INTRODUCTION
THEORETICAL BACKGROUND/ LITERATURE REVIEW
THEORETICAL BACKGROUND
2.1.1 The introduction of Genre Analysis
In this section, the explanation of Genre Analysis and the classification of three schools of genre study are given
Genres have been a subject of study since the time of Aristotle’s Rhetoric (Bhatia,
Flowerdew (2002) identified two primary domains of genre analysis: textual analyses and context and social analyses These approaches are interrelated rather than opposing, suggesting that a comprehensive understanding of genre theory requires the integration of both textual and contextual orientations.
In his influential 1996 article, Hyon identified three traditional approaches to genre studies: English for Specific Purposes (ESP), New Rhetoric, and Systemic Functional Linguistics, the latter being a unique Australian perspective While these approaches differ in their theorists and practitioners, they share commonalities, particularly in their focus on the construction of texts.
2.1.1.1.2 Three approaches in Genre Analysis
Rhetorical Genre Studies, originating in North America, draws from developmental psychology and metacognitive science, emphasizing the social purpose of genre Miller (1984) defines genre as “typified rhetorical actions based in recurrent situations.” This tradition aims to uncover how genre mediates situated practices, interactions, symbolic realities, and congruent meanings (Bazerman, 2003) By examining this relationship, researchers gain insights into the dynamic interplay between genre and various situations.
The aim of Rhetorical Genre Studies (RGS) is to explore genres as sociological concepts that shape text characteristics and social interactions To achieve this, RGS practitioners emphasize the importance of examining the context in which a genre exists and its functionality within that context Rather than focusing solely on text analysis, RGS advocates for an ethnomethodological approach, enabling a more in-depth investigation of social and cultural contexts This approach seeks to understand how communities of text users express their attitudes, values, and beliefs, which are ultimately reflected in the construction of genres.
English for Specific Purposes Perspective (ESP)
English for Specific Purposes (ESP) encompasses various forms of English, including academic and professional domains like business English and IT English Influenced by Bakhtinian concepts of intertextuality and dialogism, as well as Systemic Functional Linguistics, ESP emphasizes the significance of text structure It defines genre as a "class of communicative events" where language plays a crucial role in conveying meaning within its cultural context The primary goal of ESP is to provide second language learners with the necessary language materials and skills tailored to specific fields through analyzing communicative purposes and linguistic features Consequently, genres serve as communicative tools that facilitate understanding of discourse community goals and the effective use of text structure and lexical-grammatical elements to achieve these purposes.
Swales (1990) explored the rhetorical structure of texts, identifying specific moves and steps that define their composition A move is defined as a distinct section of a text that serves a specific purpose and contributes to the overall communicative goal of the genre, with each move being further supported by various steps.
Move analysis aims to investigate how written or spoken texts are structured through a series of moves and steps (Connor, Upton, & Kanoksilapatham, 2007) Swales (1990) introduced the "create a research space" (CARS) move framework in the analysis of research article introductions, which consists of three key moves: (1) establishing a territory, (2) establishing a niche, and (3) occupying a niche Each of these moves is further realized through various steps (Henry & Roseberry, 1998; Tardy, 2011).
12 realization of the moves and steps in the framework contributed to identify the communicative goal of the genre, which provides a persuasive rationale for the study
(1) Topic generalizations of increasing specificity
(2A) Indicating a gap OR (2B) Adding to what is known
(3) Announcing present research descriptively and/ or purposively (obligatory)
(4) Presenting Research Question (RQ) or hypotheses
(probable in some fields, but unlikely in others)
(8) Stating the value of the present research
(probable in some fields, but unlikely in others)
(9) Outlining the structure of the paper
(probable in some fields, but unlikely in others)
Table 1: Swales’ CARS Model (Swales, 2004)
Thompson (1994) based his research on ESP tradition to examine 18 introductions to academic lectures, which were spoken genres, and identify two main moves, including
The lecture framework consists of four to five essential steps, while the contextualization of the topic involves three key steps Additionally, the analysis of the data revealed variations in the sequencing of these moves and steps Rowley-Jolivet and Carter-Thomas (2005) conducted a move analysis focused on oral discourse, particularly examining the introductions of conference presentations, which highlighted distinct patterns in the presentation structure.
13 setting up the framework, contextualizing the topic, and stating the research rationale were identified
Regarding the definition of genre, within SFL, genre was seen as “staged, goal- oriented and purposeful social activity that people engage in as members of their culture”
According to Eggins (2007), genre serves as the 'cultural purpose' of texts, manifested through structural patterns Initially aimed at enhancing language and literacy education in Australian schools and adult migrant programs, this approach has recently expanded to encompass genre analysis across diverse contexts and languages The primary focus of genre studies within Systemic Functional Linguistics (SFL) is twofold: to explore the relationship between social purposes and text structure, and to comprehend how social purposes are realized as social, linguistic, and situated actions within various registers, including field, tenor, and mode In SFL, genres are characterized as purposeful, interactive, and sequential, with language systematically linked to context Consequently, genre analysis in this framework seeks to examine the stages or moves whose functions are expressed through lexical, grammatical, and cohesive patterns (Rothery, 1996).
