Social Media Rhetorical Analysis
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For this assignment, you will conduct a rhetorical analysis, using multimodal and social media lenses (primarily Wysocki and Sheridan et al. but also what makes a campaign successful), in order to inform a social media campaign and ultimately a comprehensive content strategy later in the semester. You will be asked to look at several social media platforms and the types of posts on each platform paying attention to engagement and response. The analysis helps you determine three important issues about a social media presence (these will be issues to look for in future documents as well):Is it meeting the audiences’ expectations and needs?Is it circulating a consistent message that reflects the core values and purpose of the organization? Is it making the best use of the available affordances and platforms to tell their story, engage their audience, and increase circulation? The purpose of this analysis is to give you experience:Analyzing the posts and their intended audience and determining the most effective argument frame and social media platform for specific kinds of arguments.Determining appropriate supplementary materials to provide additional context and engagement in each platform.Understanding how to write persuasive, accurate, circulate-able ,and engaging discourse about specific initiatives for specific audiences in appropriate online formats.As you begin, look back through your collection of screen captures (however you chose to archive posts) and look for patterns. As you note these patterns using the social media lenses, see if you can come up with categories of patterns to help you organize your analysis. This rhetorical analysis consists of three parts:Analyzing your community of study’s social media accounts (analysis should be across at least the last 2 weeks—remember that you can look at past posts as well). Be sure to explain which platform(s) the posts were used on and consider why that particular platform was picked for that particular post, Analyzing the platforms and modes of the community’s social media presence to understand how each is used and whether it is being used effectively, noting how engagement is per post, andA list of best practices (what worked best) for social media posts for your community of study based on your analysis.The analysis should have an introduction prior to part 1 that explains its topic, parts, and purpose. Each part should be written to create an overall argument for identifying patterns, audiences, and best practices—draw not only from class readings but other experiences you have had analyzing social media (don’t worry if this is your first time analyzing this genre—you have all you need to complete the analysis). Give thought to how you think the analysis would be best organized to highlight these parts, the guiding questions, and help you make your argument. Do not simply answer the questions but rather create a readable document that illustrates your findings to make an argument about best practices for your community of study.Part 1Analyze the social media presence of your community of study. Focus on identifying the intended audience, purpose, rhetorical strategies employed and the similarities you see among the articles. Provide evidence to support each claim. Evidence can be a direct quote from the text or class readings. You must support your claims. Specifically, draw from the reading on rhetorical velocity to examine the patterns, trends, and strategies you observe the organization using to circulate in these platforms and addresses the following questions:Who is the community? What is the purpose or goal of the community?Who is the audience for the posts?What assumptions are made about the audience? Is there an audience that seems to be neglected by the posts?What is the purpose of most of the posts?What kinds of topics are posted and what kinds of information is included in the posts? What supplementary material is included in the posts? (links to more information, images)What topics get the most engagement (What type of posts are most often liked, commented on, shared, retweeted?)Analyze the type of comments and responses to your community of study posts.What impression does the community seem to want their audience to have when they read their posts?What value do you believe the posts provide their intended audience? AND how do they demonstrate that value?What perception does the AUDIENCE seem to have of the community (and what evidence supports your belief here?)What strategies are used to increase circulation? (#hashtags? @tags)How are hashtags used? Are established hashtags added or are new ones developed to emphasize a point?What strategies are used to encourage the audience to change their thinking or behavior? (frames, compelling stories, ethos, pathos, logos, kairos)What visuals are included and how are they functioning to further the argument?What affordances (links to further readings, videos) is most often included and what is most persuasive?What other patterns, themes, disconnects, or innovations do you notice? What cultural contexts and assumptions support this work? Provide evidence to support each claim. Evidence can be a screen capture, direct quote from the post or class readings. You must support your claims. Part 2Analyze the platforms and modes used by this community. What platforms best circulate the kinds of materials the community seeks to promote? Do the posts take advantage of the affordances of each platform—is the information different or arranged differently based on platform or is it the same information circulated in different venues? What would improve their use of their different platforms? Based on what you understand as their goals and the expectation of the audience, are there other platforms or venues they could use to increase circulation and engagement? Are there other modes that would increase circulation and engagement?Part 3Based on class readings and your findings, list best practices (what you recommend based on your analyses of the social media accounts) for social media campaigns and content strategy for your community of study. In other words, What are a few best practices that you might incorporate into your own social media posts? Why are these appropriate?Document Specifics: Use memo format (Links to an external site.)Should be around 8-12 pages single spacedMust include screen captures of posts for full creditUse APA to cite references. See Purdue’s OWL (Links to an external site.) for help with citationsAll parts of the analysis must be completed to receive credit for the assignment.
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