The Rhetorical Canons as an Ecology of (New Media) Practice


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The slideshow from my 2006 MLA presentation which outlines the second chapter of my book manuscript. Argues that the canons of classical rhetoric provide a framework for understanding new media practices (as opposed to objects)

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  • exceptional demonstration..convinced me to have a hardlook at my company model..brilliant
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The Rhetorical Canons as an Ecology of (New Media) Practice

  1. 1. The Rhetorical Canons as an Ecology of (New Media) Practice Collin Gifford Brooke Syracuse University Modern Language Association December 27, 2006
  2. 2. A quick overview ¢ Rhetoric & New Media '3 The trivium & the canons as an ecological framework *3 Tagclouds (an application)
  3. 3. A Rhetoric of New Media? it One for all/ All for one s From criticism to production «I? From objects to interfaces/ activities
  4. 4. snm; : vov-or ~; ~ Vhn wen u Para» u. .u>m~. .x~~; ~ Vouc olyouoanczu Coucon: >e*: n<-an ' Serv-: e1.I'h>YD-I: |;9IdI': '?vulo < Arc>~e xocu>. .rn; o~uan C014Wec'«I: :4b '1 Ram nbk -nu Iaurco ma d. I!n! u"I'oIr-ulvofll SL4‘-1.Irua: >)w‘*~: HvI: |o4II": ¢o¢u. :o rumeu "']COlC‘vCAn’§ gence Platforms vs Applications; Fluff vs Stuff
  5. 5. de| ,|c| o,u5 7 <1--mo in - ! !I'('1‘ iogin| ugismrimip an all your bookmarks in one place I check out what other people are bookmarking l<- -- -~m. - I get started in tags to watch -I - The wand Wide web proiact . s., . . ~ (In 3.: l? ir1'r: i cguroonngmaiienm . <.- v; . -/ ,A. _ . .,. v|i<. ,-i. 5 [MOI T: AJAX1or n00bs Home vs» A look at what‘: new 55; . scion“ 5 3.1”", . 5" in amid iI. l.'auig‘. lon ‘- 1.-. . Tip! and trick: Mark Cuban [1] u , . , 1.. _ . -> AI -uimnpiiau: r_. ; . i. ‘ , ._ A ‘_ . , ~ Z-degree Hi 7 ~ Statistical Data Mining Yutonnls ‘ 3_.5:, .,, a,u“ 5|VB€F3C! I11 WV” -'4”? . ’ w v mw . i - 3 , . . ,1 ' Tho iami mnlagu from lho Googln Rnador mm . Dwelling on the past . a r - Jué‘ '1 -45%! " on DEC ‘E ZDCH . , 1 u -- A i 1 _-vl'l“'ll. 'u agogieizuauiaiog
  6. 6. DINIINEICUVIIFIIIIIVV Plxiflodtlv La Blogua Bdruhd Friday, Dacanibar II, 1008 ABF Fvldayz Spaclal End-cl-Year Edlllonl ‘ii to an one . .: r*- r n Ji ‘N: ~: ~ *v: ;i. ~ia'a; r 1:. Dick (. '3K'[u2ll2 ~i; Ari " ' . .: rr iii. -s ~. -M it a . M -ii ‘iv rm». . r-e c’ mun ivwvo-c : cr-c ': inc (‘V iI'. "“l“lCZ "0! i‘ l|2aL<L"'»I. 10 3 D05» . rm ; iir. ip~t n-r-.0 4i V, -ii-ne . ~. u ’v )el year-rill M‘ in: year’: rl ll'w- . T ONIC O0! " : fi*SF‘ U 3 D "35! VCVY MC‘ CC"l"J5 VC’V N23!) lfiw Vear. OI v~f‘fl Cirl" l' ail ‘2‘~I‘D'i"I (’ ["E' C-11‘: . ll‘iJ‘I VJM . li . - About Michael lérulaé, r: -icss DEW Depa trriant oi Danger-al Studlea -. prirr~«r~ w>"~ r i l'ir‘fl"' Kai" 5 i-. W Z'l‘i. "‘l ’1‘. Vl‘ av. rir-«nu ‘-l‘V; I" v r M av V3 narr: -* '0’ ’C3C "Z “Y 330! SN? Po»-« 5.. . I'‘.3vc :5 '~wc: ‘ ‘IV, 7 . u . , a_ Siqnlnlcrenleaccounl « an a ma l . i.. ‘. ’_, i-r I>1>‘A'. HP! ’ r - It ‘I , rrlalr‘ v-on : u-. .-.2-x l. ’W §‘. 'a". l' 'u2 r tea’ 0* me ~')l. ‘D _ I ‘ .33,“ Ma, - 1) V‘ Yaroangmarlngrnalkmaaadgobydianarngrormw-Amomofvandamm! rem’; ri= - ; -c s 3('CL‘§Ul&! but (l7‘i3f‘K'. .l vi Ill if 579-1" 7° " ‘“"‘"""""" ‘. ..»aa. -r. ~<ri-»- Vv0*VV, '/- -, .ra~. v.. -»~r—. irr. «-i—«r». :~. ~- am i )0 n7 'I ». "J"'Il‘ (’i~1r’7 ill see VOU ii z‘ W! r-. l7 hr! , ~~~ UV-IV Flirlfil/ VI‘ -~ 20-. )"ll. ‘ll 31 y"V'1‘-I xy“-”, H)lA Welcome to Wikipedia, - Ans - Histiy . so: .i; —rr . .u: 'i-. i-'-‘t /44 V E. -B h -Mm . 'l; -', nrii 'nfl“uu . “rm-Ink 11,. 1.4,. ,. ,,, _, the free encyclopedia liialarrynne C r nail. iograu y a ! ‘f'l1I i-L uugy , ,,, w.