Chapter 12 Rhetorical

Rhetorical Scholars are more critical and less theoretical. Look at examples to understand rhetorical meaning.

Difference between Hegemony (leadership) and total autonomy (total independence). Power is viral.

Anything that produces meaning. Rheorical practice came from public speeches from men for political purposes to now practiced by anyone in nearly every setting.

1) Explores generation and circulation of MEANING in industrial societies. Economic relations that emerge from capitalism.
2) Expands that culture means
3) Intrested in signification - how a sign comes to mean in a culture
4) Assume power inequalities exist and intrested in uncovering them.

No one true meaning in a symbol. MEANING DOESNT EXIST PRIOR TO REPRESENTATION.

HOW SOMETHING COMES TO BE IN A GIVEN CULTURE. circulation of meaning.

How connections bewtween cultural elements from unities that are not natural or essential. ex. College and alcohol come articulated together event though they are not similiar at all.

Encoders message has shaped by his or her cultural positions and Decoder will use their own cultural position to decode message. Negotiation is important bc encoder and decoder share culture space. Impossible to bridge cultural space bc of different values.

STEWART HALL MODEL ex. Inception, watch a film with a friend and dissagre with with friend about views of the movie therefore shows different culture meaning,

Sub Position - Stance, role, or perspective that one takes in a relationhsip or text.
INTERPELLATION - all discourse involves relationship between addresser and a addressee. We are hailed by text and 1) we recognized we are being called and 2) we adopt the subject position by the text. ex. Saying WE in sports.