and rhetorical analysis
Familiarize students with initial components of rhetorical analysis (audience, speaker, argument)
Help students feel comfortable offering their own analyses

Media Requirements:

Media Console/Projector

Required Materials:

Media console with overhead projector
Class computer with internet connection
Preferable, but not essential: personal computers for brief individual research activity.

Timeline for Optimal Use:

Early in the Semester

Mid-Semester

Full Assignment Description:

This lesson is intended to provide a light, engaging, and accessible introduction to rhetorical analysis. Students will survey several contemporary advertisements that vary in a number of ways yet share some broad themes. The order of the texts is intended to subtly help the students progress from basic to more nuanced analyses.

The first moments of this class are open to suit the needs of the instructor. If this is the first day that students will be performing rhetorical analysis, it may be helpful to provide a brief overview of what is to come.

To begin the analytical portion of the class, play the first text—an Old Spice commercial from the 2010 "Smell Like a Man, Man" campaign. The commercial is both fun and funny, thus students should respond well to it. Moreover, its fast pace and quirky tone will likely get students laughing, which will hopefully loosen them up for analysis.

Once you have played the video, ask the following questions:

Who is the speaker?

Who is the audience?

What is the situation?

What is the argument?

What does the text want you to feel?

What does the text want you to believe?

What does the text want you to do?

How is the text making that argument?

Be sure to draw out detailed responses from the students. Play the video again, as needed. One reason this ad is great for an initial analysis is because it has two different speakers (i.e., the spokesman and the company), two different audiences (i.e., implicit and explicit), and plenty of components that students can draw on to support their answers to the argument questions.

Next, play the second and third videos. Each of these are 2008 advertisements from the Corn Refiner Association's "Sweet Surprise" campaign about high fructose corn syrup. Ask students the same series of questions, and encourage them to pay even closer attention to the details that help create this argument.

Once you feel that your students have adequately analyzed the argument in these two texts, have students go to the website featured at the end of the videos. If students don't have computers, do this together as a class. By this point, hopefully students will have mentioned that the text wants you to go to this website, so this can be a way of getting them to further test the text. Once there, have students try to identify any bias on the website and ask them to list specific examples. This is meant to encourage students to closely examine sources and to consider how word choice and other stylistic choices shape an argument.

If time permits, have students look at one more text—a 2014 print ad from the Washington Metropolitan Area Transit Authority. In the ad, one woman remarks about new public transportation changes and another woman responds, "Can't we just talk about shoes?" There are several broad parallels between this text and the former texts, so students should feel comfortable by now analyzing this form of visual rhetoric.

Suggestions for Instructor Preparation:

Given the brevity of both these texts and the follow-up questions, it would be a good idea to thoroughly familiarize yourself with each text before presenting them to the class. With this being an introduction to rhetorical analysis, students may feel shy about offering responses, so being prepared with many different ways to prompt their analyses can be helpful.

Instructions For Students:

For the group analysis portion of the class:

Answer the following the questions. Cite evidence to support your response.

Who is the speaker?

Who is the audience?

What is the situation?

What is the argument?

What does the text want you to feel?

What does the text want you to believe?

What does the text want you to do?

How is the text making that argument?

For the individual research portion of the class:

Go to http://www.sweetsurprise.com
Can you identify any bias?
Cite specific examples to support your response.

Evaluation Suggestions:

There is no evaluative component to this activity.

Course Type:

Introductory Writing Course

Course Description:

This lesson plan was designed for "Rhetoric and Writing", an introductory course.

Tags:

Transforming Video with Popcorn Maker

Wise — Fri, 07 Mar 2014 16:40:10 +0000

Author:

Beck Wise

Image Credit:

Image: Joakim Wahlander

Brief Assignment Overview:

Like many things, visual rhetoric is often best learnt by doing. This lesson plan introduces students to video editing using Popcorn Maker, a web-based tool for mashing up online texts.

Type of Assignment:

In-class Exercise

Assignment Length:

Single Class Period

One-Two Class Periods

Pedagogical Goals - Rhetoric:

Pedagogical Goals - Writing:

Invention

Organization

Style

Pedagogical Goals - Digital Literacy:

Media Requirements:

Technology-Based Classroom (computers for each student)

Required Materials:

Hardware

Computer access for all students (laboratory or bring-your-own-device; small groups often work better than individuals for this)

Web access

Software

Access to modern, Flash-capable browsers (Safari in particular often does not play nice with this tool)

Timeline for Optimal Use:

Useful Anytime

Full Assignment Description:

In this class period, students are asked first to analyse a piece of visual rhetoric and then to create their own using Popcorn Maker, a web-based tool for mashing up online texts including videos, images, audio and text.

