Summary
Highlights
The speaker reviews an assignment sheet for rhetorical analysis, highlighting how different analytical questions often overlap. For example, vocabulary choice (Question 6) can be evidence for how an author connects with their audience (Question 5). The focus for this essay will be on analyzing how video is used to foster connection or distance, particularly within Kickstarter projects.
For this specific essay, the primary areas of focus will be the secondary audience, the organization of the project pitch, and critically, the writer's use of video. The speaker emphasizes the relevance of strong writing and rhetorical skills on platforms like Kickstarter, where they are crucial for securing funding.
The speaker introduces the chosen Kickstarter project for analysis: 'Build a Vegan Butcher Shop with The Herbivorous Butcher.' This local Minneapolis project successfully used Kickstarter to fund its brick-and-mortar shop. The speaker notes the importance for students to familiarize themselves with the Kickstarter platform and its rhetorical expectations, as demonstrated by resources like David Pogue's article and the Kickstarter School.
The speaker begins a live analysis of The Herbivorous Butcher's Kickstarter video, pausing to take detailed notes. Initial observations include the founders' introduction, their announcement of opening the first vegan butcher shop in the U.S., and an immediate 'plea for help'. The speaker emphasizes looking for patterns in the video to identify deliberate rhetorical strategies.
Further analysis reveals recurring patterns: testimonials from customers (a parent and child praising the food), the founders' personal story of creating vegan meats due to their own needs and cultural background (Guam), and repeated calls to action, subtly interspersed throughout the narrative. The video also shows product visuals and elaborates on how the funding will address current logistical challenges and allow for wider distribution.
The speaker demonstrates how to construct analytical claims using a 'what, by, how, which' formula. Unlike previous claims, which often ended with 'how,' video-based analysis requires an additional 'which' clause to specify the particular strategy employed within the video itself. This is because video is a 'vehicle' for strategy rather than a strategy in itself.
The first claim formulated is: 'The creators of The Herbivorous Butcher project come close to their campaign backers through the use of video, which makes repeated and enthusiastic pleas for help.' The speaker provides direct quotes from the video as evidence, such as 'we need your help,' 'we need your help to do it our way,' and 'together, we can change the world, one meal at a time,' highlighting their aspirational and purposeful language.
The second claim focuses on personal narrative: 'The creators of The Herbivorous Butcher project come close to their campaign backers through the use of video segments which highlight the sympathetic or inspiring personal story of the founders.' Evidence includes their journey from Guam, starting in a rented kitchen, and their success at the farmers market, all contributing to an engaging and relatable story.
The final claim identified is: 'The creators of The Herbivorous Butcher project come close to their campaign backers through the use of video segments which showcase positive testimonials from customers.' This includes the mother who found suitable food for her vegetarian children and the child's enthusiastic endorsement, along with visual cues like a smiling child eating the product. These three distinct claims demonstrate the abundance of rhetorical strategies even in a short video.
The speaker concludes by advising students on practical aspects of video analysis, such as transcribing dialogue for direct quotes and using timestamps for proper citation. The process of searching for patterns—something happening multiple times—is crucial for identifying intentional rhetorical strategies, indicating that creators are making conscious decisions to connect with their audience.