Theorizing the role of big data visualization: Moving visuals from delivery to invention
Rhetorical Theory and Praxis in the Business Communication Classroom
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 of Marketing and Entrepreneurship
Original Publication Date
DOI of published version
UNI ScholarWorks, Rod Library, University of Northern Iowa
Cyphert, Dale, "Theorizing the role of big data visualization: Moving visuals from delivery to invention" (2018). Faculty Publications. 672.