2.1.1.1.3 Distinction of the three approaches in Genre Study
A shared understanding of genre across linguistic and rhetorical traditions views genres as interconnected collections of texts and contexts, emphasizing their relationship to context, audience, and occasion (Freedman, 2006) Rhetorical Genre Studies (RGS), English for Specific Purposes (ESP), and Systemic Functional Linguistics (SFL) all seek to describe and explain the regularities of focus, form, and situated social action (Hyland, 2002) However, each approach to genre analysis presents unique perspectives due to differences in genre focus and the analytical or pedagogical trajectory of the analysis.
The genre analysis debate highlights distinct focuses: RGS investigates a genre's social purpose, while ESP describes its moves and discourse structure In contrast, SFL emphasizes grammatical features and discourse structures linked to a genre's social function (Yunick, 1997).
The table 2 below gives the overview of how each approach (RGS, ESP, SFL) differs to one another:
‘typified rhetorical actions based in recurrent situations’
“a class of communicative events” where language has an important role to play, both in the discourse meaning and the environment and culture around the text (Swales,
‘staged, goal-oriented and purposeful social activity that people engage in as members of their culture’ (Martin, 1984)
Focus to gain insights into the way genre ‘mediates situated practices, interactions, symbolic realities and congruent meaning’s’
Bazerman (2003) emphasizes the importance of analyzing communicative purposes and formal language components to explore the connection between social purposes and text structure This analysis aims to reveal how social purposes manifest as social, linguistic, and situated actions within the framework of register, which encompasses field, tenor, and mode.
This article explores the intricate relationship between genre and social situations, focusing on the challenges individuals face and the social motives driving their actions within these contexts By analyzing social structures, the aim is to provide second language learners with the essential materials and skills needed for specific academic or professional environments, as highlighted by Swales (1990) and Bhatia.
1993) to gain insights on how the organization and structure of language can realize its social purpose in a specific context and culture
The study of genre should be integrated with an examination of the community from which it originates, utilizing an ethnographic approach to explore the surrounding social context Genres serve as essential communicative tools within these social frameworks, aiding in the understanding of the discourse community's objectives and the means by which these communicative goals are accomplished Characterized by their purposeful, interactive, and sequential nature, genres demonstrate a systematic relationship between language and context.
15 text structure and lexico- grammatical features
Typification Discourse community, communicative purpose
To effectively analyze genre, it is essential to explore the context in which it exists and understand its role within that framework Identifying the communicative purpose within a discourse community is crucial, as it reveals how genres function Furthermore, describing the specific moves within genres and their corresponding functions can be achieved through an examination of lexical, grammatical, and cohesive patterns.
Ethnomethodological: - analyzing the social and cultural context in detail
- emphasizing the analysis of social purposes/ actions
PREVIOUS STUDIES INTO TED TALKS
This section reviews previous studies related to TED Talks to identify research gaps, thereby aiding in the execution of the current research.
TED has emerged as a valuable resource for enhancing second language (L2) proficiency, particularly in listening comprehension (Takaesu, 2013) It is widely acknowledged for offering meaningful and inspirational content for educators and learners worldwide (Banker & Gournelos, 2013; DaVia Rubenstein, 2012) Numerous studies have investigated the pedagogical effectiveness of TED Talks, highlighting their impact on language learning (Bell, Panayiotou, & Sayers, 2019; Chang & Huang, 2015; Rubenstein, 2012; Wolfe, 2015; Ratanakul & Surasawadee, 2017).
As part of spoken genres, TED Talks have been explored as a genre; however, the subject has received little attention, thereby the existing body of literature being still scarce
Recent studies have explored the linguistic features of TED Talks compared to university lectures Caliendo and Compagnone (2014) conducted a corpus-based analysis revealing that the most common epistemic lexical verbs in both formats were "see," "show," "know," and "think." Notably, TED speakers used the pronoun "we" without including the audience, a contrast to the inclusive approach often seen in academic lectures Tsai (2015) further analyzed the dynamics of TED Talks, finding that they featured less silent time and higher energy, resulting in more consistent delivery compared to university professors, who tended to incorporate longer pauses and varied energy levels Additionally, TED speakers projected their voices with greater depth than their academic counterparts.
Research on the rhetorical structure of TED Talks has been conducted, with Chang and Huang (2015) utilizing a corpus-based move analysis approach They identified five essential moves in TED Talks: topic introduction, topic development, closure, concluding messages, and acknowledgments/gratitude.
