Abstract
Media Rhetoric. The History, Theory and Applications of Rhetoric as Mediated Communication explores the tradition and continuity of the concepts of the discipline rhetoric in media for symbolic communication processes beyond speech from the perspectives of media studies, the theory of rhetoric, and applied rhetoric as an integral empirical element of communication processes with media. Based on an introduction of the history of media, media theory and media typology, the contributions of the theory of the discipline rhetoric for the understanding of media of symbolic communication and the practical relevance of rhetoric for the use of media of communication as field of applied rhetoric in contemporary area of the public discourse are described and analysed in relation to their since ancient time existing connection to rhetoric and a classification of text-types for the coding process of mass media of contemporary media is presented.
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