By Mr R E Stewart
The essays during this publication research where of electronic communications or "rhetoric" in glossy tradition. They recommend that, just like the printing revolution ahead of it, the web is shaping tectonic cultural move, yet is presently stuck among conventional technocratic methods of considering, and the extra unpredictable terrain of human behaviour.
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If you aren't much of a cook and you don't have much time, then supermarkets are a convenience which will allow you to get your cheesecake without going to much bother. The internet, as in so many areas, has often just followed this through to a more extreme degree. These days, if I fancy some cheesecake, I barely have to move! com – click a few buttons and at some point in the not too distant future, cheesecake arrives at my door. Isn't it wonderful? In all of this, I don't need to know anything about how the cheesecake is made, the practices at the company which provides it, or anything about the poor minion paid a pittance to bike through a tempest at three in the morning just so I can contribute to rising levels of obesity.
Technology affects the form its content takes; or to put it in broader terms, the nature of the “means” influences the nature of the “end”. When a person articulates a thought, or – as now – when they write it down, the physical act of articulating gives it a form that is particular to the act. In the same way, when the web is used to publish content, the content adapts to the nature of the technology. The suggestion here has been that the web, as a particularly flexible technology, has the potential to produce a more variegated approach to content, or, relatively speaking, a less restricted approach that can more adequately represent the natural range of differences.
This, at its simplest, tells us that it is a poor form of rhetoric; that it does not persuade. True rhetoric starts from properly engaging with reality, from the nature of something that might admit persuasion. D Nuttall suggests that there is something ethical at work in Shakespeare's mind, and even proposes that he is scribbling guilt about his own intelligence: “He grasps the psychological truth that even if words are variously engaged with the extra-verbal world, we can, by a trick of the mind, focus on the formal expression and so lose full engagement, even while we are applauding our own cleverness.
A new rhetoric: Essays on using the internet to communicate by Mr R E Stewart