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175 pages

English

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The essays in New Media/New Methods: The Academic Turn from Literacy to Electracy pose an invention-based approach to new media studies. They represent a specific school of theory that has emerged from the work of graduates of the University of Florida. Working from the concept of electracy, as opposed to literacy, contributors pose various heuristics for new media rhetoric and theory.

Informations

Publié par	Parlor Press, LLC
Date de parution	22 juillet 2008
Nombre de lectures	0
EAN13	9781602355279
Langue	English

Informations légales : prix de location à la page 0,0050€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

New Media Theory
Series Editor, Byron Hawk
The New Media Theory series investigates both media and new media as a complex ecological and rhetorical context. The merger of media and new media creates a global social sphere that is changing the ways we work, play, write, teach, think, and connect. Because this new context operates through evolving arrangements, theories of new media have yet to establish a rhetorical and theoretical paradigm that fully articulates this emerging digital life.
The series includes books that combine social, cultural, political, textual, rhetorical, aesthetic, and material theories in order to understand moments in the lives that operate in these emerging contexts. Such works typically bring rhetorical and critical theories to bear on media and new media in a way that elaborates a burgeoning post-disciplinary “medial turn” as one further development of the rhetorical and visual turns that have already influenced scholarly work.
Other Books in the Series
The Two Virtuals: New Media and Composition , by Alexander Reid (2007). Honorable Mention, W. Ross Winterowd/ JAC Award for Best Book in Composition Theory, 2007.

New Media/New Methods
The Academic Turn from Literacy to Electracy
Edited by Jeff Rice and Marcel O’Gorman
Parlor Press
West Lafayette, Indiana
www.parlorpress.com

Parlor Press LLC, West Lafayette, Indiana 47906
© 2008 by Parlor Press
All rights reserved.
Printed in the United States of America.
S A N: 2 5 4 - 8 8 7 9
Library of Congress Cataloging-in-Publication Data
New media/new methods : the academic turn from literacy to electracy / edited by Jeff Rice and Marcel O’Gorman.
p. cm. -- (New media theory)
Includes bibliographical references and index.
ISBN 978-1-60235-063-2 (pbk. : alk. paper) -- ISBN 978-1-60235-064-9 (hardcover : alk. paper) -- ISBN 978-1-60235-065-6 (adobe ebook)
1. Mass media--Study and teaching. 2. Mass media--Methodology. I. Rice, Jeff. II. O’Gorman, Marcel.
P91.3.N49 2008
302.2301--dc22
2008020108
Cover design by David Blakesley.
Cover image © 2006 by Dieter Hawlan. Used by permission.
Printed on acid-free paper.
Parlor Press, LLC is an independent publisher of scholarly and trade titles in print and multimedia formats. This book is available in paper, cloth and Adobe eBook formats from Parlor Press on the World Wide Web at http://www.parlorpress.com or through online and brick-and-mortar bookstores. For submission information or to find out about Parlor Press publications, write to Parlor Press, 8 1 6 Robinson St., West Lafayette, Indiana, 47906, or e-mail editor@parlorpress.com.

Contents
Acknowledgments
Getting Schooled: Introduction to the Florida School
Jeff Rice and Marcel O’Gorman
Part 1
Origins: What Is the Florida School and Where Does It Come From?
1 Florida out of Sorts
Gregory L. Ulmer
2 Eight Film Studies Problems for the Twenty-First Century
Robert Ray
3 The Florida School’s Legacy, or The Devil’s Millhopper Joke Revisited
Craig Saper
Part 2
Theory: Inventing New Modes of Scholarly Discourse
4 Hypericonomy, Negatively Defined
Marcel O’Gorman
5 Ease and Electracy
Bradley Dilger
Part 3
Research: Media Performance in Media Studies
6 Elvis (The Florida School Remix)
Michael Jarrett
7 Speculating a Hollywood, Finding Picture City
Denise K. Cummings
8 Serial Logic: Meditations on Homesick: FemTV Remembers the Gainesville Murders
Elizabeth Coffman and Michelle Glaros
Part 4
Pedagogy: Teaching and Learning (in) a New Academic Apparatus
9 Nietzsche at the Apollo: An Experiment in Clipography
Barry Mauer
10 Deleuzian Strolls, Wordsworthian Walks, and MOO Landscapes
Ron Broglio
11 Funkcomp
Jeff Rice
Contributors
Index for Print Edition

