Interface as Exordium: The Rhetoric of Interactivity

In this article, I outline how the interface of new media functions rhetorically as an exordium to engage users and to dispose them to persuasion. The modular, networked, and interactive nature of new media requires an interface: a central place of interaction for the technological, human, social, and cultural aspects of new media. I propose that the interface functions rhetorically through three modes of interactivity, including multi-directionality, manipulability, and presence. By understanding these modes of interactivity and how they function to create various degrees of interaction and engagement, we can begin to develop the analytic tools needed to increase critical awareness of the interface. A rhetorical understanding of the interface enables us and our students to see that the shape and design of the interface is not natural and inevitable. The design of the interface is a design of human experience and, as such, the interface becomes a locus of power. The modes of interactivity it deploys are capable of enabling empowerment and enacting rhetorical patterns of control.