I begin the class by introducing students to visual rhetoric, asking them to analyse the various levels of a visual text progressively -- first by silently reading a transcript of a video narration, then by listening to the audio, and finally by playing the full video. Unpacking the text in layers like this helps students engage with the possibilities and effects of medium, as well as or instead of content (for a lesson plan which lays this out in detail, see Laura Thain's 'Shifting Focus from Content to Medium', which uses records of the Hindenberg disaster in this way; I often use Anonymous' 'Message to Scientology' as my text for this activity, since it fits with themes of my 'Rhetoric of Hacking' course and conveniently provides a transcript, saving me the effort of creating one).

I then introduce students briefly to Mozilla's Popcorn Maker, demonstrating the very basics and offering them links to a couple of tutorials. The tool lets students quickly and easily create web videos -- and because it's designed to incorporate and transform other online texts, the barrier to entry is lower than with other video editors; in my experience, students are more comfortable transforming existing tests and can feel paralysed when asked to create from scratch.

Working in small groups or individually, they are asked to 'play with the tool', using it to create videos which make 'some kind of point', whether or not it relates to the course theme or content -- I keep my language fun and the instructions unspecific, since the goal is to gain fluency with a tool they might want to use for later projects, and to come up with something quick-and-dirty in a single class period. As a result, I've seen a lot of in-class videos featuring Miley Cyrus! Towards the end of the class period, I ask anyone who has a video work-in-progress they're comfortable sharing to email me the link and we review some of the products on the overheard projector. As well as illustrating the various possibilities of Popcorn Maker, it tends to serve as a good icebreaker, as students discover shared interests.

Depending on your class' interest in making and viewing videos, you can extend this into a second day or ask students to share their videos on a course website.

One thing to be aware of: when replaying videos, expect long buffering times. My students this semester have also reported the tool becomes unstable when producing complex texts with many included elements; I'd steer students towards offline video editing software if they want to compose extended video and multimedia projects. Popcorn Maker is great for quick-and-dirty projects using existing web content, and is particularly good for introducing students to video editing (its interface mirrors a lot of popular offline editors), but it definitely has its limits!

Suggestions for Instructor Preparation:

Before class, you'll want to prepare to share your chosen text in written, auditory and video form. You might provide the text as printouts or display it on a projector; for the audio version, you could play the video with the projector screen blanked or use a YouTube-to-MP3 converter to obtain an audio track to play.

You'll also want to spend some time with Popcorn Maker -- follow the tutorials linked above (I recommend Miriam Posner's tutorial over the official Mozilla one!) to become familiar with the tool. I suggest making a video of your own to show your students ... I throw something terrible together real fast to encourage them to be OK with imperfect results (remember -- this is just play), and make it clear that something can be achieved inside a class period. Don't believe me it's kind of rubbish? Here you go. This is about 15 minutes of work and is designed to subvert the messages in the video I use in the analysis section of the class. You can play the video right through and then hit the 'Remix' button to get a look at the actual construction, which makes the example doubly valuable as it allows students to reverse-engineer the project if they want.

Instructions For Students:

My instructions to students for this activity are extremely informal; I tell them ahead of time we'll be talking about visual rhetoric and assign a brief reading outlining what that means. On the day, I guide them through the various levels of analysis of the assigned video (to which they have not previously been exposed) and demonstrate the tool we'll be using to make our own videos, then essentially cut them loose to play and create. I provide links to the tutorials above for their reference, but most students prefer to figure things out on their own (and typically succeed in doing so).

Evaluation Suggestions:

My suggestion for evaluation: don't! This is a plan for play, designed to give students tools (and in my experience, they WILL use them later).

Course Type:

Intermediate Writing Course

Course Description:

This activity was designed for 'Rhetoric of Hacking', an intermediate writing course conducted in Fall 2013 and Spring 2014. The course engages with public discourse around hacking, the notion of hacking as rhetoric, and ways to hack rhetoric (in this instance, by transforming and repurposing existing texts).

Tags:

Web video

Remix

Play