Glossary

Also called perspective or point of view. The author’s apparent relationship to their topic, including how closely involved the author is with the issue, how the author does or doesn’t draw on past experience or expertise, what role(s) the author holds as a stakeholder in the issue, the author’s values and beliefs, and how the author envisions their role in relation to their audience and purpose.

The recipients of a message, further delineated as primary, secondary, addressed, and invoked, and often described in terms of demographics, psychographics, prior knowledge, and relationship to the author

The actual recipients who would have encountered the text in its original publication context

The audience that an author constructs through their rhetorical choices; the author’s apparent vision of who their readers are. Identified based on the author’s tone, assumptions about prior knowledge, values, and any other elements within the text that indicate the author’s assumptions/beliefs about the audience.

Any way in which an author’s own angle of vision may limit their ability to fully recognize, understand. or respect other views

Describes a text with a rhetorical aim where the author’s main goal is to engage and amuse the audience

The character of the writer, and in particular, how that writer’s character comes across through a text. In most cases, we are more likely to believe a writer who seems to be trustworthy, credible, sensible, and knowledgeable. The ways a text develops the author’s ethos are its ethical appeals.

The specific problem or circumstance that has motivated an author to create a text, and which the text is intended to address

A category of communication where examples within that category share similar characteristics in form, style, and/or content; genres may be very broad (newspaper article, scholarly journal article) or more specific (editorial, empirical research report)

The characteristics that are expected to be similar across examples of a given genre; may include expectations such as how a text will be organized, what writing styles are typical, how long a text may be, what media may be used, what kinds of topics may be covered, and how evidence will be presented and documented.

Describes a text with a rhetorical aim where the author’s main goal is for the audience to learn something new

The timing of an argument; how an author takes advantage of an opportune moment and/or tailors a message to emphasize its current relevance and importance.

The logic of a text, which includes everything from how clear and consistent the message is to the strength of the evidence. The ways a text develops its message and supports it with evidence are its logical appeals.

The modality or channel through which a message is delivered. Texts may be written, oral, visual, audiovisual, or some combination thereof; additionally, texts may be presented on paper, online, or in some other format (such as on tape).

How a text appeals to the audience’s values and emotions. A good argument needs to make the audience care about the issue, and perhaps even make the audience feel some sympathy for the writer. The ways a text stimulates the audience’s emotions are its pathetic appeals (or emotional appeals).

Describes a text with a rhetorical aim where the author’s main goal is for the audience to adopt a new position or pursue a particular course of action

The intended recipients who would have encountered the text in its original publication context

The specific goal or objective that a communicator aims to achieve through their message.

The use of words and/or other symbols to influence others

The type of purpose a text has; commonly divided into three categories: to inform, to persuade, or to entertain

The context of a text, which consists of four main elements: purpose, audience, genre, and medium.

Potential recipients of a message who are outside the primary audience