Dispelling the Alphabet Effect

Abstract

Canadian communication theory has accepted as one of its major tenets the superiority of Western civilization brought about by the phonetic alphabet. Challenges to the theory either have not been incorporated into the research literature or have been represented as working theories rather than conclusive evidence. This article seeks to help redress this imbalance by detailing the main claims of the alphabetic literacy arguments in the context of arguments advanced in several disciplines, suggesting that the alphabet effect theory should be dispelled. The article argues that a writing effect unites Western alphabetic and Eastern non-alphabetic cultures in a common heritage, and that historical periods of social advancement of the West and East have alternated in pendulum fashion. The article also introduces alternative views of the relationship between Eastern communication technologies, culture, and history to support the writing effect and pendulum model of the impact of communication technology in the East.