Rhetoric & Technical Communication
Rhetoric & Technical Communication
Toscano, Aaron, Ph.D., Associate Professor, Dept. of English

Resources and Daily Activities

  • Conference Presentations
    • PCA/ACA Conference Presentation 2022
    • PCAS/ACAS Presentation 2021
    • SEACS 2021 Presentation
    • SEACS 2022 Presentation
    • SEACS 2023 Presentation
    • South Atlantic MLA Conference 2022
  • Dr. Toscano’s Homepage
  • ENGL 2116-014: Introduction to Technical Communication
    • February 13th: Introduction to User Design
    • February 15th: Instructions for Users
      • Making Résumés and Cover Letters More Effective
    • February 1st: Reflection on Workplace Messages
    • February 20th: The Rhetoric of Technology
    • February 22nd: Social Constructions of Technology
    • February 6th: Plain Language
    • January 11th: More Introduction to Class
    • January 18th: Audience & Purpose
    • January 23rd: Résumés and Cover Letters
      • Duty Format for Résumés
      • Peter Profit’s Cover Letter
    • January 25th: More on Résumés and Cover Letters
    • January 30th: Achieving a Readable Style
      • Euphemisms
      • Prose Practice for Next Class
      • Prose Revision Assignment
      • Revising Prose: Efficiency, Accuracy, and Good
      • Sentence Clarity
    • January 9th: Introduction to the Class
    • Major Assignments
    • March 13th: Introduction to Information Design
    • March 15th: More on Information Design
    • March 20th: Reporting Technical Information
    • March 27th: The Great I, Robot Analysis
  • ENGL 4182/5182: Information Design & Digital Publishing
    • August 21st: Introduction to the Course
      • Rhetorical Principles of Information Design
    • August 28th: Introduction to Information Design
      • Prejudice and Rhetoric
      • Robin Williams’s Principles of Design
    • Classmates Webpages (Fall 2017)
    • December 4th: Presentations
    • Major Assignments for ENGL 4182/5182 (Fall 2017)
    • November 13th: More on Color
      • Designing with Color
      • Important Images
    • November 20th: Extra-Textual Elements
    • November 27th: Presentation/Portfolio Workshop
    • November 6th: In Living Color
    • October 16th: Type Fever
      • Typography
    • October 23rd: More on Type
    • October 2nd: MIDTERM FUN!!!
    • October 30th: Working with Graphics
      • Beerknurd Calendar 2018
    • September 11th: Talking about Design without Using “Thingy”
      • Theory, theory, practice
    • September 18th: The Whole Document
    • September 25th: Page Design
  • ENGL 4183/5183: Editing with Digital Technologies
    • August 24th: Introduction to the Class
    • August 31st: Rhetoric, Words, and Composing
    • Major Assignments for ENGL 4183/5183 (Fall 2022)
      • Rhetoric of Fear
    • November 16th: Voice and Other Nebulous Writing Terms
      • Finding Dominant Rhetorical Appeals
    • November 2nd: Rhetorical Effects of Punctuation
    • November 30th: Words and Word Classes
    • November 9th: Cohesive Rhythm
    • October 12th: Choosing Adjectivals
    • October 19th: Choosing Nominals
    • October 26th: Stylistic Variations
    • October 5th: Midterm Exam
    • September 14th: Verb is the Word!
    • September 21st: Coordination and Subordination
    • September 28th: Form and Function
    • September 7th: Sentence Patterns
  • ENGL 4275: Rhetoric of Technology
    • April 13th: Authorities in Science and Technology
    • April 15th: Articles on Violence in Video Games
    • April 20th: Presentations
    • April 6th: Technology in the home
    • April 8th: Writing Discussion
    • Assignments for ENGL 4275
    • February 10th: Religion of Technology Part 3 of 3
    • February 12th: Is Love a Technology?
    • February 17th: Technology and Gender
    • February 19th: Technology and Expediency
    • February 24th: Semester Review
    • February 3rd: Religion of Technology Part 1 of 3
    • February 5th: Religion of Technology Part 2 of 3
    • January 13th: Technology and Meaning, a Humanist perspective
    • January 15th: Technology and Democracy
    • January 22nd: The Politics of Technology
    • January 27th: Discussion on Writing as Thinking
    • January 29th: Technology and Postmodernism
    • January 8th: Introduction to the Course
    • March 11th: Writing and Other Fun
    • March 16th: Neuromancer (1984) Day 1 of 2
