engleski

What makes the TED Talk Go Viral? Rhetorical Ananlysis of TED Talks

In the last decade TED talks are perceived as being one of the finest examples of the art of public speaking. There is no detailed analysis of TED talk corpora determining the characteristics of a viral TED talk. Generallly, it is agreed that the sucessful TED talk must be emotional, novel and memorable. In order to highlight and pinpoint the elements that contribute to the success of TED talk, 48 of the best and the most watched TED talks of all times were analyzed. The key element of TED talks compared to other examples of successful talks is storytelling. Approximately one half of each talk can be categorized as a story. Structure of any talk is an important part of preparation and TED talks follow that rule usually using timeline sructure. However, novel elements can be found in the structure of the talk ; combination of examples/stories of personal experience using string of events (M. Lewinsky). TED talks are memorable because of multimodal imagery painted by the speaker either by words, words and delivery or words and visuals. It can be an image of the monkey showing a gesture of confidence (A. Cuddy), personal photos (M. Zayid) or a wheelbarrow of sugar (J. Oliver). TED talks are free of PowerPoint clutter, and some speakers do not use and visuals at all. Delivery of TED talks can be characterized by conversational delivery stlye, which is characteristic of contemporary public speaking. It also contains dynamic vocal cues (rate, volume, pitch and pauses) creating the effect of naturalness and spontaneity.

Ted Talk, rhetorical analysis, storytelling

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