Though it appears late, the image of the turntablist (invoked in Chapter 12 of Writing About Cool) seems an appropriate point of entry into this text. For the work that Writing About Cool does to bring the discipline of composition into the current moment has as much to do with those traditional components of the written essay that it refuses to dispense of as it does those technologies that it utilizes to make new our conception of the essay’s form(s). If Gilyard lobbies to ‘expand the bubble’ so to make room for the identity of the essayist, Rice takes this one step further, growing ‘the bubble’ so to make room for the essayists’ entire culture.
My intention is to frame the book first within its own terms—as a pedagogical text concerned with rhetorical strategies for ‘writing cool’ and as a cultural studies text concerned with the ideas that shape these strategies. In treating these as naturally interacting discourses, I will then attempt to show how, on the peripheries of these discourses, the book actively involves itself with a discussion of hermeneutics as a methodology. Putting aside for a moment the primary task of innovating the essay form, the book operates within the familiar context of essay-as-argumentation. But in focusing its energies on the way in which culture shapes those rhetorical strategies that, in turn, shape rhetoric, it suggests a method for extracting meaning that treats the act of information gathering as necessarily antecedent to the individual’s arrival at an argument or thesis. More loosely, it presents a compositional method that asks the writer to question “How does it mean?” long before he/she engages a text in terms of “What does it mean?”
As a pedagogical text
(Note: In attempting to show the way in which Writing About Cool integrates pedagogy and cultural studies, I will first effect what I understand is an artificial—but I would argue productive—separation of the two contexts. More specifically, in looking at Chapter 8 of the book, I will divide the chapter’s investigation of rhetorical strategies in gangsta rap from its simultaneous discussion of stereotype and the African-American male community. This discussion [of stereotype, myth and commercialism] will shortly thereafter be re-introduced.)
As a pedagogical text, Writing About Cool explores the discipline of composition as it can include a writing form other than traditional, prose explication. The book proposes an electronic, cool writing, with its definition of cool lying in closest proximity to Marshall McLuhan’s investigation of those ‘cool’ media that exhibit interconnectedness and demand from their viewers (in this case the readers of an essay) a high degree of participation. This ability to produce and communicate meaning without relying on the thesis-body paragraphs-conclusion structure to do so thus becomes the pedagogical goal of the text. Its actual pedagogy, more precisely, is one that examines the multiple strategies by which meaning can be created and conveyed on the web. The writing form it teaches is cool; the meaning that this form is capable of communicating need not be limited by any one adjective.
In a sense, the book’s pedagogy is one that encourages—or perhaps works outward from—a certain degree of mimesis. For example, Chapter 3 defines cool within the context of rebellion and then examines representations of James Dean as a way to both write [transcribe] this rebellious cool and also write in a cool manner [encountering the image forces participation in the reader’s actively associating James Dean, rebellion and cool]. The emphasis here, as seen in the exercises at the end of the chapter, is not on identifying as many cool icons as possible. Instead, it is on identifying the appropriation of iconic images as a rhetorical strategy that communicates ‘cool,’ an act of appropriation that the composition student could then emulate for the purpose of creating any number of meanings. The pedagogy is to evaluate and stockpile such rhetorical devices with the intention of deploying them simultaneously; Doing so draws attention to the way in which electronic writing both communicates a claim/thesis (in its simplest form: rebellion is a form of cool) and also connects the reader to a body of evidence that supports this claim: a familiar notion written in excitingly new terms. Looking ahead to Chapter 8, we can see how this pedagogical concern for strategy builds upon itself, yielding a rhetoric that both employs and exceeds what emerges from isolated iconic representation.
Again, suspending for a moment the discussion of stereotype and mythology in which Chapter 8 engages, consider the complex of rhetorical strategies the book identifies in the lyrics of gangsta rap. The references to violence become a rhetorical device that places the artist in opposition to a dominant (legal) system; Re/Nicknaming serves as a means of self-identification; The references to material items represent an economic achievement in spite of the adverse conditions detailed in the song(s). The simple rhetoric of cool as rebellion has become something much more weighty: cool as rebellion against a history of obstacles imposed upon the African-American male community. But the pedagogy is not this specific meaning. The pedagogy suggests that by increasing participation—by forcing the reader to make multiple connections at once—the rhetorical strategies of electronic writing (visual representation, self-identification, etc.) can be combined to communicate an argument far more elaborate and incisive than that communicated by the image of James Dean.
Rather than ask the reader to arrive at specific meanings, the pedagogy of the book instead asks the reader to inspire meaning, to determine a method by which the rhetorical strategies of electronic writing could be deployed to extend an argument’s scope. What if, for example, a mug shot of Snoop Dogg (replete with chains and a placard showing his less familiar given name) were juxtaposed (another lesson in rhetorical strategy from Chapter 3) with an image of Snoop Dogg endorsing a product. The gangsta rapper’s engagement of a particular and politicized variation on ‘cool as rebellion’ becomes compromised by the association of the commercial and manufactured with the projected image of transgression. Cool, in this case, becomes a useful template or starting ground. Beginning with the use of icons to communicate a simple idea, the book progressively accumulates other strategies for both reinforcing and critiquing this idea, to the point that the reader of the electronic text finds him/herself moving through thought in a manner similar to how one might engage an essay of Montaigne’s. It is important, in thinking about this, to remember that the book tasks itself, in simple terms, to create the essay without writing the essay. In this sense, it assumes its readers familiar with arriving at meaning but unfamiliar with methods for communicating it outside of the written text. A pedagogy that places the rhetorical strategies of electronic writing before the rhetoric—that contextualizes these strategies within a discussion of cool such that they can be applied elsewhere—thus seems logical. The reader must first learn the potential mechanics of the new form—how to create meaning within the framework of new media—in order to take advantage of its capacities.
