Who is the text’s intended audience? Who published the text says a lot about its intended audience and its goals. A news op-ed published by the Wall Street Journal, New York Times, or Washington Post can differ quite significantly in tone, structure, and purpose — even if covering the same topic or subject matter. Sometimes this might be harder to identify (and that’s partially the challenge of this essay assignment), but by utilizing some of the strategies we’ve reviewed over the course of the semester — as well as performing a little bit of research — it can definitely be done.
What is that intended audience likely to believe regarding the specific topic or subject matter? By identifying who the text is being primarily distributed to, we can think about what ideas the text is very likely going to promote, oppose, or in some way respond to. Be imaginative. Consider age groups, demographics, and political orientations. Anything that you can think of that is relevant to the subject matter is on the table to be included.
Does the text in any way seek to change the perspective of their intended audience? Does the text in any way seek to reinforce or oppose those preexisting views? Think about more than just the author’s main idea or thesis statement here. Consider what cultural codes are embedded in the text, and reflect on some of the more figurative or connotative layers of the text that aren’t immediately obvious. What are the broader ramifications of agreeing to the author’s argument? What stereotypes, beliefs, or codes are being agreed to along with the author’s thesis statement?
No matter what approach you take with your essay, just remember that the goal is NOT to evaluate a text in accordance to its persuasiveness but instead its cultural significance. As such, your essay should unfold over three primary stages:defining who produced the text and for what purpose (giving a cursory summary of its main features — no rhetorical analysis needed)
establishing where the text was distributed, including medium, and who its primary audience would be (and the preexisting beliefs of that audience)
identifying how the text would be consumed, explaining what cultural beliefs or ideas are being transmitted through the text and how the audience would react to that information (ideally in the form of a reinforcement or rejection of these beliefs).
The ultimate goal of such an analysis is to recreate the “moment” surrounding the text’s construction. The inclusion of cultural codes, stereotypes, or any other cultural markers in your analysis is heavily encouraged.
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