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We Get Signal. What is new media? Time for quick thinking!

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Presentation on theme: "We Get Signal. What is new media? Time for quick thinking!"— Presentation transcript:

1 We Get Signal

2 What is new media? Time for quick thinking!

3 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.

4 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

5 new media Numerical Representation – Can be described mathematically and thus subject to algorithmic manipulation. Modularity – Same structure throughout.

6 _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)

7 _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.

8 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)

9 What are the causes of an “internet phenomena?” Time for quick thinking!

10 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

11 The Few Connectors – Social hubs, bridges, “acquaintance collectors” Mavens (trusted expert) – Information brokers, connect to new information Salesmen (rhetoricians) – Persuaders (charisma/negotiation)

12 Social Networking Sites

13 Think community first – Socialize, share information – Avoid pushy marketing, spamming – Build good will and respect – Don’t make me think!

14 What role does rhetoric play in building successful social networking sites? Time for quick thinking!

15 Class Activity Divide into groups of 3 Chose a NING social network site at 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?


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