The Media and the establishment of a "rhetoric condition" of culture
This article aims to discuss the means by which modelling of persuasive messages by communicational environments redefine rhetorical practices, but also what is meant by persuading in a certain communicational context. Based on the systemic understanding of culture formulated by Tártu-Moscow School...
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2013 |
| Country: | Brasil |
| Institution: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repository: | Em Questão (Online) |
| Language: | Portuguese |
| OAI Identifier: | oai:seer.ufrgs.br:article/39895 |
| Online Access: | https://seer.ufrgs.br/index.php/EmQuestao/article/view/39895 |
| Access Level: | Open access |
| Keyword: | Retórica. Ambientes comunicacionais. Fronteira semiótica. Memória. Retórica. Comunicação Rethoric. Communicational environment. Semiotic border. Persuasion. |
| Summary: | This article aims to discuss the means by which modelling of persuasive messages by communicational environments redefine rhetorical practices, but also what is meant by persuading in a certain communicational context. Based on the systemic understanding of culture formulated by Tártu-Moscow School theorists and the environmental media definition according to Marshall McLuhan, we proceed the semiotic discrimination of advertising by HBO cable channel, in order to indicate how their rhetoric articulation cannot do without regarding the sign border built between different ambiences. Thus, conditions are created for the establishment of a "textual" common memory that is shared by an audithorium/text, as well as a "rhetorical" condition, characterized by a highly responsive and relational practice, by which the rhetorical-persuasive effect is produced. |
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