Faculty Publications
Theorizing The Role Of Big Data Visualization: Moving Visuals From Delivery To Invention
Document Type
Article
Journal/Book/Conference Title
Rhetorical Theory and Praxis in the Business Communication Classroom
First Page
161
Last Page
185
Abstract
This chapter proposes a reconceptualization of Big Data from that of Big Data as a tool in service to the message strategy to that of Big Data as a significant component of the development of the message strategy itself. Instead of isolating the presentation of data as a supplemental logos appeal, the author argues that data visualization should be treated, and valued, holistically for its appeal to ethos, logos, and pathos. This chapter argues for a paradigm shift in how instructors think about and teach data visualization, as these tools are not simply a means of delivering information but play a major role in the invention of a rhetor’s argument itself.
Department
Department of Marketing and Entrepreneurship
Original Publication Date
9-10-2018
DOI of published version
10.4324/9781351132879-10
Repository
UNI ScholarWorks, Rod Library, University of Northern Iowa
Language
en
Recommended Citation
Cyphert, Dale, "Theorizing The Role Of Big Data Visualization: Moving Visuals From Delivery To Invention" (2018). Faculty Publications. 672.
https://scholarworks.uni.edu/facpub/672