After analyzing 58 selected TED Talks across diverse topics such as design, technology, science, medicine, humanities, education, business, and global issues, two optional strategies—listener orientation and speaker presentation—emerged This analysis highlights the inherent flexibility of speech genres, demonstrating how speakers adapt their presentations to engage audiences effectively.
(2) Engage in meta-level discussion
2 Topic Introduction (3) Set the scene
(10) Describe a process/ series of events
Table 3: Chang and Huang’s TED Talks model (2015)
In 2018, continuing the ESP tradition, Miranda compiled a corpus of 10 TED Talks in the science category to analyze their rhetorical structure, focusing on moves and steps Her findings closely aligned with the results of Chang and Huang, highlighting consistent patterns in the presentation of scientific content.
(2015) in terms of the 5 obligatory moves However, Miranda (2018) did not identify the
2 non-obligatory moves in her 10 TED Talks as in the corpus in Chang and Huang’s (2015) Specifically, closure and listener orientation were the 2 moves that were not found in
Miranda’s (2018) while speaker presentation as the non-obligatory moves in Chang and Huang’s (2015) was supposed to be obligatory in Miranda’s (2018) Results in Li and Li’s
(2021) were also consistent with the data in Miranda’s (2018), in the sense that speaker presentation in the body section is identified as the obligatory move in TED Talks about
The variation in research findings regarding the rhetorical structure of TED Talks may stem from the distinct fields of study they represent For instance, Miranda (2018) focused on TED Talks categorized under science Beyond analyzing the rhetorical structure, Miranda's research also aimed to uncover additional insights related to these talks.
TED Talks serve a vital communicative purpose within the English for Specific Purposes (ESP) tradition, as they are designed to engage a general audience by celebrating innovative ideas across various fields This aligns with the established view of TED Talks as a genre focused on science popularization, highlighting the importance of making complex concepts accessible to the public (Calsamiglia & Van Dijk).
2004) These authors claimed that TED Talks provided the audience with a variety of communicative events in which the speakers transformed their professional or specialized knowledge into ‘lay’ knowledge
In their 2015 study, Chang and Huang initiated genre analysis for TED Talks, identifying seven major moves and fourteen steps that encompass the Introduction, Body, and Conclusion However, they did not delineate the boundaries between these sections or explore the diverse topics covered in TED Talks To address this gap, Khajornphainoon and Vungthong (2019) examined the rhetorical move organization and linguistic features in the introductions of twenty TED Talks focused on the theme of Life Utilizing Swales’ move analytical framework, they identified two primary moves: Topic Introduction and Purpose/Main Idea Identification in the introductory segments.
The analysis of keywords revealed five key themes in the introduction: self-orientation, unspecific referencing, intention, action and mental orientation, and the aspect of being told or informed.
While TED Talks cover a wide range of topics, including technology, science, and business, existing literature primarily focuses on linguistic features, rhetorical move structures, and communicative purposes However, there is a notable gap in research regarding the rhetorical strategies employed by speakers in specific fields to achieve their communicative goals This underscores the importance of investigating the rhetorical strategies used by TED speakers to enhance our understanding of their effectiveness.
METHODOLOGY
SAMPLING
The talk titled “The Brain-Changing Benefits of Exercise,” presented by neuroscientist Wendy Suzuki, explores how physical activity can transform the brain In this 12-minute and 54-second video, Suzuki discusses the profound effects of exercise on mental health and cognitive function For more insights, you can access the talk at [TED.com](https://www.ted.com/talks/wendy_suzuki_the_brain_changing_benefits_of_exercise).
The decision to focus on TED Talks stems from the limited research on rhetorical strategies within genre analysis, particularly in scientific contexts This study aims to address the gap in understanding rhetoric in scientific discussions Data collection was initiated by searching the official TED website, utilizing keywords such as "brain," "neuroscience," and "health" to identify relevant videos.
The success of a talk is often measured by its total views, reflecting its influence and reach For instance, the TED talk titled "The Brain-Changing Benefits of Exercise" stands out as one of the most-watched videos on the platform, amassing over 10 million views.
The third reason was the speaker’s credibility Concrete evidence about Dr
Wendy Suzuki is a Professor of Neural Science and Psychology at New York University's Centre for Neural Science, renowned for her research on the brain regions involved in forming and retaining long-term memories, as detailed on her official website, www.wendysuzuki.com.
In recent years, she has shifted her research focus from brain plasticity to the powerful benefits of exercise on improving learning, memory capacity and higher cognitive abilities in humans
The speaker's extensive experience in public speaking significantly enhances her credibility, particularly in the field of brain science As highlighted on her website, www.wendysuzuki.com, she is a prominent figure, having delivered over 30 keynote talks and public speeches at major events, including the upcoming Neuro-sports conference.
