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Document Type

Book Chapter

Department/Program

American Studies

Publication Date

Fall 10-18-2017

Book Title

The Oxford Handbook of Rhetorical Studies

Publisher

Oxford University Press

Editor

Michael J. MacDonald

City

New York, NY

Edition

1

First Page

759

Last Page

771

Abstract

Critics of computational media can often be seen as being allied with one of two genealogies, that of Marshall McLuhan or that of Friedrich Kittler. McLuhan famously declared that "the medium is the message" (1964: 7) and expanded the range of cultural messages worth celebrating to include media that might seem to resist interpretation, such as lighting and clothing. McLuhan also distinguished between "hot" media, such as film, which supposedly provide an audience experience of deep immersion through sequential, linear, and logical arrangements, and "cool" media, such as comics, which require perception of abstract patterning and a simultaneous decoding of all parts. Like Vannevar Bush, who viewed the computer largely as a storage and retrieval device, McLuhan saw the computer as a "research and communication instrument" 1995: 295) and compared it to print genres like the encyclopedia or print storage systems like the library.

ISBN

978-0199731596

Publication Statement

This chapter is reproduced by permission of Oxford University Press https://global.oup.com/academic/product/the-oxford-handbook-of-rhetorical-studies-9780199731596?cc=us&lang=en&.

Rhetoric and Digital Media

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