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Jeff Rice. Author Jeff Rice returns to critical moments during the rebirth of composition studies when the discipline chose not to emphasize technology, cultural studies, and visual writing, which are now fundamental to composition studies. Rice redefines these moments in order to invent a new electronic practice. The Rhetoric of Cool addresses the disciplinary claim that composition studies underwent a rebirth in At that time, three writers reviewed technology, cultural studies, and visual writing outside composition studies and independently used the word cool to describe each position.