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Composition Forum, v27 Spr 2013

This article offers a rigorous and researched look at how consumer rhetorics form first-year college students' understandings about life at the university. Examined in the context of consumer culture, students' narratives about university life illustrate how they marshal, appropriate, and deploy consumerist metaphors and to what ends. Using Fredric Jameson's concept of cognitive mapping, I argue that students rhetorically position themselves as consumer and as marketing strategist because these roles have significant standing in the contemporary capitalist culture, helping students adjust to a new place where they may feel powerless or disoriented. Following my analysis of these narratives, I suggest curricular methods that can be used in the classroom to question the meaning of an education. I advocate offering students the role of active learner, a role comparable to that of consumer but which also offers students a vantage point from which they can shape their university experience. (Contains 2 tables and 5 notes.)

Descriptors: Active Learning, Writing (Composition), Cognitive Mapping, Rhetoric, Higher Education, Figurative Language, College Students, Partnerships in Education, Teaching Assistants, Writing Instruction, General Education

Association of Teachers of Advanced Composition. e-mail: cf[at]compositionforum.com; Web site: http://compositionforum.com





Autor: Kurtyka, Faith

Fuente: https://eric.ed.gov/?q=a&ft=on&ff1=dtySince_1992&pg=883&id=EJ1003966



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