This study uses an online questionnaire survey to investigate Chinese social media users’ acceptance of firm-generated credibility-building posts (FGCPs) on Sina Weibo. The findings show that heuristic cues related to content (i.e., topics regarding competence, benevolence, and integrity) and source (i.e., firm nationality and industry types) along with the moderating role of topic, account, and platform familiarity cues significantly influence users’ acceptance level of such posts. After incorporating the insights gained from participants’ responses to open-ended questions in the questionnaire, this study concludes with practical recommendations for crafting effective FGCPs on social media platforms like Sina Weibo.

This study investigates the social media strategies that Chinese museums use in communicating on Weibo, focusing on the ways these museums engage with the public and the effectiveness of their online interactions. Combining grounded theory and content analysis, the authors analyze 319 posts from six major museums and 842 posts from 36 smaller museums. Their findings suggest that although museums effectively use social media for educational purposes, there is room for more interactive and diverse content to enhance public engagement. The study provides practical insights on how museums can optimize their social media strategies by emphasizing audience-centered communication and greater interactivity in order to foster deeper connections with the public.

As the United States rolled out COVID-19 vaccinations, state health departments attempted to communicate quickly evolving information about vaccines amid political conflict and misinformation. In October 2021, one state health department shut off comments for their social media to deplatform misinformation. To analyze this health department's Facebook page as a discursive space, our study examines user activity on the page through quantitative analysis of engagement metrics and topical clusters and qualitative analysis of user comments from January to October 2021. Our findings show that the common idea of vaccine proponents valuing data while vaccine skeptics prefer anecdote is not represented; antivaccine comments are pervaded with suspicion toward institutions, while provaccine comments largely use unproductive tactics; the two sides largely showed different sets of concerns; engagement was high during critical moments in the pandemic, and a few top influencers tended to dominate comment threads.

Social media, the pandemic, and environmental hazards have all played a role in shifting the landscape of risk communication. This paper takes a retroactive risk approach to study how COVID-19 messaging was shaped in the first 2 years of the pandemic. Using a corpus of 764 news releases from five health departments, I combine corpus analysis with coding based on government capacities to show that health departments highlighted public health data (surveillance) and risk guidance (governance), while downplaying enforcement (coercion). This process of revisiting communication from an acute risk phase can help us recalibrate how public health roles are constituted through language to prepare for future events.

Abstract This article shares course activities relying on the draw-to-learn framework from a general education humanities course focused on social media. These activities ask students to create drawings or sketches of concepts from the course — the internet and visual maps of directions to a familiar location. These drawing activities can promote similar cognitive processes to writing activities and, in turn, enhance student learning via non-alphanumeric text creation. While used far more regularly in science, technology, engineering, and math (STEM) disciplines, such activities may prove useful across disciplines, including the humanities.

Environmental discussions have increased on social media, along with the rising interest in sustainability. This study introduces a modified procedure for a deliberate metaphor analysis of environmental metaphors in two U.S. energy companies’ Twitter (now X) accounts. Its findings suggest that the two U.S. companies used HUMAN, WEALTH, COLOR, JOURNEY, WAR, SPORTS, STEWARDSHIP, EVIL CREATURE, FOOD, and CRIME metaphors to fulfill publicizing, commercial, persuasive, evocative, and interactive functions, as well as to communicate their inherent environmental identities as protectors, stewards, competitors, and collaborators. These findings provide insights into corporate environmental communication and offer new perspectives on the communicative functions of deliberate metaphors.

The study investigates how Chinese English-as-a-foreign-language (EFL) learners construct translanguaging space via multimodal orchestration in collaborative English-language YouTube videos introducing Chinese culture. By triangulating multimodal analysis of videos and students’ interview responses, the current research maps translanguaging space construction within and across modes and identifies four multimodal translanguaging space patterns. Meanwhile, learners’ understanding of modal affordances, their intents, their perceptions of the intended audience, and their experiences with relevant (multimodal) texts were found to influence their multimodal orchestration in translanguaging space construction. Digital multimodal composing (DMC) provides EFL learners with opportunities to draw upon their expanded multimodal repertoires, to combine multiple modes for meaning-making creatively, and to transcend the boundaries of languages and modalities critically. Pedagogical suggestions are provided regarding integrating DMC tasks into multilingual learning environments.

