Annotated Bibliography 5 & 6


Greg Dickinson. “Joe’s rhetoric: Finding authenticity at Starbucks.”  Rhetoric Society Quarterly, vol 32, Iss. 4,2002, June 2009, pp. 5-27., doi: 10.1080/02773940209391238

In his article, “Joe’s rhetoric: Finding authenticity at Starbucks” by Greg Dickinson, he discusses the rhetorical strategies used by Starbucks to draw lure in consumers and keep them happy.  For example, Starbucks places the abstract transformation of the grinding of the coffee beans near the cashier. This way, as the customer is ordering coffee they are able to listen, smell, and see the transformation of the drink. In addition, Starbucks also picked the rainforest green color to promote a sense of connections. Since green is a similar color to plants, the consumer associates Starbucks with the coffee beans imported around the world.

Fig. 1. Starbucks counter

I am able to use this article as a method and guide in my own paper about Compass Coffee. Both are coffee shops trying to use rhetorical methods to appeal to consumers. I can look at the way Greg Dickinson analyses Starbucks and apply it to the everyday coffee shops I visit in addition to my sight. Having been to Starbucks countless times, I am able to visualize each characteristic he bring to attention.


Kempf, K., C. Herder, I. Erlund, H. Kolb, S. Martin, M. Carstensen, W. Koenig,…, J. Tuomilehto. Effects of coffee consumption on subclinical inflammation and other risk factors for type 2 diabetes: a clinical trial. The American journal of clinical nutrition U.S. National Library of Medicine, 2010. doi: 10.3945/ajcn.2009.2854

In the article, “Effects of coffee consumption on subclinical inflammation and other risk factors for type 2 diabetes: a clinical trial”, the authors discuss the investigative findings of daily coffee consumptions with regards to subclinical inflammation, oxidative stress, glucose and lipid metabolism. The study was conducted on 47 avid coffee drinkers. At the end they took blood samples to analyze the data. Their findings showed that coffee consumptions showed beneficial effects.

Fig. 2. Diabetes symbol

I can use this article to talk about the overall effects coffee has on the body. Knowing the health results from drinking coffee, may inform us on why someone would want to drink coffee. This source provides background and a sense of understanding based on factual evidence and case studies. Along with my other sources I can use this article to provide proven effects of coffee.


Coffee Drinking is a Culture


Schneider, Robert. “Coffee Culture”: Hot Coffee + Cool Spaces. The Images Publishing, 2016.

In his book, “Coffee Culture: Hot Coffee + Cool Spaces” by Robert Schneider, he describes thirty-three different interesting coffee shops located all around the United States. Each shop has a unique setting and location including historical buildings, art useless, arcades, and even an old cargo ship. Schneider discusses how “interweaving coffee with art, architecture, and historic preservation” adds a special yet diverse characteristic. The author continues to inform the reader about the evolution of coffee in “three waves”. First, coffee was used as a “fast, cheap, drink of caffeine” to help people get through the day. Second, coffee started being distributed through corporate chains with different syrups and toppings. Finally, drinking coffee became similar to drinking wine. A social interaction used to build relationships.

Fig. 1. Coffee Culture book cover; using aesthetically pleasing placement, good lighting, and coffee (all important characteristics of a good coffee shop in his book)

Coffee Culture provides background and comparison to other coffee shops and how coffee drinking has developed throughout the years as well as analyzes and interprets each coffee shop. Not only can I use this source to compare other successful coffee shops with Compass Coffee but also see the timeline of where Starbucks fits in. In addition, the book does a great job of capture the reader’s attention with interesting pictures and graphics.



Tucker, Catherine M. “Coffee Culture”: Local Experiences, Global Connections. Routledge, 2017.