Conference (from March, 26 th , 2021 to March, 27 th , 2021 at Wyndham Deerfield Beach Resort), National Geographic’s Special Issue on Memory (on Monday, November, 30 th ,
2020) and American College of Sports Medicine Annual Conference (on Tuesday, July
14 th , 2020 virtually due to COVID-19)
In her talk "The Brain-Changing Benefits of Exercise," the neuroscientist aimed to motivate the audience to prioritize exercise for better brain health She presented key scientific findings and relevant literature to support her message To engage the listeners further, she incorporated a call-and-response activity, encouraging them to stand up and perform simple movements This interactive approach was designed to emotionally inspire participants to adopt exercise routines, emphasizing the positive impact on their overall health and cognitive function.
The targeted audience was not only the participants at TEDWomen 2017
TED Talks, including the impactful presentation by neuroscientist Wendy Suzuki, cater to a community eager for knowledge and new ideas These talks invite curious listeners to shift their perspectives on various topics, such as Technology, Education, Design, Health, Politics, and Law, fostering meaningful discussions and insights.
The TED Talk emphasizes the significant benefits of exercise on mental health, highlighting its positive effects on mood and memory Additionally, it discusses how regular physical activity can help prevent neurodegenerative diseases such as Alzheimer's, showcasing the vital connection between exercise and brain health.
SAMPLING ANALYSIS
3.2.1 Procedures for analyzing the rhetorical moves of the talk
The investigation into the rhetorical strategies of the chosen talk commenced with a detailed viewing of the video, followed by transcribing the content for data analysis Subsequently, Move analysis, as established by Swales (1990, 2004), was utilized to pinpoint the specific moves and steps present in the selected presentation.
After the configuration of the moves, the comparison between her findings and the model created by Chang and Huang (2015) as in the previous chapter was presented
3.2.2 Procedures for analyzing rhetorical strategies
Jolliffe’s Rhetorical Framework (2009) was chosen as this model facilitates the understanding of how a text in a genre impacts the audience’s thoughts and shapes their actions
Jolliffe’s Rhetorical Analysis Framework Design (2009) is displayed in the diagram below:
Diction Syntax Imagery Figurative Language
Jolliffe’s Rhetorical Framework for rhetorical analysis consists of three key components, with the first being the Rhetorical Situation This aspect focuses on the Exigence, Audience, and Purpose of a message Exigence refers to the motivating factor that compels the speaker to deliver a speech or communicate with the audience Therefore, it is crucial to analyze the audience and the specific type of response the speaker anticipates from them.
3.2.2.1 Procedures for analyzing 3 modes of Appeals
The second crucial component of the framework is Appeals, which encompasses three persuasive methods: Logos, Ethos, and Pathos According to Aristotle’s Rhetoric, effective persuasion relies on logical arguments, the credibility of the speaker or writer, and emotional engagement Logos refers to persuading the audience through the strength of the argument itself In contrast, Ethos focuses on establishing the speaker’s authority and expertise in the subject matter Lastly, Pathos aims to evoke emotional responses in the audience, influencing their judgments on specific issues (Stanford Encyclopedia of Philosophy).
3.2.2.2 Procedures for analyzing Surface Features
The investigation into surface features focused on the analysis of diction and syntax, supported by evidence from rhetorical strategies The study of syntax examined two key aspects: sentence lengths and functions Sentence lengths were categorized into four types: telegraphic sentences (five words or less), short sentences (5 to 15 words), medium sentences (18 to 20 words), and long sentences (over 25 words) In terms of sentence functions, the four types identified were declarative, interrogative, imperative, and exclamatory sentences (Frank, 1972) A detailed analysis of these sentence lengths and functions is provided in the Appendix.
In the present research, the analysis of imagery and figurative language was not included due to the time constraint and word limit.
FINDINGS AND DISCUSSION
THE RHETORICAL MOVES
Question 1: Which rhetorical moves, realized by steps, characterize the selected talk?
The recent analysis of a TED talk from www.ted.com reveals six key moves: Topic Introduction, Speaker Presentation, Topic Development, Closure, Concluding Messages, and Acknowledgements/Gratitude Each of these moves plays a crucial role in structuring the talk effectively.
Excerpt 1: What if I told you … Would you do it? Yes!
Excerpt 2: I am talking about … that can last for the rest of your life
Excerpt 3: So what I want … the most transformative thing that you can do for your brain today
I know that our brains … And that structure is called the hippocampus
(5) Describe a process/series of events
Excerpt 5: So I’ve always been fascinated with the hippocampus
… Which eventually led me to the big decision to completely shift my research focus
Excerpt 6: And so now, after several years of really focusing on this question … And it’s even better, because it’s free
Excerpt 7: So this is the point in the talk where everybody says … going to take at the gym
Excerpt 8: So I’ve gone from memory pioneer to exercise explorer … And done! OK, good job!