This article presents a critical account of one teen’s sense of audience as she enacted literacies on social media platforms and provides strategies that can inform the teaching of audience and purpose in ways responsive to teens’ digital literacies. Informed by case-study research and insights gained from interviewing, observing, and collecting digital artifacts, I discuss how Samirah X, a self-described teen actress and social justice advocate, engaged in writing practices on social media for three different main perceived audiences: cultural and racial community audience, socially conscious audience, and parental audience. Other sub-audiences from Samirah X’s case narrative are presented: audience as Black people, culture, and identity; audience as Black women and girls; and audience as Blacks who experience injustice and acts of violence. At the conclusion of this article, I provide implications for teaching English Language Arts focused on how social media work can fulfill state standards.

Abstract Considering the recent erasure of LGBTQ+ representation in school curricula in states like Texas, this article explores the benefits of pairing medieval flytings (verbal battles with homophobic insults) in “Loki's Quarrel” from The Poetic Edda with recent homophobic discourse over rapper Lil Nas X's controversial music video “Montero.” It suggests that teaching such pairings of past and present queer texts and utilizing a range of inclusive practices and activities in the college classroom can highlight queer experiences and foster inclusion through representation. Through comparing insults that the trickster god Loki is ergi (a bottom) with Lil Nas X's Twitter defense reclaiming his agency as a “power bottom,” the article shows as well how homophobia and misogyny intersect in practices of medieval and modern bottom shaming. Moreover, it demonstrates how queer figures, whether in Viking culture or American pop culture, have always drawn power from queerness to challenge heteronormative masculinity.

While Louis Pasteur’s germ theory functions as one of the foundational concepts of modern medicine, resistance to COVID-19 prevention measures reveal a rejection not just of government mandates, but of germ theory as well. Therefore, this article seeks to trace the rhetorical linear of rejections of germ theory denialism through an examination of primary and secondary texts from Pasteur’s contemporaries, through the development of chiropractic, and into the COVID-19 pandemic. The author finds that the denial of viruses offers a peculiar form of biorhetoric that invokes absence and invisibility, rather than presence, as rhetorical grounds for rejecting public health directives.

In this paper, we demonstrate how studying the rhetorics of ChatGPT prompt writing on social media can promote critical AI literacies. Prompt writing is the process of writing instructions for generative AI tools like ChatGPT to elicit desired outputs and there has been an upsurge of conversations about it on social media. To study this rhetorical activity, we build on four overlapping traditions of digital writing research in computers and composition that inform how we frame literacies, how we study social media rhetorics, how we engage iteratively and reflexively with methodologies and technologies, and how we blend computational methods with qualitative methods. Drawing on these four traditions, our paper shows our iterative research process through which we gathered and analyzed a dataset of 32,000 posts (formerly known as tweets) from X (formerly Twitter) about prompt writing posted between November 2022 to May 2023. We present five themes about these emerging AI literacy practices: (1) areas of communication impacted by prompt writing, (2) micro-literacy resources shared for prompt writing, (3) market rhetoric shaping prompt writing, (4) rhetorical characteristics of prompts, and (5) definitions of prompt writing. In discussing these themes and our methodologies, we highlight takeaways for digital writing teachers and researchers who are teaching and analyzing critical AI literacies.

