In Doug Eyman’s “Digital Rhetoric: Theory, Method, Practice,” he quotes James Zappen, who points out that the development of digital rhetoric has been a slow series of adding components to the theory. “Developing digital rhetoric has thus far resulted in ‘an amalgam of more-or-less discrete components rather than a complete and integrated theory in its own right. These discrete components nonetheless provide at least partial outline for such a theory, which has potential to contribute to the larger body of rhetorical theory and criticism.’” So, as an individual brick is not a building until it is cemented with others, digital rhetoric is similarly a W.I.P. building. And I’d like to add a brick or two to its construction.
Rhetoric is a dependent variable. Who the audience is, what is being communicated, and such will affect how things are strategically used to successfully persuade. For example, I don’t use the same techniques to persuade my mother as I do with my father. This is because they’re complete opposites that require completely different strategies. I believe that this applies to, and may be even important to consider for, digital rhetoric. And that is the brick I’d like to contribute to development of digital rhetoric.
(Rhetoric) bricks in place
Digital spaces, strictly in the context of the Web, vary widely in their audience and usage. Their similarity in features don’t effect this. (I’m looking at you, YouTube, for adding those darned YouTube Shorts that tempt the ever doomscrolling hell out of me.) Both TikTok and Twitch allow their users to stream. However, TikTok is not typically used for that feature, unlike Twitch, which is meant for that. Furthermore, the types of streams associated with—or even expected from—the two platforms are vastly different: NPC streams for TikTok, and gaming centered livestreams for Twitch.
This, in turn, changes the rhetoric necessary to persuade the audience of each platform. Ads on TikTok (or TikTok-esque platforms, like YouTube Shorts or Instagram Reels) will try to come off as a normal video by playing into trends. Some do a good job at blending in, too. Even I’ve had times where I didn’t realize an Instagram Reel I was watching was an ad until halfway through.
Another example of the strategies used in ads being altered according to a digital platform is the Pie AdBlock advertisement. I received it multiple times on YouTube before I turned off my personalized ads. Unfortunately, I could not find a reupload of it, but I still remember part of the beginning: “[Sick of constantly getting ads?] Chill guys, just use Pie.” The language and demeanor screamed YouTuber to me like a toddler throwing a tantrum. And this all goes back to my argument that the digital rhetoric changes with the digital platform.
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