Rhetoric & Technical Communication
Rhetoric & Technical Communication
Toscano, Aaron, Ph.D., Associate Professor, Dept. of English

Resources and Daily Activities

  • Conference Presentations
    • SEACS 2021 Presentation
  • Dr. Toscano’s Homepage
  • ENGL 2116-083: Introduction to Technical Communication
    • ENGL 2116 sec. 083 Major Assignments (Summer 2020)
      • Final Portfolio Requirements
      • Oral Presentations
    • June 11th: Continue with I, Robot
    • June 15th: Ethics and Perspective Discussion
      • Ethical Dilemmas for Homework
      • Ethical Dilemmas to Ponder
      • Mapping Our Personal Ethics
    • June 16th: More on Ethics
    • June 1st: Effective Documents for Users
    • June 2nd: Final Project and Research Discussion
      • Epistemology and Other Fun Research Ideas
      • Making Résumés and Cover Letters Better
      • Research
    • June 3rd: Technology in a Social Context
    • June 8th: Information Design and Visuals
    • June 9th: Proposals, Marketing, and Rhetoric
    • May 18th: Introduction to the course
    • May 19th: Critical Technological Awareness
    • May 20th: Audience, Purpose, and General Introduction
    • May 21st: Résumé Stuff
      • Making Résumés and Cover Letters More Effective
      • Peter Profit’s Cover Letter
    • May 25th: More Resume Stuff
    • May 26th: Plain Language and Prose Revision
      • Euphemisms
      • Prose Practice for Next Class
      • Prose Revision Assignment
      • Revising Prose: Efficiency, Accuracy, and Good
      • Sentence Clarity
    • May 27th: More on Plain Language
    • May 28th: Review Prose Revision
  • ENGL 4182/5182: Information Design & Digital Publishing
    • August 21st: Introduction to the Course
      • Rhetorical Principles of Information Design
    • August 28th: Introduction to Information Design
      • Prejudice and Rhetoric
      • Robin Williams’s Principles of Design
    • Classmates Webpages (Fall 2017)
    • December 4th: Presentations
    • Major Assignments for ENGL 4182/5182 (Fall 2017)
    • November 13th: More on Color
      • Designing with Color
      • Important Images
    • November 20th: Extra-Textual Elements
    • November 27th: Presentation/Portfolio Workshop
    • November 6th: In Living Color
    • October 16th: Type Fever
      • Typography
    • October 23rd: More on Type
    • October 2nd: MIDTERM FUN!!!
    • October 30th: Working with Graphics
      • Beerknurd Calendar 2018
    • September 11th: Talking about Design without Using “Thingy”
      • Theory, theory, practice
    • September 18th: The Whole Document
    • September 25th: Page Design
  • ENGL 4183/5183: Editing with Digital Technologies
    • April 14th: Cohesive Rhythm
    • April 7th: Rhetorical Effects of Punctuation
    • Efficiency in Writing Reviews
    • February 17th: Verb is the Word!
    • February 24th: Coordination and Subordination
      • A Practical Editing Situation
    • February 3rd: I’m in Love with the Shape of You(r Sentences)
    • January 20th: Introduction to the Course
    • January 27th: Rhetoric, Words, and Composing
    • Major Assignments for ENGL 4183/5183 (Spring 2021)
      • Rhetoric of Fear
    • March 10th: Midterm Exam
    • March 17th: Choosing Adjectivals
    • March 24th: Choosing Nominals
    • March 31st: Stylistic Variations
    • March 3rd: Form and Function
  • ENGL 4275: Rhetoric of Technology
    • April 13th: Authorities in Science and Technology
    • April 15th: Articles on Violence in Video Games
    • April 20th: Presentations
    • April 6th: Technology in the home
    • April 8th: Writing Discussion
    • Assignments for ENGL 4275
    • February 10th: Religion of Technology Part 3 of 3
    • February 12th: Is Love a Technology?
    • February 17th: Technology and Gender
    • February 19th: Technology and Expediency
    • February 24th: Semester Review
    • February 3rd: Religion of Technology Part 1 of 3
    • February 5th: Religion of Technology Part 2 of 3
