Pruchnic, Jeff. Rhetoric and Ethics in the Cybernetic Age: The Transhuman Condition. New York: Routledge, 2014.
Although contemporary dystopic fictions—say, any given episode of Black Mirror—largely suggest a symbolic sociality captured by dehumanizing technology of calculation a la Heidegger, Pruchnic reminds us that the information superhighway is a two-way street, undergirded by a cybernetic logic that broadly mirrors human diversification in the constitutive flexibility of the digital realm. Said otherwise, “the most pervasive impact of the age of information technology beginning with cybernetics is not the increasing ubiquity of these material technologies themselves, but the ways in which politics, culture, and economics has increasingly found its operating principles in those processes that find only their most obvious manifestation in physical technology” (9). Contemporary culture, for all its heterogeneity and fracturing, is accordingly grounded by a singular techno-logic wherein media function to suture persuasive ontologies and various epistemologies (mind you, Pruchnic stops just short of such an aporia, but his analysis lends itself to a more homogenous conclusion). Rhetoric thus can be said to be a “particularly salient domain for analyzing contemporary culture because it, like the dominant processes of culture today, is less concerned with representation, epistemology, or ideology than it is with a spectrum of directly motivational or persuasive forces” (17). Such a transhuman condition, wherein technological and human networks bleed into one another at the bleeding edge, leaves little room for resistance as traditionally conceived in critical theory, says Pruchnic; rather, “the fundamental challenge of the present is not so much to discover some radical alternative to contemporary conditions…but to figure out how these same techniques already immensely immanent in contemporary capitalism can be made to produce different outcomes, to somehow ameliorate the immense inequalities or material damages that largely remain common to the system, despite its vast mutations in other areas” (38)—and such invention is what rhetoric can deliver, particularly in the field’s recent interest in the asignifying and nonrational import of affect in communication, “a matrix for the formation of psychic associations and dispositions” as well as a “mechanism through which they might be altered” (43).
This post is one entry in an ongoing annotated bibliography of my bookshelf. If it’s useful to any person other than myself, all the better.