Excerpt 8: Thank you I want to leave you with one last thought … change the trajectory of your life for the better
Excerpt 9: Thank you very much
Table 4: Moves and Steps in the chosen TED Talk “The brain-changing effects of exercise” by Wendy Suzuki:
The current study's findings align with Chang and Huang's (2015) research regarding the flexibility of move structures, highlighting the variation between obligatory and non-obligatory moves in TED Talks.
In Chang and Huang's (2015) Listener Orientation framework, the non-obligatory move of engaging the audience through indirect questions was not utilized in the current speech This omission can be attributed to the neuroscientist's effective connection with the audience established during the Topic Introduction, where three rhetorical questions were posed to set the scene.
Engaging in a simple activity right now can significantly enhance your brain function, boosting both your mood and focus This beneficial practice not only provides immediate positive effects but also offers long-term protection against various conditions, including depression.
Alzheimer’s disease or dementia Would you do it? Yes!
The current study highlights the flexibility of communication moves, as the speaker effectively combines Listener Orientation with the step of Setting the Scene to engage the audience.
4.1.2 Discussion about the rhetorical moves
According to Chang and Huang (2015), in order to achieve a specific communicative purpose, speakers sometimes intentionally relocated moves from one
25 rhetorical section to another one This flexibility of the move/ step placement can be observed in the move Concluding messages in the present research In Chang and Huang’s
In 2015, it was observed that concluding messages typically follow two main steps: a call to action and a generalization or speculation However, recent findings reveal that a step usually associated with the body of the text, specifically presenting an argument, can also be found in the conclusion section, particularly towards the end of the discussion.
You don't need to be a triathlete to reap the benefits of regular exercise; aim for at least 30 minutes of activity three to four times a week You can achieve this without an expensive gym membership—simply incorporate extra walks around your neighborhood, take the stairs when possible, and even engage in vigorous housework like power-vacuuming, which can provide similar benefits to a gym aerobics class.
This placement can be considered a strategy to emphasize the main point of the speech and persuade the audience to change their thoughts and actions – that is taking exercise
The step of establishing authority was emphasized twice in the presentation, first during the speaker's introduction and again in the conclusion This repetition effectively reinforced the speaker's credibility, leaving a strong impression on the audience regarding her arguments.
I have transitioned from being a memory pioneer to an exercise explorer, focusing on how physical activity can enhance brain function My goal is to help you maximize the benefits of exercise today while also promoting long-term brain health and protection for the future.
The findings in the current study highlight the typicality of moves/steps in TED Talks and reflect the flexibility in the move step placement
THE RHETORICAL STRATEGIES
Question 2: Which rhetorical strategies are deployed to facilitate the speaker to persuade the audience?
In the second part of Chapter 3, the analysis of the rhetorical situation focused on the exigence, audience, and purpose of the selected TED Talk, building on findings from the previous chapter This groundwork facilitated an exploration of Appeals, which were further supported by a detailed examination of Diction, Syntax, and Imagery or Figurative Language.
Diagram 2: Distribution of 3 modes of rhetoric
Among three modes of rhetoric, pathos (42%) was more frequently employed than logos and ethos (33% and 25% respectively)
The distribution of the speech's content can be attributed to its rhetorical context, aiming to convince the audience of the significant benefits of exercise on wellness and encourage physical activity To effectively engage listeners, the speaker employed various emotional strategies to create the right mindset Given the topic's connection to brain science, considerable effort was made to present research-based information in an accessible manner for a lay audience Fortunately, the speaker's established credibility as a recognized authority in the field eliminated the need to impress the audience with her qualifications.
The following section deals with the analysis of logical, ethic and emotional strategies in the chosen talk
Distribution of 3 modes of rhetoricDistribution of 3 modes of rhetoric
Neuroscientist Wendy Suzuki employs four key logical strategies to effectively influence her audience: establishing a cause-effect relationship (L1), elaborating on previously introduced ideas (L2), exemplifying her arguments (L3), and acknowledging opposing viewpoints (L4) These strategies are strategically distributed throughout her presentation to enhance clarity and engagement.
Topic Introduction and Topic Development, they were not found in Speaker Presentation and Acknowledgment Others can be identified in Closure and Concluding messages
Diagram 3: Frequency of occurrences of 4 logical strategies in the talk
The findings indicate that three out of four logical strategies, excluding L2, were evenly distributed at 20% across the Topic Introduction, Topic Development, and Concluding messages Notably, the strategy of elaborating on the previously introduced idea (L2) was utilized twice, specifically in the Topic Introduction and Closure moves.
In the introduction of the Move Topic, two key strategies were utilized: establishing a cause-effect relationship and elaborating on previously introduced ideas The speaker emphasized the significance of physical training by demonstrating the connection between exercise and enhancements in mood, focus, and brain health She noted that engaging in physical activity can yield immediate, positive effects on mental well-being Furthermore, she elaborated on the concept of physical activity as simply moving your body, highlighting its powerful and protective benefits for the brain that can last a lifetime.
