Rhetorical analysis may refer to:

1. a mode of reasoning that informs interpretation
   • the practice of analyzing a rhetorical situation – examining the contextual factors (exigence, audience, and constraints) that shape how an author determines what to say, how to structure an argument, and which rhetorical strategies to employ
   • a strategy for interpretation – evaluating how persuasion operates in the world and within texts, speeches, and other forms of communication, including how rhetorical devices can be used for manipulation, deception, or sophistry
   • a method of analysis used to understand why people do what they do and how to critique texts – identifying how texts use ethos, pathos, and logos, engage with audiences, and respond to broader rhetorical contexts
2. a mode of reasoning that informs composing
   • a tool writers use to determine the research they need to do to accomplish their goals, how arguments should be framed, what appeals will be effective, what discourse conventions apply
   • a tool writers use to determine the most appropriate writing style for a message and rhetorical situation
3. a heuristic that aids invention – generating ideas, refining arguments, and structuring discourse by considering rhetorical choices.

Related Concepts

Rhetorical Analysis; Rhetorical Analysis as an Invention Tool; Rhetorical Appeals; Rhetorical Knowledge

Why Does Rhetorical Analysis Matter?

Rhetorical analysis is essential for three major reasons:

1. Understanding how people create meaning – Rhetorical analysis helps explain how individuals interpret events and texts through the lens of their beliefs, emotions, and personal histories. It provides a framework for examining how language, visuals, and discourse shape public perception and decision-making. It is also a tool for understanding why people behave the way they do—how their perceptions of an event are shaped by their situatedness, past experiences, and cultural assumptions.
2. Assessing the structure of arguments – Writers and researchers can use rhetorical analysis to evaluate how arguments are framed, what strategies are deployed, and how effectively they engage with audiences. This applies to academic writing, workplace communication, and public rhetoric. It helps critical thinkers assess why an argument is structured in a particular way, why certain rhetorical appeals (ethos, pathos, logos) are emphasized, and how the author positions their claims within an ongoing discourse.
3. Examining how persuasion operates in different contexts – Rhetorical analysis allows us to critically assess political speeches, news media, advertising, and scholarly discourse to understand the role of ethos, pathos, and logos in shaping influence. It is also a tool for recognizing how rhetoric can be used for manipulation or deception. For example, during the COVID-19 pandemic, former President Donald Trump falsely suggested that injecting disinfectant could help treat the virus. Despite medical experts immediately refuting the claim, some individuals took it seriously, highlighting how rhetorical framing—especially from figures of authority—can influence public behavior, even when statements are demonstrably false.

For example, in January of 2020, the COVID-19 virus swept across the world, killing millions of people, disrupting financial markets, and transforming the lives of billions. It was, by all accounts, an unusual rhetorical situation—a pandemic that had not occurred in over 100 years.

At the onset of the pandemic, people across the globe and the news organizations that covered them had disparate interpretations of this rhetorical situation. Fox News called it a hoax, fake news, and suggested it was no worse than the flu. President Trump speculated whether a bit of bleach might be able to cleanse the human body from the virus. Rodney Howard-Browne, a pastor in Tampa, Florida, refused to shelter in place and continued to hold services, encouraging his congregation to hold hands, explaining, “This Bible school is open because we’re raising young revivalists, not pansies.” Thousands of stay-at-home protesters stormed the Michigan capitol in the U.S., brandishing guns and demanding the right to return to work.

How could people interpret the same situation so differently?

Rhetorical analysis provides a framework to answer this question. By examining who is speaking, what arguments they are making, and what rhetorical appeals they use, we can understand how discourse influences public perception, policy decisions, and social action.

