Cultural Rhetoric in the Writing

ClassroomBy

Rebecca Torres Valdovinos

My Story

“Psychologists investigating perception are increasingly insistent that what is

perceived depends upon the observer’s perceptual frame of reference”.

Robert T. Oliver, “ Forward,” Philosophy, Rhetoric and Argumentation, ed. Maurice Nathanson and Henry W.

Johnstone, Jr. (University Park, Pennsylvania, 1965), pp. x-xi

By Robert B. Kaplan

The Theory of ContrastiveRhetoric

Language Learning. Cultural thought patterns in intercultural education. 16(1): 1-20.Rhetoric (1966)

Three decades of research:

60’s - Kaplan discovered problem of L2 organization

Designing curriculum based

on critical contrastive

rhetorical theory

A Dynamic Model

Of L2 WritingBy P. K.

Matsuda

Cultural –organizational structures strongly influenced by background of the student

Linguistic – emphasizes the influence of the writer’s first language (L1) organizational structures

Educational Explanations – reviews the background of how writers developed their organizational skills

L1 writer is using a schematic code natural to their background while the native English reader is using theirs.

• Language and writing are cultural experiences

• Linguistic patterns and rhetorical conventions from a first language often transfer to writing in ESL and can cause interference.

• When international students or bicultural students are made aware of their natural pattern they develop an awareness of this tendency in their own writing.

• When their linguistic / cultural tendencies are made clear, students can develop effective strategies for adapting to meet the expectations of the “target” language community.

• Awareness of cultural rhetorical patterns can help teachers support success of international/ bicultural students in academic courses.

Contrastive Rhetoric

In the Classroom

Application

Reverse Engineering• Short text selection

• Students compile linear information into paragraphs and essay

“Breakdown” the

context in a visual form,

example graphic

organizersAdvertising All Over the

World

• Recreate text using “outline form” Outline for Advertising All Over the World

I. Australian AdvertisementA. Energizer BatteriesB. “Jacko” – Australian

football heroC. Failed in US

a. Different customsII. Selling products is the goal

A. Advertising global B. New way to sellC.World becoming smaller

III. Problems with language and cultureA. CustomsB. New messages in ads

a. Translation doesn’t work

i.Example –Chevy Novaii.

Example – Brannif AirlinesIV. Different Styles of communication

A. Firms write new adsB. Exact words

a. U.S., Britain, Germany

C. Ads with feelingsa. Japan

Australian Advertisement

Selling products is the goal

Problems with language and culture

Different Styles of communication

Energizer Batteries

“Jacko”

Advertising global New way

to sellCustoms

New messages in ads

This method prevents

plagiarism.

." . . . A pedagogy of critical contrastive

rhetoric calls for the initiation of broad educational initiatives among

teachers, whether of writing or of subjects that require writing, so that expectations are situated within the

multiple realities of a myriad of students

writing in English for numerous purposes . . . "  (R. Kubuta, Toward Critical Contrastive Rhetoric).