How Does Rhetoric Change Based on Format?

“The key to persuasion is to appeal to the emotions, not just the intellect.” – Aristotle

The format of a message refers to the medium through which it is delivered, such as websites, social media, in-person conversations, television, music, or movies. Each format has distinct characteristics that influence how the message is crafted and received. For example, social media platforms like Twitter limit the length of posts, encouraging concise, impactful statements, while in-person communication allows for more nuanced, real-time interaction. Similarly, movies can use visual and auditory elements to convey complex emotions and themes, while music can evoke strong feelings through lyrics and melody.

Rhetoric, or the art of persuasion, changes depending on the format because each medium has its own conventions and audience expectations. For instance, in the context of social media, rhetoric often relies on brevity, hashtags, and viral content to engage users quickly. Think about Taylor Swift, who uses social media to connect with fans, creating a narrative that feels personal and authentic. In contrast, a movie like Black Panther uses the visual and narrative power of film to explore themes of identity, power, and community, delivering its message through a combination of dialogue, imagery, and action. These examples illustrate how the format of a message shapes the rhetorical strategies used to communicate effectively with the intended audience.

Overview

You know exactly how format influences rhetoric, because you’ve experienced it first-hand. Consider the differences between Feed My Starving Children’s rhetoric on their website vs. their in-person speeches.

Once you’ve completed your service at Feed My Starving Children, it’s time to reflect on your experience by identifying, analyzing, and evaluating the rhetorical appeals that were used in a story you saw or heard during your in-person service. This assignment will deepen your understanding of how organizations like Feed My Starving Children effectively communicate their mission and motivate their audience.

Identify a specific story that stood out to you during your service. This could be a story shared before or after the packing session.

Analyze the rhetorical appeals—logos (logical reasoning), ethos (credibility), and pathos (emotional appeal)—used in that story. Consider how each appeal was crafted to influence the audience’s perceptions and emotions.

Evaluate the effectiveness of these rhetorical strategies based on the audience who attended the service session. Reflect on questions such as:

• Did the story’s use of logos clearly communicate the facts and data?
• Did the ethos build trust and credibility?
• Did the pathos resonate emotionally with the audience?
• Were these strategies successful in achieving their intended purpose?

Consider how the audience reacted throughout the service session, particularly during the storytelling. Were they focused or distracted? Did they seem to be experiencing the intended emotional reactions? In what ways did the audience signal their approval or disapproval of the story? Which story better used rhetorical appeals–the one you found on their website, or the one you heard in-person?

Why You Should Care

Now that you’ve completed your Service Learning experience, it’s important to reflect on how this hands-on work connects to your projects, values, beliefs, and identity. This experience isn’t just a task completed—it’s a vital part of your growth as a socially conscious individual. By analyzing how your service aligns with your personal values and the broader goals of your civic action projects, you’ll gain a deeper understanding of the impact you can make in your community and how this shapes who you are and who you want to become.

Additionally, this experience has increased your awareness of how organizations use rhetoric and storytelling to accomplish their goals. Understanding how these organizations craft their messages and engage their audience through language will help you recognize persuasive attempts, whether they are well-intentioned or otherwise.

Project Overview for Service Learning Experience

Storytelling and rhetorical appeals can be very different depending on the medium, whether it’s a website or an in-person interaction with a live audience.

On a website, storytelling often relies heavily on visual elements, structured content, and carefully crafted language to engage the reader. The rhetorical appeals—logos, ethos, and pathos—are usually presented through a combination of text, images, videos, and data, allowing the audience to engage at their own pace.

In contrast, in-person storytelling with a live audience relies more on the speaker’s tone, body language, and immediate connection with the audience. Pathos can be more powerful when conveyed through a speaker’s emotions and presence, while ethos is built through the speaker’s credibility and the trust they establish in real-time. Logos can be reinforced by the speaker’s ability to respond directly to the audience’s questions and concerns, creating a dynamic and interactive experience.

The immediacy of live storytelling allows for a more personal and emotional connection, whereas the website must capture and hold the audience’s attention with static content. Understanding these differences can enhance your ability to analyze and create effective communication across various platforms.

Project Steps

Step 1: Refresh Your Memory on Rhetorical Appeals

Now that you’ve completed your service at Feed My Starving Children (FMSC), take a moment to reflect on your understanding of rhetorical appeals—logos (logic), ethos (credibility), pathos (emotion), and kairos (timeliness). These appeals are powerful tools used in communication to persuade and engage an audience, whether through data, credibility, emotional connections, or the right timing.

If necessary, review the Pre-Service Learning Prompt and the Canvas lesson on Mastering Rhetorical Appeals to ensure you are familiar with the concepts.

Step 2: Analyze the Live Speaker’s Audience and Purpose

During your in-person service, you were exposed to stories delivered by a live speaker. Begin your analysis by identifying the intended audience for the speaker’s message. Consider who was in the audience during the session. How many people were there as individuals, as a family, in a work or school group. How old were the volunteers? Think about what the speaker wanted to accomplish with their speech—was it to raise donations? Return to volunteer? Advocate for issues? Did the speaker have any other purpose that was not explicitly stated? Think about the language, tone, and content the speaker used to connect with this audience and achieve their goals.

Step 3: Identify a Story the Speaker Shared

Identify a specific story that the live speaker shared during your service. This could be a personal anecdote, a success story, or an impactful narrative about the work FMSC does. Focus on a story that stood out to you and seemed central to the speaker’s message.

Step 4: Identify Rhetorical Appeals Used in the Story

Identify examples of logos, ethos, or pathos that are used in the story:

You will analyze these rhetorical appeals for the post-service reflection, so take notes on exactly how the appeal is delivered.

Step 5: Evaluate

Now that you’ve identified the rhetorical appeals used by the speaker, evaluate their effectiveness in achieving the intended purpose with the audience. Consider the following questions:

• use logos (facts, data, logic) convince the audience of the organization’s credibility and message? Consider whether the evidence presented was relevant and compelling.
• use ethos (credibility, trustworthiness) to establish a strong sense of trust with the audience? Reflect on whether the organization’s credibility was clearly communicated and whether it aligned with the audience’s values.
• use pathos (emotions) that appealed to the intended audience’s values and beliefs? Think about whether the emotional aspects of the story were likely to evoke the intended response, such as empathy or a desire to take action.

To further assess effectiveness, consider the overall coherence of the appeals: Do the logos, ethos, and pathos work together harmoniously to support the rhetorical purpose?

Finally, reflect on the audience’s likely response: Would the intended audience feel informed, persuaded, and motivated to act based on these appeals? These questions will help you critically analyze the effectiveness of the rhetorical strategies in achieving the organization’s goals.

Step 6: Complete the Post-Service Reflection on Canvas

After analyzing and evaluating the rhetorical appeals used by the live speaker, complete your post-service reflection. Use this analysis to discuss how the speaker’s storytelling and rhetorical strategies impacted your understanding of FMSC’s mission and your own role in supporting it. This reflection will help you solidify the connections between your service experience and your broader academic and personal goals.

Please use this prompt as a guide when you write your answers.