Key Terms
RHETORICAL SITUATION
The circumstance of communication in which a composer uses communication to influence an audience. Every decision about
Media (singular
Medium): the means and channels of reaching an audience. Examples: image, website, song, video.
Channel
Medium used to communicate; websites, blogs, social media, video-hosting sites.
Genre
Type of composition with defined features, style, and purpose.
Examples of multimodal genres
Blogs, vlogs, podcasts, photo essays, websites, infographics, public service announcements, digital newsletters, slidesh
Alignment
Placement of elements (text, images) on a page; left, center, or right. Affects organization and transitions.
Audience
The readers or viewers for whom you are composing.
Complementary
Content that differs across two or more modes, where both are necessary for understanding. Neither mode alone tells the
Emphasis
The elements in a composition that are most significant or pronounced. Shapes overall meaning.
Ethos
Dunn uses neutral, measured language throughout. She is an EPA official writing about an EPA program; the restraint in t
Focus
A clear purpose or central idea for the composition; includes the specific audience.
Layering
Combining modes in a single composition.
Layout
Organization of elements on a page; applies primarily to the visual mode.
Logos
Rhetorical appeal to logic and reason.
Media / Medium
Means and channels of reaching an audience. A medium can contain multiple modes.