chapter  3
Seeing Is Believing
The Multimodal Rhetorical Potential of Remix Video
ByOwen Gallagher
Pages 40

The aim of rhetoric is to persuade an audience to support a proposition. Commercial advertising of all kinds has this as its primary goal, for example, the idea that a particular brand should be purchased because it is somehow superior to its competitors. Rhetoric is the means by which ideology reproduces itself and permeates the beliefs, principles, and practices of a society. The remix, like the original manifesto, is a form of deliberative rhetoric, in the sense that it explicitly calls for a proletarian revolution against capitalism. The majority of remix producers provided detailed explanations of the intended meaning and purpose of their remix in the YouTube description beneath the video, or on their website. As visual communication gradually becomes normalized through everyday usage, there may be a greater need for visual dictionaries, such as the Noun Project, for the purposes of establishing consensus of meaning for visual signs that are used linguistically.