    • January 13th: Technology and Meaning, a Humanist perspective
    • January 15th: Technology and Democracy
    • January 22nd: The Politics of Technology
    • January 27th: Discussion on Writing as Thinking
    • January 29th: Technology and Postmodernism
    • January 8th: Introduction to the Course
    • March 11th: Writing and Other Fun
    • March 16th: Neuromancer (1984) Day 1 of 2
    • March 18th: Neuromancer (1984) Day 2 of 2
    • March 23rd: Inception (2010)
    • March 25th: Writing and Reflecting Discussion
    • March 30th & April 1st: Count Zero
    • March 9th: William Gibson’s Neuromancer (1984)
  • ENGL 4750-090 & ENGL 5050-092 Video Games & Culture
    • Assignments for Video Games & Culture
    • August 25th: Introduction to the Course
    • November 10th: Aggression & Addiction
    • November 3rd: Moral Panics and Health Risks
    • October 13th: Narrative, ludology, f(r)iction
    • October 20th: Serious Games
    • October 27: Risky Business?
    • October 6th: Hyperreality
    • September 1st: History of Video Games
    • September 22nd: Video Game Aesthetics
    • September 29th: (sub)Cultures and Video Games
    • September 8th: Defining Video Games and Critical Theory Introduction
      • Marxism for Video Game Analysis
      • Postmodernism for Video Game Analysis
  • ENGL 6166: Rhetorical Theory
    • April 13th: Umberto Eco & Jean Baudrillard
    • April 20th: Moving Forward on Theory
    • April 27th: Last Day of Class
    • April 6th: Lyotard’s The Postmodern Condition
      • What is Postmodernism?
    • February 10th: St. Augustine, On Christian Doctrine [Rhetoric]
      • Oratory and Argument Analysis
    • February 17th: Knoblauch on Magical and Ontological Rhetoric
    • February 24th: Rene Descartes’ Discourse on Method
    • February 3rd: Aristotle’s On Rhetoric Books 2 and 3
      • Aristotle’s On Rhetoric, Book 2
      • Aristotle’s On Rhetoric, Book 3
    • January 13th: Introduction to Class
    • January 27th: Aristotle’s On Rhetoric Book 1
    • March 16th: Friedrich Nietzsche
    • March 23rd: Mythologies and Meaning of Meaning (part 2)
    • March 30th: Derrida’s (refusal to have) Positions
    • March 9th: Mary Wollstonecraft’s A Vindication of the Rights of Women
    • Rhetorical Theory Assignments
  • LBST 2212-124, 125, 126, & 127
    • August 21st: Introduction to Class
    • August 23rd: Humanistic Approach to Science Fiction
    • August 26th: Robots and Zombies
    • August 28th: Futurism, an Introduction
    • August 30th: R. A. Lafferty “Slow Tuesday Night” (1965)
    • December 2nd: Technological Augmentation
    • December 4th: Posthumanism
    • November 11th: Salt Fish Girl (Week 2)
    • November 13th: Salt Fish Girl (Week 2 con’t)
    • November 18th: The Hitchhiker’s Guide to the Galaxy (Part 1)
      • More Questions than Answers
    • November 1st: Games Reality Plays (part II)
    • November 20th: The Hitchhiker’s Guide to the Galaxy (Part 2)
    • November 6th: Salt Fish Girl (Week 1)
    • October 14th: More Autonomous Fun
    • October 16th: Autonomous Conclusion
    • October 21st: Sci Fi in the Domestic Sphere
    • October 23rd: Social Aphasia
    • October 25th: Dust in the Wind
    • October 28th: Gender Liminality and Roles
    • October 2nd: Mary Shelley’s Frankenstein
    • October 30th: Games Reality Plays (part I)
    • October 9th: Approaching Autonomous
      • Analyzing Prose in Autonomous
    • September 11th: The Time Machine
    • September 16th: The Alien Other
    • September 18th: Post-apocalyptic Worlds
    • September 20th: Dystopian Visions
    • September 23rd: World’s Beyond
    • September 25th: Gender Studies and Science Fiction
    • September 30th: Mary Shelley’s Frankenstein
    • September 4th: Science Fiction and Social Breakdown
      • More on Ellison
      • More on Forster
    • September 9th: The Time Machine
  • LBST 2213/HTAS 2100: Science, Technology, and Society
    • December 10th: Violence in Video Games