In move Topic Development, L3 employed to help the speaker support her argument After presenting her point I discovered and I experienced the brain-changing
Freq of occurrences of 4 logical strategies in the talk
(L2) Elaborating the previously- introduced idea
28 effects of exercise, the speaker used a series of examples (her personal stories) and evidence
(research-based findings) (L3) to exemplify her argument
In the presentation "Closure," the speaker effectively used the strategy of elaborating on a previously introduced idea to demonstrate that exercise is the most transformative activity for brain health She supported this claim with three compelling reasons, each further substantiated by objective evidence.
In the concluding messages, the speaker utilized a new rhetorical strategy by acknowledging the opposition, stating that individuals don't have to conform to traditional expectations, such as spending excessive time at the gym After addressing each opposing viewpoint, the speaker effectively offered a solution, demonstrating a balanced approach to the discussion.
The following section deals with the analysis of the speaker’s ethical strategies
In her talk, neuroscientist Wendy Suzuki effectively engaged her audience by employing both logical and ethical appeals to enhance her communicative purpose From the outset, she established her credibility, or ethos, which encouraged the audience to focus and be more receptive to her message Suzuki maintained her expertise throughout the presentation by utilizing three key ethical strategies: highlighting her expert authority (E1), showcasing her professional knowledge (E2), and sharing her personal experiences, all of which contributed to her persuasive impact.
E3 respectively Most of these strategies were employed in Speaker Presentation, Topic Introduction and Topic Development Some of them also appeared in the other two moves Closure and Concluding messages
(E3) Mentioning her personal experience Freq of occurrences of 3 ethical strategies in the talk
Diagram 4: Frequency of occurrences of 3 ethical strategies in the talk
According to the analysis in the diagram 4, Mentioning her professional knowledge
The most favored strategy was E2, utilized by 42.86% of respondents In contrast, the other two ethical strategies, E1 (citing expert authority) and E3 (sharing personal experience through anecdotal evidence), were each employed with equal frequency of 28.57%.
In the introduction of her talk, the speaker effectively utilized two ethical moves to establish credibility She invoked her expert authority by posing the question, "What if I told you Would you do it?" This engaging approach drew the audience in while highlighting her professional knowledge She emphasized that simply moving your body can yield immediate, long-lasting, and protective benefits for your brain, which can persist throughout your lifetime.
In move Speaker Presentation, the speaker continued to show her expert authority (E1) as in as a professor, neuroscientist and her professional knowledge (E2) in the excerpt
In her discussion, she highlighted her personal experience as a neuroscience professor, sharing a compelling story about conducting a self-experiment rooted in her extensive knowledge of neuroscience.
In move Topic Development, the speaker supported her arguments by mentioning her personal experience (E3)
But a few years ago, I did something very unusual in science … I discovered and I experienced the brain-changing effects of exercise … Maybe I did an experiment on myself without even knowing it …
Mentioning her professional knowledge (E2) was deployed to appeal to ethos
A single workout that you do will immediately increase levels of neurotransmitters like dopamine, serotonin and noradrenaline … takes longer for these diseases to actually have an effect
This section focuses on analyzing the speaker's emotional strategies, building upon the previous discussion of three ethical approaches that appeal to Ethos, supported by their choice of diction and syntax.
In the presentation, the speaker effectively engaged the audience by appealing to their emotions through five key rhetorical strategies: emotionally charged language, rhetorical questions, storytelling, analogies, and addressing audience interests, referred to as P1, P2, P3, P4, and P5 These strategies were predominantly utilized in Topic Development and were evenly distributed across three critical moves: Topic Introduction, Closure, and Concluding messages Notably, no rhetorical strategies were applied during the Speaker Presentation and Acknowledgement sections.
Diagram 5: Frequency of occurrences of 5 emotional strategies in the talk
The analysis presented in diagram 5 reveals that the strategy of using emotionally charged words (P1) was the most prevalent, accounting for 50% of the total strategies employed This is followed by four other strategies—using rhetorical strategies (P2), storytelling (P3), using analogy (P4), and addressing the audience’s interest (P5)—which each constituted 12.5% of the strategies utilized.
In move Topic Introduction, Using emotionally charged words (P1) and Using rhetorical questions (P2) were deployed to emotionally appeal to the audience
Engaging in a simple activity can provide immediate benefits for your brain, enhancing both your mood and focus This practice not only offers short-term improvements but also contributes to long-term brain health, potentially safeguarding against conditions such as depression.