    • March 18th: Neuromancer (1984) Day 2 of 2
    • March 23rd: Inception (2010)
    • March 25th: Writing and Reflecting Discussion
    • March 30th & April 1st: Count Zero
    • March 9th: William Gibson’s Neuromancer (1984)
  • ENGL 6166: Rhetorical Theory
    • April 12th: Knoblauch. Ch. 4 and Ch. 5
    • April 19th: Jacques Derrida’s Positions
    • April 26th:  Feminisms and Rhetorics
    • April 5th: Knoblauch. Ch. 3 and More Constitutive Rhetoric
    • February 15th: Isocrates (Part 2)
    • February 1st: Aristotle’s On Rhetoric Books 2 & 3
      • Aristotle’s On Rhetoric, Book 2
      • Aristotle’s On Rhetoric, Book 3
    • February 22nd: St. Augustine’s On Christian Doctrine [Rhetoric]
    • February 8th: Isocrates (Part 1)-2nd Half of Class
    • January 11th: Introduction to Class
    • January 18th: Plato’s Phaedrus
    • January 25th: Aristotle’s On Rhetoric Book 1
    • March 15th: Descartes, Rene, Discourse on Method
    • March 1st: Knoblauch. Ch. 1 and 2
    • March 22nd: Mary Wollstonecraft
    • March 29th: Second Wave Feminist Rhetoric
    • May 3rd: Knoblauch. Ch. 6, 7, and “Afterword”
    • Rhetorical Theory Assignments
  • ENGL/COMM/WRDS: The Rhetoric of Fear
    • February 14th: Fascism and Other Valentine’s Day Atrocities
    • February 21st: Fascism Part 2
    • February 7th: Fallacies Part 3 and American Politics Part 2
    • January 10th: Introduction to the Class
    • January 17th: Scapegoats & Conspiracies
    • January 24th: The Rhetoric of Fear and Fallacies Part 1
    • January 31st: Fallacies Part 2 and American Politics Part 1
    • Major Assignments
    • March 7th: Fascism Part 3
  • LBST 2212-124, 125, 126, & 127
    • August 21st: Introduction to Class
    • August 23rd: Humanistic Approach to Science Fiction
    • August 26th: Robots and Zombies
    • August 28th: Futurism, an Introduction
    • August 30th: R. A. Lafferty “Slow Tuesday Night” (1965)
    • December 2nd: Technological Augmentation
    • December 4th: Posthumanism
    • November 11th: Salt Fish Girl (Week 2)
    • November 13th: Salt Fish Girl (Week 2 con’t)
    • November 18th: The Hitchhiker’s Guide to the Galaxy (Part 1)
      • More Questions than Answers
    • November 1st: Games Reality Plays (part II)
    • November 20th: The Hitchhiker’s Guide to the Galaxy (Part 2)
    • November 6th: Salt Fish Girl (Week 1)
    • October 14th: More Autonomous Fun
    • October 16th: Autonomous Conclusion
    • October 21st: Sci Fi in the Domestic Sphere
    • October 23rd: Social Aphasia
    • October 25th: Dust in the Wind
    • October 28th: Gender Liminality and Roles
    • October 2nd: Mary Shelley’s Frankenstein
    • October 30th: Games Reality Plays (part I)
    • October 9th: Approaching Autonomous
      • Analyzing Prose in Autonomous
    • September 11th: The Time Machine
    • September 16th: The Alien Other
    • September 18th: Post-apocalyptic Worlds
    • September 20th: Dystopian Visions
    • September 23rd: World’s Beyond
    • September 25th: Gender Studies and Science Fiction
    • September 30th: Mary Shelley’s Frankenstein
    • September 4th: Science Fiction and Social Breakdown
      • More on Ellison
      • More on Forster
    • September 9th: The Time Machine
  • LBST 2213-110: Science, Technology, and Society
    • August 22nd: Science and Technology from a Humanistic Perspective
    • August 24th: Science and Technology, a Humanistic Approach
    • August 29th: Collins & Pinch’s The Golem (Science), Ch. 2
    • August 31st: Collins & Pinch’s The Golem (Science), Ch. 3 and 4
    • December 5th: Video Games and Violence, a more nuanced view
    • November 14th: Boulle, Pierre. Planet of the Apes. (1964) Ch. 27-end
    • November 16th: Shelley, Mary. Frankenstein. 1818. Preface-Ch. 8
    • November 21st: Shelley, Mary. Frankenstein. 1818. Ch. 9-Ch. 16
    • November 28th: Shelley, Mary. Frankenstein. Ch. 17-Ch. 24
    • November 30th: Violence in Video Games
    • November 7th: Boulle, Pierre. Planet of the Apes Ch. 1-17
    • November 9th: Boulle, Pierre. Planet of the Apes, Ch. 18-26
    • October 12th: Lies Economics Tells
    • October 17th: Brief Histories of Medicine, Salerno, and Galen
    • October 19th: Politicizing Science and Medicine
    • October 24th: COVID-19 Facial Covering Rhetoric
    • October 26th: Wells, H. G. Time Machine. Ch. 1-5
    • October 31st: Wells, H. G. The Time Machine Ch. 6-The End
