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from_audience_to_reader

From Audience to Reader

We got this wrong when Mass Comm started to influence rhetorical instruction. Rhetoric moved from readers and listeners in the individual to Audiences in the collective.

[more - leading to a toc:]

  • Readers - Barthes knew this - construct meaning given what the author presents. That construction is governed by cultural (semiotic) codes that readers are more or less aware of.
  • Kress - places author and reader is a diametric relation: each must do their part in creating meaning. Readers must work as writers do because meaning is semiotically constructed.
  • Kress - the work readers and writers do is a measure of the social position of each.
  • Peroc, in Life A Users Guide, demonstrates how it works - and notes that it is always a failed project.
  • McLuhan theorized the context, the ecosystem, to elucidate how it operates below the conscious level - as an ideology.
  • Burnett (How Images Think) creates a sketch for new media.
  • Modernism (Pound, Eliot) created an aesthetic for it. The poet is the antenna the time - which demands readers do more than receive.
  • something more extensive for new media
  • something extensive for hypertext: The hypertext reader explores
  • the role of literary crit is to bring out how making meaning works.


from_audience_to_reader.txt · Last modified: 2019/12/26 16:05 by morgan