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Analytical Essay:
A Manifesto for Reading a Web Site
Write a six-to-eight-page
essay presenting a manifesto that charts a new approach to conceiving,
designing and interpreting Web sites. Throughout your manifesto, use
the specific example of a Web site to illustrate your new method and
its value.
Use Gregory Ulmer's theory
of the manifesto as a template for your essay, following the
steps that Ulmer says manifesto writers throughout history have used
to structure manifestos in politics, the arts and society.
Structuring your Essay
As part of
employing Ulmer's structure, you'll do the following
- Though you'll divide the parts of your essay according
to Ulmer's "CATTt" steps, give these parts subtitles
that reflect the content of what you're arguing in each section,
not Ulmer's steps or some generic description of the part. For example,
in the sample project I propose on the Ulmer page,
I would title my first section something like, "What's Wrong with
Being Useful?" rather than "Contrast" or "Introduction."
- Illustrate and amplify the essay with very specific details
and observations drawn from the sample Web site you choose.
(use MLA
citation and documentation format in the text and in a Works
Cited section at the end).
- Support these observations
with "screen shots" from the Web page/site,
focusing on and illustrating the key details you're discussing.
See the note below about producing screen
shots.
- Quote and cite
a writer or theorist in the opposing camp, or what Ulmer
calls the "undesirable example or prototype" in his "Contrast" step.
(Use MLA
citation and documentation format for these quotations).
- Quote and cite
a theorist in Trend (or from our non-Nielsen
readings on the Web) to detail and develop the principle
or issue you're highlighting in the essay (also use MLA
citation and documentation format for these quotations).
No Status-Quo Defenses
By definition,
a manifesto can't support the dominant, standard, conventional, or
common-sense approach to doing something. Your essay should champion
an approach that is new, alternative, emergent, unconventional, contrarian,
or (apparently) eccentric.
Don't write a manifesto simply
arguing for the status quo, but also realize that the definition of
the status quo is, to a degree, a matter interpretation and argument
as well.
Screen
Shots
Note:
you can capture screen shots on PCs by viewing the page with your Web
browser, hitting the "Prt Scr" button (Print Screen) on your
keyboard, and then pasting the captured image into a new Photoshop
document (control+n, control+v).
Use Photoshop to
crop and scale your images to focus on the key details you're discussing
in your text, and insert the images into the appropriate portions of
your text using Word (Insert > Picture > From File). Also, please
save and keep in your "Web Design" folder (non-www) the Photoshop
files of your screen-shot images to make Web-ready versions later.
Some Sample Topics
1. A Rationale for Splash Screens. Critique Nielsen's
order that "splash screens must die" and develop a rationale for judging
wise and unwise uses of splash screens. As a positive example, look at
Web site that uses a splash screen that effectively speaks to the tastes
and culture of its audience.
Use
Heim's notion of "eros" as a way of theorizing and explaining the success
of this splash screen and that Web site's way of conceiving of its
audience--as opposed to Nielsen's notion of the user who is motivated
by by strictly practical needs for "information." 2. The Future of Web Politics. Cite and quote an newspaper
article from the last presidential election, which assumes (wrongly,
you think) that the Web will be a boon to the political parties in organizing
and fund raising.
Argue instead that the old mode of politics represented by the parties
are organized by geography (on precinct, district, state and national
levels), and that digitally mediated culture will supercede the
political parties, just as in Pierre Levy's "Collective Intelligence,"
"territorial" and "commodity" spaces are superceded by "knoweldge space."
. Use
Michael Moore's site as an example of how these new modes of political
organization will be organized around a combination of celebrity and
interactivity and how this new politics will depend on "glocal" identities. 3. Amazon's World of Mirrors. Look at Amazon.com's
pratice of customizing its home page according to the individual user's
previous purchases, searches and wish lists.
While this technique makes perfect sense from a marketing point
of view, argue in your manifesto that this represents a culturally
unhealthy trend on the Web, realizing Heim's/Leibniz's vision of the
"monad": "For monads," observes Heim, "there is no outer world to access,
no larger, broader vision. What the monad sees are the projections of
their own appetites and their own ideas" (79). Describe your model of
an alternative book site (a new form of commercial site) that nurtures
not Amazon's commodified sense of self-focused "culture," but a more
open, social and dynamic "community" (83).
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