In “Coffee Culture: Local Experiences, Global Connections” by Catherine M. Tucker, discusses how drinking coffee is the last and “final step” in connecting us to the farmers in nations around the world who produce it. Even in her title she suggests how our “local experiences” with coffee creates “global connections”. She further describes how coffee ties together the global economic system that is till evolving. Indeed, coffee is produced by some of the world’s poorest countries but these countries also happen to be the most biodiverse and endangered habitats in the world. For a while, coffee production has coexisted with forest but because the market favors “sun-grown coffee”, the forests have to be cleared and farmers need to use toxic agrochemicals. According to Tucker, coffee production is becoming one of the world’s most barring problems. She even compares them with social inequality along with environmental degradation.

Fig. 2. Coffee Culture book cover; the hands with the beans and green cover – represents the cohesive relationship the author ideally wants us to have with the environment

Tucker’s research offers a background on coffee production that most people would never have considered. The rest of my articles talk about the “up and coming” coffee industry and methods of marketing new products to customers. However, I never thought, to think of what potential negative effect this could have on our environment. This article provides a counter argument to coffee production and offers a more environmentally conscious way to produce coffee.


The Lives of Animals

“…open your heart and listen to what your heart says.” Do animals have rights? Do human beings have duties toward them regardless of whether they have rights? What kind of souls do animals have? What kind do we have? – The Lives of Animals (1999) by J.M. Coetzee

Fig. 1. The Lives of Animals Book Cover

This quote, taken from Coetzee’s book on The Lives of Animals, shows a few rhetorical methods when talking about animal cruelty. First, the speaker, Costello uses pathos to appeal to the audience’s emotions. She states, “open your heart and listen to what your heart says” Of course, no one is going to “open their heart” and be “okay” with killing animals. She then asks the audience about the kind of “soul animals have” with and asks for the audience to compare it to the soul humans have. This is an extreme use of ethics. If the two are similar we are faced with an internal moral conflict. We would never kill and eat our own kind, and if we are so similar to animals, why is killing and eating them fair? She wants us to relate with animals and show us how terrible killing animals actually is. She also uses the rhetorical strategy of asking a rhetorical question. This is used to subtly influence and persuade the audience. She is not looking for an actual answer but the reaction to the question as she further emphasizes her point.

“Rhetoric is the art of ruling the minds of men” – Plato

“Rhetoric is the art of ruling the minds of men” – Plato

This very interesting quote outlines just how useful using rhetoric is when trying to persuade the reader. The writer uses tools that influence the viewers, such as logos, ethos, and pathos. Here Plato is informing the reader that in using rhetoric you are able to almost control and “rule” viewers. I think this is very interesting and convincing. It makes sense that appealing to ethics (ethos), emotion (pathos) and logic (logus) to allocate a response by either using an individuals character, emotional reasoning, or persuasion by reason. Also, this is very inline with the class topic and everyday discussions.

Detachment through language

Stendhal, who once called the beautiful une promesse de bonheur (Nietzsche p. 104).  (Linked to audio of the phrase!!)

I think this quote is very interesting. Stendhal who is the one who said “the beautiful une promesse de bonheur” which translates to “beauty is but the promise of happiness”. Stendhal is saying that it is possible to love the ugly if they promise you happiness in the future. He is teaching readers that beauty has little to do with physical perfection and lies far from the physical characteristics of the object at hand.

Stendhal uses this quote in French rather than translating it to English (consistent with the rest of the text) because he wants to keep the saying as close to discovering the actual meaning of the words. The speaker, knowing multiple languages, can become detached when simplifying the words enough to translate into another language. Keeping the phrase in French helps make the saying as pure to the original intent as possible.


Nietzsche, Friedrich. On the Genealogy of Morals and Ecce Homo. Knopf Doubleday Publishing Group, 2010. Print.


