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Rhetoric and the Beginning of Communication


Rhetoric, the art of eloquence and persuasion, has long been the beating heart of human communication. Since its origins in ancient Greece, it has not only been an academic discipline but also an essential practical skill in both public and private life. Aristotle, one of the founding fathers of rhetoric, defined it as "the ability to see, in each particular case, what can be persuasive." Today, in an era dominated by digital media and social networks, these words take on an even deeper meaning.


The Roots of Rhetoric

Rhetoric originated in ancient Greece as a tool for public deliberation, essential in assemblies and courts, where the ability to persuade could determine the course of justice and politics. But rhetoric was not just a means to win arguments; it was also a way to shape informed and critical citizens, capable of discerning the truth in a sea of opinions.


Rhetoric and Modern Communication

In the modern era, rhetoric transcends the spoken word. Every tweet, blog post, public speech, or advertising campaign is based on rhetorical principles to influence, inform, or persuade the audience. The ability to communicate effectively, to choose the right words at the right moment, to adapt the message to the context and audience, is more relevant than ever.

The Rhetorical Structure

An effective speech or text follows a rhetorical structure that includes the introduction (exordium), narration (presentation of facts), division (where the thesis is clarified), proof (argumentation in support of the thesis), refutation (counterargument of opposing arguments), and conclusion (peroration). These elements, when used properly, create a compelling message that resonates with the audience.

Ethos, Pathos, Logos

Aristotle identified three means of persuasion: ethos (character), pathos (emotion), and logos (logic). An effective communicator knows how to balance these elements, establishing their credibility, touching the audience's emotions, and constructing a logical and convincing argument.


Rhetoric in the Digital Age

Today, rhetoric manifests in digital media in ways that the ancient Greeks would have found unimaginable. The speed and brevity of online communication require an even greater mastery of the art of rhetoric. In a world where information is abundant and attention is a scarce resource, the ability to communicate effectively and persuasively is fundamental.

The Challenge of Disinformation

In the current context, rhetoric also faces the challenge of disinformation and echo chambers, where beliefs are reinforced within closed communities, without exposure to divergent viewpoints. Educating about rhetorical techniques also means teaching to recognise when these are used to manipulate rather than to inform or ethically persuade.


Rhetoric, from an ancient art to an indispensable tool of modern communication, remains fundamental in the education of critical and informed citizens. Understanding and applying the principles of rhetoric is not just a matter of eloquence but a crucial skill for navigating and influencing the world we live in. The Academy of Distinction ODV, through initiatives like "Distinction Insight," is committed to promoting this skill, preparing the next generation to communicate effectively, ethically, and persuasively.

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