Transcript Design & Delivery

WRITING 122
WEEK 2
Lansing Community College
Suzanne Webb
January 15, 2010
Rhetoric & Argument
Part II
A (Partial) Rhetorical Analysis
of Olbermann’s Argument
My Thoughts
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We’re going to revisit Olbmermann’s argument
in this ppt. Not because it’s the greatest
argument ever, or that I agree or disagree, but
because it is an example of a reasoned, wellwritten argument. We’ll look at it
RHETORICALLY—that is based the canons of
rhetoric (invention, arrangement, style, memory,
delivery) and on the modes of argument (ethos,
pathos, logos)
The 5 Canons of Rhetoric
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Invention
Arrangement
Style
Memory
Delivery
The 5 Canons of Rhetoric
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Invention
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Coming up with something to say
Invention
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Let’s look at the Olbermann video. What
does he “invent” to write about?
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His father’s health is a personal “in” to
the argument on health care for all of
America.
Your Responses & Comments
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“What I think really helped his
argument as well was being able to
bring his own personal experiences
to the issue.”
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Sue says: This is something you, too, should do:
Find a personal experience to bring to bear on your
argument.
Arrangement
How does Olbermann arrange his argument?
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He starts with a “personal narrative”—his
father. Then he “moves” the audience through
reasoned claims and support about America’s
current (and future) state of health care. He
finishes by talking about how it all comes down
to money.
Arrangement
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Let’s look at Olbermann’s “moves”
What do I even mean by that?
How he LEADS the audience through his
words
Arrangement
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Notice how he brings “us” together
through the use of “we.”
He tells us that he will speak on
Healthcare (announces his topic)
He uses the “we” to tell us how we ALL
are affected by this issue.
Arrangement
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He tells us a historical perspective (Winston
Churchill)
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He then takes us through the idea of a “public
option” and gives us reasons we may not yet
understand what it all means. He says that the
words used to describe this option by congress
are vague and confusing to us, the American
public. He gives evidence as to how this is so.
Arrangement
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Next, he moves to focusing on what its
like to stay in a hospital. Gives us gritty
(visual) details of what’s that’s like.
Then, he talks about the bills. The costs
of hospitalization. The $$$. He brings in
numbers and facts about the number of
uninsured.
Arrangement
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Olbermann takes a pause and goes to talking about his
father. The LIVED EXPERIENCE.
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In doing this, he is THREADING together this argument in
a very complex manner, but he believed (or, his producers
believed) this to be the most effective way to organize his
information.
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You’ll have to decide what the most effective way is to
organize YOUR information.
Style
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How does Olbermann talk?
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He seems to me to be speaking to an educated
audience.
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He uses punctuation, grammar, and even citation
(*more on citation to come).
Your Comments/Responses
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“[Olbermann] showed me style
techniques for putting together an
interesting argument.”
Style
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Punctuation? In a speech? Well, yes. Use
of pauses and varying sentence
structure add to style.
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He even messes with conventional sentence
style/structure (“Irony, this.”), but he does it on
purpose and with purpose—and it works.
Style
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Sue says: We should note that while one
person might say that “Olbermann is a gifted
public speaker” another might say
“Olbermann is a verbose windbag.” I’m of
the mindset that he’s some of both 
Your Comments & Responses
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“[Olbermann’s] argument wasn't so much
about what side of the health care issue
[to be on] but he went right to true heart
of the issue, that we all will do what we
can to put off death and if that is
threatened, our survival mode kicks in.”
Delivery
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Did Olbermann “wing it”?
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He talked for 45 minutes.
My thought is that this was a WRITTEN TEXT
long before it became an oral performance.
We can all learn a lot from this speech.
Delivery
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This is a complex argument. But, most are. Most
arguments are threaded in that they weave
together the claims and their evidence from
outside sources along with personal lived
experience. They combine statistics (logos) and
appeals to an audience’s emotions (pathos).
They weave together definitions, causes and
effects, pros and cons.
Delivery
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The most important thing to remember
about weaving all of these things
together is to do so in a manner that
your audience sees the logic—a manner
they can follow and understand.
You do this with your arrangement &
delivery as well as with transitions.
Delivery (& arrangement)
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Transitions … Move your audience
A FEW EXAMPLES:
Besides that… In addition to… Another example
of this…furthermore…
But…Another point of view is…In contrast…
Consequently … subsequently … If/then…
Study Guide
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They Say / I Say  this is a link!
This pdf is a helpful guide for
incorporating sources and writing better
transitions.
Check it out!
When Writing an Argument
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You are attempting to convince readers
of something…
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To change their minds
To urge them to do something
To address a problem where no simple
solution exists
When Writing an Argument
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Olbermann certainly attempts to address a problem
where no simple solution exists. This (health care
reform) is a VERY complex issue—
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There is NO WAY to argue it in 900-1100 words (your
short essays)!
There is NO WAY to argue it in 1400-1600 words!
(your long essays).
It took him 45 minutes. That’s around a 30-page
paper!
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When Writing an Argument
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Shape your appeal to your audience
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Establish common ground
Respect your audience’s interests and views
Choose examples the audience can relate to
Use language appropriate to your audience
When Writing an Argument
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Olbermann establishes common ground
He respects his audience’s interests and
views
He chooses examples the audience can relate
to (Tiny Tim / Charles Dickens!)
