Blog Post 5 :: Rhetorical Appeals

The process of unpacking the text (understanding the purpose, considering the context, and identifying any strategies used) is necessary in order to attain meaning from it. In the previous blog post we identified the contexts within the text (a music video for "All Falls Down") influencing the composer (Kanye West). At this juncture, we will now extract some of the rhetorical strategies employed by West to reach his audience.

Logos is a rhetorical strategy that frames an argument, as well as the reasoning behind the structure of an argument. Logos can be used as an overall strategy that organizes an argument, or a combination of smaller strategies arranged wit hin a composition that create the whole composition. To organize the verses overall, West uses a narrative—describing the effects of consumerism to the audience. The line, "We'll buy a lot of clothes when we don't really need 'em / Things we buy to cover up what's inside" addresses the trend of how living in a culture that values consumerism makes it easy to cover up deeper emotional, and even social issues.

"Man I promise, she's so self-conscious" and "Man I promise, I'm so self-conscious" are the beginning verses of the first and second verses resp ectively. West finishes the song with the line "We all self conscious I'm just the first to admit it," consistently expressing the theme of (in)security and self-awareness throughout the song. He is also able to utilize juxtaposition contrasting the audio with the video. Each verse mentions the problems of consumerism, but the video that accompanies the song shows limousines, a wallet full of hundred dollar bills, and name brand luggage and purses, among the other products of consumerism.

West is also able to employ pathos in an emotion al appeal to the audience. By setting the video in an airport, the audience is aware of how the plot will conclude. As expected, in the last scene of the video, West says goodbye to a tearful Stacey Dash as she boards the plane. He removes her sunglasses (once again invoking logos by referencing consumerism of name brand sunglasses and celebrities donning expensive accessories) to reveal her hiding her tears behind a playful smile (consistent with the verse "Things we buy to cover up what's inside").

As he watches her walk through the boarding gate, he starts after her, only to be physically restrained by the gate attendant. This is an appeal to pathos of the viewer, as it within human nature to empathize with having problems letting go. The viewer is not only empathetic to West in this instance, but also curious as to whether this moment is when it "all falls down..." At this point in the video the verses are finished and the chorus, "Oh when it all, it all falls down," repeats until the end of the scene. The video concludes as we experience West's less eventful walk back to the waiting limousine. As he begins to drive away, we see a plane shortly after takeoff through the open sunroof, and our view (West's eyes) fill with tears before he closes them, in true Hollywood style.

Blog Post 4 :: Context Analysis

Musical expression is not a new idea, although the addition of a visual component to music (i.e., the music video) is a useful innovation made even more popular by technological advances within the last few decades. Because artists (and directors) are unable to control the audience with which they are potentially communicating, music videos are often created so that they can be openly interpreted. Knowing the appropriate context(s) in which a specific music video was created can be instrumental in unlocking meaning of the artistic expression of our favorite artists.

One of the first steps in determining the meaning of a music video is understanding the context it was created in. An important aspect of context is contrast. Contrast, in this setting, can be described as the quality that allows visual communication to stand out from the background of similar texts (Lynch and Wysocki, 266). Among a growing number of music videos, it is challenging for artists to have theirs noticed. Many artists cope with this by being increasing creative in their efforts, making music videos that have shocking content or that employ unconventional methods of direction. "All Falls Down," by Kanye West, is shot in first-person, giving it a perspective not often used in this medium.

The use of first-person perspective also helps establish ethos. Viewers experience the events in the video through the eyes of Kanye West, catching glimpses of his reflection as he travels through a busy airport. Navigating public transportation is an experience that makes West easy to relate to, and gives him authority as a speaker. The lyrics speak to the American experience, not simply the black American experience. He speaks of the effects of peer pressure as well as having past due bills. Even with his closing statement, "We all self-conscious / I'm just the first to admit it," he is able to strike a nerve with the audience, admitting to a feeling everyone can relate to.

"All Falls Down" also addresses the issue of (in)security in American culture. The title might allude to the precarious structure of a house of cards, appearing stable but very much vulnerable to attack, ultimately resulting in destruction. West's claim, "It seems we living the American dream," is embedded in a verse filled with materialistic undertones. The American dream, with its noble beginnings in the Declaration of Independence, has most recently been reduced to a focus on financial security consumerism.

In light of the recent economic crisis, it seems fair to maintain that the illusion of security in material goods has fallen down around us, just like a flimsy house of cards. Most Americans could benefit from a critical assessment of decisions made based "For the road to riches and diamond rings." West not only speaks for himself when he describes having "a problem with spending before I get it." Americans are increasing dependent on credit cards, using credit to feed our materialistic needs.

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Works Cited
1. Lynch, Dennis A., and Anne F. Wysocki. Compose, Design Advocate. New York: Longman, 2007.