Open University, in partial fulfillment of the requirements for the PhD in Communication Studies (DCOMM). Thank you for the reminder to let go of the arrogance of the mind so that the brilliance of the heart will open. The rhetorical act of advocating and/or opposing morality allows viewers to be informed about moral issues and question the status quo.
With the influence of internet usage and the online environments we live in, social media plays a major role in persuasion as it appears. VanOsdel (2005) articulated that "seeking and alleviating need, through changes in the material and social environment, are necessary components of the rhetorical situation" for people to not only survive, but thrive through these changes. In ancient times, public speaking was called rhetoric, which meant "the art of oratory." Rhetoric comes from the Greek word rhetoric, -ike meaning "art or skill" and rhetor, meaning an experienced public speaker.
Fuerte's (2017) study investigated which Filipino identity is created according to the Filipino-centric content of the vioggers and the personalities of the vioggers themselves. A number of scholars who study YouTube focus on various characteristics, practices, or motivations of the site's users. By understanding how the different parts work, researchers can offer insights into the overall persuasive strategies of the piece.
This study modified and expanded the rhetorical situation in which elements appropriate to the context of the study were added.
The online site must be relevant to the research focus and questions
Today, YouTube channels are used as communication platforms for plant-based diet advocates, plant-based, vegan diet doctors, vegans and vegan activists to upload videos online to discuss their expertise and advocacy and to maximize and quickly gain exposure for their videos to build an audience and authority. Using netnography as a research method, we viewed the YouTube channels of vegan vioggers and purposefully selected a research subject based on Kozinets' (2010a) list of recommendations for subject selection.
The online site must be active or with recent and regular communications
The online site must be interactive
The online site must be substantial in terms of numbers of users
The online site must be heterogeneous, involving different participants 6) The online site must be data-rich
Earth Ed's YouTube channel was chosen as the subject of research because it was large in total uploads of vegan messages, relevant to the research questions, active in both posts and comments, heterogeneous in terms of the number of people/viewers involved, and would potentially provide rich data. Before collecting data, it was important to delve into the YouTube community to learn and understand its language and context. My personal YouTube channel, created almost 10 years ago, has been reactivated to access content and contribute to the community.
To be immersed in the community and advocacy, subscribing and following vegan YouTube viggers became part of the daily routine for over a year. Electronic emails were sent to the selected YouTube viogger to introduce myself, explain the purpose and procedures involved in the study, and request permission to be part of the study.
The vlog was organized by time which means that the vlog had a sequence of
By participating in the YouTube community, the Internet writer also becomes important in the creation and analysis of data (Kozinets 2015). The process of creating a YouTube video blog represents what Lloyd Bitzer calls a "rhetorical situation," which forms part of the analytical framework of this study. The study argues that once a pleading is published and circulated in the public sphere, it enters a rhetorical situation.
As someone who is always listed as the best or top vegan YouTubers and influencers, Ed Winters,. Feeling very sorry for the animals that were suffering and suffering, he realized his hypocrisy because there was a dead chicken in his refrigerator and the only reason these animals were in the truck going to slaughter was because with his purchases demanded that they be killed. In the rhetorical context of viogging, the evoked audience is the one imagined by the viogger.
101 Orobiem is when people use the excuse "It's my personal choice," which shows how far removed they have become from the fact that the animal products they eat come from an animal that is already dead or one that is in process. 151 We ate with respect for the personal choice of people who are also abused and discriminated against in the livestock industry; slaughterhouse workers suffering. 16] We respect the personal choice of animals that do not want to be skinned.
211 In our society here in the West, we do not find it morally acceptable for someone in Yulin to hit, kill and eat a dog, even if he/she personally chooses to do so. 23] By this logic, it cannot be morally justified for us to eat any of the animals we eat here in the West, even if we personally choose to do so. Before coding, the vlog was watched a few times (including the other 29 viogs on misconceptions about veganism) before being transcribed and rewatched several times so I could fully immerse myself in the data.
Going entry by entry, I've summarized not only what each entry is about, but also what viogger is doing rhetorically in the vlog. I used descriptive coding to not only identify rhetorical evidence, evidence, and devices in the statements linking the latter two to rhetorical evidence, but more so to determine. 13] We respect the personal choice of 56 billion land animals and 2.7 trillion sea animals.
How do these rhetorical strategies accomplish the goal of advocating veganism
Logical evidence was first evident in the introduction of the video blog, as the rhetor presented accurate factual data and statistics of the number of animals killed. Earthling Ed appealed to logic to convince the audience of the irony that exists. The use of the personal pronoun "we" (as vegans) was consistent throughout the video.
Logical evidence first appeared in the video blog presentation, as the rhetor presented accurate factual data and statistics of the number of animals killed. In the rhetorical analysis of the YouTube video blog, three rhetorical acts or three Ms of persuasion emerged that can be applied to all forms of advocacy in the digital realm. Rhetorical acts are considered to be a major element of the extended modified rhetorical situation (see Figure 1).
With the support and performance of the viewers through their presence and engagement on social media, they themselves become part of the rhetorical act. Viogging is a continuous process because there is no definable beginning and end in the persuasive performance. After all, it is up to the viewers when and how they might be taken along. the viogs. . in. They are the vloggers production of words, sounds and images, forged to create a mental image in… the minds of the viewers.
Framing the vlog is a simple way that creates a rhetorical function because it directs... what the viewers can and cannot see. The study showed that rhetorical approaches can be applied to the investigation of the influence of YouTube viogeres and their respective advocacy groups. The rhetorical act of drawing attention to the morality of advocacy and attempting to persuade its opposition.
The rhetor or the viogger introduced and explained it as one of the most common reasons. The selected vlog of the study presents itself within the advocacy vlogging genre with a theoretical exploration of the rhetorical possibilities of viogglng, made available to the rhetor through the other key elements of the extended rhetorical situation presented in the methodology and discussion (rhetor, rhetoric, demand, rhetorical acts, rhetoric deals with medium, audience and purpose). The viogger, as creator and advocate, shares content for .. social change that is created in a context of interacting elements of the viogosphere. the research provides new knowledge in the field of advocacy.
The rhetorical purpose of the vlog is also closely related to the tone of the discourse. The purpose of the speaker is usually to negotiate the rental times and in different.
