Digital Shift: Cultural Logic of Punctuation. Jeff Scheible. Minneapolis, Minnesota: University of Minnesota Press, 2015. 160 pp. $70 hbk. $20pbk. $11.99 ebk.!@#$%^&*()_{}:? Punctuation marks all? Produced with the shift key. -=[];',./ produced without it.This book is not what it might seem from its topic, if not its subtitle. This layered, postmodern, critical, cultural, semiotic work aims at nothing less than rethinking and reimagining the scales and scope of humanistic inquiry, and the importance of critical theory, according to one of Scheible's two stated goals. Why, he asks, could not the visual culture of the Internet, of the shift to the digital era, of new media (or perhaps [new] media) be understood by examining the role of the period, the parentheses, and the hashtag? How, as cinema studies professor (at SUNY Purchase) can he weave interpretations of current mainstream and experimental film and television into an examination of as textual How, in what he calls performative dance, can he build case that there has been distinct shift during the electronic era in the role that textuality plays in the construction of meaning; that, in postmodern sense, understanding of meaning has been effectively disconnected from textual inscriptions? Said another way, perhaps after the digital shift is less necessarily contributor to Clarity, clarity, as Strunk and White maintained, and more means of enriching reader and viewer response to textual inscriptions.There is clue about the book's intellectual heritage in the subtitle: The cultural logic of reference to and departure from Jameson's use of the term in Postmodernism, or, the Cultural Logic of Late Capitalism. Elsewhere, Scheible assumes, for example, that Barthes's definition of the punctum is probably familiar to the reader. Whether or not the reader is familiar with Barthes's punctum (and studium) might be test of how comfortable text this is to handle. I confess to not being familiar, even though Scheible notes that the concept of the punctum (possibly, a personal detail in photograph that speaks to [one] as spectator) is one of the most common concepts in critical discussions of the visual arts.So what, even, is punctuation-what gets included? Scheible carefully constructs categories of punctuation, notably the equal sign and the hash tag/pound sign/ number sign/octothorpe and strict punctuation, which I take to mean the traditional symbols used in the construction of sentence text. digital shift of the title (also reference to the use of the shift key on keyboard or typewriter) has, he argues, blurred the definitions of what is or is not punctuation. Strict might, for example, be what is included in the Punctuation Guide of the AP Stylebook: apostrophes, brackets, colons, commas, dashes, ellipses, exclamation points, hyphens, parentheses, periods, question marks, quotation marks, and semicolons.For Scheible, is single typographic character that expresses relationship between what precedes and follows it. possibilities for that expression are, he would argue, shifted and enhanced in culture that is less bound by the linear forms of predigital communication.The book's Table of Contents lists only three numbered chapters beyond lengthy Introduction and Coda. These main chapters as noted cover only the period, parentheses, and the hashtag. Of these, the hashtag falls into Scheible's nontraditional loose punctuation category, but again, he argues that the very definition of what is in the digital era is shifting, such that he writes, It seems clear to me that today the # is form of and, moreover, that this is significant. …
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