Digital literacies have been recognized as significant practices for the identity formation of immigrant youth. However, the significance of self-sponsored digital literacies in the identity formation of African immigrant youth requires further scholarly examination. Drawing on racial and postcolonial theories, this study examines the identity constructions of a ten-year-old Nigerian girl through her digital art practices across various art apps. Data are interpreted through narrative analytical frameworks. Findings include that family and school contexts constrained her identity and how she desired to be known; digital literacies, specifically digital art literacies, facilitated her deconstruction of assigned US racial identity categories and construction of her desired identity; and digital literacies, such as coding and YouTube Nollywood videos, facilitated new friendships, familial bonds, and ethnic identity membership. Given the limited focus of existing literature on the agency and determination of African immigrant youth, this study makes visible how digital literacies can function as active mechanisms to deconstruct processes of racialization, rigid racial identity categorizations, and constructions of selfhood.

ABSTRACT Why does post-truth discourse feel true? This article argues that post-truth fears the death of rhetoric, rather than truth, and traces that fear to the voluminous, rapid, and intense production of stasis on social media. Social media enable and weaponize the production of stasis, and that production generates affects more aligned with death than life (stagnation, hopelessness) that explain why post-truth feels true. These fears and their concomitant hopes constitute an affective economy also present in philosophy’s predominant images of rhetoric. Some images picture rhetoric as movement, whereas others emphasize rhetoric’s capacity to secure the status quo. Social media beckon a supplementary image—a vortex—in which rhetorical movement functions to produce standstill. This image suggests the need to consider affects generated by rhetorical processes as much as from texts. Post-truth’s affective economy also drives stasis production generally, and scholars should attend to the affective economies driving various rhetorical modes.

This essay demonstrates the value of using artificial intelligence (AI) technologies to address specific kinds of research questions in rhetoric. The essay builds on a study of a novel rhetorical object first observed by Yang on the Reddit subreddit r/wallstreetbets. We demonstrate how the rhetorical structure of "pathologics" (1) generated a kind of rhetorical authority that can be measured by higher-than-average user engagement on Reddit and (2) circulated from Reddit into more traditional legacy media. Through our research on the rhetorical circulation of pathologics, we argue that researching rhetoric with AI can center new ways of knowing about concepts relevant in rhetoric, like circulation and rhetorical ecosystems. Further, we argue that researching rhetoric with AI always also entails considering a "rhetoric of AI," requiring critical attention to the platforms, infrastructures, and data sources connected to AI systems.

Communication as a discipline has a curious double life, being both disavowed in favor of something else, yet remains as a conceptual anchor point for a diverse range of intellectual projects. This argument focuses upon four challenges, or “turns,” that communication as a field has experienced: the “cultural turn” associated with cultural studies; the global turn; the “creative turn”; and the “digital turn” associated with the Internet and social media. It is observed that these have been collectively incorporated into a broadened communication field, and that concepts associated with communication remain relevant to other disciplines and fields.

Because algorithms form the audiences that reach us online, students need algorithmic literacy as well as rhetorical awareness when learning to write online. This article examines student writing to explore how students can use theorycrafting to systematically test an algorithm to gain more critical awareness of how the algorithm functions and forms publics online. Finally, this article explores how students can use the algorithmic knowledge they learned from theorycrafting to reflect on the ethics their algorithm constructs for users and how it constructs ad hoc publics. The article then explores how students can create multimodal intersectional counternarratives in response that they can also more effectively circulate online to more deliberately construct inclusive online publics.

Employers are increasingly turning to innovative artificial intelligence recruiting technologies to evaluate candidates’ online presence and make hiring decisions. Such social media screening, or social profiling, is an emerging approach to assessing candidates’ social influence, personalities, and workplace behaviors through their publicly shared data on social networking sites. This article introduces the processes, benefits, and risks of social profiling in employment decision making. The authors provide important guidance for job applicants, technical and professional communication instructors, and hiring professionals on how to strategically respond to the opportunities and challenges of automated social profiling technologies.

