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Three minutes of typical uncut television...

nine different stories interpellating in exactly the same secret way.


Hey, you!

Here’s a secret.

We should all live like this.

See, we’re showing you.

It’s the best way, right?

You should try it.

Send your money here.


Dialectic and Rhetoric are two different things.  Indeed, in the first sentence of Rhetoric, Aristotle states, “Rhetoric is the counterpart to dialectic”.  To clarify, in Dialectical argumentation two participants take turns listening and speaking.  Rhetoric does not appear to fit this model, for in traditional rhetorical argumentation a speaker is seen as making a one-way presentation to an audience - typically a mass audience.  While both can be seen as modes of persuasion, they differ significantly in structure.


All of TV advertising is Rhetorical. 


Now, WATCH THIS VIDEO AGAIN within the classical Aristotelian structure of Ethos, Logos, and Pathos.  The Rhetorical patterns found within all of media advertising become clearer still


TV, like Rhetoric, is presentational in nature.  Primarily because there has never been a means for dialectically ‘conversing’ with TV... until now.  


Indeed, within this voracious greed of unbridled capitalism we find occasional moments in history, like ours today, when hegemonic fluctuations sometimes err on the side of citizens.  In our lust to continually fulfill contrived consumer demands, a deluge of new emancipating technologies is sweeping the consumer landscape.  Broadband, iMovie, Blogger, YouTube, cell phones, Quicktime, and host of many others can and should be purposefully re-employed to interrogate our mediated world.  We must utilize these, not only in our own research, but also as a means of civic discourse - to help in-form and re-form any media that inhibits full democratic participation.  And we can do exactly this today by folding these dialectical techniques into most any pedagogical practice. 

Secret Code of TV  2007  (3:20)

Anyone inclined can do exactly what I am doing here in Cultural Farming.  Hopefully my work will encourage others to find their dialectical ‘visual’ voice as I am finding mine.  We can talk back to TV.  And we can do it simply by reemploying its own language and technique in order to in-form and re-form media production and presentation.  I’ve cracked part of the mediamonger code for you!


In a mediated world, where cameras are screens and screens are often cameras, multi-dialectical persuasion becomes possible.  Media is watching as we watch media watching us watching ourselves.  In this, there is potential to tell it what we think - critically. 


                  Learn the secret code of TV - Interpellation is a two-way street.

ALTERNATE LINK TO VIDEOhttp://www.culturalfarming.com/video/Hey%20You.movhttp://livepage.apple.com/shapeimage_2_link_0