Rhetoric of Web Authoring
The Rhetoric used on the web site plays a major role in how the user views the content and overall feel of the web site. Rhetoric that feels lofty and unapproachable will limit the sites scope of audience, while too simple rhetoric can give the user the feeling they are being talked down to. The rhetoric of the content should always be looked at and thought over as to make sure that the user feels comfortable and enticed to continue reading.
There are many tools that a creator can use to analyze the tone of their content. One text analyzer that is particularity interesting is the tool by IBM, Natural Language Understanding. Text is typed into the box at the top of the screen. This text analyzer looks at the overall sentiment, emotion, keywords, entities, categories, concept, and semantic roles apparent in the text.
Another major consideration when looking into the rhetoric of your website should be the ethos, pathos, and logos of the site. Ethos refers to the ethics of the site. Pathos is the emotional response of the audience, and logos is an appeal to logic. Web Style Guide, Rhetoric Article, has many entries about how to properly use these rhetorical appeals. A tip from the web page about rhetoric is to "Go to your home page and do your best to see the site anew, the way a stranger might, who knows you only through your web presence. Does the rhetoric of your site support or erode the user's sense of the credibility, trustworthiness, and humanity of your enterprise?" Looking at your content with the eyes of the user is also a way to ensure you are creating content with the user in mind. User centered design is at the heart of a successful, easy to navigate website.
Considering the rhetoric of a web site is a major part of this methodology of web authoring and design. Content is a key feature of web design, without content there is no web site. Therefore, the creator needs to spend the extra time to look back at the rhetoric used and the rhetorical tools employed to ensure that the user is getting the most out of the website.
