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Alan Liu                                                                               CITS Nov. 2, 2001

Th e L aws of C ool

Background   |   Longterm Topic   |   Current Topic   |   Method   |   Conclusion

B ackground
My Work in "New Historicism" and Cultural Criticism

   Wordsworth: The Sense of History (Book Cover)      Wordsworth: The Sense of History (Stanford UP, 1989)

My Theoretical Works on Cultural Criticism
  • "Local Transcendence: Cultural Criticism, Postmodernism, and the Romanticism of Detail," Representations 32 (Fall 1990): 75-113
  • "The Power of Formalism: The New Historicism," ELH 56 (1989): 721-71; rpt. in Italian translation in L'Asino d'Oro 4, no. 8 (Nov. 1993): 78-122; also forthcoming in German and Chinese translations
  • "Wordsworth and Subversion: Trying Cultural Criticism," Yale Journal of Criticism 2, no. 2 (Spring 1989): 55-100
  • "The New Historicism and the Work of Mourning," Studies in Romanticism 35 (1996): 553-62

"Creative Destruction"

In the Ideology of Corporate "Knowledge Work"

  • Michael Hammer & James Champy, Reengineering the Corporation: A Manifesto for Business Revolution (1993):
            
    When someone asks us for a quick definition of business reengineering, we say it means "starting over." It doesn't mean tinkering with what already exists or making incremental changes that leave basic structures intact" (p. 31).

  • Herman Bryant Maynard, Jr., and Susan E. Mehrtens, The Fourth Wave: Business in the 21st Century (1993):
            The First Wave of change, the agricultural revolution, has essentially ended and will not be of concern here. The Second Wave, coincidental with industrialization, has covered much of the Earth and continues to spread, while a new, postindustrial Third Wave is gathering force in the modern industrial nations. We see a Fourth Wave following close upon the Third. (pp. 5-6)

  • Peter Drucker, Managing in Turbulent Times (1980):
            Innovation means, first, the systematic sloughing off of yesterday. (p. 60)

In the Ideology of Information Technology

  • Michael Dertouzos, What Will Be: How the New World of Information Will Change Our Lives (1998)
  • Bill Gates, The Road Ahead, rev. ed. (1996)

The Ethos of "Creative Destruction"

  • Business Week, Special Double Issue on "The 21st Century Corporation"

    (From lead article on "The Creative Economy," 21-28 Aug. 2000: 76-82):
            Now the Industrial Economy is giving way to the Creative Economy, and corporations are at another crossroads. Attributes that made them ideal for the 20th century could cripple them in the 21st. So they will have to change, dramatically. The Darwinian struggle of daily business will be won by the people—and the organizations—that adapt most successfully to the new world that is unfolding (p. 78)

    ( From concluding Editorial, "The 21st Century Corporation": 278):
            Innovation builds profits . . . In an information economy, companies can gain an edge through new ideas and products that increase in value as more people use them. . . . But the emphasis is on "temporary." Knowledge-based products and networks can quickly disappear in a burst of Schumpeterian creative destruction. So corporations must innovate rapidly and continuously.
  • Joseph Schumpeter, Capitalism, Socialism and Democracy (1942)
           
    [excerpt from pp. 82-84]

  • Manuel Castells, The Rise of the Network Community (1996)

    "The 'spirit of informationalism' is the culture of 'creative destruction' accelerated to the speed of the optoelectronic circuits that process its signals. Schumpeter meets Weber in the cyberspace of the network enterprise" (p. 199)

 


L ongterm T opic
The Art of "Destructive Creation"
Humanities and the Witnessing of "Destructive Creation"
  • Stephen Greenblatt's "Invisible Bullets" in Shakespearean Negotiations: The Circulation of Social Energy in Renaissance England (Univ. of California Press, 1988)
  • Clifford Geertz, "Deep Play: Notes on the Balinese Cockfight," in The Interpretation of Cultures: Selected Essays (Basic Books, 1973)
  • Trauma theory (e.g., Cathy Caruth, Unclaimed Experience: Trauma, Narrative, and History [Baltimore: Johns Hopkins Univ. Press, 1996])
  • Holocaust theory and philosophy (e.g., Jean-François Lyotard, The Differend: Phrases in Dispute, trans. Georges Van Den Abbeele (Univ. of Minnesota Press, 1988)

C urrent T opic
Survey of "cool" and related terms on the Web using major search engines, July 6-7, 1998 The Culture of Cool

AltaVista Infoseek Excite Hotbot Northern Light
Total Pages in Database (millions) 140 30 55 110 67
"cool" Anywhere 5,681,310 2,582,284 676,122 1,614,631 (1,314,428 in North America) 1,424,618 (excluding proprietary pages)
In Page Title 71,444 19,168 N/A 57,773 N/A
In Page Text (excluding links and images) 2,031,469 N/A N/A N/A N/A
In Link(s) on Page 456,529 132,630 N/A N/A N/A
In URL 41,604 7,029 N/A N/A N/A
"cool links" 68,761 3,209 647,140 65,312 82,541
"cool sites" 34,980 1,369 647,140 36,006 83,936
"cool stuff" 34,996 1,121 647,140 64,342 59,405
"cool pages" 1,205 417 647,140 15,221 26,597
"cool cool" 17,347 34 46,690 2,952
(exact phrase)
3,952
"kewl" 97,070 567 11,643 12,167 24,235

"Cool Site" Archives on the Web

Recent tools for rhetorical analysis of the Web:

  • Rockwell, Geoffrey, et al. "Tracking Culture on the Web: An Experiment." Panel on "Digital Culture." 2001 Joint International Conference of the Association for Computers and the Humanities and Association for Literary and Linguistic Computing. New York University. 15 June 2001.
  • WayBack Machine. Launched by the Internet Archive on Oct. 24th, 2001; a massive archive providing access to Web pages as they existed in the past. Searching for a site returns dated versions starting circa fall 1996. (e.g., http://humanitas.ucsb.edu)

Table of Contents of The Laws of Cool: The Culture of Information:

INTRODUCTION

1 Literature and Creative Destruction

PART I THE NEW ENLIGHTENMENT

Preface "Unnice Work": Knowledge Work and the Academy
2 The Idea of Knowledge Work

PART II ICE AGES

Preface "We Work Here, But We're Cool"
3 Automating
4 Informating
5 Networking

PART III THE LAWS OF COOL

Preface "What's Cool?"
6 The Ethos of Information
7 Information is Style
8 The Feeling of Information
9 Cyber-Politics and Bad Attitude

CONCLUSION

10 Toward the Future Literary

APPENDICES

A. Taxonomy of Knowledge Work
B. Chronology of Downsizing
C. "Ethical Hacking" and Art


M ethod

Analysis of "Producerism" vs. Consumerism

Rhetorical and interpretive analysis


C onclusion
"Cool is information designed to resist information"
  • The ethos, aesthetic, affect, and politics of information cool
  • Bad Attitude: The "Processed World" Anthology, ed. Chris Carlsson, with Mark Leger, (Verso, 1990)

 

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