    • October 3rd: Collins & Pinch’s The Golem at Large (Technology), Ch. 7 and Conclusion
    • September 12th: Collins & Pinch’s The Golem (Science), Ch. 7 and Conclusion
    • September 19th: Collins & Pinch’s The Golem at Large (Technology), Prefaces and Ch. 1
    • September 26th: Collins & Pinch’s The Golem at Large (Technology), Ch. 2
    • September 28th: Collins & Pinch’s The Golem at Large (Technology), Ch. 5 and 6
    • September 7th: Collins & Pinch’s The Golem (Science), Ch. 5 and 6
  • New Media: Gender, Culture, Technology (Spring 2021)
    • April 13th: Virtually ‘Real’ Environments
    • April 20th: Rhetoric/Composition Defines New Media
    • April 27th: Sub/Cultural Politics, Hegemony, and Agency
    • April 6th: Capitalist Realism
    • February 16: Misunderstanding the Internet
    • February 23rd: Our Public Sphere and the Media
    • February 2nd: Introduction to Cultural Studies
    • January 26th: Introduction to New Media
    • Major Assignments for New Media (Spring 2021)
    • March 16th: Identity Politics
    • March 23rd: Social Construction of Gender and Sexuality
    • March 2nd: Foundational Thinkers in Cultural Studies
    • March 30th: Hyperreality
    • March 9th: Globalization & Postmodernism
    • May 4th: Wrapping Up The Semester
      • Jodi Dean “The The Illusion of Democracy” & “Communicative Capitalism”
      • Social Construction of Sexuality
  • Science Fiction in American Culture (Summer I–2020)
    • Assignments for Science Fiction in American Culture
    • Cultural Studies and Science Fiction Films
    • June 10th: Interstellar and Exploration themes
    • June 11th: Bicentennial Man
    • June 15th: I’m Only Human…Or am I?
    • June 16th: Wall-E and Environment
    • June 17th: Wall-E (2008) and Technology
    • June 18th: Interactivity in Video Games
    • June 1st: Firefly (2002) and Myth
    • June 2nd: “Johnny Mnemonic”
    • June 3rd: “New Rose Hotel”
    • June 4th: “Burning Chrome”
    • June 8th: Conformity and Monotony
    • June 9th: Cultural Constructions of Beauty
    • May 18th: Introduction to Class
    • May 19th: American Culture, an Introduction
    • May 20th: The Matrix
    • May 21st: Gender and Science Fiction
    • May 25th: Goals for I, Robot
    • May 26th: Isaac Asimov’s I, Robot
    • May 27th: Hackers and Slackers
    • May 30th: Inception
  • Teaching Portfolio
  • Topics for Analysis
    • A Practical Editing Situation
    • American Culture, an Introduction
    • Efficiency in Writing Reviews
    • Feminism, An Introduction
    • Fordism/Taylorism
    • Frankenstein Part I
    • Frankenstein Part II
    • Futurism Introduction
    • How to Lie with Statistics
    • Isaac Asimov’s “A Cult of Ignorance”
    • Langdon Winner Summary: The Politics of Technology
    • Marxist Theory (cultural analysis)
    • Oral Presentations
    • Oratory and Argument Analysis
    • Our Public Sphere
    • Postmodernism Introduction
    • Protesting Confederate Place
    • Punctuation Refresher
    • QT, the Existential Robot
    • Religion of Technology Discussion
    • Rhetoric, an Introduction
      • Analyzing the Culture of Technical Writer Ads
      • Rhetoric of Technology
      • Visual Culture
      • Visual Perception
      • Visual Perception, Culture, and Rhetoric
      • Visual Rhetoric
      • Visuals for Technical Communication
      • World War I Propaganda
    • The Great I, Robot Discussion
      • I, Robot Short Essay Topics
    • The Rhetoric of Video Games: A Cultural Perspective
      • Civilization, an Analysis
    • The Sopranos
    • Why Science Fiction?
    • Zombies and Consumption Satire
  • Video Games & American Culture
    • April 14th: Phallocentrism
    • April 21st: Video Games and Neoliberalism
    • April 7th: Video Games and Conquest
    • Assignments for Video Games & American Culture
    • February 10th: Aesthetics and Culture
    • February 17th: Narrative and Catharsis
    • February 24th: Serious Games
    • February 3rd: More History of Video Games
    • January 13th: Introduction to the course
    • January 20th: Introduction to Video Game Studies
    • January 27th: Games & Culture
      • Marxism for Video Game Analysis
      • Postmodernism for Video Game Analysis
    • March 24th: Realism, Interpretation(s), and Meaning Making
    • March 31st: Feminist Perspectives and Politics
    • March 3rd: Risky Business?

