This rhetorical analysis of a photograph was the final project for my Rhetorical Analysis class. It explores the concept of visual rhetoric and evaluates a photograph of the candlelight vigil held on the Virginia Tech campus after the 2007 massacre.

1. IN RETROSPECT BY FRAN MCKAIN
sense of unity. Those most closely connected to
Candle power the event would no doubt find the most meaning
The healing effect of visual rhetoric in this image, but even those whose only
connection was in watching the news can
The Collegiate Times published a photograph of appreciate its healing message.
the candlelight vigil at Virginia Tech after the
2007 massacre. This image illustrates the power Of the three Aristotelian rhetorical appeals,
of visual rhetoric to create virtual experience, to the strongest in this image is pathos, but logos
create an emotional enthymematic appeal, and, and ethos play a role as well. The definitional or
despite one ethical challenge, to successfully logical content in the image is subtle. The
appeal to a broad audience. caption, “Tech begins healing process” explains
something about what is happening in the photo.
The virtual experience begins with a sense of Of course, the accompanying article does as well.
warmth. The people are crowded together in the But in the photo itself, the logos comes primarily
chilly night air, holding their glowing candles, from the reality it witnesses: The myriad of lights
seeking mutual comfort after the horrific event of communicate the fact that a large number of
the previous day. They stand before a building people participated in this candlelight vigil on
that is reminiscent of a cathedral which, with the behalf of those slain
lights, conveys a spiritual aura. The mass of lit
candles suggests a feeling of unity among the The ethos of the image is derived from its
crowd. Knowing that they are all feeling intense being a photograph of the actual event—seeing is
emotion about the recent event magnifies that believing—and from its being published by the
Collegiate Times, a Virginia Tech campus
Figure 1 (“Tech begins healing process,” 2007).
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2. journal, which carries the traditional authority emotions associated with the concepts (Hill,
inherent in newspapers. The credibility of the Helmers, 2004). Because of this relationship, one
news journal lends authority to the message experiences the associated emotions when one
communicated by the photo (Campbell, Huxman, sees the symbol (for example, feeling patriotic
2009). The fact that it is published by the when one sees the American flag). The image of
university’s own media, as opposed to another the candlelight vigil demonstrates this
journal, suggests that the Times is in solidarity relationship on at least two levels. First, for
with the school, despite the fact that the students current and former students and faculty at
had become weary of media attention, as they Virginia Tech, the administration building
indicated by a sign they posted on the campus represents the school, their experiences while in
(Cahill, 2007). As a result, the ethos of this attendance, and the aspirations that they pursued
journal was probably stronger with the students there. Seeing it beautifully lit would naturally
than that of an outside journal would have been. evoke whatever emotions they may feel about
their school. Seeing it thus depicted after an event
Additional ethos is gained by including the that brought harm to it and its people would
administration building in the image. This ethos heighten that emotion and add a sense of grief for
has two causes. First, the administration building those whose similar aspirations and experiences
represents the school and its authority. Including were so tragically cut short.
it in the picture conveys the idea that the vigil
portrayed in the photo is authorized by the school. On a different level, whether associated with
Secondly, the building bears a strong architectural the school or not, the visual allusion to a place of
resemblance to a cathedral. As such, it acts as a worship brings to play another symbol with its
symbol of God or church and lends divine ethos own set of emotions. For many, the symbol of a
to the story depicted. At some level, this church is related to emotions about spiritual
resemblance suggests the authority of church or comfort. This is why movies often portray the
God over the gathering—perhaps that the vigil is typical act of entering a church to pray during
holy and authorized by God. Like a news reporter times of distress. The gathering of the crowd
pictured in front of the iconic White House or before the lighted church-like building suggests a
Capitol building, the association with the symbol gathering to God for spiritual comfort—an act
makes the story more credible. But this nod filled with emotion for many people.
