S.P.A.C.E.C.A.T. Method of Rhetorical Analysis (+ Examples)

1. Speaker:
   • Identify the creator of the artifact.
   • Determine whether it was an individual, a business, a government, or another entity.
   • Explore what is known about the creator’s background and experience.
2. Purpose:
   • Determine the reason behind creating the artifact.
   • Understand the creator’s goals and objectives (persuasion, education, entertainment, etc.).
   • Evaluate how well the chosen medium or channel serves the intended purpose.
3. Audience:
   • Identify the intended audience and any unintended recipients.
   • Analyze the assumptions and expectations the creator had about the audience.
   • Consider how the audience’s culture, background, mood, or experience influenced the message.
4. Context:
   • Examine the time and place of the artifact’s creation and delivery.
   • Explore the broader societal or historical context during its creation.
   • Consider how the message might have been interpreted differently in different contexts.
5. Exigence:
   • Determine why the message was important at the time of creation.
   • Explore what motivated the creator to craft the artifact.
   • Assess whether the message has a lasting impact and why it may or may not matter now.
6. Choices:
   • Analyze the specific communication choices made by the creator.
   • Consider how choices such as diction, sentence structure, organization, etc., influence the message.
   • Reflect on any potential alternative choices and their impact.
7. Appeals:
   • Investigate how the creator intended to appeal to the audience (emotion, logic, credibility).
   • Identify elements within the artifact that were meant to appeal to the audience.
   • Assess whether there are elements that might have had unintended effects or offended the audience.
8. Tone:
   • Determine the overall tone of the message (happy, serious, energized, etc.).
   • Extract information about the speaker’s attitude from the tone.
   • Note any shifts in tone within the communication and their purpose.

This method provides a comprehensive framework for conducting a rhetorical analysis of any communication artifact, allowing you to delve deep into the creator’s intentions, the context of creation, and the impact on the audience. It’s a structured approach that can be applied to a wide range of texts, speeches, advertisements, or any other form of communication.

MLK’s “I Have a Dream”

Let’s analyze “I Have a Dream” speech by Dr. Martin Luther King Jr. as an example to apply the S.P.A.C.E.C.A.T method for rhetorical analysis.

1. Speaker:
   • Speaker: Dr. Martin Luther King Jr.
   • Background: Dr. King was a civil rights leader and Baptist minister with a background in nonviolent activism and advocacy for racial equality.
2. Purpose:
   • Purpose: Dr. King aimed to inspire and motivate his audience to support the civil rights movement and to advocate for racial equality.
   • Method: He used persuasive rhetoric, emotional appeals, and a vision for a more just society.
3. Audience:
   • Intended Audience: Attendees of the March on Washington for Jobs and Freedom in 1963.
   • Assumptions: Dr. King assumed that his audience shared a desire for racial equality and justice.
   • Impact of Audience: The audience’s commitment to civil rights influenced their response to the message.
4. Context:
   • Time and Place: Delivered on August 28, 1963, during the American civil rights movement.
   • Societal Context: Set against the backdrop of widespread racial segregation and discrimination.
   • Interpretation: The message would likely have been interpreted differently if delivered in a different historical context.
5. Exigence:
   • Importance: Dr. King’s speech was vital for addressing ongoing racial injustice and mobilizing support for change.
   • Motivation: His speech was inspired by the need to advocate for civil rights and racial equality.
   • Lasting Impact: The message has had a lasting impact, contributing to significant advancements in civil rights.
6. Choices:
   • Communication Choices: Dr. King used powerful and evocative language, metaphors, and repetition to emphasize his points.
   • Impact of Choices: These choices enhanced the emotional and persuasive impact of the speech.
   • Alternative Choices: Different rhetoric choices might have conveyed the message differently.
7. Appeals:
   • Appeals: Dr. King appealed to both emotion and logic, evoking empathy while presenting a rational case for civil rights.
   • Elements: He used elements like justice, freedom, and equality to appeal to his audience.
   • Unintended Effects: Some elements may have unintentionally offended those resistant to civil rights.
8. Tone:
   • Tone: The tone of the speech is a combination of seriousness and hopefulness.
   • Speaker’s Attitude: Dr. King’s tone reflects his commitment to justice and his optimism for a better future.
   • Shifts in Tone: The speech shifts from describing the harsh realities of racial discrimination to envisioning a brighter future.

