Rhetoric Aristotle's Definition of Rhetoric: – The faculty of observing in any given case the available means of persuasion. The duty of rhetoric: – To deal with such matters as we deliberate upon without arts or systems to guide us, in the hearing of persons who cannot take in at a glance a complicated argument, or follow a long chain of reasoning.
Burkean Rhetoric Rhetoric: – The use of symbols to induce cooperation in beings that by nature respond to symbols. Terministic Screen – Fog of symbols through which we reflect, select, and deflect reality Burke’s Pentad (dramatism/symbolic action) – act, scene, agent, agency, and purpose
new media Numerical Representation – Can be described mathematically and thus subject to algorithmic manipulation. Modularity – Same structure throughout.
_last principle Transcoding – New media consists of two distinct layers: Cultural Layer Computer Layer (46) – Strategies of working with data become our general cognitive strategies. (118) – The design of software reflects larger social logic, ideology, and imaginary of contemporary society. (118)
_the principles of new media Automation – Creation, manipulation, and access operations can be automated. Variability – Can exist in different, potentially infinite versions. – Possible to separate the data and interface.
Internet Memes The Hamster Dance Star Wars Kid Flea Market Montgomery Where the hell is Matt? About last night… Britain’s Got Talent (Susan Boyle)
What are the causes of an “internet phenomena?” Time for quick thinking!
Tipping Point The Law of the Few – A few people make the difference The Stickiness Factor – “Sticks” in memory The Power of Context – Environmental/Incidental factors
The Few Connectors – Social hubs, bridges, “acquaintance collectors” Mavens (trusted expert) – Information brokers, connect to new information Salesmen (rhetoricians) – Persuaders (charisma/negotiation)
Think community first – Socialize, share information – Avoid pushy marketing, spamming – Build good will and respect – Don’t make me think!
What role does rhetoric play in building successful social networking sites? Time for quick thinking!
Class Activity Divide into groups of 3 Chose a NING social network site at http://www.ning.com/main/popular http://www.ning.com/main/popular As a group, answer these questions: – What is the content and purpose of the site? – Who is the target community? – How does the site foster community? – What can you learn from these strategies?