toward a religious symbol does more than suggest
credibility. It has an emotional impact as well. This emotional impact is heightened by the
analogy of the candles. One senses an
The book, Defining Visual Rhetoric, makes enthymematic response to this visual. Candles in
the case that a three-way relationship exists the dark convey deep emotion. They are
between concepts (such as spiritual comfort), associated with hope during trouble, with insight
symbols that represent the concepts, and the when confused or when seeking knowledge, with
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3. finding one’s way when the path is hard to see. in the photo, which bears such a strong
The candle in the window has long been a symbol resemblance to a Catholic cathedral, suggests that
of home and safety. Candles are also associated the religion involved is Christian. For some, it
with romance and with prayer and spirituality. may give an impression that all these hurting
Even a single candle can symbolize these people are flocking to a Christian church in their
emotions. If a person is holding the candle, or is hour of need. For many that may have been true,
gazing at it, the emotion is heightened. But but certainly not for all. It is possible that some
bringing together thousands of people, each may resent this Christian implication. One way to
holding a candle, vastly magnifies the effect. The avoid this visual suggestion would have been to
prayer of hope is no longer a whisper, but a shout. frame the photograph differently. It need not
The path forward is illuminated not by one feeble, include the entire building. Shooting from a
flickering flame but is bathed in the golden light different angle might have diminished the
of myriad flames. There is still darkness all resemblance. Of course, that choice might have
around. The anguish of the tragedy is not erased reduced the iconic power of the administration
by this night of vigil. But despite the pain, in the building as a symbol of the school, so the tradeoff
midst of the dark wound, there is comfort and might not have been successful for the immediate
healing in the gathering of the lights. audience.
It is worth noting that this act of gathering This immediate audience obviously included
together with candles in the dark might be the students and faculty and others closely related
emotional under any circumstance—a wedding, a to the school. An extended part of the immediate
coronation, a worship service—but in the wake of audience includes the rest of the nation. One
the week’s terrible happenings, the emotions target audience may be others who hold views
conveyed seem stronger and more layered. It is such as those of the gunman, to show to them the
not just beautiful. The dark is strongly present. solidarity of the school in the face of the attack.
The light is necessary.
For this audience the rhetorical purpose of
The spiritual connotation of the image raises the photo, and the event it depicts, seems to be to
one possible ethical issue. Candles are used in create a virtual experience—to help the audience
many religious acts by many different religions. experience something of what those who were
They do not have the same meaning in all such there that night may have felt. As explained in
cases, but for many the candle conveys a Defining Visual Rhetoric, the goal of a rhetor is to
comforting message in the face of death (Foster, “increase the presence of elements of the
2004). Thus, this candlelight vigil would have rhetorical situation…[because] elements with
had a positive emotional appeal to most people in enhanced presence will have greater influence
most cultures. It would have evoked some sense (Hill, Helmers, 2004, p. 29). This photograph
of comfort, hope, or peace. However, the building increases the presence of several elements: the
July 2011 | Rhetorical Review 3

4. administration building, the lights, and the crowd. food. “If that is true, …then it is not persuasion,
These enhance the sense of actually experiencing but unconscious causation, and so not rational
the vigil event—standing in the huge crowd on persuasion, and so not argument, visual or
that chill dark evening, holding a candle, united otherwise” (Hill, Helmers, 2004, p. 57). The
in grief. The image also seems intended to candlelight vigil image seems to have this
maintain action—to encourage people to characteristic. When one views the photograph,
remember and honor those who were slain; to knowing what it depicts, one feels irresistibly
encourage the unity of the survivors in support of drawn toward the warmth and comfort it
their need for healing. Thus, it has a suggests. It is not a matter of being convinced to
consummatory purpose. join the crowd or accept what they are doing. It is
an involuntary reaction—a reaching out for
The purpose does not seem to discriminate comfort because of the pain. If the image makes
against anyone except perhaps those not in an argument at all, it is a ritualistic one in which
sympathy with the victims. One possible appeal the participants express, by means of the candle
to consumer interest may exist in the purpose of analogy, that they are seeking healing.
this image: it may be attempting to communicate
that Virginia Tech is still a good school—still a No doubt the Collegiate Times had a large
good place to go to college—despite this tragedy. number of images of the events of the massacre.