    • December 15th: Video Games and Violence, a more nuanced view
    • December 1st: COVID-19 facial covering rhetoric
    • December 3rd: COVID-19 Transmission and Pandemics
    • December 8th: 500-word Essay
    • November 10th: Planet of the Apes. (1964) Ch. 27-end
    • November 12th: Frankenstein (1818) Preface-Ch. 8
    • November 17th: Frankenstein (1818) Ch. 9-Ch. 16
    • November 19th: Frankenstein (1818) Ch. 17-Ch. 24
    • November 3rd: Planet of the Apes. (1964) Ch. 1-17
    • November 5th: Planet of the Apes (1964) Ch. 18-26
    • October 13th: Collins & Pinch’s The Golem at Large (Technology), Ch. 5 and 6
    • October 15th: Collins & Pinch’s The Golem at Large (Technology), Ch. 7 and Conclusion
    • October 1st: The Golem at Large Introduction & Ch. 1
    • October 22nd: The Time Machine
    • October 29th: H.G. Wells and Adaptations
    • October 6th: Collins & Pinch’s The Golem at Large (Technology) Ch. 2
    • October 8th: Collins & Pinch’s The Golem at Large (Technology), Ch. 3 & 4
    • September 10th: Science and Technology, a Humanistic Approach
    • September 15th: Collins & Pinch’s The Golem (Science), Ch. 2
    • September 17th: Collins & Pinch’s The Golem (Science), Ch. 3 and 4
    • September 22nd: Collins & Pinch Ch. 5 & 6
    • September 24th: Collins & Pinch Ch. 7 & Conclusion
    • September 29th: Test 1
    • September 8th: Introduction to Class
  • New Media: Gender, Culture, Technology (Spring 2021)
    • April 6th: Capitalist Realism
    • February 16: Misunderstanding the Internet
    • February 23rd: Our Public Sphere and the Media
    • February 2nd: Introduction to Cultural Studies
    • January 26th: Introduction to New Media
    • Major Assignments for New Media (Spring 2021)
    • March 16th: Identity Politics
    • March 23rd: Social Construction of Gender and Sexuality
    • March 2nd: Foundational Thinkers in Cultural Studies
    • March 30th: Hyperreality
    • March 9th: Globalization & Postmodernism
  • Science Fiction in American Culture (Summer I–2020)
    • Assignments for Science Fiction in American Culture
    • Cultural Studies and Science Fiction Films
    • June 10th: Interstellar and Exploration themes
    • June 11th: Bicentennial Man
    • June 15th: I’m Only Human…Or am I?
    • June 16th: Wall-E and Environment
    • June 17th: Wall-E (2008) and Technology
    • June 18th: Interactivity in Video Games
    • June 1st: Firefly (2002) and Myth
    • June 2nd: “Johnny Mnemonic”
    • June 3rd: “New Rose Hotel”
    • June 4th: “Burning Chrome”
    • June 8th: Conformity and Monotony
    • June 9th: Cultural Constructions of Beauty
    • May 18th: Introduction to Class
    • May 19th: American Culture, an Introduction
    • May 20th: The Matrix
    • May 21st: Gender and Science Fiction
    • May 25th: Goals for I, Robot
    • May 26th: Isaac Asimov’s I, Robot
    • May 27th: Hackers and Slackers
    • May 30th: Inception
  • Teaching Portfolio
  • Topics for Analysis
    • American Culture, an Introduction
    • Feminism, An Introduction
    • Fordism/Taylorism
    • Frankenstein Part I
    • Frankenstein Part II
    • Futurism Introduction
    • Langdon Winner Summary: The Politics of Technology
    • Marxist Theory (cultural analysis)
    • Oral Presentations
    • Our Public Sphere
    • Postmodernism Introduction
    • Protesting Confederate Place
    • Punctuation Refresher
    • QT, the Existential Robot
    • Religion of Technology Discussion
    • Rhetoric, an Introduction
      • Analyzing the Culture of Technical Writer Ads
      • Rhetoric of Technology
      • Visual Culture
      • Visual Perception
      • Visual Perception, Culture, and Rhetoric
      • Visual Rhetoric
      • Visuals for Technical Communication
      • World War I Propaganda
    • The Great I, Robot Discussion
      • I, Robot Short Essay Topics
    • The Rhetoric of Video Games: A Cultural Perspective
      • Civilization, an Analysis
    • The Sopranos
    • Why Science Fiction?
    • Zombies and Consumption Satire

