Rhetoric
Although it is frequently understood to refer to the art of effective discourse, the term "rhetoric" refers variously to the study or analysis of discourse, to the ability to create and deliver messages effectively, and to the study of the theoretical issues that underlie the relationship that exists between knowledge and language. It refers to both the study and application of communicative practices. Traditionally associated with the art of persuasion, especially in the oral tradition, rhetoric has at times been viewed as encompassing the study of virtually all communication interactions on the grounds that all communication can be viewed as intentional. Rhetoric is the foundational discipline on which contemporary concerns for subjects as diverse as audience research, media criticism, marketing, public speaking, semiotics, communication ethics, nonverbal communication, and the philosophy of language are based. The term also has a long history of pejorative use as a label for dishonest or empty discourse, such as when a politician characterizes the speech of his or her opponent as "mere rhetoric," suggesting that its claims are unsubstantiated or that its beautiful phrases are actually meaningless. One reason for the complexity of meanings in the term is simply that rhetoric is an ancient art, the practices of which are closely linked to political systems and cultural norms.
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