By applying the S.P.A.C.E.C.A.T method to Dr. Martin Luther King Jr.’s “I Have a Dream” speech, you can thoroughly analyze how the speaker, purpose, audience, context, exigence, choices, appeals, and tone all contribute to the effectiveness and significance of this iconic piece of oratory in the civil rights movement.

“Apple 1984” Commercial

Let’s apply the S.P.A.C.E.C.A.T method to analyze a different example: the “Apple 1984” commercial.

1. Speaker:
   • Speaker: Apple Inc. (as a corporation)
   • Background: Apple Inc. is a multinational technology company known for innovative products and marketing.
2. Purpose:
   • Purpose: Apple aimed to introduce the Macintosh computer and challenge the status quo in the personal computer industry.
   • Method: The commercial used symbolism and a powerful narrative to capture attention and intrigue the audience.
3. Audience:
   • Intended Audience: The commercial targeted potential computer buyers, particularly those considering alternatives to IBM-compatible PCs.
   • Assumptions: Apple assumed that potential computer buyers were open to new and revolutionary technology.
   • Impact of Audience: The audience’s familiarity with the tech industry influenced their reception of the message.
4. Context:
   • Time and Place: Aired during the 1984 Super Bowl, amidst the dominance of IBM-compatible PCs.
   • Societal Context: The personal computing industry was dominated by IBM and characterized by conformity.
   • Interpretation: The message would have been perceived differently if aired at a different time or during a different event.
5. Exigence:
   • Importance: The commercial marked a critical moment for Apple, as it sought to disrupt the personal computer market.
   • Motivation: Apple was motivated to position itself as an innovative alternative to IBM-compatible PCs.
   • Lasting Impact: The commercial is remembered as one of the most iconic ads in advertising history.
6. Choices:
   • Communication Choices: The commercial used dystopian imagery, referencing George Orwell’s “1984,” and a strong visual narrative.
   • Impact of Choices: These choices created a memorable and thought-provoking message that challenged the status quo.
   • Alternative Choices: A different approach or narrative could have conveyed a different message about the product.
7. Appeals:
   • Appeals: The commercial appealed to viewers’ desire for individuality, freedom, and a break from conformity.
   • Elements: It utilized themes of rebellion and nonconformity to make the appeal.
   • Unintended Effects: Some viewers might have found the imagery disturbing or the message too radical.
8. Tone:
   • Tone: The tone of the commercial is dramatic, intense, and revolutionary.
   • Speaker’s Attitude: Apple conveyed an attitude of defiance against the established norms of the tech industry.
   • Shifts in Tone: The tone remains consistent throughout the commercial, emphasizing the urgency of the message.

By applying the S.P.A.C.E.C.A.T method to the “Apple 1984” commercial, you can analyze how Apple as the speaker, the purpose to challenge the status quo, the audience’s expectations, the Super Bowl context, the importance of the moment, the creative choices made in the ad, the appeals to individuality, and the dramatic tone all contributed to its lasting impact in the advertising world.

“To Kill a Mockingbird” by Harper Lee

Let’s apply the S.P.A.C.E.C.A.T method to analyze the book “To Kill a Mockingbird” by Harper Lee:

1. Speaker:
   • Speaker: Harper Lee, an American novelist.
   • Background: Harper Lee was a Southern writer who grew up in Alabama, which influenced her writing and perspective.
2. Purpose:
   • Purpose: The purpose of “To Kill a Mockingbird” is to explore themes of racial injustice, moral growth, and social issues in the American South.
   • Method: Lee used a first-person narrative from the perspective of Scout Finch to engage readers emotionally and intellectually.
3. Audience:
   • Intended Audience: Readers of fiction, including those interested in social issues and Southern literature.
   • Assumptions: Lee assumed her audience would appreciate a nuanced exploration of race and morality.
   • Impact of Audience: Reader backgrounds and experiences influenced their interpretation and connection to the novel.
4. Context:
   • Time and Place: Published in 1960 during the Civil Rights Movement in the United States.
   • Societal Context: Set in the racially segregated South, it reflects the racial tensions and social norms of the time.
   • Interpretation: The book’s themes and messages are deeply embedded in the historical and cultural context.
5. Exigence:
   • Importance: The book was written to address and shed light on the pervasive racial injustice in the American South.
   • Motivation: Harper Lee was motivated to challenge societal norms and promote empathy and understanding.
   • Lasting Impact: “To Kill a Mockingbird” remains a classic and relevant work in discussions of race and morality.
6. Choices:
   • Communication Choices: Lee chose a child’s perspective to explore complex issues, using simple yet evocative language.
   • Impact of Choices: This approach allowed readers to see the world through Scout’s eyes and to engage emotionally.
   • Alternative Choices: A different narrative perspective or writing style might have conveyed the story differently.
7. Appeals:
   • Appeals: The book appeals to readers’ sense of justice, empathy, and moral growth.
   • Elements: It uses elements like Atticus Finch’s moral integrity and Boo Radley’s mysterious character to engage readers emotionally.
   • Unintended Effects: Some readers might have found the novel’s exploration of racism uncomfortable or challenging.
8. Tone:
   • Tone: The tone of “To Kill a Mockingbird” is a mix of nostalgia, innocence, and social critique.
   • Speaker’s Attitude: Harper Lee’s attitude is one of empathy and a call for societal change.
   • Shifts in Tone: The tone shifts as Scout grows and matures, reflecting her changing perspective on the world.

By applying the S.P.A.C.E.C.A.T method to “To Kill a Mockingbird,” you can analyze how Harper Lee as the author, the purpose of addressing racial injustice, the diverse audience, the historical and societal context, the importance of the issues raised, the narrative choices made in the book, the appeals to empathy and morality, and the evolving tone all contribute to its enduring impact and literary significance.

“The Shawshank Redemption” Directed by Frank Darabont

Let’s apply the S.P.A.C.E.C.A.T method to analyze the film “The Shawshank Redemption,” directed by Frank Darabont:

1. Speaker:
   • Speaker: Frank Darabont, a filmmaker known for adapting Stephen King’s works to film.
   • Background: Darabont had experience in screenwriting and directing, which influenced his approach to the film.
2. Purpose:
   • Purpose: “The Shawshank Redemption” aims to explore themes of hope, friendship, and redemption within the context of a prison drama.
   • Method: Darabont used strong character development and storytelling to engage the audience emotionally and intellectually.
3. Audience:
   • Intended Audience: Filmgoers interested in drama and those looking for a thought-provoking narrative.
   • Assumptions: Darabont assumed his audience would appreciate a complex story with moral and emotional depth.
   • Impact of Audience: Viewer backgrounds and preferences influenced their interpretation and connection to the film.
4. Context:
   • Time and Place: Released in 1994, during a period of diverse and impactful cinema.
   • Societal Context: The film is set in the mid-20th century, reflecting the prison system and social norms of that era.
   • Interpretation: The film’s themes and messages are influenced by the historical and cultural context.
5. Exigence:
   • Importance: The film was made to address the human capacity for transformation and the power of hope even in dire circumstances.
   • Motivation: Darabont was motivated to tell a story that challenges notions of guilt and innocence.
   • Lasting Impact: “The Shawshank Redemption” is regarded as a classic in cinematic storytelling and frequently cited in discussions of redemption and freedom.
6. Choices:
   • Communication Choices: Darabont chose to adapt Stephen King’s novella and retained its emotional core while making some changes.
   • Impact of Choices: This choice allowed for a compelling narrative that resonates with audiences.
   • Alternative Choices: A different adaptation approach or storytelling style might have conveyed the themes differently.
7. Appeals:
   • Appeals: The film appeals to viewers’ sense of hope, justice, and the enduring nature of friendship.
   • Elements: It uses elements like Andy Dufresne’s determination and Red’s narration to engage viewers emotionally.
   • Unintended Effects: Some viewers might find the prison violence and despair scenes disturbing or intense.
8. Tone:
   • Tone: The tone of “The Shawshank Redemption” is a mix of despair, redemption, and ultimately, hope.
   • Speaker’s Attitude: Darabont’s attitude is one of belief in the resilience of the human spirit.
   • Shifts in Tone: The tone shifts as the characters’ journeys progress, reflecting their changing circumstances and outlooks.