Contact Me

Office: Fretwell 280F
Phone: 704.687.0613
Email: atoscano@uncc.edu
Science Fiction in American Culture (Summer I–2020) » May 19th: American Culture, an Introduction

May 19th: American Culture, an Introduction

Plan for the Day

  • Vocabulary for Cultural Studies
  • Asimov’s “Cult of Ignorance”

Vocabulary for Discussing Culture

These are important terms to know when talking about culture. Sometimes we (English professors) use different terms interchangeably, but the definitions below are good for our purposes in this class. They might not be the exact definitions your fields adhere to, but, knowing there are slight differences, allows you to (re)consider how a person from a certain discipline comes to knowledge.

  • Ideology: prevailing cultural/institutional attitudes, beliefs, norms, attributes, practices, and myths that are said to drive a society. Members of a culture (or subculture) aren’t devoid of ideology. Take a look at the OED Online’s 1st and 4th definitions.
  • Hegemony: the ways or results of a dominant group’s (the hegemon) influence over other groups in a society or region. The dominant group dictates, consciously or unconsciously, how society must be structured and how other groups must “buy into” the structure. For example, the former Soviet Union was the hegemonic power influencing the communist countries of Eastern Europe during the Cold War.
  • Systemic: (adjective) pertaining to an entire system, institution, or object; something ‘systemic’ cannot be removed from the system.
  • Rhetoric: the ability to perceive the available means of persuasion (Aristotle), or the ways in which meanings are conveyed.
  • Epistemology: “a branch of philosophy that investigates the origin, nature, methods, and limits of human knowledge.”
  • Genre: literary or other textual products “with certain conventions and patterns that, through repetition, have become so familiar that [audiences] expect similar elements in the works of the same type” (Dick, p. 112).
  • Illusion: “false or misleading representation of reality.”
  • Privilege: (as a verb) to grant something a special right or status; to value something over another. An economist privileges a worldview that believes individuals make decisions based on maximizing self interest.
  • Ambiguity: “doubtfulness or uncertainty of meaning or intention.”

The last word, ambiguity, is extremely important for this type of class. Unlike assumptions of other disciplines, we’re not searching for material to plug into an equation. Most answers will be contextual–they will depend on the situation. Not all ideas are black and white, but we often absorb information from speakers that, rhetorically, present ideas as black and white. You should be ready to leave class with more questions than answers. That doesn’t mean you leave saying, “what was that all about?” Instead, you leave being able to ask smarter questions. A more informed person and one able to deal with ambiguity, will be able to ask smarter questions.