Abstract This article forwards the concept of affective inertia to understand how caucasity, or emboldened whiteness, motivates rhetorical (in)action. Specifically looking at the viral case of “BBQ Becky,” I argue the historic momentum of both settler colonialism and anti-Blackness propel contemporary performances of emboldened white femininity. The videoed interactions between Jennifer Schulte (Becky) and Michelle Dione Snider (videographer) illustrate how scenarios of property afford white cisgender women particular roles of constrained privilege when in public spaces. Turning to the dynamics of white feminine caucasity, I position Snider's performance of “race traitor” as one equal and opposite to Schulte's “damsel in distress,” thus interrupting Schulte's inertia. Of importance is how the women perform to divergent ends while being capacitated by the same affective inertia.

Abstract The Center for Countering Digital Hate in 2021 identified Rashid Buttar, Joseph Mercola, and Ben Tapper as members of the “Disinformation Dozen,” responsible for pseudoscientific social media content and vocal advocates against the COVID-19 vaccines. Despite regulatory efforts to de-platform them, these influential entrepreneurs (two osteopathic physicians and a chiropractor) persist. Analyzing their messages, this essay demonstrates how anti-vaccination arguments in the wake of the pandemic align pseudoscience and masculinity using the logic of secrecy and revelation. This contrasts significantly with pre-pandemic arguments against vaccines, notably childhood immunizations such as the MMR and MMRV, which drew on feminized discourses of maternal instinct. The insights of our essay inform two areas of inquiry, primarily: the study of anti-vaccination advocacy, specifically its gendered assumptions and warrants; and the study of contemporary rhetorics of secrecy, specifically the political alignments of pseudoscience and gendered public aggression.

Abstract In August 2022, the U.S. restaurant chain Cracker Barrel introduced a meatless sausage patty—the “Impossible Sausage”—to its breakfast menu. A viral social media backlash against the restaurant ensued. Using Fabio Parasecoli's theory of gastronativism as a theoretical lens, we perform a critical rhetorical analysis of online commentaries regarding Cracker Barrel's Impossible Sausage with an eye toward synecdochic representation. We contend that the online “culture war” that ensued within and beyond Cracker Barrel's social media pages is representative of plant-based meat alternatives’ gastropolitical resonance in U.S. American identity construction. Two synecdoches emerge through our analysis, the Cracker Barrel restaurant as right-wing sacred space embedded in “tradition” and the Impossible Sausage as a leftist, progressive, contagious intrusion into this space. Discourses of faux-Southern identity, right-wing appeals to traditional ways of life, and white masculine victimhood are entrenched in these synecdochic tropes. Understanding the Cracker Barrel's meatless menu debacle as a manifestation of gastronativist synecdoche demonstrates the ideological significance of meat and plant-based meat in contemporary U.S. political imaginaries. Given plant-based foods’ increasing popularity among health- and environmentally conscious consumers, rhetoricians concerned with the intersections of food, power, and identity should take note of how flesh (non)consumption symbolically (re)constructs U.S. American gastropolitical identities.

Relying on rhetorical analysis, this article explores the rhetoric and ethics of a particular type of designer- and player-created technical communication genre, video patch notes, to further explore how various technical communication genres structure the experience of play. By providing a case study of official video patch notes for the game Overwatch in combination with Youtube user dinoflask's satirical fan made videos, the article examines both developers’ communication practices and the ways in which players creatively negotiate and re-purpose these practices in order to illustrate how such tactical technical communication remixes sustain a subtle dialogue between players and developers. This dialogue in particular illuminates pain points between stakeholders (in this case, discrepancies between developer intent and player experience) in ways that could potentially offer a means of persuading particularly ideologically fixed audiences, highlighting how practitioners might use tactical technical communication with activist intent.

This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a public health crisis.

Despite calls to give greater attention to bodies and infrastructures, and despite the development of facial recognition software and face replacement apps, not to mention medical face masks during the COVID-19 pandemic and a long history of political faces in the news, rhetoric has not directly nor adequately dealt with the face. I offer a new materialist rhetorical theory of the face, drawing on the concepts of hyle and iwi to argue that the face is a bio-social conglomeration both human and nonhuman. I look specifically to biometric data collection and to artist Zach Blas’s algorithmically designed masks from his project, “Facial Weaponization Suite,” to illuminate how the face is rhetorical and how faces might resist facial recognition suppression. The study urges rhetoricians to think carefully and ecologically about the face.