Contact Me

Office: Fretwell 255F
Email: atoscano@uncc.edu
Science Fiction in American Culture (Summer I–2020) » June 4th: “Burning Chrome”

June 4th: “Burning Chrome”

William Gibson’s “Burning Chrome” (1982)

Before getting into this pseudo-love story, let’s consider the time period and some of the themes in the text. An anthology with this short story claims, “Gibson’s language conveys a melancholy nostalgia for lost affections at the same moment it expresses awe at technological transformations of the human condition” (Evans et. al., p. 548). As you read, pay attention to what seems to be lost by considering what the characters might lament not having or what they long for. Also, think of the role of technology in their lives. Without cyberspace, they wouldn’t have a means of getting income. How might that be interpreted when considering technological literacy and the Labor Market?

By the way, as I mentioned at the bottom of June 2nd’s page regarding how much The Matrix borrows from Gibson’s work, Jack in “Burning Chrome” claims, “The matrix folds itself around me like an origami trick” (p. 200).

Consider the following passages from the text:

  • 1980s early amateur IT separation of Hardware vs. Software people: “Bobby’s software and Jack’s hard; Bobby punches console and Jack runs down all the little things that can give you an edge” (p. 181).
    • Here’s a link to a website that describes the distinction. Don’t waste time reading the entire page because it’s from 2010 and tries to predict (pretty well actually) the hardware-software markets of the 2010s. The historical point is just the first two paragraphs (and the bullet points in between).
  • “[Chrome] was one of the boys…a member in good standing of the local Mob subsidiary” (p. 192).
  • Simstim: “simulated stimuli” (p. 195).
  • Jack tells himself a lie to try to create a reality: “I tried telling myself that it was a good idea to burn the House of Blue Lights because the place was a creep joint, but I just couldn’t buy it” (p. 198).
    • The above quotation relates to what the above anthology editors claim that “Gibson’s influential early cyberpunk style” has characters that “are mildly antiheroic, with technical and street skills to manipulate the corrupt system, but lacking in higher ideals” (Evans et. al., p. 548).
    • Jack doesn’t have any moral or ethical qualms with the cyber-brothel. He seems to just not want Rikki to work there.
  • As for the name “House of Blue Lights,” I can’t give you a definitive answer. Many of you probably know what a Red Light District is, so, in the world of cyberspace, having virtual prostitutes in a blue light area parallels red lights.
    • There is a song “The House of Blue Lights” that was recorded by many artists, and that house is a bar or club, which Gibson’s House of Blue Lights is, too.

By the way, I really wanted this story to be the inspiration for Google Chrome…but it isn’t.

Love Story?

This is a bit more of a “traditional” love story: boy meets girl, boy puts girl on pedestal, boy tries to win her, and boy’s friend tries to win her over, too. Bobby Quine is infatuated with Rikki, but it appears to be a surface infatuation–she’s just the current object of his desire. Jack is much more interested in her and seems to want to protect her. The term paternalism is important here because Jack tries to keep her out of harm’s way, but he does so from a position of benevolent male protector (think knight in shining armor…). Patriarchy and paternalism aren’t synonymous, but they go together: a paternalistic perspective is often from the point of view that an authority has the subordinate’s best interest in mind.

