Speech and Rhetorical Studies Commons^™

The Logos Of The Blogosphere: Flooding The Zone, Invention, And Attention In The Lott Imbroglio, Damien S. Pfister

Department of Communication Studies: Faculty Publications

This essay examines the significance of a particular metaphor, flooding the zone, which gained prominence as an account of bloggers' argumentative prowess in the wake of Senator Trent Lott's toast at Strom Thurmond's centennial birthday party. I situate the growth of the blogosphere in the context of the political economy of the institutional mass media at the time and argue that the blogosphere is an alternative site for the invention of public argument. By providing an account of how the blogosphere serves as a site of invention by flooding the zone with densely interlinked coverage of a controversy, this essay …