He uses language appropriate to his audience
Your Comments & Responses
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“[I]n order to gain attention from
others (audience), it is crucial to
have the topic relate to them.”
Sue says: It is crucial to have [the audience] relate.
Your Comments/Responses
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[Olbermann] helped me understand that in
order to gain the attention of your audience you
have to be able to relate to them. You also have
to make them understand the severity of the
situation. He did so by incorporating the fact
that health care reform ultimately comes down
to life and death. He made it seem that if a
person were to choose the wrong side, then he
or she would be condemning us all to do die.
I'm not saying that I agree or disagree with him,
but he does make a very compelling argument,
which is what his intent was in the first place.
Analyzing the Argument
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p71 EDW
What is the main issue (stasis)
What emotional, ethical and logical appeals can
you use?
How can you establish your credibility?
What sources do you have?
How current and reliable are they?
Does your thesis reflect your claim accurately?
Olbermann’s Evidence
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Olbermann establishes stasis (the issue)
Olbermann draws from personal experience
He draws on our Pathos (our emotions)
He gives us facts/logic (logos) (especially that
we will all, eventually, die)
He even drew on classic literature (Charles
Dickens)
Your Responses & Comments
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“[A]n argument essay [is] something
without a right answer but a tool for
debate and a guide to help others form
an opinion.”
Logos :: Pathos :: Ethos
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Logos
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Pathos
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The appeal to reason (logic)
The appeal to emotion (values)
Ethos
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The appeal to character (ethics)
Logos :: Pathos :: Ethos
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Logos
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Pathos
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Use of facts, numbers, statistics
Use of his father’s illness AND use of a
common denominator—we ALL (will) get
sick.
Ethos
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Uses his lived experience through his father
AND his reputation as an orator and a
commentator.
Your Comments/Responses
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“[W]hen you question someone's beliefs
on how this should be handled, it is very
easy to upset your audience very
quickly.”
My Thoughts
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Sue says: Maybe Olbermann didn’t want
his audience to “take a side.” Maybe he
was giving us a “call to action.” Maybe he
wanted us to get involved, think, —
realize— that this issue is complex and it
involves each and every one of us.
Maybe THAT was his main point?
When Writing an Argument
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Logos :: reason
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“The facts don’t lie”
Use of evidence
Trustworthy sources
Clearly defined terms
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When Writing an Argument
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Pathos :: emotion of the reader
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Reminds us of deeply held values
Stirs reader’s emotions
Creates a strong emotional appeal
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When Writing an Argument
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Ethos :: character of the writer
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The credibility, moral character, and
goodwill of the writer (ethics)
Knowledgeable on the subject?
Trustworthy?
In the best interest of the audience?
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Your Responses & Comments
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“In view of ethos, I felt Olbermann lent
himself the greatest credibility through
his intimate connection to the ongoing
health care concerns and his first hand
experience. “
Your Comments/Responses
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“[T]he Olbermann clip seemed … personal. He
spoke of death often and how the people do not
understand the current health bill but did not
elaborate any further. He did point out flaws
from both the liberals and conservatives,
however did not clarify on the issue of mass
confusion. Therefore, it was hard for me to take
a side on that particular subject.”
Your Comments/Responses
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One of the key things [Olbermann] uses is
repetition and mental images. The strongest
sense we have is sight and to give us a picture
to think of is a very powerful skill, he uses his
words to make a very clear image of how
hospitals are run and the problems they have
before explaining what needs to be done to fix
them. What he shows us are a great many ways
to persuade your audience.
When Writing an Argument
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Identify the elements of an argument
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Most arguments share a claim, reasons for
that claim, warrants (assumptions) which
connect the claim to the reasons, evidence
(facts, credible opinions, examples,
statistics), and qualifiers (limiting of the
claim)
When Writing an Argument
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Identify the elements of an argument
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Claim
Reasons, for that claim
Warrants or assumptions, which connect the
claim to the reasons
Evidence, facts, credible opinions, examples,
statistics
Qualifiers, limits of the claim
When Writing an Argument
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Demonstrate Knowledge
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Use credible sources
Demonstrate Fairness
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Consider the other side in your paper adds to
your credibility (a requirement)
Your Responses & Comments
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“[A]n argument is not so hard when it
comes to having the right sources to
defend your position and make clear
statements to overcome any
upcoming obstacles.”
Organizing an Argument
The Classical System
1. Introduction
2. Background
3. Lines of Argument
4. Alternative arguments
5. Conclusion
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Organizing an Argument
The Toulmin System
1. Make your claim
2. Qualify your claim
3. Present good reasons as support
4. Explain the underlying assumptions
5. Provide additional evidence
6. Acknowledge possible counter arguments
7. Draw your conclusions
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The 5 Canons of Rhetoric
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Invention
Arrangement
Style
Memory
Delivery
The Modes of Argument
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Ways to appeal to your audience
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ETHOS (the ethics of the speaker/writer)
PATHOS (the emotions of the audience)
LOGOS (the logic of the argument)
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Finding Good Arguments
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Once you start finding resources in the LCC
databases, you’ll be looking at quality written
arguments. These will either support or refute
your own stand (stasis) … and, if you prefer the
written examples, think of all (almost all)
scholarly articles as arguments. Also, we’ll look
at some student-written arguments in the weeks
to come as well.
until next time…