“Bio warfare” describes a digital rhetorical tactic used by teen climate activist Greta Thunberg to challenge oppressive anger norms and assert a feminist paradigm that sees sometimes-angry teen girl activists as credible, rational rhetors. On the surface, the rhetorical strategy is simple: Thunberg copy/pastes world leaders’ disparaging language into her 160-character Twitter bio. Yet, in these seemingly simple Twitter bio updates, Thunberg recontextualizes conservative leaders’ language into her own Twitter profile, inverting their meaning to assert an opposing ideology: that teen girls’ anger can be wise.

The American Psychological Association notes that approximately one in seven women will experience postpartum depression (PPD) after giving birth. Finding support can help lead to better outcomes for those suffering from PPD. This article examines cover photos of PPD support groups on Facebook. By arguing that these photos construct rhetorical boundaries that support-seekers must cross to access PPD resources, the article expands our current understandings of rhetorical boundaries and calls for increased attention to visual selection in high-stakes health contexts. This article emphasizes the idea that we might transform visual boundaries, like the Facebook cover photos studied here, into rhetorical boundary objects that promote inclusivity through more thoughtful and representative image selection.

In this article, we draw on focus group interviews collected for the Wayfinding Project to explore how university alumni orient themselves as writers while participating in social media after graduation. By looking at alumni's self descriptions of their writing processes across public networks, we are able to trace pathways that recognize the rhetorical and communicative intentions of users, while also acknowledging the roles that serendipity, creativity, and the unexpected play in shaping these literate practices. Specifically, we point to how these alumni describe their experiences as they adapt to addressing audiences across different platforms and confront the “reach” of those platforms for engaging unexpected audiences. Several focus group participants use the term “branding” as a way to describe how they conceive of their writing across multiple social networks. These participants describe their public, networked writing as a form of managing their identities at the same time that they are “branding” themselves to manage the expectations of multiple audiences. In sum, our research shows us how the unexpected audiences generated through social media participation operate in tension with writers’ deliberate shaping of their messages and their self-presentation.

Abstract In a world of Google-age information accessibility and Facebook-fueled quick rants, the author is interested in teaching a process of reading poetry that does not include easily accessed “answers” or result in reactionary analysis. By using contemporary poetry in introduction to literature courses, the author invites students to resist any quick way of accessing information about the poem. Instead, using Billy Collins's poem, “Introduction to Poetry,” the author helps students explore slower, maybe more contemplative and welcoming ways to listen to the language of the poems they study. And, along the way, the author invites students to consider the particular intellectual virtues they are cultivating in order to read well. In this essay, the author uses Aimee Nezhukumatathil's poem “Hummingbird Abecedarian,” published through the Academy of American Poets Poem-a-Day project, and a poem the author had only read a couple of times before introducing to a group of second-semester first-year “Introduction to Literature” students, as an illustrative example of how using contemporary poems can deepen students’ reading experiences when there are no academic resources around to save them from taking time to read well.

This article examines how whistleblowing evolves as a rhetorical genre alongside emergent media. By analyzing three events involving student disclosures on social media, this article argues that students’ social media communication can qualify as whistleblowing, just as whistleblowing can qualify as rhetoric. Notably, whistleblowing’s current conventions, which are heavily based in business and organization studies, suggest otherwise. This article introduces a concept called kinderuption to facilitate rhetorical analyses of whistleblowing. Approaching whistleblowing events as kinderuptions invites critical attention to audience engagement and influence, and a reconsideration of underlying themes like intention, harm, and care.