Acknowledgments
This collection could not have been completed without the support of Parlor Press. David Blakesley showed strong interest and support for our ideas and approaches towards new media where others may have flinched. We thank Byron Hawk for his support and enthusiasm in adding our collection to Parlor’s New Media Series. And we thank Cynthia Haynes for her insightful comments and suggestions regarding the manuscript. We are grateful to our mentors and colleagues who patiently worked with us on this collection and contributed their work to this project.
—Jeff Rice and Marcel O’Gorman

Getting Schooled: Introduction to the Florida School
Jeff Rice and Marcel O’Gorman
“The content of any medium is always just another medium. The content of writing is speech, just as the written word is the content of print, and print is the content of the telegraph.”
—Marshall McLuhan, Understanding Media
“To invent an electronic academic writing the way Breton invented surrealism, or the way Plato invented dialectics: to do with ‘Jacques Derrida’ (and this name marks a slot, a passe-partout open to infinite substitution) what Breton did with Freud (or—why not?—what Plato did with Socrates).”
—Greg Ulmer, Heuretics
While assembling this collection, the editors got tangled up in the following question: What is new media? And why emphasize the concept of “newness” in the title of this book, as if we were attempting to market another flavor of soft drink or a more refreshing toothpaste? Indeed, the reference to the “new” in “new media” has become an obligatory gesture we find difficult to resist. As it turns out, the concept of “the new” is at the core of this project in which newness—in the form of invention —is posited as a generative link between media technology and critical theory. What this book has to offer is a school of critical theory that takes very seriously the implications of living in a culture driven by newness, and responds by placing invention at the center of a new form of academic writing.
For at least a decade now, the terms “new media” and “digital media” have been used interchangeably to identify everything from film and television to the Web and Virtual Reality. In The Language of New Media, Lev Manovich defines new media as a recent development: “graphics, moving images, sounds, shapes, spaces, and texts become computable, that is, simply sets of computer data. In short, media become new media” (25). Against this, scholars such as Lisa Gitelman and Geoffrey Pingree ( New Media, 1740–1915 ) posit a more historical understanding of the term, emphasizing the cultural impact of specific technological inventions. From such a perspective, “All media were once new media” (12). “When we talk about new media,” Scott Rettberg writes in the introduction to the American Book Review’s New Media edition, “we’re usually talking about art, literature, and other kinds of cultural ‘objects’ made for computer networks” (Rettberg). This collection enters the debate by focusing on newness as the process (one might even say, the continual state) of invention, which is the essence of contemporary technological being. Whether or not “new media” means “computable media,” what matters for us is that new technologies are the result of an unrelenting drive toward invention, evidence perhaps, of our immersion in “late capitalism” or even in what Martin Heidegger called the “challenging-forth” that is characteristic of a technological way of being. What mode of critical theory is appropriate in such an environment? In this situation of relentless technological invention we offer a school of relentless methodological invention.
Where this collection meets the work of Manovich, Gitelman and Pingree, and others, is in our understanding of how new media are invented and how they take shape. Drawing on the term coined by Jay Bolter and Richard Grusin, we see new media arising out of a process of “remediation,” whereby new technological apparatuses appropriate the forms of earlier apparatuses, and vice versa, through a gradual process of invention. But this collection differs greatly from other new media texts in that it sees remediation not only as the process of media invention, but also as a way of inventing a new scholarly poetics. The contributors to New Media/New Methods remediate terms, concepts, and systems from all levels of discourse, transforming them into critical methodologies suitable to a culture of computing. In this collection, funk music provides the theory for teaching English composition, Elvis collaborates with Godard to teach us film criticism, William Blake offers a method for new media production, and music videos provide a formal paradigm for conducting academic research. Rather than transposing traditional print-oriented machinery (5-paragraph essay, canon, etc.) into the critique of new media, the contributors in this book draw their methods from the media itself, and from its practitioners. As Greg Ulmer writes in his contribution, “Florida Out of Sorts,” members of the Florida School treat “theory not as a content or object of study but as a creative or generative poetics.” How we generate a poetics of new media plays out in this volume’s divergent contributions.
Even Gainesville, Florida, site of the University of Florida, is not immune fro