°, i i-. -.: hllinxleantnfiah . Ge3Q’B: t'i, r . Science . AI poruia . i l : J. Thurailay, Dacarnbar 21. zone 0.-i-. w-F.1‘ Ow-‘Griz-v-4rl; ) U0-'l". |'l'$'Ua‘éqcN?5'F'Eé| Jledt1:"'a""A—Z riaex Coflirnrrr nerlnl rl‘4IlI Chvirrrl (, 'vl‘J‘| 'l Do you read me, HAL? Today's featured article In the riawa . l1oI‘o1‘li"‘. irr}ti9 a Flu: -1.1’ . l'lI. I.' I HUI. ’ . cu--ac-. w—w. ~ii I DC1‘J| I2"‘3 Sylverwa Money was an American a'c'i sealed 5!. , WNW U 5 P, “ Ger“ 5". “ pom apiprapricv and rlfl, '»I'I scholar vrrio made rigniilciiii y‘, ,m, ,,d/ d H ,1 .9. 93 eoniriuuiiaris imam; me may aime pie-'. L| .imDian Maya ri vi rho Uarly 20m oomury Ha is parricir any noise ““"" bl I'll! exiensive excavauons oiimr Maya aim at cnimen “MM mm M in M “mm” 0, lira Me aka pirniisheo samrai largo corviprianavis and Mwnmmunlca. _. ,,, “Mus In Dans 0, ca _ _ui_j nausea on Maya ri emqi, -phi: K mg, and mo-2 pooiiar mnunu or me Maya A‘ ( room- r A aarlaa ol aanriqmiin all me was: of Ta wan damages a' ieasi rve unnersaa [Ir [.4 2 For a general audience Yo his oorii-iviporaries he was one oiina load rig _ Ewzcm M Mn m :5 ma mm“ am. “an V Aw "Gm M! VJfl"F'iCnn araiaaniogisrs at his day aiinuugri mo’: rEDe'l'. Sevelapmenb in , GOVBl'l’'lenl in 50r'la a ca ptua Bar-o-radlay. Bolaovrayna _ . ,m, _,, c, ._W, _,‘ ma lieio rim: riisiri ad -n a re-cvaluaiiun or Ms mi-ones and works M Ma Jmmr mm M 5 V C Can‘ U" 0" _ J “U . __ punlmirons (pflmflllaflf on : »1Irrl<l! l‘in5aln’iD'ls| are still cried. orerail, nis L ~ - The Lh we "Lrrnnz Sr*Ci. lllf‘y Council uV8V‘r’? O| l!ly8d0a'£ _ . __, c,_. ,. an. .. U)l"IWll'V|8l'1llf1d Gl'| lYlu'~iilSF'| lui M. -«ya siudi-is would general» mu -nier-wi and _ R solution I131. IFUOSJVQ sanctcvis on Ian for its nuclear , an , ~__, l, , L,, w,. vim me necessary spunsarsvrrc and baclung in llnance nrnjelrj which would ulunaiaiy reveal rmrch abaul the Maya ul lorr-isr limes His inmiwr-iqni in cavidesiine t-~. ;ru, -vrai, -e aciivizes ai vie behest cl me U.5 O‘ «E u’ Nari-. I rm: gonzo was another. surprising. aspect ul r-is carsar, much came to Irgrii only well aner rrs deem (mom. ..) . -Niri lnlyl-. "-J em : 'V’lEVI program . Heavy rains Ieadlva Iarlca ollloods in soul? -en Peri Fl'. ,i l' Malaria, towing ltia avacireiion olrnnra riari 60 C00 Decals iii -iinews — Racarl oaaiha — Mora currarrt avant: . . vcrrnanervi in . cizi. -ii -4 . l"I. 'L’ 0 owor Iacqimgos . or Fleceriil ‘eat. -red ‘r"‘, |J""1‘lDOl3 - C an . ... glD. .". " -. "- - l‘. x"<: .ir‘1 brow“
  7. 7. The Classical Trivium (redefined) Grammar Ecologies of Code Rhetoric | :> Ecologies of Practice Logic Ecologies of Culture
  8. 8. Culture Practice Code The Trivium as layered scales; each implies a different kind of knowledge
  9. 9. Fallacy of Scale The shepherd, qua shepherd, acts for the good of the sheep, to protect them from discomfiture and harm. But he may be ‘identified’ with a project that is raising the sheep for market. Kenneth Burke, A Rhetoric of Motives
  10. 10. Classical Canons = Ecology of Practice
  11. 11. Different media enable certain practices, constrain others, and leave yet others untouched The Classic Canons New Media Practices Invention Proairesis Arrangement Pattern Style C> Perspective Memory Persistence Delivery Performance
