Author: Lindsay B. Steiner

Publisher:

Published: 2013

Total Pages: 169

ISBN-13:

This dissertation describes how four professional graphic designers use rhetoric in their design processes. While the classical understanding of rhetorical arrangement refers to the ordering of elements within oral discourse, I argue, instead, that arrangement is a creative and guiding tool for making meaning in these graphic design processes. This perspective suggests that arrangement is used horizontally and vertically instead of in a static, linear fashion. Ultimately, I describe how rhetorical arrangement in professional graphic design processes is layered and dimensional -- a rational reconstruction of the classical understanding of arrangement as the organization of the parts of verbal discourse (Schiappa, 1990). An underlying theme of this dissertation is the invisibility of these composing processes and their respective technologies and techniques. Data were collected through research methods designed to capture much of the rhetorical complexities in a set of four professional graphic design processes, including: Pre-interviews to develop a contextual picture of each participant's design approach and background; Think-aloud protocols (multimodal recording with video screen-capture and audio software) to create a trace of each participant's design process, and; Stimulated recall retrospective interviews (using the video screen-capture recording to stimulate responses) for additional context. I analyzed verbal think-aloud protocol data by looking for emergent rhetorical themes with support from video screen capture data and supplementary interviews for context. I then define and describe horizontal and vertical arrangement through multi-dimensional examples supported by verbal and visual think-aloud data. This project is not intended to support broad generalizations about contemporary multimodal and graphic design processes (a kind of multimodal composing). Instead, the purpose is to contribute current descriptive insight into how such practices may occur. In addition, the findings suggest the need for further empirical research on professional graphic design activity and theorizing of rhetorical concepts situated within that activity.