[Commlist] New Book: Media Rhetoric

*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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