Many times, you make the "same" [[rhetorical move|rhetorical moves]] in one genre as you do in another. And you even do it at the same "time" in your speech (or your book or article or whatever). It's just that those moves manifest a bit differently, depending on the genre. #### Quick examples For example, you often establish [[pathos makes sense at the end of a speech|pathos near the end]] of a speech. But obviously this looks very different in a political speech relative to a formal, academic article. In a political speech you might *really* rile up your audience. In an academic article, the end of the article is often the place to discuss the more "down-to-earth" implications — implications that will certainly have an emotional valance to them. But this will obviously be much more subtle. Similar move, but obviously very different, given the context. A similar example concerns your [[exordium]] or use of [[ethos makes sense at the beginning of a speech|ethos at the beginning]]. Many non-academic articles begin with an [[''I'' anecdote]] ("When I was young, I..." etc.). That's an ethos kinda thing. In an actual academic article, you'd rarely do this, though there are exceptions.[^1] #### Teaching In my #teaching find it very useful to illustrate this idea to students by finding examples of communication that are about the "same" topic—but which are from totally different genres. [[Kelly McGonigal]]'s [[The Upside of Stress (2015)]], for example, can be contrasted against [her TED talk](https://www.ted.com/talks/kelly_mcgonigal_how_to_make_stress_your_friend?language=en), some of the actual peer-reviewed research it cites, etc. [^1]: An example I like to use is [[Wayne C. Booth|Wayne C. Booth's]] article, "The Rhetorical Stance," which begins with a very down-to-earth "I" anecdote.