Beyond media and politics, rhetorical analysis also helps:

• Writers develop persuasive arguments – guiding decisions about ethos, pathos, and logos in academic and professional writing
• Researchers determine how best to frame a research question – shaping how inquiry is positioned within a scholarly conversation
• Organizations craft effective workplace communication – ensuring that reports, proposals, and policies address audience expectations
• Students and professionals evaluate competing claims – strengthening critical thinking skills by identifying rhetorical bias in texts

Subjectivity in Rhetorical Analysis: Real-World Examples

Rhetorical analysis is inherently subjective, influenced by individuals’ unique beliefs, experiences, and cultural backgrounds. This subjectivity affects both the creation and interpretation of messages, making it crucial to consider diverse perspectives in any rhetorical situation.​

During the COVID-19 pandemic, various public figures’ responses highlighted how personal beliefs shaped their interpretations and communications:

• President Donald Trump: In April 2020, during a White House briefing, President Trump suggested that injecting disinfectants, such as bleach, could potentially treat COVID-19. This speculation led to a significant spike in poison control calls, with individuals reportedly ingesting or injecting disinfectants, resulting in adverse health effects. While specific data on fatalities directly linked to this misinformation are limited, the incident underscores the potential dangers of authoritative figures disseminating unverified medical advice.​
• Robert F. Kennedy Jr.: His longstanding anti-vaccine beliefs led him to question the safety and efficacy of COVID-19 vaccines. This stance resonated with individuals already hesitant about vaccinations, reinforcing their doubts and contributing to vaccine resistance. Estimates suggest that a significant number of COVID-19 deaths in the U.S. could have been prevented with vaccination. For instance, a study by Stokes et al. (2023) estimated that at least 235,000 deaths could have been prevented among unvaccinated adults during a 15-month period if they had been vaccinated with at least a primary series.
• Rick Wiles: The founder of TruNews, Wiles claimed that the COVID-19 pandemic was God’s punishment to Jews for opposing Jesus Christ, asserting that the virus spread in synagogues. He also labeled vaccination efforts as a plot for “global genocide.” In late May 2021, Wiles contracted COVID-19 and was hospitalized, with several family members also experiencing severe symptoms.

Writing Style

Rhetorical analysis also considers the stylistic choices a writer makes:

• tone – the attitude conveyed (e.g., formal, conversational, authoritative)
• voice – the distinct personality or perspective expressed in the writing
• diction – the choice of words and level of formality

For more on writing style, see Tone, Voice, and Persona in Writing.

Applications of Rhetorical Analysis

Rhetorical analysis is used across multiple contexts:

• academic research – examining how arguments are structured in scholarly writing
• professional communication – understanding audience expectations in workplace documents
• media and politics – analyzing how news outlets frame events and how politicians craft speeches
• public discourse – evaluating the effectiveness of advocacy campaigns and public messaging

Related Concepts

Rhetorical Situation

Lloyd Bitzer (1968) introduced the concept of the rhetorical situation, arguing that rhetoric arises in response to real-world conditions that demand communication. He defines the rhetorical situation as:

“A complex of persons, events, objects, and relations presenting an actual or potential exigence which can be completely or partially removed if discourse, introduced into the situation, can so constrain human decision or action as to bring about the significant modification of the exigence” (p. 9).

Bitzer identifies three key components of the rhetorical situation:

• exigence – the issue, problem, or event that calls for a response
• audience – the individuals or groups who can act on or be influenced by the message
• constraints – the limitations or factors that shape how the message can be delivered and received

For more on the rhetorical situation, see The Rhetorical Situation.

Rhetorical Appeals

Rhetorical analysis also examines how speakers and writers persuade their audiences through three primary appeals:

• ethos (credibility) – establishing authority, expertise, and trustworthiness
• pathos (emotion) – appealing to values, emotions, and shared experiences
• logos (logic) – using reasoning, evidence, and structured argumentation

For more on rhetorical strategies, see Rhetorical Appeals.

Genre Analysis: Understanding Disciplinary Conventions

While rhetorical analysis examines how persuasion operates in the world or a text, genre analysis focuses on the structure, conventions, and expectations of different kinds of texts. A research article, a government policy memo, and a TED Talk all address an audience rhetorically, but they also follow different genre conventions that shape how they present arguments, cite evidence, and engage with readers.

For more on genre analysis, see Genre Analysis.