This guidebook offers a rhetorical framework for writing and analyzing content for social media and the web. In the age of disinformation and hyper-targeted digital advertising, writers and teachers of writing must be prepared to delve into the digital world with a critical and strategic perspective. This book offers an interdisciplinary approach to writing scenarios with insights from classical and contemporary rhetoric, the philosophy of technology, and digital media theory.
Special emphases are also placed on preparing for writing, marketing, and communications careers in the digital space, and on ethical issues related to digital and social media.
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Acknowledgments Preface
Chapter 1: Introduction to Digital Writing
1.1 Introduction
1.2 What Is Digital Writing?
1.3 Rhetorical Framework for Digital Writing
1.4 Rhetoric, Audience, and Technology
1.5 Rhetoric in Application
1.5.1 Ethos
1.5.2 Pathos
1.5.3 Logos
1.6 Procedural Rhetoric
1.7 Careers in Digital Writing
1.8 How to Use this Text
1.9 Exercises
Chapter 2: Writing for Social Media
2.1 The Digital Writing Process
2.2 Rhetoric and Social Media
2.3 Seven Key Skills for a Digital Writer
2.4 Emulation
2.5 Interactivity
2.6 House of Language: The Language Game
2.7 What Is Social Media?
2.8 Benefits of Social Media
2.9 Social Media in Business
2.10 Global Social Media Usage
2.11 Major Platforms: Facebook, Instagram, Twitter
2.11.1 Facebook
2.11.2 Twitter
2.11.3 Instagram
2.12 Digital Media and Marketing
2.13 Marketing Departments
2.14 Marketing versus Advertising
2.15 Conversions
2.16 Case Studies and Applications
2.17 Writing Calls to Action
2.18 Writing for Facebook
2.19 Writing for Instagram
2.20 Writing for Twitter
2.21 Exercises
Chapter 3: Writing for the Web
3.1 Introduction
3.2 Global Internet Access and Usage
3.3 User Behavior and Time Online: What Are People Doing on the Internet?
3.4 Algorithms and the Black Box of Technology
3.5 Ethics, Data, and Privacy
3.6 Searchability/Findability
3.7 Disinformation
3.8 Writing Content for the Web
3.9 Web Traffic
3.10 Blogging
3.11 Search Engine Optimization
3.12 Content Writing
3.13 Landing Pages
3.14 Using Web Building Tools
3.15 Exercises
Chapter 4: Digital-Visual Design
4.1 Introduction
4.2 Visual Rhetoric
4.3 Graphic Design
4.4 The Rise of Digital Video
4.5 Digital-Visual Design
4.6 Don't Be Afraid of Adobe
4.7 YouTube and Video Advertisements
4.8 Aesthetics and Microgenres
4.9 Emergent Technology and the Reality of the Virtual