Digital rhetoric

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The term ‘Digital Rhetoric’ was initially coined by Richard A. Lanham in 1989. This field has grown to include the collaborative, interconnected creation of knowledge, as proposed by Doug Brent, and the fusion of hypertext and visual rhetoric, as detailed by Gary Heba. More recent scholars like Douglas Eyman and Angela Haas have emphasized its usage in digital texts and its cross-disciplinary characteristics. Digital Rhetoric involves the distribution and presentation of rhetoric in collaborative cultures and new electronic formats. It necessitates critical literacy and interactive abilities to discern media bias and foster interactivity^[2] in digital texts. Within digital environments, it encompasses procedural rhetoric, the influence of visuals, and the simulation of reality and fiction. Lastly, it is intimately linked with online communities, digital activism^[3], influencer marketing^[1], and the formation of norms and culture.

Terms definitions

1. ↑ influencer marketing. Influencer marketing is an advertising tactic where businesses pinpoint individuals who hold considerable influence over potential consumers' choices. These influencers can vary from renowned celebrities to experts in specific fields, and they are utilized to indirectly engage with the intended audience, predominantly via social media channels. The primary objective of influencer marketing is to leverage an influencer's audience to sway purchasing habits and broaden a brand's visibility. Compensation for influencers can significantly differ, with high-level influencers commanding hefty fees for their promotional content. Alongside its advantages, influencer marketing is also governed by rules and regulations, notably from the Federal Trade Commission (FTC), which views influencer marketing as paid endorsement. Despite its efficacy, experts caution against neglecting offline influential contributions, and platforms such as Instagram are alert to fraudulent influencer practices. Moreover, ongoing research is investigating the influence of influencers on consumer behavior and the efficiency of influencer marketing.

2. ↑ interactivity. The term interactivity refers to the mutual relationship between humans and technology, or among humans themselves, facilitated by information exchange. This principle is crucial in numerous areas such as human communication, computer science, web design, and artifact communication. It encompasses human interactions such as message exchange and interpretation of body language. In the technological sphere, interactivity denotes the way systems like computers react to human activities and tasks. For instance, a website may incorporate elements like hyperlinks and multimedia presentations to encourage user engagement. In the context of artifact communication, interactivity represents the connection between the user and the artifact's functionality. Thus, interactivity is a key element in fostering a dynamic information exchange in both human and technological interactions.

Digital rhetoric (Wikipedia)

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Digital rhetoric can be generally defined as communication that exists in the digital sphere. As such, digital rhetoric can be expressed in many different forms, including text, images, videos, and software. Due to the increasingly mediated nature of our contemporary society, there are no longer clear distinctions between digital and non-digital environments. This has expanded the scope of digital rhetoric to account for the increased fluidity with which humans interact with technology.

The field of digital rhetoric has not yet become well-established. Digital rhetoric largely draws its theory and practices from the tradition of rhetoric as both an analytical tool and a production guide. As a whole, it can be structured as a type of meta-discipline.

Due to evolving study, digital rhetoric has held various meanings to different scholars over time. Similarly, digital rhetoric can take on a variety of meanings based on what is being analyzed—which depends on the concept, forms or objects of study, or rhetorical approach. Digital rhetoric can also be analyzed through the lenses of different social movements. This approach allows the reach of digital rhetoric to expand our understanding of its influence.

The term "digital rhetoric" differs from the term "rhetoric" because the latter term has been debated amongst many scholars. Only a few scholars like Elizabeth Losh and Ian Bogost have taken the time to come up with a definition for digital rhetoric. One of the most straightforward definitions for "digital rhetoric" is that it is the application of rhetorical theory.

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