Chapter 6 Berkelman
  • how to build credibility:
    • verification
    • reputation
    • presentation
  • audiences respond to evidence more reliably than they respond to credible and emotional appeals
  • types of evidence:
    • quantitative evidence
    • qualitative evidence
  • linkages provide the bridge that connects the claim with the evidence
  • audience-centered writing (stuck in the writer's head)
  • help readers see the logical pathway that guides our thinking
  • relevance-indicates the quality of the linkage
  • sufficiency-reflects the quantitative strength of the linkage
  • research methods:
    • interviews
    • surveys
    • observations
  • types of charts:
    • line
    • pie
    • bubble
  • once you've collected data you need to analyze it
  • your claim can only be as strong as your evidence evoke an audience's emotion
    • can be powerful but dangerous
  • you can't forget the audience
  • you need evidence
Unless otherwise stated, the content of this page is licensed under Creative Commons Attribution-ShareAlike 3.0 License