Commentary 26 The OHCO Model of Text: Merits and Concerns Stuart A. Selber Department of English Texas Tech University Lubbock, TX 79409 selber@ttu.edu Introduction There is a disturbing commercial on television these days selling the network services of MCI, the gist of which I found in March of 1997 in a banner graphic on the default page at WWW.MCI.COM.In the television commercial, and in the Web site banner graphic, we see in a black and white background an African American business man standing in an urban setting, holding a laptop computer, and exuding all of the confidence of someone who is used to closing big deals on Wall Street. In a multi-color foreground we see a Caucasian, freckle-faced girl (preteen), her eyes revealing all of the promise that a child that age personifies. In between the stark contrast of these background and foreground images floats the following text: "There is no race. There is no gender. There are no infirmities. There are only minds." In larger, muted letters, we see the added claim that there is "no age." We also see unfinished sentences beginning with "There" or some truncated version of it, providing the impression that these kinds
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The OHCO model of text: merits and concerns
Selber, Stuart A.
Follow ACM SIGDOC Asterisk Journal of Computer Documentation
, Volume 21 (3)
Association for Computing Machinery – Aug 1, 1997
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