Flash Effect: Science and the Rhetorical Origins of Cold War America

The ways science and technology are portrayed in advertising, in the news, in our politics, and in the culture at large inform the way we respond to these particular facts of life. The better we are at recognizing the rhetorical intentions of the purveyors of information and promoters of mass culture, the more adept we become at responding intelligently to them.

Flash Effect, a startling book by David J. Tietge, documents the manner in which those at the highest levels of our political and cultural institutions conflated the rhetoric of science and technology with the rhetorics of religion and patriotism to express their policies for governance at the onset of the Cold War and to explain them to the American public.

Professor Tietge details our cultural attitudes about science in the early years of the Cold War, when on the heels of a great technological victory Americans were faced with the possibility of destruction by the very weapons that had saved them.

In Flash Effect we learn how, by symbolizing the scientist as both a father figure and a savior—and by celebrating the technological objects of his labor—the campaign to promote science took hold in the American consciousness. The products of that attitude are with us today more than ever.

David J. Tietge is an assistant professor of English at Long Island University, where he directs the writing program and teaches writing and rhetorical theory. He has published on Kenneth Burke and the role of scientific language in culture in The Journal of Technical Writing and Communication.