Author’s Note: Listen, I got a lot of swag, and I will add my iconic Jordan Flair™ to this great piece of code soon, because I have a lot of thoughts on this…but right now, this is for that sweet, sweet COMPLETE score.
Kevin Brock’s “Toward the Rhetorical Study of Code” makes a fascinating exploration about rhetoric and computer programming. Central to this discussion is the concept of procedural rhetoric and its relationship to digital rhetoric.
Procedural rhetoric, as Brock describes, is the use of code as a means of persuasion and communication. Digital rhetoric traditionally focuses on the persuasive aspects of digital media. Procedural rhetoric expands this scope by delving into the persuasive potential embedded within the procedural nature of code itself. The structure and functionality of code can convey persuasive messages, making it an integral part of digital rhetoric.
At its core, procedural rhetoric challenges us to view code not merely as a set of instructions for computers, but as a medium for human expression and persuasion. Every algorithm, function and conditional statement carries implicit assumptions and values, shaping the user’s experience and understanding of the digital environment. In this sense, the procedural aspect of new-media objects fundamentally shapes the implementation of digital rhetoric.
The procedural nature of code imbues digital rhetoric with unique opportunities and challenges. It allows us to harness the persuasive power of code to communicate complex ideas and influence user behavior. Interactive simulations, for example, engage users in immersive experiences that prompt reflection and action. This effectively blends the boundaries between rhetoric and practice.
On the other hand, the procedural nature of code introduces complexities that require careful consideration. Unlike traditional rhetorical artifacts, which are static and linear, new-media objects are dynamic and interactive, responding to user input instantly. This dynamic interactivity requires a nuanced understanding of how users engage with and interpret digital content. Additionally, it requires an understanding of the ethical implications of designing persuasive systems.
Overall, procedural rhetoric offers a unique perspective on the persuasive potential of code. By exploring the procedural aspects of new-media objects, we can gain deeper insights into how technology shapes communication in society. Understanding procedural and digital rhetoric is essential for crafting meaningful and ethical persuasive experiences.
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