Abstract Any attempt to control the content and conversations of first-year composition classrooms has become increasingly complicated by social media and technology. Building on the types of textual difficulty explored by scholars like Mariolina Rizzi Salvatori and Patricia Donahue, Jeffrey Berman, and Alan Purves, this article considers the challenges presented to contemporary college-level readers by affectively difficult texts such as David Lynch's 1986 film Blue Velvet. The article also explores the potential responses students express to difficult texts and encourages flexibility in the assumptions made about these reactions. By working through the importance of these questions, the author ultimately examines the potential benefits and best strategies of using difficult fictional texts in the writing classroom to help students investigate the nuances of verbal and written conversations such as those created by the #MeToo movement.

PDF version Abstract In this article, we document how Twitter is embedded within the U.S.-Mexico border and used to reorganize the oppressive conditions perpetuated by the border’s sociopolitical history. We do so through a mixed-methods case-study of three polarized, yet tangled, activist movements on Twitter, each of which responded to Trump’s border wall plans and… Continue reading Building an Infrastructural Praxis: Understanding Twitter’s Embeddedness in the U.S.-Mexico Border

This article argues that through embodied presentations and the multimodal, international and intercultural affordances of YouTube, the rhetoric of Black hair care YouTubers is tactical TPC toward social justices. We note the interactive comments section as a place for technical communicators to identify and redress issues in normative instructional discourse. This scholarship extends TPC beyond “how to do it” and “how I do it” toward “how we must view it in order to do it.’

Recent work across disciplines has examined the current post-truth climate and various types of information disorders which have permeated the internet. Scholars have made significant progress in defining and theorizing information literacy and its various aspects, as well as in designing programs to help students acquire the relevant skills for evaluating information. Nevertheless, further exploration is needed, for example to understand the roles of criteria in information evaluation. The present study draws on scholarship in discourse and rhetoric studies to suggest how discursive strategies, a key concept in these convergent areas, can inform approaches to information evaluation. To illustrate this improved approach, this study explores the case of a recent piece of fake news that involves both text and image and has circulated widely as a digital flyer on social media.

ABSTRACT Hannah Arendt’s conception of “the social” offers a novel perspective on contemporary debates over social media. Both critics and defenders of social media giants such as Facebook (now Meta) construe the problem with social media as a proliferation of untruths that is either the cost of liberalism or a danger requiring regulations. Arendt would have us be dubious of both conclusions while also rejecting both sets of premises. Rather, Arendt’s framework allows a diagnosis of the problem with social media as a deeper problem with the form of society itself, a problem that would remain untouched by increased regulatory measures against social media giants.

This article engages with recent discussions in the field of technical communication that call for climate change research that moves beyond the believer/denier dichotomy. For this study, our research team coded 900 tweets about climate change and global warming for different emotions in order to understand how Twitter users rely on affect rhetorically. Our findings use quantitative content analysis to challenge current assumptions about writing and affect on social media, and our results indicate a number of arenas for future research on affect, global warming, and rhetoric.

Abstract Russian disinformation activities imitate divisive U.S. political discourse within a polarized social media ecosystem. As part of a multipronged response, U.S. citizens have been urged to increase their personal vigilance and to identify inauthentic messages, hence flagging foreign-made disinformation by studying its content. However, by applying Taylor's concept of “imitation (in)security” to a set of Kremlin-linked Internet Research Agency (IRA) Facebook and Instagram advertisements, this article explains why content-centered approaches to combatting disinformation need to be reimagined. Building upon imitation (in)security, we propose that the strength of the IRA disinformation campaign was not its ability to foist falsehoods upon unsuspecting Americans, but, rather, its uncanny imitation of prevalent themes, images, and arguments within American civic life. Our analysis of IRA-generated advertisements targeting U.S. military veterans demonstrates how IRA “trolls” were imitating American communication patterns to amplify existing positions within a deluge of messages marked by polysemy. Our analysis suggests readers should be less concerned by such Russian-made imitations than was suggested in much of the breathless 2016 post-election coverage, for the traction of such disinformation hinges on domestic crises and injustices that long predate Russian interference. Pointing to foreign-made social media content stokes a sense of threat and crisis—the essence of national insecurity and a main objective of the IRA's efforts—yet our actual security weaknesses are homemade.