As a cultural studies text
Returning, briefly, to the iconic image of James Dean, there is a question that the book asks concurrent with the pedagogical ‘how to create meaning’: how is meaning created? For if we are to use the icon as a rhetorical tool for generating meaning, we must likewise know what ideas ascribe meaning to the icon. It is in this conversation that the book-as-cultural studies text overlaps with the book-as-pedagogical text. It is important to note, however, that this point of intersection does not disrupt the placement of the rhetorical before the rhetoric or veer the focus away from a pedagogy that strategizes alternative methods to communicate meaning. If we look at Chapter 9, we can see that the book’s cultural studies context only furthers the cause of interconnectedness as a method for meaning(ful) production.
When the book, in Chapter 9, turns to ethnography as a cool method for information collection (think cool in the sense of Baraka’s detachment), it poses the following question: What happens when we examine the ideas and cultural circumstances that underlie the adoption and, in fact, creation of rhetorical strategies? Referring back to those strategies explored in Chapter 8, representations of violence become survival strategies instead of acts of rebellion (strategies that address pressures both internal and external to the community that employs them); The act of language invention becomes a communal act of conveying a unique experience, an inversion of attempts to silence the oppressed voice; Representations of wealth become significant in terms of a deployment that occurs in the absence of wealth, a means of replacing financial lack so to maintain a certain posture.
What happens, then, if the electronic writer appends the hypothetical juxtaposition of the mug shot and advertisement images with a link to documentary footage of inner city children adopting similar rhetorical identifiers? And what happens if this documentary links to footage of the Detroit punk scene (a different set of rhetorical strategies deployed similarly to address a different set of exigencies)? In short, the electronic argument exposing the disconnect between gangsta rhetoric and commercial reality is expanded to raise the question of whether or not mythologizing a certain rhetorical stance has the effect of making light of the political-cultural circumstances under which it came to be (whether the mythology reinforces a stereotype which undermines the potency of the rhetoric).
In employing cultural studies techniques to ascertain the genesis of those rhetorical strategies which create meaning, the book is very much operating within the scope of its ambition to strategize a new, participatory essay form. It suggests, logically, that to produce a text that demands a cool level of participation from the reader requires equal parts participation from the writer. For example, in turning to cultural studies, it demands that the writer acknowledge the way in which the rhetorically deployed image is not static in its meaning (put crudely, Tupac’s “five double 0 Benz” resonates differently for different readers). We come, then, to understand how the book’s pedagogy is not simply to recognize how rhetorical strategies can create meaning. Instead, the pedagogy is to recognize how the specifically tailored rhetorical strategy can create a specific meaning and, moreover, how this act of specification is not one that limits an argument but one that invites greater nuance, greater permutation into the essay. The rhetorical strategy becomes the textual citation—an evidence that supports a specific thesis. Only, here, the process that includes thesis and support is reversed. The quote is often thought of as following the thesis, as chosen after the purpose or meaning of the essay has been determined. In Writing About Cool, however, it is of paramount importance that the multiple valences of a rhetorical strategy be understood well in advance of the act of composition, the execution of a workman’s intentions thus a product of how well he understands the capabilities of his tools.
Before moving on to the final discussion of the text as engaging a certain kind of hermeneutics, it is important to remember the space in which this newly taught/learned writing takes place. As a pedagogy concerned with how to create meaning it is, above all, concerned with how to make meaning within context of new media/the internet and, on a larger level, within the context of continuing technological innovation. In proposing an alternative to the high definition, hot, written essay of McLuhan, it is capitalizing on the potentials for information dissemination incumbent with the internet. It is thus a technological (almost science fiction) text as much as it is a pedagogical or cultural studies text. It envisions the essay as three-dimensional, occurring in space as the writer extends multiple media across multiple planes (of thought, of encounter, etc.). And it does so without dismissing traditional ideas about argumentation, about the need for the individual to communicate a unique complex of ideas. It simply re-envisions the form(s) in which this communication can take place and the role of the reader in discerning the internal logic, the connective tissue of the form(s).
As a hermeneutical text
In truth, much of the work that would go into establishing this text as concerned with hermeneutics has already been done in an examination of its process. Because there is a way in which this process—one in which the book constantly builds upon previous conclusions—becomes a metaphor for the method of interpretation that it suggests. The rhetorical strategy is best utilized after a process in which an arsenal of rhetorical strategies is stocked. The specific rhetorical strategy is best utilized only after the ideas that create its significance are considered. In a fundamentally intuitive way—though a way that is often ignored—this book collects information before it puts it to use. And it is in this sense that it enters into that conversation in which Davis, Ray and Walker each lobby for a suspension of thesis formation until the last possible moment. Because, in its pedagogy and the way in which cultural studies comes to bear on this pedagogy, the book seems to imply that one would not interpret, for example, the poetic symbol without taking into consideration the lattice of ideas that have ascribed significance to the symbol. Similarly, one would not determine how a poet employs imagery without consideration to the multiple ways in which imagery can, as a rhetorical device, create rhetoric. Just as the act of electronically communicating meaning is preceded by an understanding of how meaning is communicated, the act of interpretation, within the logic of Writing About Cool, necessarily follows the accumulation of ideas/thought/research pertaining to what is being interpreted. It is a hermeneutics of information gathering before interpretation, where evidence precedes argument, where the focus of an essay is left undetermined until one performs a full assessment of how the means for proving this focus might vary or interact (bottom-up versus top-down interpretation).