ABSTRACT

The social world is made of rhetorical practices that constitute our sense of self. We are always using some kind of rhetoric exhorting others to understand our thoughts and influencing them to adopt new forms of doing and thinking. Central to persuasive communication today are Media. They not only help shape rhetoric, they are also a key means of disseminating rhetorical discourses. Media Rhetoric expression marks a fundamental stage of human communication and the development of civilization where Media became key rhetorical actors and social players. In this essay the scope of Media Rhetoric is briefly presented along with a discussion of two central fields of Media Rhetoric today -advertising and digital rhetoric. By focusing on two case-studies – a print advertising campaign by Canadian Journalists for Free Expression (CJFE) and the QuitNow app – I demonstrate how persuasive strategies evolved in mediatized societies. Closing the article, some notes on Media Rhetoric from a Policymaking perspective are offered and reasons advanced to consider it, in the near future, as an important object of public attention.

摘要

社会世界是由修辞手法构成的，构成了我们的自我意识。我们一直在用某种夸夸其谈的方式劝说其他人理解我们的思想，并影响他们采取新的做事和思考形式。如今，说服力传播的中心是媒体。它们不仅有助于塑造修辞，而且还是传播修辞话语的重要手段。媒体修辞的表达标志着人类交流和文明发展的基本阶段，媒体成为了主要的修辞演员和社会参与者。在本文中，简要介绍了媒体修辞学的范围，并讨论了当今媒体修辞学的两个主要领域-广告和数字修辞学。通过关注两个案例研究–加拿大新闻自由表达（CJFE）的平面广告活动和QuitNow应用程序–我展示了说服性策略在中介社会中如何演变。文章结束时，从政策制定的角度提供了一些有关媒体修辞的注解，并提出了在不久的将来将其视为公众关注的重要对象的理由。