In move Topic Development, two rhetorical strategies were employed by the speaker She continued to use emotionally charged words (P1) In addition, in order to
(P3) Storytelling (P4) Using analogy (P5) Addressing the audience's interest
Freq of occurrences of 5 emotional strategies in the talk
CONCLUSION
SUMMARY OF THE FINDINGS
With regards to the realization of the rhetorical moves, characterized by steps, 6 possible moves and their corresponding steps were identified in the talk, which are Topic
Introduction (Set the scene & Announce the topic), Speaker Presentation (Show stance/ position & Establish authority), Topic Development (Describe a process/series of events),
The study reveals important findings about rhetorical moves, highlighting their flexibility as seen in Chang and Huang's (2015) research Notably, Listener Orientation is integrated with Setting the Scene, while the step Present an Argument is shifted from Topic Development to Concluding Messages Additionally, the repeated emphasis on Establishing Authority underscores its significance in effective communication.
The analysis of rhetorical strategies reveals that logical, ethical, and emotional tactics were predominantly utilized in the Topic Introduction and Topic Development sections, with ethical strategies being favored in Speaker Presentation Notably, logical and emotional strategies were absent in Speaker Presentation, while the speaker employed four distinct logical strategies under the category of Logos.
In the article, various strategies are utilized to enhance coherence, including establishing a cause-effect relationship, elaborating on previously introduced ideas, exemplifying arguments, and acknowledging different perspectives Notably, the strategy of elaborating on previously introduced ideas is employed twice within the topic, reinforcing the main argument and providing greater clarity to the reader.
Introduction and Closure As regards Ethos, there were three identified ethical strategies, which were Mentioning her expert authority, Mentioning her professional knowledge and
Mentioning her personal experience, with the second one being the dominant strategy
In the realm of Pathos, five key emotional strategies emerged: the use of emotionally charged words, rhetorical questions, storytelling, analogies, and addressing the audience's interests The speaker predominantly relied on emotive language to effectively engage the audience's emotions.
The article discusses four types of diction: technical, ironic, emotional, and concrete, highlighting that emotional and concrete diction are the most commonly utilized While technical and concrete diction appear across nearly all modes of appeal, emotional diction is specifically linked to Pathos, and ironic diction is uniquely associated with Logos.
The article categorizes sentences based on their length and function, identifying four lengths: telegraphic, short, medium, and long, with short and medium sentences being the most prevalent Additionally, it outlines four sentence functions: declarative, interrogative, imperative, and exclamatory, highlighting a preference for declarative sentences among these types.
IMPLICATIONS
This study's findings on rhetorical strategies for persuading audiences to exercise can aid novice speakers in enhancing their persuasive skills By examining the rhetorical analysis, they can become more aware of effective diction and syntax, leading to more convincing and ethically sound speeches Additionally, while the study's generalizability may be limited, it offers valuable insights for the field of Genre Analysis, serving as a foundation for linguists and researchers to explore this topic further.
LIMITATIONS AND SUGGESTIONS FOR FURTHER STUDIES
Despite the researcher's diligent efforts, several limitations must be acknowledged The data collection was constrained by time, resulting in a limited dataset both in size and the variety of topics within the TED Talk genre, which hampers the generalizability of the findings Additionally, the study's restricted word count meant that aspects such as imagery, figurative language, and certain syntactic elements were not explored in depth, focusing only on sentence length and functions Consequently, some critical points were insufficiently addressed, compounded by the absence of an analytical framework for examining surface features.
To enhance the generalizability of findings, future research should focus on conducting a corpus-based study involving a diverse range of TED Talks across various topics Additionally, it is essential to analyze the relationship between diction and syntax, as well as to explore imagery and figurative language in greater depth.
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APPENDIX 1.1 The transcript of the talk:
Engaging in physical activity can provide immediate benefits for your brain, enhancing both your mood and focus This simple act of moving your body not only yields short-term positive effects but also offers long-lasting protection against conditions such as depression, Alzheimer's disease, and dementia By incorporating regular exercise into your routine, you can support your brain health for a lifetime.
In this article, I share a personal journey of self-experimentation rooted in my expertise as a neuroscience professor, revealing the profound impact of exercise on brain health The human brain, the most intricate structure known to humanity, plays a crucial role in our cognitive functions I highlight two essential areas: the prefrontal cortex, located just behind the forehead, which is vital for decision-making, focus, attention, and personality, and the hippocampus, nestled within the temporal lobes, essential for forming and retaining long-term memories This exploration underscores the transformative power of exercise on brain function and overall well-being.
The hippocampus has always intrigued me, particularly how fleeting moments, like a first kiss or the birth of a child, can create lasting memories that fundamentally alter our brains My goal is to explore the activity of individual brain cells in the hippocampus during memory formation, aiming to decode the brief bursts of electrical activity that facilitate or hinder memory creation A few years ago, I made a significant shift in my research focus as a full professor of neural science, driven by an extraordinary discovery that holds the potential to transform many lives.
