New Media/New Methods: The Academic Turn from Literacy to Electracy

SKU: 978-1-60235-063-2

Edited by Jeff Rice and Marcel O'Gorman

New Media Theory
Edited by Byron Hawk

Information and Pricing
978-1-60235-063-2 (paperback; $30.00; £18.00; €21.00); © 2008 by Parlor Press. 316 pages with illustrations, references, and index

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978-1-60235-064-9 (hardcover; $60.00; £36.00; €42.00); 978-1-60235-065-6 (Adobe eBook on CD; $14.00; £9.00; €10.00)

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The essays in New Media/New Methods: the Academic Turn from Literacy to Electracy pose an invention-based approach to new media studies. Representing a specific school of theory emergent in graduates of the University of Florida and working from the concept of electracy, as opposed to literacy, contributors present various heuristics for elaborating new media rhetoric and theory. New Media/New Methods challenges literacy-based understandings of new media, which typically pose such work as hermeneutics or textual interpretation. Rather than grounding their work in hermeneutics, contributors rely on heuretics, or invention, to outline new modes of scholarly discourse reflective of and adapted to digital culture.


Ron Broglio, Elizabeth Coffman, Denise K. Cummings, Bradley Dilger, Michelle Glaros, Michael Jarrett, Barry Jason Mauer, Marcel O’Gorman, Robert Ray, Jeff Rice, Craig Saper, and Gregory L. Ulmer.

About the Editors

Jeff Rice is Assistant Professor of English and Director of the Campus Writing Program, at the University of Missouri-Columbia. He is the author of The Rhetoric of Cool: Composition Studies and New Media (Southern Illinois University Press, 2007) and the textbook Writing about Cool: Hypertext and Cultural Studies in the Computer Classroom (Longman) as well as numerous essays on new media and writing. He blogs at Yellow Dog (

Marcel O’Gorman is Associate Professor of English at the University of Waterloo and Director of the Critical Media Lab. His published research, including E-Crit: Digital Media, Critical Theory and the Humanities (University of Toronto Press, 2006), is concerned primarily with the fate of the humanities in a digital culture. O’Gorman is also a practicing artist, working primarily with physical computing inventions and architectural installations.


Getting Schooled: Introduction to the Florida School
Jeff Rice and Marcel O’Gorman

Part 1: Origins: What Is the Florida School and Where Does It Come From?
1 Florida out of Sorts
Gregory L. Ulmer

2 Eight Film Studies Problems for the Twenty-First Century
Robert Ray

3 The Florida School’s Legacy, or The Devil’s Millhopper Joke Revisited
Craig Saper

Part 2: Theory: Inventing New Modes of Scholarly Discourse 
4 Hypericonomy, Negatively Defined  
Marcel O’Gorman

5 Ease and Electracy 
Bradley Dilger

Part 3: Research: Media Performance in Media Studies
6 Elvis (The Florida School Remix)
Michael Jarrett

7 Speculating a Hollywood, Finding Picture City
Denise K. Cummings

8 Serial Logic: Meditations on Homesick: FemTV Remembers the Gainesville Murders
Elizabeth Coffman and Michelle Glaros

Part 4: Pedagogy: Teaching and Learning (in) a New Academic Apparatus
9 Nietzsche at the Apollo: An Experiment in Clipography
Barry Mauer

10 Deleuzian Strolls, Wordsworthian Walks, and MOO Landscapes 
Ron Broglio

11 Funkcomp
Jeff Rice


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