Archive for May 2021

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[Commlist] New Book: Media Rhetoric

Mon May 17 15:37:39 GMT 2021



*Media Rhetoric: How Advertising and Digital Media Influence*  edited by Samuel Mateus
(Cambridge Scholars Publishing)

*Synopsis:*
This volume considers the paramount implications to persuasive communication that media brought regarding how we think, express, argument and feel together. It is concerned with both the media practice of rhetoric activity and the rhetorical practice of media activity: it respects how the media integrated rhetorical speech, and analyses how rhetoric adapted to media societies. Media and rhetoric are highly dependent on each other because, to persuasively communicate today, media must also be considered.The book is about how the media alter the ways we talk, discuss, argue and convince. It is focused on the theoretical and empirical analysis of communication technologies such as advertising and digital technologies as persuasive mechanisms and central tenets of contemporary 21st century rhetoric.Concentrating on two of the most fundamental areas of media rhetoric—advertising and digital media—the six chapters, authored by scholars from around the world, demonstrate how persuasive speech is exerted in, through and by the media.


*Table of Contents *

*Introduction *
When Homo Rhetoricus meets the Media
- the field and scope of Media Rhetoric - Samuel Mateus


I.*Advertising Rhetoric*

1.Advertising as a rhetorical metagenre - Ivone Ferreira
2.Artwork as Representation in Advertising: A Visual Rhetorical Perspective - Fatma Nazlı Koksall and Umit Inatci
3.Advertising Speech. Iconic Rhetoric - Carmen Neamtu


II.*Procedural and Digital Rhetoric*

4.Procedural rhetoric in videogames: what makes playing videogames effective?
- Tauel Harper and Jordana Elliott
5.A Rhetorical Framework for Impact Design in Games - Eric Walsh


III. *Rhetorical Case-Study*

6.Brevity, emotion and frugality in Political Media Rhetoric – The use of Soundbite in Portuguese political discourse - Francisca Amorim


The introduction is freely available at: https://www.cambridgescholars.com/product/978-1-5275-6779-5 <https://www.cambridgescholars.com/product/978-1-5275-6779-5>  or https://www.academia.edu/47787971/WHEN_HOMO_RHETORICUS_MEETS_THE_MEDIA_THE_FIELD_AND_SCOPE_OF_MEDIA_RHETORIC <https://www.academia.edu/47787971/WHEN_HOMO_RHETORICUS_MEETS_THE_MEDIA_THE_FIELD_AND_SCOPE_OF_MEDIA_RHETORIC>

Samuel MATEUS (ed.) is professor of Rhetoric and Communication at Madeira University and author of “Introduction to Rhetoric in the 21th century” (Labcom, 2018). His research focuses on Media Rhetoric and, particularly, Affective Rhetoric. He organized the thematic nº6 - Advertising Rhetoric in Rhêtorikê, and published “Welcome to Media Rhetoric–Where Human Persuasion and Technological Means Collide”, “Affective Rhetoric- what is it and why it matters” In Clark, Carlton and Zhang, Lei (ed.), Affect, Emotion, and Rhetorical Persuasion in Mass Communication, London: Routledge, 2018, pp.69-80 and “Psychagogia and the Rhetoric of Desire and Affect”, Rhetoric and Communications E-Journal, Issue 35, July 2018.Mateus has also co-edited (with Cintra Torres,) From Multitude to Crowds: Collective Action and the Media (Peter Lang, 2015).





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