Rhetorical gazes are things that are photos or tools used to make the viewer feel a certain way. They look at the image, and then it is explained to them what the image means. It's very nice if you can use this device to reach a certain desired audience. There are multiple types of rhetorical gazes, some of which are familial or national. For example, a photo of a fireplace near a comfy seating area with Christmas lights may remind the viewer of Christmas, cozier times, or memories near a fireplace.
The photo attached is an example of familial gaze. This photo of the fireplace can mean lots of different things to lots of different people.

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