Also, holy crap this text is dense.

ideology definitions for [smart] twelve year olds - a system of thoughts and values that forms the basis of understanding a certain subject. Ideologies can be explicitly taught, self-taught, inborn, or simply a part of the culture that one doesn't notice with a cursory glance. For example, a Christian ideology (ideas that are espoused in Christian teachings) can form the basis of how a culture views the world and their place within it.
Explaining things as if to a young child will help you truly understand the complex ideas that are only going to get more confusing as you go on.
Cognitive Rhetoricians Study (science & objective truths)
formulas, structures
study how language is learned
neuroscience
processes of writing
inside people's heads
efficiency
Expressivist Rhetoricians Study (radical individualism ignoring social political economic & immaterial)
common core to all people
dislike/distrust of structures of writing
individuals, therefore, individual styles of writing
accuse cognitives of borrowing languange from corporate America: efficiency, generalization, formulas
Social Epistemic Rhetoricians Study (the self imbricated in social political)
Knowledge is the intersection of observes, discourse community, material conditions
material environment surrounding writing: pens, desk
immaterial conditions: ideas, culture
discourse community: the people we communicate with, with certain tools, has a normal pattern
language is a social phenomenon, product of historical moments
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