Practice Analyzing Digital Rhetoric

Zoe_qi
Zoe_qi
Sep 7, 2018 · 2 min read

Nike’s #Justdoit hashtags

I chose the Nike’s #Justdoit hashtags to practice analyzing Digital Rhetoric.

First of all, one of the examples from twitter on #Justdoit is shown as below:

We can tell that this picture with the sentence “Believe in something. Even if it means sacrificing everything” is misconstruing the meaning of Nike commercials’ original intention to create this ad: encourage people to have the courage to do things. However, thousands of Twitter users have ended their post with the Justdoit hashtag.

Rhetorical situation:

Audience: The producer of the post want this message to whoever is viewing the hashtag activity, including the Nike commercial account. The purpose of the post is to share their personal interpretation of the hashtags and opinions on how “just do it” can go in a wrong way. When the audience views the message, they can usually interact with from webpage or maybe from the mobile. A different audience usually will have a different aspect when analyzing “Just do it” because of their unique life experience, and that’s why context differs for every single person.

Rhetorical appeals:

Ethos: as we can see from the post, ODDSbible is a verified twitter account. If we click it then you will get more information about what specific account it is. Thus, the account name would be the source of the post.

Logos: The post ends with #Justdoit hashtag which makes it easy to filter based on categories. If people search for #Justdoit on twitter, they will then be very likely to find the post.

Pathos: The emotional appeals of this tweet falls on: the picture and the text. Believing in something even if you are sacrificing something. People might then relate this athletic failure as shown in the picture with their daily life. That’s when persuasion comes to play. People might start to agree with the idea that Justdoit sometimes means sticking to a wrong decision.

Kairos: The post was created 19h ago, which can be found from the post. In the meanwhile, the hashtag itself shows the timeliness, and how the picture with the text relates to the current tweeting activity.

ENGL 397: Digital Rhetoric

Where the ENGL 397 community comes to compose!

Zoe_qi

Written by

Zoe_qi

Live and love. Curious with anything unknown.

ENGL 397: Digital Rhetoric

Where the ENGL 397 community comes to compose!

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