“Can you imagine what the outcry would be if @SnoopDogg, failing career and all, had aimed and fired the gun at President Obama? Jail time!” – Donald Trump

This is a very interesting tweet by Donald Trump. Not only does he insult a celebrity, directly, but also insults the american people. He is saying that, we care more about President Obama and more people would care. He seems very upset that the american people were not more angered (personally, I wasn’t even aware Trump had a gun aimed at him). In addition, he seems to exaggerated his question when he says “aimed and fired the gun”. Trump was never fired at, but he is adding hyperbole for the media attention. Also, he ends the tweet with an exclamation, “Jail Time!”. Here he is attempting to use media to slander @SnoopDogg’s name.


Background: SnoopDogg is a west coast rapper primary known for his achievements in the music industry. His image represents that of a “gangster”.



They even have a roastery!

Digital Archive 1:

As I am sure you have realized by now, Compass Coffee, is no average coffee shop. Approaching the shop, Compass has its’ name displayed in bright orange. Orange doesn’t only stimulate the appetite by encouraging feelings of hunger and contentment but is also found in citrus fruit and is associated with a healthy diet (and Vitamin C!). Other locations of Compass Coffee have their name displayed in a rich blue color. The blue, serves as a traditional yet non threatening color. In fact, many politicians wear blue ties to promote a sense of calmness and tranquility.

Fig. 1. Compass Coffee entrance; 2014

Digital Archive 2:

Once inside, there is a bar where you can watch the baristas make your coffee. There are tables for sitting or doing work. And, the most unique feature, the machines that brew the coffee are in the back! The customers are actually able to watch the coffee being made. This is more formally known as, The Roastery. I think this is rather unique to Compass, as most coffee shops do not have big machines out in the open to watch the process.

Fig. 2. The Roastery; 2014

Digital Archive 3:

Within the store have this color coated map painted on the walls showing the origins of the coffee. This allows the customer to see where their coffee was imported from. I think this is really cool because it shows the customer that their coffee is “special” and hard to get anywhere else. While other coffee shops may also import their beans from around the world, because Compass is takes pride in it, the customers become more aware.

Fig. 3. Colored Map

Digital Archive 4:

Behind the counter they also have the American Flag folded in a triangle. This is really very symbolic as well as patriotic. Now the coffee shop turns into more than just an average shop but also supporting your country. In fact, the meaning of folded flags is a lot more significant than one might think. The first fold is represented as a symbol of life. The second fold is a symbol of our belief in eternal life. And the third, is made in honor and remembrance of veterans who gave a portion of their lives for the defense of this country.

Fig. 4. Folded Flag

Digital Archive 5:

Fig. 5. Compass Coffee cup and logo

Finally, the logo. As I stated earlier, the orange color, being a mix of red and yellow, promotes happiness and enthusiasm. The blue on the sides of the Compass, serves as a calming and tranquil color. Having an actual compass as a logo is very interesting. The reading behind the compass is to show customers that Compass Coffee wants to help you “get your bearings and point you in the right direction” (Compass Coffee). I didn’t realize how much thought was put into making a logo, but it is very interesting to unpack.

Compass Coffee in the Media


Ravindranath, Mohana. “At Compass Coffee, data is the secret ingredient”.The Washington Post. 28 December 2014

In her article, “At Compass Coffee, data is the secret ingredient” Mohana Ravindranath discusses how Compass uses technology to make their coffee more consistent and the best flavor. Basically, the computer attached to the roaster has a built-in digital thermometer and it automatically transmits the data points from each roast. It records things such as, temperature changes and moisture levels and sends them to an open-source software called Artisan.

Fig 1. The roast description and ingredients that went into the particular coffee blend. Putting all the unique characteristics on the coffee bag helps add another element that can help distinguish Compass from other shops.

When the brew is ready, there is a three-member team who tastes it. If they don’t like the flavor they use the computer to adjust a single variable and try again. Ever batch gets a “roast profile” that is saved on their computer which makes recreating a batch easier.

This article will be helpful in further describing unique and innovative characteristics of Compass Coffee. Furthermore, Compass Coffee used to be an old laundromat in Shaw. Knowing the history of the coffee shop will help me understand it’s relation to the surrounding community.  Not only does the article provide background but offers yet another unique characteristic of Compass Coffee.


