W.J.T. Mitchell has famously noted that we are in the midst of a “pictorial turn,” and images are playing an increasingly important role in digital and multimodal communication. My dissertation addresses the question of how meaning is made when texts and images are united in multimodal arguments. Visual rhetoricians have often attempted to understand text-image arguments by privileging one medium over the other, either using text-based rhetorical principles or developing new image-based theories. I argue that the relationship between the two media is more dynamic, and can be better understood by applying The New Rhetoric’s concept of dissociation, which Chaim Perelman and Lucie Olbrechts-Tyteca developed to demonstrate how the interaction of differently valued concepts can construct new meaning. My dissertation expands the range of dissociation by applying it specifically to visual contexts and using it to critique visual arguments in a series of historical moments when political, religious, and economic factors cause one form of media to be valued over the other: Byzantine Iconoclasm, the late medieval period, the 1950’s advertising boom, and the modern digital age. In each of these periods, I argue that dissociation reveals how the privileged medium can shape an entire multimodal argument. I conclude with a discussion of dissociative multimodal pedagogy, applying dissociation to the multimodal composition classroom.

In this study, I read late medieval vernacular texts of Mandeville’s Travels, Chaucer’s Wife of Bath’s Prologue and Tale, and Margery Kempe’s Book in terms of memory, place and authorial identity. I show how each author constructs ethos and alters narrative form by using memory and place. I argue that the discourses of memory and place are essential to authorial identity and anchor their eccentric texts to traditional modes of composition and orthodoxy. In Chapter one, I argue that memory and place are essential tools in creating authorial ethos for the Wife of Bath, Margery Kempe, and John Mandeville. These writers use memory and place to anchor their eccentric texts in traditional modes of composition and orthodoxy. Chapter two reads Mandeville’s treatment of holy places as he constructs authority by using rhetorical appeals to authority via salvation history and memory. His narrative draws on multiple media, multiple texts, memoria, and collective memory. Chapter three examines the rhetorical strategy of the Wife of Bath’s Prologue and Tale as directly linked to practices of memoria, especially in her cataloguing of ancient and medieval authorities and scripture. Chaucer’s Wife legitimates her travel and experience through citing and quoting from medieval common-place texts and ultimately makes a common-place text of her own personal experience. Chapter four argues that memory is the central structuring strategy and the foundation for Margery’s arguments for spiritual authority and legitimacy in The Book of Margery Kempe. I read the Book’s structure as a strategic dramatization of Margery’s authority framed by institutional spaces of the Church and by civic spaces of the medieval town. Chapter five considers the implications of reading the intersections of memory and place in late-medieval construction of authority for vernacular writers as contributing to a better understanding of medieval authorial identity and a clearer appreciation of structure, form, and the transformation of the pilgrimage motif into the travel narrative genre. This project helps strengthen ties between the fields of medieval literature, women’s writing and rhetoric(s), and Genre Studies as it charts the interface between discourse, narrative form, and medieval conceptions of memory and authorial identity.