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How to Do Neurorhetorics: A Tutorial

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Jordynn Jack

on 29 January 2013

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Transcript of How to Do Neurorhetorics: A Tutorial

A Tutorial How to Do Neurorhetorics 1. Start with your reference Let's review It's easy to pick up on neuroscience findings...from popular articles to academic sources... 2. Use rhetoric to analyze the article . . . 3. Locate and analyze the scientific article How would rhetoric scholars define this term?

How have we theorized it?

What elements are left out of the scientific conception? (culture? context? rhetorical education?)

What does the scientific study add to our rhetorical theory--besides scientific confirmation of something we already think or know?

- To understand "creativity" in freestyling rappers, you might consult sources ranging from Jay-Z's Decoded, to Debra Hawhee's Bodily Arts, to Elaine Richardson's Hiphop Literacies 4. Consider concept in light of rhetorical theory 1. Find an idea
2. Analyze the source text (such as a popular article or book) using rhetoric.
3. Find the scientific studies it cites, and analyze those using rhetoric.
4. Consider how rhetorical theory complicates the concept in question--and whether scientific studies really add anything new.
What genre is it? If it is a popular article or book, what is its purpose and audience?

What language is used?

How are terms defined?

Do we see neurorealism (reification) or neuroessentialism (reduction) at work? What genre is it? What is its audience and purpose?

What language is used? Does scientific language moderate claims? (e.g. hedging and modifiers)

Does it use neurorealism (reduction) or neuroressentialism (reification) or neuropolicy (weak analogy)?

How was the mental concept (e.g. creativity) operationalized? Does that align with how we would operationalize our rhetorical concepts?

How are images used?

How does the article participate in a scholarly conversation? Is this a neuroclaim? 1. Neurorealism - claims that make neural concepts uncritically real through reification
2. Neuroessentialism - claims that reduce complex concepts (often subjectivity or identity) to measurable entities in the brain through reduction
3. Neuropolicy - claims that use neuroscience to findings to argue for political ends (often prematurely), often through weak analogy.
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