Michael Haft and Harrison Suarez. “The Marine’s Secret Weapon: Coffee.” The New York Times, 16 Aug. 2013.

In their article, “The Marine’s Secret Weapon: Coffee”, Micael Haft and Harrison Suarez make a very interesting claim. They say, “America’s taste for coffee is inextricably linked to the history of its military”. Haft and Suarez, both military veterans give their first-hand perspective on the history of coffee in the military and how vital coffee actually is.  In fact, they offer quotes from “in the field”, of Marines trading their snacks for coffee. Haft and Suarez started by writing about marines and the complex emotions thought their time fighting and came to the conclusion to tie all of their interests together. Coffee, marines, photography, travel, community, as well as many others, and create Compass Coffee.

Fig. 2. Compass Coffee owners; open stance, inviting smiles, light colored shirts, the “GOOD” in all caps on the wall – all elements that create a welcoming and inviting environment

I will be able to use this article to discuss how Compass Coffee started and explain the importance associated with this shop. Having a first person point of view from their time in the military and their love for coffee helps readers understand and appreciate their military journey. Also, being able to see the founders’ thoughts are very interesting and an element that isn’t seen with big chain coffee shops like Starbucks. I can use this article when talking about the unique features associated with Compass Coffee.

“Ideally” it makes sense…

In his “Part Two: Suburbia”, Fleming begins to touch on more of the ethical issue found with the housing authorities. Initially, he states, “We can solve a housing problem, or we can try to solve a racial problem. But we cannot combine the two” (91). Here, Fleming offers the audience a beginning strategy to solving this larger issue. However, a group of public housing residents combined the two and sued the Chicago Housing Authority (CHA) and the Department of Housing and Urban Development (HUD) for violating their constitutional right of equal protection clause  (91). The claim was, “that the few projects located in white neighborhoods were 100 percent white” (Rubinowitz and Rosenbaum 23). Due to the fact the projects are funded by the government, this was, by proxy, the government supporting concentrating and segregation of blacks. After losing the case, HUD was now required to have residential racial integration and add houses to the white neighborhoods.

This new and forward thinking is very interesting, especially in relation to his past chapter on social isolation (rhetorical analysis found below).

Governmental Institutionalization of the Ghetto

Housing voucher programs ideally is a perfect fix. The resident finds their own housing unit and comes to an agreement with the landlord. They sign the lease and pays 30 percent of their family’s monthly income directly to the owner and federal funds pay the difference between that and the standard payment for rent (94). This allows individuals to get assistance from the government but not take advantage of the system. They are able to get houses in different locations allowing these lower-class families to mix with middle and upper-class families and help integrate them into the mainstream population. Rather than be surrounded by other struggling families in an isolated community they are able to be fully immersed in the mainstream society which should minimize the gap. Ideally, it works. However, the program was extremely underfunded and ended up only increasing the supply of lower cost housing in the country, making those cheaper houses affordable.

In Raleigh, North Carolina, the legislators tried to fix this problem. They created districts for public schools that mixed kids of all classes. Integrating different individuals in schools can help diminish the gap between lower-income families and mainstream. Using school districting works without having to worry about moving housing around.

 Fleming, “David. City of Rhetoric.” Part Two. Suburbia, SUNY Press, 2008.

Bad Luck – A Good Thing?

“You never know what worse luck bad luck has saved you from.” – Cormac McCarthy

It’s true. I really like this quote. It is a positive way of looking at life. No one is denying anyone has bad luck (because we all do),  but they are saying because of that bad luck you may have been saved from something worse. Looking at the sentence structure, I think it is interesting that McCarthy used “worse luck” and “bad luck” in the same sentence. Normally I would use “worse” as a stronger and past tense form of bad in a sentence not including “bad’. Very interesting literally choice but really gets the point across.

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