instance of rhetoric relates to circumstances. Since the aim of rhetoric is to be persuasive, the level to which the rhetoric in question persuades its audience is what must be analyzed, and later criticized. In determining the extent to which a text is persuasive, one may explore the text's relationship with its audience, purpose, ethics, argument, evidence, arrangement, delivery, and style. In his Rhetorical Criticism: A Study in Method, scholar Edwin Black states, "It is the task of criticism not to measure ... discourses dogmatically against some parochial standard of rationality but, allowing for the immeasurable wide range of human experience, to see them as they really are." While the language "as they really are" is debatable, rhetorical critics explain texts and speeches by investigating their rhetorical situation, typically placing them in a framework of speaker/audience exchange. The antithetical view places the rhetor at the center of creating that which is considered the extant situation; i.e., the agenda and spin. Additional theoretical approaches Following the neo-Aristotelian approaches to criticism, scholars began to derive methods from other disciplines, such as history, philosophy, and the social sciences. The importance of critics' personal judgment decreased in explicit coverage while the analytical dimension of criticism began to gain momentum. Throughout the 1960s and 1970s, methodological pluralism replaced the singular neo-Aristotelian method. Methodological rhetorical criticism is typically done by deduction, where a broad method is used to examine a specific case of rhetoric. These types include: Ideological criticism – critics engage rhetoric as it suggests the beliefs, values, assumptions, and interpretations held by the rhetor or the larger culture. Ideological criticism also treats ideology as an artifact of discourse, one that is embedded in key terms (called "ideographs") as well as material resources and discursive embodiment. Cluster criticism – a method developed by Kenneth Burke that seeks to help the critic understand the rhetor's worldview. This means identifying terms that are 'clustered' around key symbols in the rhetorical artifact and the patterns in which they appear. Frame analysis – when used as rhetorical criticism, this theoretical perspective allows critics to look for how rhetors construct an interpretive lens in their discourse. In short, how they make certain facts more noticeable than others. It is particularly useful for analyzing products of the news media. Genre criticism – a method that assumes certain situations call for similar needs and expectations within the audience, therefore calling for certain