We Get Signal

• What is new media?

Time for quick thinking!

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)

Social Networking Sites

Social Networking Sites

• 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• 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?