Introduction to Cultural Studies

How to think about science fiction from a cultural studies perspective. First, let’s figure out capital ‘C’ and lowercase ‘c’ “C/culture.”

  • Culture: “the behaviors and beliefs characteristic of a particular social, ethnic, or age group” (dictionary.com’s 5th definition).
    • Capital-C Culture is important to consider when identifying overarching prevailing values, beliefs, characteristics, etc. of a group. However, big groups–like nations–are often made up of a variety of cultures.
    • When you make an argument about culture (big-C or little-c), make sure you qualify it with “prevailing,” “regional,” “majority,” etc., but prove it with an example.
  • American Culture–visit this link, but the links below are just FYI. I want you to consider what comes to your mind when you hear any mention of these subcultures.
    • Southern Culture
    • Youth Culture
    • Goths
    • Hipsters (aka. the faux avant-garde)
  • Business Culture–this refers to the practices and shared assumptions of members of a profession and even of a specific firm. When you think of workplace cultures, what comes to mind? Consider the following:
    • Dress code
    • Management style (hands off, micromanagement, seniority, high or low turnover)
    • Communication (formal, informal, e-mail, memo*, text)
      *Memo is short for “memorandum”. This form of communication has nearly been supplanted by e-mail…but you might see them in file cabinets.
  • Below are (long expired) job ads for Technical Writers. Can you read a difference in the firms’ cultures?
    • Read the culture in BAE System’s job ad
    • How about Intuit’s job ad

Take a look at the OED Online’s 6th and 7th definitions. (Must sign in through Atkins Library if you’re off campus.)

It’s important to repeat the definition of Ideology: prevailing attitudes, beliefs, myths, and ideas that seem collectively to guide individuals in a society. Ideology is often invisible. When you hear the word in popular media–usually on a news show–the speaker often claims something is “ideological” when they mean “biased” in general. No one is devoid of ideology because members of a culture absorb “prevailing attitudes, beliefs, myths, and ideas…collectively.”

Cultural Studies

Simply put, studying culture. Having a cultural studies lens means one looks at ideas, values, movements, and society in general as being mediated be prevailing characteristics of a group (often on a large scale). This approach attempts to find (or read) the meanings of artifacts (ideas, technologies, and texts—including literature, film, music, etc.) as products of the cultures from which they come.

I often use the example of culturally (or socially) constructed technologies and sciences. There’s a social demand for new science and technology. Of course, initial reasons for researching a science or developing a technology can change based on how consumers use the technologies in ways not intended by inventors. Normally, though, there’s a demand that gets fulfilled. For instance, humans like to communicate over long distances; therefore, the telegraph, telephone, and radio were invented. Humans want individual, instant communication; therefore, the cell phone was developed. This next one might seem too simplistic, but it follows the above pattern perfectly: people want to live, live longer, and live well, so medicine–vaccines, pain killers, fever reducers, etc.–is developed.

No artifact or idea is created in a vacuum—meaning, devoid of external influence. Scientists, engineers, authors and the materials they create are products of the characteristics of their culture, which includes the culture’s moment in time. Although we can’t identify universally essential features of each individual, we can argue (and support) what appear to be prevailing values of a culture. Unlike analysis that aims to “unlock” meaning based on an individual’s life (e.g. psychoanalysis), a cultural studies perspective interprets individual and group actions as primarily influenced by culture. People don’t like to hear this because it emphasizes that we’re really just herd animals. [Here’s what psychology tells us. Look familiar?]

Although there are other types of interpretations of science fiction (and fiction in general), we’ll be privileging a social science fiction approach. One thing to remember is that, in the Humanities, we don’t consider any one discipline having THE answer. Instead, we arrive at answers based on the questions we ask, which are mediated by our disciplinary epistemologies. Cultural Studies is inherently interdisciplinary because it borrows methods of interpretation from a variety of disciplines: History, Sociology, Philosophy, Anthropology, and others. In this class, when we focus on science fiction (which falls under the broad category speculative fiction), we’ll mostly it from historical and cultural perspectives—time period and society, respectively.

