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CONTENTS Preface Part I: Theory Chapter I: Rhetoric and Popular Culture The Rhetoric of Everyday Life . Exercise 1.1 . The Building Blocks of Culture: Signs . Indexical Meaning . Iconic Meaning . Symbolic Meaning . Complexity of the Three Kinds of Meaning . Exercise 1.2 . The Building Blocks of Culture: Artifacts . An Action, Event, or Object Perceived as a Unified Whole . .ÿ.ÿ.Having Widely Shared Meanings . .ÿ.ÿ.Manifesting Group Identification to Us . Exercise 1.3 . Definitions of Culture . Elitist Meanings of Culture . Exercise 1.4 . Popular Meanings of Culture . Exercise 1.5 . Characteristics of Cultures . Cultures Are Highly Complex and Overlapping . Exercise 1.6 . Cultures Entail Consciousness, or Ideologies . Cultures Are Experienced through Texts . Exercise 1.7 . Exercise 1.8 . Summary and Review . Looking Ahead . Chapter 2: Rhetoric and the Rhetorical Tradition????. 51-114 Definitions in General . Exercise 2.1 . The Rhetorical Tradition: Ancient Greece . The Rise of the City-States . Rhetoric in Athens . Complaints against the Sophists . Two Legacies From the Greek Rhetorical Tradition . Equation with Traditional Texts . Paradoxical Linkage to Power Management . Exercise 2.2 . Exercise 2.3 . Definitions of Rhetoric after Plato . Rhetoric in the Eighteenth Century . New Theories (and New Realities) emerge in the Twentieth Century . Interrelated Twentieth-Century Changes . Population . Exercise 2.4 . Technology . Exercise 2.5 . Pluralism . Knowledge . Managing Power Today in Traditional Texts: Neo-Aristotelian Criticism . The Situation . The Speaker . The Speech . Evaluation . Managing Power Today in Texts of Popular Culture . The Texts of Popular Culture . Exercise 2.6 . Summary and Review . Looking Ahead . Chapter 3: Rhetorical Methods in Critical Studies???. 115-179 Texts as Sites of Struggle . Texts Influence through Meanings . Texts are Sites of Struggle over Meaning . Exercise 3.1 . Three Characteristics of Critical Studies . The Critical Character . Exercise 3.2 . Exercise 3.3 . Concern With Power . Critical Interventionism . Finding a Text . Exercise 3.4 . The First Continuum: Type of Text . The Second Continuum: Sources of Meanings . Exercise 3.5 . Defining a Context . The Third Continuum: Choice of Context . Exercise 3.6 . The Fourth Continuum: Text-Context Relationship . Exercise 3.7 . ?Inside? the Text . The Fifth Continuum: From Surface to Deep Reading . Direct Tactics . Exercise 3.8 . Implied Strategies . Exercise 3.9 . Exercise 3.10 . Exercise 3.11 . Structures . Exercise 3.12 . Subject Positions . Exercise 3.13 . The Text in Context: Metonymy, Power, Judgment . Metonymies . Empowerment/Disempowerment . Judgment . Summary and Review . Looking Ahead . Chapter 4: Varieties of Rhetorical Criticism??????. 180-270 An Introduction to Critical Perspectives . Marxist Criticism . Materialism, Bases, and Superstructure . Economic Metaphors, Commodities, and Signs . Preferred and Oppositional Readings . Subject Positions . Visual Rhetorical Criticism . Psychoanalytic Criticism . Feminist Criticism . Dramatistic/Narrative Criticism . Language as a Ground for Motives . Narrative Genres . Comedy and Tragedy . The Pentad . Analysis and Examples . Media-centered Criticism . What Is a Medium? . Media Logic . Characteristics of Television as a Medium . Analysis and Examples . Culture-centered Criticism . Cultures and Their Own Critical Methods . Afrocentricity . Summary and Review . Looking Ahead . Part II: Application Chapter 5: Paradoxes of Personalization: Race Relations in Milwaukee?? 271-307 The Problem of Personalization . The Scene and Focal Events . Problems in the African American Community . Violence Against African Americans . The School System . White Political Attitudes . Tragedy and Metonymy . Metonymizing the Tragedies . Metonymy and Paradox . The Paradox of Identification . Identification and Race . Enabling Identification . Forestalling Identification . The Persistence of Race . The Paradox of Action: The Public and the Personal . Personal Action and Loss of Vision . The Paradox in Milwaukee . African Americans ?In Need of Help? . Some Solutions . Reciprocal Personalization . Metonymizing Yourself . Metonymizing Others . Resources for Careful Metonymy . Stepping Back from the Critique . Chapter 6: On Hip Hop, Written With the Help of the Reader??????. 308-324 Hip hop is about African Americans False claim #1: African American culture is violent False claim #2: African American culture is sexual False claim #3: African American culture is crassly materialistic Conclusion Chapter 7: Simulational Selves, Simulational Culture in Groundhog Day?. 325-346 Simulation and Groundhog Day Chapter 8: Media and Representation in Rec.Motorcycles???????347-371 Tokens of expertise Tokens of experience Conclusion Bibliography???????????????????????????372-383 Suggested Readings????????????????????????.384-393 Marxist Criticism Visual Rhetorical Criticism Psychoanalytic Criticism Feminist Rhetorical Criticism Dramatistic/Narrative Criticism Culture-Centered Criticism Media-Centered Criticism
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