  12. 12. Example: Tagclouds . *Zoom ou s Better Tag clouds lo’ you’ site. about your 5 le. or about iriytn ng you want‘ Mydouds| |1hladou¢: D2agn | Edn | F1ltes|5tats| Dui_a2 Sample Cloud: A tagdoud based on the past 3 months of my blog ThisisrowtlleAbgdotrdbaaedont9iepaat3utonuiaotuiybloptagcmdwiIbokie basedonthexzdslgn. ABLE anyhow apparently adnil appication arkanaaa best blog DOOR blogglng bookmarks bloglines bloggara basically cuba cluster colleague couple clink coc curriculum CCCC cloud conversations commercials discourse dorrida definitely dissertations dorek essay email episiorriic ioirr first folksonomies games game guess good iowa inlormation itunes lho irioari inagirla jenny loyalty lot nnody metadala network Other phy procedural ping program playlists playlist post people presentation philosophical rhetoric rneioricai reading sociology sports scout state smart social suppose song search mi. soott stone salary syracuse taxonomy time think tagging tenure technorati tigers taxonomies tagged tags Dcla iiriiiraiiiiry irser variables write Writing working work well ‘
  13. 13. Concordance (| gam_m9g3) These are the 100 most frequently used words in this book. access action allows available basic cnpeoity case change commercial common communications computer control core cost cultural culture development different distribution does economic economy effects elfons environment even example fact flnris first form free freedom given goods however human individuals industrial industry information inteme! knowledge large law lose market mass materials may mean: media model need network nelworlted new number ofler open others own people piatrorm point political power practices production propa prooeny provide public rather research ri his role second see service not 3 I I soc‘ . . . ° 3“ ma ”’ distant reading (Moretti) software sphere states story stniaure system tedinology time two use users web without work world Yochai Benk| er‘s Wealth of Networks
  14. 14. US Presidential Speech: -5 Tag Cloud Top 100 Tags fill‘: V ('UllllTll[i'll(‘l1I ll" 'i~“I. '<. 'f(Jlll ‘uni’- i. .1raq 'l -"4 l Chirag Mehta’s Presidential Tag Clouds (Memory) Persistence: Slider allows users to compare clouds from multiple speeches “Stickiness” keeps terms active in the cloud, demonstrates trends
  15. 15. o‘ CCC tagcloud Academicwriting Access Action AfricanAmerican A_rgument Assessment Assignments Audience Author Authority Authors Basicwnnrlg Books BraddockAward ccc ccc44.1 ccc44.2 ccc44.3 06044.4 oco45.4 ocwll uco46.3 oco47.1 uco472 ocean cccAB.1 mc4e2 cuc4B.3 wold! cccA9.1ccc50.1 ccc50 2 00050.3 ccc50.4 1:01:52 4 ccc531ccc53.2 ccc53 3 ccl:53 4 wc541 occ54.2 ucc54.3 cccsu ccc55.1 cac65.2 ool:55.3 al: c55.4 occ56.1 cec56.2 ccc56.3 ooc66.4 mp5? 2 ccc57.4 CCCC ChairsAddress Class Classroom Classrooms Collaboration College Comments Communication Community Composltlon Computers Conversation Course Courses CriticalPedagogy Culture Curriculum oeannolome Difference Discipline Disciplines Discourse Diversity Education English Essay Essays Ethics Experience Expressivism Faculty Family Feminism Field Gender Genre Graduahestudenls Grammar History Identity Information Knowledge Language Linguistics Literacy Literature MBakhtin Meaning Narrative NativeAmerican Online Others Paper Papers Pedagogy PE| bow People Politics Portfolios Power Practice Practices Process Program Public Race Racism Readers Reading Research Response Revision Rhetoric Scholarship School Sentence ServiceLeaming Space Stories Students Study Teacher Teachers Teaching Technology Texts Theory University Voice Writeness Women Work WorkingClass WPA writers Delivery (Performance): A tagcloud index of the past twelve years of College Composition and Communication
  16. 16. Some conclusions The canons each describe multiple practices Any given platform is likely to involve multiple canons Any rhetoric of new media must account for both the productive capacity of rhetoric, and its intrinsically technological dimension
  17. 17. Shameless Plug Lingua Fracta: Towards a Rhetoric of New Media (Hampton Press: Forthcoming 2007)