In Chapter 11 “The Beats” Jeff Rice describes how the development of new technology over the past century has affected the structure of modern discourse. To illustrate this point, most of the chapter tells about two members of “the Beats.” The Beats were a group of educated white males that developed an innovative movement in post-War World II American literature. These influential writers concerned themselves with alienation, marginality, rebellion and a disastisfaction for status quo. Their writings concentrated on how technological innovations (television and radio at the time) altered the manner in which people communicated. The writers introduced new approaches to the construction of discourse as new methods of technology and communication developed.
Jack Kerouac, founder of the Beat movement, gained recognition for his unorthodox writing style and material. He utilized run-on sentences that quickly jumped from topic to topic and lacked transition– a method he called spontaneous writing. This spontaneous writing was meant to give the reader an intimate look into the thoughts and feelings of the narrator; instead of a third person point of view, readers are exposed to the mind of the characters. Often, spontaneous writing is a carefully thought-out process; it may appear as a jumbled mess of thoughts, but instead it is constructed to develop the image of spontanaity. This form of writing has important implications on the World Wide Web. Ideas are not presented in chronological order, thus breaks and digressions allow for the reader to develop their own perceptions and images about the message. Because these breaks serve as bridges or catalysts to the next thought, the placement of the breaks can be persuasive or informative, making spontaneous writing not spontaneous at all, but instead a carefully planned method of persuasion.
Kerouac often used spontaneous writing in his novels to comment on topics prevalent in society– in the case of Chapter 11, race. Kerouac’s rhetoric of race was to utilize negative predispositions about another race, (i.e., black) before identifying the race itself. For example, “Every time I see a Mexican Gal or Negress I say to myself, “hustlers,” they’re all the same…” Kerouac did not have to include the label Mexican or Negro in the description. But because he did, the reader is then exposed to a negative stereotype that he/she will carry with them through the rest of the book. Rhetoric shapes people’s attitudes, and it is very important for authors to put aside personal beliefs in their writing because while rhetoric should refer to how language is used and constructed, often the reader correlates the view expressed with the view of the author.
Another technique of rhetoric that Kerouac utilized was nostalgia. Nostalgia is the activity of longing, most often assocaited with reconstructing past events and feelings into a romanticized and idealistic picture. Often a nostalgic view or idea is better than the original occurance. Kerouac liked to focus on trivial and often mundane objects or tasks that could evoke euphoric feelings in his readers. Imagine the way the it smells outside after it rains. Now imagine if your first kiss happened outside just after a rainstorm. For some, that simple smell could evoke many pleasant memories and feelings. In nostalgia, simple details function as myths or dreams of the past.
Rice then moves on to another of the Beats, author William S. Burroughs. Burroughs concentrated on the effect of the media and the government on popular culture. Even during the 1940s, he felt that television, film, advertisements, politcial speeches, etc. dictated culture to the citizens of the United States. Obviously this idea is even more prevalent today; the development of satellite communications and the internet has made the popular media a ubiquitous force in society. To counter these forces, Burroughs proposed the “cut-up,” a method of taking a piece of writing, cutting it into multiple sections and re-arranging it to form a new meaning. Often, a new idea can be created, but there is not a subliminal message in every piece of writing out there. Many companies also use the cut-up in advertising. The ads are persuasive because the often connect or represent to ideas not typically associated with one another.
Placing items and ideas typically not associated together is called juxtaposition. Juxtaposition challenges readers to consider new ideas, positions, perceptions and expectations by examining two unrelated ideas for a deeper meaning. Burroughs wanted to challenge his readers to use juxtaposition in everyday life. He believed that media forms were a pervasive and persuasive force that many people just considered a natural occurance. By challenging these media forms and rearranging corporate and political language, Burroughs believed he could gain control over how his audience was exposed to similar messages. He encourages readers to take in a variety of voices, sounds and ideas and hopefully develop their own innovative ideas.
One of Burroughs’ processes for juxtaposing ideas was a primitive form of digital sampling and mixing music. In his novel Nova Express, Burroughs cuts and pastes from newspapers, television, speeches and other literary works much in the same way hip-hop artists remix different beats, lyrics and literary ideas. Burroughs believes that his remixing sparked the thinking process, allowing people to invent and innovate. The novel’s major character, The Subliminal Kid, sets up tape recorders in different social settings. The Subliminal Kid then takes his recordings and reorganizes them in a juxtaposing and disoriented manner to construct new ideas.
Although all of these methods for constructing discourse were proposed in the post- World War II era, they are even more relevant today because of the increasing number of communication channels. William S. Burroughs had a limited selection of media channels available, but today digital media such as the computers, satellite technology and the World Wide Web provide an infinite allocation of resources to today’s Subliminal Kid.
Chapter 12 “Technology” proposes a method very similar to Burroughs’ tape recording experiments through electronic writing. “Skratching” is used in hip-hop music to form new sounds and beats. Corporations like Gap, Burger King and even Wintergreen chewing gum use skratching in advertising. The juxtaposition of a clothing company and hip-hop music is an advertising strategy targeting young customers. Skratching also challenges convential thought, associations and assumptions. The previous chapters said that ideas are culturally constructed, so by skratching books, movies, politics, etc. we are exposed to a new and innovative way of thinking.
Skratching relies on the basic assumption that the audience is literate. While literacy is typically defined as the ability to read and write, it requires an understanding of how to use language in order to construct meaning. If words lack meaning, they do nothing more than simply fill up blank space on a page. Computer literacy requires that the web author knows how to create persuasive and meaningful discourse for his/her online readers. Computers open doors for a new realm of rhetorical possibilities, much in the way skratching opens doors for new ideas.
By using hip-hop skratching techniques, web authors can develop new ideas through and infinite and persuasive medium. Skratching is a form of cool writing that can break down barriers and assumptions, allowing both the author and reader to innovate and invent.