Beyond that, it seems to be primarily intended to They could have chosen to publish any of them
honor and support the hurting Hokies. instead of this one. In fact, they did publish other
Considering the purpose in terms of the cognitive photographs. But certain topics do not appear in
dissonance theory, no one aware of the situation any of the photos on CollegiateTimes.com. They
would have questioned that a problem existed. do not show any of the dead or dying victims.
The question would be whether a remedy could They do not show the perpetrator. And they do
be found. This image suggests that the Hokies not show terrified students cowering in fear.
have a potential remedy in their mutual support of These choices seem very appropriate. Such
one another as they seek healing. sensational images would have exploited
everyone affected by this terrible event and would
In support of this purpose, the photograph have been very emotionally damaging to students
seems to use no real argument beyond the and faculty and their friends and families.
enthymematic appeal to the common need for
healing in the aftermath of the massacre. In The success of this rhetorical act is hard to
Defining Visual Rhetoric, one writer asserts that measure, but the following evaluation suggests
often visual rhetoric makes no argument at all. that it was successful. First, artistically, it seems
Instead, it creates causative influence that the to do well at creating the virtual experience of
audience cannot resist, much like a person that candlelight vigil. It is easy to imagine oneself
involuntarily salivates at the thought of a favorite present among the crowd and sense how they felt.
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5. It combines two common elements of good visual does, the spirit of hope in the face of this terrible
rhetoric: pleasure and pain. It captures the addition to a series of attacks on American
moment of this memorial event, helps people to citizens, the image reminds us to unite for mutual
identify with those who were there, and requires healing and not to give in to fear and hate.
them to understand the impact to that campus.
The effect of this image is probably the hardest
aspect to measure. Virginia Tech has since taken
many steps to remember the fallen, including an Fran McKain applies rhetorical strategy to
annual repeat of the candlelight vigil. But writing books, designing websites, and creating
whether the photograph helped to encourage that presentations.
cannot be known. There is no question, however,
References
that the photograph tells the truth about the quest
for healing. It shows that thousands gathered and Cahill, P. (2007, April 19). Signs of media discontent.
MSNBC.com. Retrieved September 5, 2010 from
lit their candles and stood together in their grief.
http://onthescene.msnbc.com/vatech/2007/04/stude
Finally, by the ethical standard, except for the nt_reax.html
possible religious bias, the image seems very Campbell, K. K., Huxman, S. S. (2009). The rhetorical act:
supportive of the needs of society in this dark Thinking, speaking, and writing clearly. Belmont,
time—the needs to be comforted and supported. CA: Wadsworth Cengage Learning.
Foster, R. (2004). Capturing the light. Natural Health,
34(3), 66-68. Retrieved from Academic Search
The Virginia Tech candlelight vigil image
Premier database.
probably will not become one of Hill, C. A., Helmers, M. (Eds.). (2004). Defining visual
photojournalism’s iconic photographs. Such rhetorics. Mahwah, NJ: Lawrence Erlbaum
photographs are “(1) recognized by everyone Associates, Inc.
within a public culture, (2) understood to be Lucaites, J., & Hariman, R. (2001). Visual rhetoric,
photojournalism, and democratic public culture.
representations of historically significant events,
Rhetoric Review, 20(1/2), 37. Retrieved from
(3) objects of strong emotional identification or Academic Search Premier database.
response, and (4) regularly reproduced or copied Tech begins healing process. [Online image] Available
across a range of media, genres, and topics” http://www.collegiatetimes.com/april16/4-18-07/,
(Lucaites, Hariman, 2001, p. 37). Many people September 5, 2010.
probably recognize this image and understand
what it represents, but everyone may not. Close
up photographs showing the students in their
Virginia Tech sweatshirts weeping and holding
candles are probably more recognizable and more
emotional. Among the many images on the
internet depicting the campus tragedy, this image
does not frequently appear. Still, capturing, as it
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