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

Link to Full Text

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