Lecture Notes on Kenneth Burke and Cluster Analysis

Introduction to Kenneth Burke

• Kenneth Burke's Contributions
  • Provides two methods for analysis.
  • Known for his unique approach to criticism and rhetoric.
• Background
  • Attended Columbia University; worked as a drama critic.
  • Recognized universal patterns in stories (e.g., possession, loss, recovery).

Core Concepts

• Rhetorical Criticism Process
  • Describe the artifact.
  • Analyze the artifact.
  • Make judgments based on analysis.
• Method and Analysis
  • Methods guide analysis, revealing insights and patterns.

Previous Methods Introduced

• Classical method for essays 1A and 1B.
• Tolman's data, claims, and warrants.
• New Rhetoric by Perelman and Olbrechts-Tyteca.
• Narrative analysis by Fisher.
• Metaphoric analysis.
• Burke's methods can be used for essay 2.

Burke's Analysis Methods

• Universal Patterns
  • Found in stories across cultures and history (e.g., darkness, insight, peril).
  • Used by Hitler to create powerful narratives.
  • Good stories follow these patterns, but they are not always ethically good.

Cluster Analysis

• Objective: Isolate the motive behind the rhetoric.
• Key Question: "Given the meanings of specific terms for the rhetor, what was the motive for this rhetoric?"

Key Vocabulary

• Identification
  • Persuasion through tapping into an audience's identity.
• Key Terms
  • Most significant words in the artifact.
  • Importance determined by frequency and intensity.
  • Classified as God Terms (highest ideals) or Devil Terms (negative aspects).
• Clusters
  • Key terms plus associated ideas.
  • Analyze patterns in clusters to understand motives.

Steps in Cluster Analysis

1. Identify Key Terms
   • Use frequency and intensity to find key terms.
   • Look for God and Devil terms.
2. Find Clusters
   • Examine ideas associated with key terms.
   • Analyze patterns within these clusters.
3. Reveal Motives
   • Interpret and evaluate the meaning of key terms.
   • Use insights to understand the author's motives.

Application

• Best for Larger Texts
  • Requires space for ideas to cluster.
• Key Terms and Ideas
  • Can be similar or agonistic (conflicting).
• Motive Analysis
  • Focus on the identity the rhetoric touches.
  • Aim to uncover even unconscious motives.

Next Steps

• Dramatism and Logology will be covered in the next lesson.

Additional Resources

• Examples of cluster analysis available on Canvas.
  • Includes a student paper and an article for additional learning.