Isaac Asimov’s “A Cult of Ignorance”

The great Isaac Asimov is a major figure in science fiction. He wrote more than science fiction (he was quite prolific), including popular press articles of which “A Cult of Ignorance” is one. Unfortunately, when doing cultural studies analyses, we often uncover bad or unsettling aspects of our culture. Many people deride cultural studies for this, but it’s important to understand that not everything about our system has benefited everyone else. Fortunately, because American culture is based (in part) on freedom of speech, we’re free to critique the system without fear of repercussions…that’s a system I’m glad to live under!

But Asimov doesn’t think Americans think critically enough. In fact, in 1980, he told us we didn’t read enough, so we couldn’t possibly have a right to know because we put no effort into knowing.

Consider the following themes of Asimov’s short article:

  • Anti-intellectualism
    • What might be contemporary examples of this? Consider the anti-vaccination and COVID-19 quarantine protester crowds.
    • For further information, beyond the scope of this class, check out evidence that the public trust in higher education has fallen.
  • Elites
    • Who are the elites? What’s the difference between economic and intellectual elites?
  • Right to know
    • With great rights come even greater responsibility…
    • What’s Asimov’s point about the public’s assumption they have the right to know?
  • Credibility and trust
    • What are credible sources? Who are credible people?
    • How might you rank the following people in terms of credibility?
      • Teacher
      • Politician
      • Parent
      • Veteran
      • Celebrity
      • Scientist
      • Uber/Lyft Driver
      • Hedge Fund Manager
  • Asimov claims reading scores have dropped, but he doesn’t provide any evidence
    • The National Assessment of Educational Progress (NAEP) has been tracking reading (and math) scores since 1971.
    • This NAEP graph (pdf) shows some improvement for particular age groups, but is it significant improvement, or does it look pretty much the same since 1971.
  • Drop in magazine readership
    • Consider Asimov writing in 1980…the internet wasn’t in anyone’s home, so newspapers, magazines, and network (not cable) news was how people got their information.
    • Although debatable, one could get news information from more media these days (although not necessarily in-depth reporting), there are a good portion of Americans who don’t read books.
  • Ignorance vs willful ignorance
    • Consider “ignorance” in the non-pejorative sense to mean “not knowing.” We are all ignorant in that we don’t know everything. I’m extremely ignorant on nuclear physics, organic chemistry, fishing, among other things.
    • The problem is willful ignorance or celebrating your ignorance as a badge of honor. Willfully ignoring the facts because they don’t fit one’s worldview is beyond ignorant; it’s just plain stupid.
  • “true concept of democracy”
  • Asimov is claiming at the end of his article that, without striving to learn, without having an educated citizenry who doesn’t celebrate their ignorance, we don’t have a true democracy or rule be the people.
  • Oh well, what does he know. He’s just a scifi writer.* It’s not like he can predict the future…

*For those of you who don’t know my, this bullet point needs to be read in a sarcastic tone.

Why not trust the experts? Also, what’s wrong with highway signs having pictures instead of words?

The Declaration of Independence

I wanted to include this because it’s a foundational document, and we mainly focus on the beginning paragraphs: “When in the Course of human events…” and “We hold these truths to be self-evident, that all men are created equal…” Go to the National Archives copy and search “Indian” (use [Ctrl]+F for Chrome browsers). Compare that result with the John Gast painting I linked to on the American Culture page.

  • What perspective does the quote about “Indians” mean in relation to Gast’s painting?
  • How about the perspective of this teacher commenting on the Bicentennial in Dazed and Confused (1993)?

Future Stuff

Move on to May 20th’s page/activities when you’re ready. Don’t forget, you have a prompt to Canvas to reflect (and post) on.

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