Time for quick thinking! • What is new media?
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)
Time for quick thinking! • What are the causes of an “internet phenomena?”
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)
Social Networking Sites • Think community first • Socialize, share information • Avoid pushy marketing, spamming • Build good will and respect • Don’t make me think!
Time for quick thinking! • What role does rhetoric play in building successful social networking sites?
Class Activity • Divide into groups of 3 • Chose a NING social network site at 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?