I experienced the brain-changing effects of exercise And I did it in a completely inadvertent way I was actually at the height of all the memory work that I was doing —
As my research on memory gained recognition, I realized that despite my scientific success, my social life was virtually non-existent I had become so engrossed in my work, spending countless hours alone in the lab, that I neglected physical activity and personal connections.
25 pounds And actually, it took me many years to realize it, I was actually miserable And
After a solo river-rafting trip made me realize my weaknesses, I committed to never feeling inadequate again This led me to the gym, where I embraced my type-A personality and tried various exercise classes, including kickboxing, dance, and yoga Despite the initial challenges, I experienced significant mood and energy boosts after each workout, motivating me to continue Over time, I grew stronger, lost 25 pounds, and, a year and a half into my fitness journey, I had a transformative realization while writing a research grant that changed my perspective.
Grant-writing is notoriously challenging for scientists, often leading to frustration and stress as they strive to develop a million-dollar-winning idea Despite the difficulties, there's a shared understanding among researchers that the process rarely goes smoothly, prompting laughter when the struggle is acknowledged.
I discovered that my grant-writing was improving as I could concentrate for longer periods and my long-term memory was enhanced This led me to consider that the exercise I had incorporated into my routine might be positively affecting my brain As a curious neuroscientist, I explored existing literature on the impact of exercise on cognitive function and found a wealth of research supporting my observations, including improvements in mood, energy, memory, and attention This realization ultimately prompted me to shift my research focus entirely to explore the powerful effects of exercise on the brain.
After years of research, I've concluded that exercise is the most transformative activity for your brain for three key reasons First, it has immediate effects; a single workout boosts neurotransmitters like dopamine, serotonin, and noradrenaline, enhancing your mood right after exercising My lab's findings indicate that just one session can also improve your ability to shift and focus attention, leading to noticeable improvements in concentration.
Regular exercise, lasting at least two hours, has been shown to enhance reaction times, making you quicker to respond in everyday situations While these immediate benefits are short-lived, adopting a consistent exercise routine can lead to significant long-term changes in brain function and structure Exercise promotes the growth of new brain cells in the hippocampus, increasing its volume and enhancing long-term memory Additionally, it improves attention and focus through the prefrontal cortex, while also boosting mood by increasing levels of positive neurotransmitters Importantly, regular physical activity strengthens the hippocampus and prefrontal cortex, which are vulnerable to neurodegenerative diseases and cognitive decline with age Although exercise won't cure conditions like dementia or Alzheimer's, it helps build a resilient brain, delaying the onset of these diseases Think of exercise as a powerful investment in your brain's future, providing lasting benefits at no cost.
To achieve significant health benefits, aim for a minimum of 30 minutes of aerobic exercise, three to four times a week You don't need a costly gym membership; simple activities like walking, taking the stairs, or even power-vacuuming can effectively elevate your heart rate and contribute to your fitness My research has evolved from exploring the brain's complexities to investigating how exercise enhances brain function, with the goal of uncovering even more benefits beyond the basic exercise guidelines.
I just gave you — three to four times a week, 30 minutes I want to understand the optimum
At any age and fitness level, a personalized exercise prescription can enhance your physical health and protect your brain for life While discussing exercise is important, taking action is crucial As a certified exercise instructor, I invite you to stand up and participate in a brief one-minute exercise This call-and-response activity will engage you physically and mentally, so follow my lead, and remember to keep it safe Let's get moving together!
Wendy Suzuki: Ladies, I am Wonder Woman-strong Let’s hear you!
Audience: I am Wonder Woman-strong
WS: New move — uppercut, right and left I am inspired now You say it!
WS: Last move — pull it down, right and left, right and left I say, I am on fire now! You say it
Audience: I am on fire now
WS: And done! OK, good job!
Incorporating exercise into your daily routine not only enhances your happiness and well-being today but also safeguards your brain against incurable diseases, ultimately transforming the trajectory of your life for the better.
1.2 The detailed analysis of syntax (sentence lengths – sentence types)
Sentence 1: long sentence – complex sentence – interrogative sentence
(1) What if I told you there was something that you can do right now that would have an immediate, positive benefit for your brain including your mood and your focus?
Sentence 2: long sentence – complex sentence – interrogative sentence
(2) And what if I told you that same thing could actually last a long time and protect your brain from different conditions like depression, Alzheimer’s disease or dementia
Sentence 3: telegraphic sentence – simple sentence – interrogative sentence
Sentence 4: telegraphic sentence – simple sentence – declarative sentence
Sentence 5: short sentence – simple sentence – declarative sentence
(5) I am talking about the powerful effects of physical activity
Sentence 6: medium sentence – compound sentence – declarative sentence
(6) Simply moving your body, has immediate, long-lasting and protective benefits for your brain And that can last for the rest of your life
Sentence 7: long sentence – complex sentence – declarative sentence