REFLECTIVE ESSAY

Dr. Paczynski Visual Rhetoric

Fall 2015
James Schumann

1. Develop an understanding of the concepts and methods used to rhetorically analyze and
interpret visual images and artifacts
With our readings and class work we explored the various elements of visual rhetoric.
Using the Greek terms to break down concepts and unpack the various images and media we
encountered developed a familiarity with these elements and a recognition of their use in pictures
and video. This faculty was tested and developed through the coursework and in-class
presentations.
2. Demonstrate ability to engage in rhetorical analysis of visual images and artifacts.
This was basically the above point (1) put into practice through the research and
development of our assignments and the in class presentations. The in-class presentations in
particular were excellent because they required the presenters to exercise their abilities and the
class needed to engage in the discussion and analysis as well.
3. Demonstrate an understanding of rhetorical strategies employed in visual communication
The assigned reading from the texts gave the model which we employed for our own
assignments. We analyzed and broke down various examples of rhetoric from the text and again,
when doing our assignments, we analyzed images and media we chose for ourselves.
4. Explore the theoretical underpinnings for studying visual artifacts within civic, cultural, and
social discourses.

This was accomplished mainly by studying works of scholars such as Foucalt to give a
broader understanding of the academic work being done to examine these issues. In addition, I
believe the classroom discussions were immensely helpful in this regard. The back and forth
among students of various backgrounds resulted in a healthy learning environment that
challenged and explored previous beliefs and new ideas.
5. Develop a vocabulary for visual culture
Terms such as exigence, Kairos, bricolage, and the rest were employed to give students
the correct terms to explain and analyze rhetorical concepts. It should be noted that a good
amount of classical rhetoric terms were used along with those more specific to the study of visual
rhetoric.
6. Explore how design elements work in different types of documents.
This was a daily occurrence. Asking why various design choices were made is the
beginning of the answer to what kind of rhetoric was being employed. Utilizing these techniques
in our own work gave a more thorough understanding.
7. Consider and experiment with the various rhetorical moves made with formatting and design.
The underpinning of every assignment in the class. I appreciate the teach by doing
approach taken by the professor, as it is much more effective than a lecture/text based approach.
8. Describe, analyze, justify, and reflect on our design decisions, navigating audience, purpose,
and context.

This part came mostly from presentations and interaction with fellow students, as well as
responding to criticism and suggestions from the teacher. The act of group analysis of images
allowed the class to be inspired by others ideas as well as providing our own.
9. Explore cultural and ethical implications of visual rhetoric.
I think we did well on this part. It was a keystone element to the course, and allowed
students reevaluate their response to various common images and media. This happened almost
exclusively in class, although much of the reading addressed it in more academic terms.
10. Work with/understand design principles such as color, repetition, alignment, etc.
Again, this is a strength of this class as it required the construction and analysis of our
own visual arguments and concepts. We learned the various tricks of the trade and then,
crucially, were expected to utilize them in our own work. The best defense against rhetoric is the
study of rhetoric. The construction of our own visual arguments allowed us to see the methods
employed by others in daily life. Again, the hands on approach to this field is a great approach.
Like the study of martial arts, it is no good to sit in a classroom and learn the theory of
techniques (although this can enhance understanding of practice). The best approach to learn the
fighting arts is to spar live opponents. This class had a good mix of theory and sparring.