By applying the S.P.A.C.E.C.A.T method to “The Shawshank Redemption,” you can analyze how Frank Darabont as the director, the purpose of exploring hope and redemption, the diverse audience, the historical and societal context, the importance of the themes raised, the narrative choices made in the film, the appeals to hope and friendship, and the evolving tone all contribute to its enduring impact and status as a beloved cinematic classic.

“The Lottery” by Shirley Jackson

Let’s apply the S.P.A.C.E.C.A.T method to analyze the short story “The Lottery” by Shirley Jackson:

1. Speaker:
   • Speaker: Shirley Jackson, an American writer known for her works of horror and social commentary.
   • Background: Jackson’s background as a writer and her interest in examining social conformity influenced her writing.
2. Purpose:
   • Purpose: “The Lottery” aims to critique blind obedience to tradition and the dangers of groupthink.
   • Method: Jackson uses a seemingly ordinary, rural setting to gradually build tension and reveal the dark consequences of conformity.
3. Audience:
   • Intended Audience: Readers of fiction, particularly those interested in social commentary and the darker aspects of human behavior.
   • Assumptions: Jackson assumes her audience is open to exploring uncomfortable truths about human nature.
   • Impact of Audience: Reader perspectives and willingness to engage with challenging themes influence their interpretation of the story.
4. Context:
   • Time and Place: Published in 1948, during a period of post-World War II conformity and McCarthyism.
   • Societal Context: The story reflects the conformity and unquestioning obedience to authority prevalent in the era.
   • Interpretation: The story’s themes are deeply rooted in the historical and cultural context of the time.
5. Exigence:
   • Importance: The story was written to critique the dangers of conformity and provoke thought about the nature of tradition.
   • Motivation: Jackson was motivated to challenge societal norms and the unquestioning acceptance of tradition.
   • Lasting Impact: “The Lottery” is a classic work of short fiction, often studied for its social commentary and shock value.
6. Choices:
   • Communication Choices: Jackson chose a deceptively calm and ordinary setting to highlight the shocking nature of the ritual.
   • Impact of Choices: This approach allows for a gradual buildup of tension, making the climax all the more shocking.
   • Alternative Choices: A different setting or narrative style might have conveyed the critique of tradition differently.
7. Appeals:
   • Appeals: The story appeals to readers’ sense of unease, horror, and the willingness to confront uncomfortable truths.
   • Elements: It uses elements like ritualistic language and the randomness of the lottery to engage readers emotionally.
   • Unintended Effects: Some readers might find the story’s conclusion deeply disturbing or unsettling.
8. Tone:
   • Tone: The tone of “The Lottery” is one of dread and mounting horror.
   • Speaker’s Attitude: Shirley Jackson’s attitude is one of criticism toward unquestioning conformity and ritualistic behavior.
   • Shifts in Tone: The tone gradually shifts from calm and ordinary to shocking and horrifying as the story unfolds.

By applying the S.P.A.C.E.C.A.T method to “The Lottery,” you can analyze how Shirley Jackson as the author, the purpose of critiquing conformity, the diverse audience, the historical and societal context, the importance of challenging tradition, the narrative choices made in the story, the appeals to unease and horror, and the tone all contribute to its enduring impact as a provocative and unsettling work of short fiction.