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Exploring style in a global culture, Barry Brummett illustrates how style is increasingly a global system of communication as people around the world understand what it means to dress a certain way, to dance a certain way, to decorate a certain way, to speak a certain way.
"Brummett's exciting volume challenges us to acknowledge the necessarily subversive elements implicated in the study of popular culture.... His book is much more than a study of the persuasive elements of nontraditional rhetorical forms, and more than a study of the rhetorical aspects of film, television or the mass media. Brummett's argument represents the theoretical and critical framework for a new perspective on what it means to "be rhetorical" in a media age.... What Brummett has provided is no less than a theoretical rationale for the study of popular culture as well as a beginning framework of how to undertake that study. For students of the rhetoric of popular culture, this volume is necessary. For others, certainly its first three chapters are provocative in the way they challenge accepted issues within the ancient tradition of rhetorical theory and criticism." - Quarterly Journal of Speech "A timely study of rhetoric and popular culture that could be successfully used by various [scholars] interested in ethics, communications, popular culture social influences, and rhetoric." - Popular Culture in Libraries"
Each term's rhetoric is illustrated in an analysis of texts in popular culture: William Gibson's novels, the usenet group rec.motorcycles, and the film Groundhog Day. Brummett explores the ways people use three key terms-reality, representation, and simulation-as rhetorical devices with political and social effect.
Brummett addresses the question of how the aesthetic experience of machines can have rhetorical influence. He identifies three general types of machine aesthetics: Mechtech, classical machine aesthetics based on hardware, gears, pistons, and so forth;
Describing "apocalyptic" as a rhetorical genre of discourse, Brummett examines scholarly and theological studies to demonstrate their relevance to contemporary apocalyptic, and then considers a variety of "real" apocalyptic as examples of these rhetorical discourses at work.
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