Rhetoric, Visual Rhetoric and Visual Argumentation

Rafael Jiménez Cataño

University of the Holy Cross, Rome

Email: jimenez@pusc.it

Abstract: The different ways of defining the human being or of perceiving human essence involve shifts of the persuasive power among the three persuasive appeals. Aristotle defined man as an “animal that has logos,” but for him logos is only one of the three appeals. Nowadays, there is a very widespread sensibility in favour of the strong weight of pathos, which is sometimes sentimentalism, but often, it is simply a response to a paradigm of humanity that takes emotion more into account, without replacing reason with emotion. This sensibility is noticeable in the current propensity to see “human” traits in non-human animals, not primarily in their intelligence, but in attitudes that resemble acts of care. This means that we recognize humanity in care. Philosophy of care places vulnerability at the same level as rationality in the definition of the human being and in the relationships that are created between people. This highlights how truly social – communitarian – the “knowledge society” could become.

Key words: human identity, care, argumentation, knowledge society, pathos, empathy.

Read the Original in English

Andrea C. Valente, PhD (c), is a Course Director at York University, Canada, with focus on teaching rhetoric and composition, Canadian culture, and social studies to ESL undergraduates. She is an Applied Linguist and her main research is on rhetoric studies and on foreign language learning and teaching in higher education. Her doctoral dissertation is at the intersection of the humanities and neurosciences with the title, “The Vernacularization of the Neurosciences: A Case Study of Neuro-Autobiographies in the Age of Complexity”. Her research interests are in the fields of Academic Writing, Discourse Studies, Cross-Cultural Communication, Applied Linguistics. Same publications: Resilience and Well-Being Among International Students During Acculturation Process: Blogging Without Borders (2018), Online Advertisements of Personal Brain Wearables in the Everyday: Click Here, Learn More! (2017), Shaking, Spinning and Entangling under Complexity Theories: A Case Study in Digital Autobiographies (2017).

E-mail: valentac@yorku.ca

Stanislava Rasheva

Sofia University “St. Kliment Ohridski”, PhD student

e-mail: srasheva@gmail.com

Abstract: The article reveals the specifics of the first form of theoretical argumentation during a debate in the ancient Indian spiritual tradition. It presents the evolution of this technology in the Buddhist tradition and explains the importance of this approach for the emergence of the first categories in Indian philosophy. The analysis is based on original sources.

Keywords: prephilosophy; Sanjaya, Budha, Naagaarjuna, catuskoti, public disputes, philosophical dispute, catuskoti

Read the Original in Bulgarian

Read the Original in English

Iya Todorova Petkova – Gourbalova

Sofia University “St. Kliment Ohridski”, FEBA

E-mail: iya.petkova@feb.uni-sofia

Abstract: Leadership, as a process and social phenomenon, brings together people around a common goal. The leader empowers and guides followers to create added value for all stakeholders. Research on leadership, its formative elements, as well as its results, are dictated by the current interest in effective management and leadership. There is a strong interest in exploring communication as a factor for successful leadership. Leaders in their desire to be successful are also trying to be good communicators. Communication is perceived as a core management competence by both leaders and followers. With new technology advancing, it is necessary to rewrite the established leadership models that are built mainly on traditional forms of communication. New forms of communication impose a new type of leadership.

Keywords: leadership, communication, leadership communication, transformational leadership.

Rhetoric and Communications Journal, Issue 40, July 2019

Read the Original in Bulgarian

Maya Vassileva

Valeria Kardashevska

NATFA – Sofia

Email: kardashevska@mail.bg

Abstract: People have been communicating using the word since ancient times. The ability to influence the audience, to transmit emotions and to provoke feelings through speeches is more important in comparison with the sharing information. Today, new technologies establish new ways of communication the need to master the skill to act through spoken, not just written, is getting even bigger. It is affecting more and more spheres, today are looking for powerful and influential speakers and leaders who are prepared to engage and provoke in public appearances their audiences and followers. Consequently, the first part of the article is dedicated to present the information how to improve rhetorical and listening skills, and the second includes practical advice and exercises which are useful during the process of forming and developing skills, articulation, mеlogy and others.

Keywords: speech, public speaking, speaking skills, speaker, orator skills.

Rhetoric and Communications Journal, issue 38, January 2019

Read the original in Bulgarian

Boyan Kutevski

Sofia University “St. Kliment Ohridski”, part-time lecturer

E-mail: koutevski@gmail.com

Abstract: The main goal of the paper is to present a ‘revisit’ to the integrated marketing communications (IMC) concept, based on the key changes in the communication environment with the emergence of online media (incl. social media and online trade platforms). The author reviews the opportunity of IMC to serve not only as a ‘side’ element in the sales process but to guide it, simultaneously acting as a means of communication, a sales channel and a data-gathering tool for the effectiveness of the synergic system (communications and trade). The highlight of the paper is the detailed study of the potential to put the brand into the center of IMC as a complex and universally functioning marketing and cultural construct. Brand owners can use IMC as an engagement tool. Engagement, in terms of psychology, is closely related to emotional decision-making. Therefore, the brand concept aspects reviewed are closely related to the IMC – the brand represents an integrated system, in which consumers can decide on following different journeys to a brands of their choice.

Keywords: integrated marketing communications (IMC), brand, market mix, advertising, social media.

Rhetoric and Communications Journal, issue 38, January 2019

Read the original in Bulgarian