Posted by jripslinger
Dave Clark (2010) had a hard time finding a good definition of “technology in his essay “Shaped and Shaping Tools.” I feel confident seven years later academia has caught up and crafted a definition of technology that includes rhetoric. Because around my house, the non-humans are more adept at persuasive discourse than the human. Here’s my list, starting from the top:
1. Socks. I learned watching the Canadian Broadcasting documentary The Lion in Your Living Room, a cat’s meow is the same frequency as a baby’s cry. So Socks uses pathos to express his desires. Here he is asking to go outside.
2. Roomba. My vacuuming robot would be a great example of rhetorical technology because she uses ethos, pathos, and logos to communication and she’s not nearly as demanding as the cat. I’ll tell you how she accomplishes this using actor-network theory.
Clark (2010) touched on actor-network theory toward the end of his essay. I think actor-network is important to the discussion of rhetoric and technology because the theory states that “almost all of our interactions with other people are mediated through objects of one kind or another” according to John Law (1992) in “Notes on the Theory of the Actor-Network: Ordering, Strategy and Heterogeneity (p. 381). In 1992, Law (1992) used an example of an overhead projector to make his point of how things mediate communication (p. 382). Today, Law (2010) would have several examples to chose from, including Twitter which was Clark’s (2010) “current techno-rhetorical obsession” in 2009 (p. 86).
I think Roomba shows some advancements in rhetorical technology because she communicates directly with the user; her communications are not mediated. Her ethical appeal is derived from the fact that she is capable cleaner. Some friends and recommended Roomba, but we were skeptical because of the $600 price tag, but she was worth the investment. Before Roomba joined us, the house needed to be vacuumed at least weekly to keep up with the dog’s shedding. I see Roomba’s logical appeal every time I empty her bin and dump out all the dog hair and cat litter she’s collected around the house. Roomba appeals to me emotionally, too, because I associate her with positive experiences. After she completes a job, her associated cell phone app generates a map that shows me where she cleaned.
Roomba’s success is due to the fact that her designers at iRobot did not just build a vacuuming robot, but they considered the other actors who would interact with the robot. In Roomba’s case, the other actors are people of varying technical backgrounds. The app offers written, photographic and video demonstrations on how to troubleshoot and conduct routine maintenance. And Roomba’s debris extractors are designed so the user cannot put them back in the wrong positions.
Hopefully, products like Roomba can help researchers like Clark (2010) better define technology and how products can use rhetoric to provide a better experience for consumers.
3. Husband. Does not use ethos, pathos, or logos, but still somehow manages to get his way … sometimes.