Consider the instances where Bobby and Jack use the ideal of Rikki to justify their actions:

  • “Bobby read his future in women; his girls were omens, changes in the weather, and he’d sit all night in the Gentleman Loser, waiting for the season to lay a new face down in front of him like a card” (p. 185).
  • “Rikki…something to aim for….a symbol for everything [Bobby] wanted and couldn’t have, everything he’d had and couldn’t keep” (p. 187).
  • Jack was annoyed at hearing Bobby go on about Rikki and that he actually believed that he was in love with her (p. 187).
    • “[Bobby] just kept telling me he loved her, where they were going to go together, how they’d spend the money” (p. 198).
  • Jack sees something in the distance: “I see her far out on the edge of all this sprawl of night and cities, and then she waves good-bye” (p. 204–last line).
    • Compare the above to his earlier image of Rikki: “I see her sometimes when I’m trying to sleep, I see her somewhere out on the edge of all this sprawl of cities and smoke, and it’s like she’s a hologram stuck behind my eyes….and I see her wave good-bye” (pp. 185-186).
    • Perhaps Rikki is an ideal or illusion that both Jack and Bobby have created or exaggerated.

Why did Gibson make Chrome a woman hooked up with the Mob? Consider these book covers:

  • Chrome Cover 1
  • Chrome Cover 2
  • Chrome Cover 3
  • Chrome Cover 4
  • Chrome Cover 5
  • Matrix Cover
  • Pyramid Cover

If you’re intrigued by these short stories, I (of course) encourage you to read Gibson’s novel Neuromancer. The main character, Case, sees the image of Neuromancer, Linda, and himself. What interpretation can we make about what we project into the world (our realities)?

Illusion of Love

Think about all those love songs and romantic comedies out there. It’s easy to sing about “love” for 3-4 minutes or watch a grotesque love story for 90-120 minutes. Songs, films, TV shows, etc. are just short pieces of relationships that can easily show love exists. However, they usually don’t get into the difficult parts or contradictory issues of love. In fact, love stories are often used as a psychological release and indulgence into a fantasy of a construct–both social and self–that readers or viewers enjoy. If the reader/viewer can’t have ideal love, they can, at least, have the fantasy to get them through.

Philosophy of Illusion

Two things make it difficult to accept (or, at least, consider) the argument I’m making about stories and myths: 1) we don’t want to think we’re being bamboozled, and 2) we don’t often scrutinize our core assumptions–they’re just givens.

The great philosopher Friedrich Nietzsche noted that people live under a “tissue of lies.” Members of a culture have to “buy into” the stories and myths circulating in society just like they buy into the value of currency, which is a representation of value. The texts we’re reading relate to this theme because they have characters entering alternate realities and questioning what’s real and what’s not. Cyberspace isn’t just a technology that acts as a setting for a text; it’s also a metaphor for our being immersed in Information Technologies we use everyday. Do those tools shape our realities?

To continue on the theme of love, what are the “tissues of lies” surrounding Bruce Springsteen’s “The River” (1980)? One stanza is particularly important:

Is a dream a lie if it don’t come true /
Or is it something worse

Whoa! Let’s listen to the song and try to understand it’s meaning and how it can complicate ideal(ized) illusions of love–especially young love.

Finally, in the words of Axl Rose (Guns and Roses “Locomotive”):

You can use your illusion /
Let it take you where it may.

That lyric means create your reality (your personal illusion of it) and go with it. After all, that’s what we do anyway.

Further Fun

Below are links to some interesting texts about 1980s-like virtual worlds.

  • Tron (1982) Trailer
    • Just because it’s cool…
  • Björk’s “All is Full of Love” (Well, this is contemporary and more about robots)

Future Stuff

I hope to have feedback for you on Essay #1 by tomorrow (if not earlier). Your Essay #1 Final is due on Monday, June 8th by 11:00 pm. Don’t forget your Canvas post is due by 11:00 pm tomorrow (6/05).

Our next two shows (6/08 and 6/09) are available on Netflix: Black Mirror‘s “Fifteen Million Merits” (2011) and The Twilight Zone‘s “Eye of the Beholder” (1960). Enjoy!


Works Cited

Evans, Arthur, et. al. The Wesleyan Anthology of Science Fiction. Wesleyan UP, 2010.

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