Rethinking Pathos: Media Rhetoric of Needs
Rethinking Pathos: Media Rhetoric of Needs

Summary/Abstract: The paper argues that passion and emotions as the basis of pathos prevalent in the ancient oral rhetorical tradition give way to human needs in modern technology-mediated discourses with the formation of rhetoric of needs. Within this new type of rhetoric invention determines the choice of contents in accordance with the needs of the audience, disposition provides for the distribution of the contents so as to attract, catch and keep the reader’s attention throughout the headline and the text body while elocution presupposes naming event components with respect to the basic human needs of belongingness, reputation, safety, and self-actualization.

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