Classical and Digital Rhetorics historical evolution and differences.

This is the slide for the classical and digital rhetoric
it also highlight their differences.

1. Digital Rhetoric vs Classical R hetoric

2. O utline Definition Evolution history Comparison Technological change Conclusion

3. Definition Classical R hetoric- a traditional form of rhetoric aimed at persuading the audience, used in ancient Greece. Modern/Digital rhetoric -contemporary rhetoric exist to re-examine the provisions of classical rhetoric, providing a more cooperative form of communication. 3

4. History of Evolution 1. Classical Rhetoric : Originated in Ancient Greece and Rome, rhetoric was seen as an essential skill for politicians, philosophers, and leaders . Early rhetorical theories (e.g., Aristotle's Rhetoric) emphasized persuasion through speech, where mastery of words, logic, and performance was key . It relied on three main elements: ethos (character), pathos (emotion), and logos (reason). These formed the foundation of the rhetorical tradition, shaping political, legal, and philosophical discourse. The absence of technology meant that orators had to command the attention of their audience using memory, voice, and physical presence. Dissemination of their ideas was limited to live settings or manual transcriptions. 4

5. 2.Digital Rhetoric : With the advent of digital platforms, rhetoric expanded beyond spoken or written word to encompass multimedia forms of communication . Social media campaigns incorporate rhetoric through posts, stories, videos, memes, hashtags , and interactive components, breaking from the traditional speech structure . The speed and scale of communication have transformed rhetoric from a localized event into a global phenomenon. Technological innovations like algorithms and data analytics allow for targeted messaging, enhancing the ability to persuade specific demographics . Campaigns are often crafted with virality in mind, and the role of influencers and digital platforms reshapes ethos, with the trust placed more in digital personas than in public speakers. 5

6. Comparison Between Ancient Speeches and Social Media Campaigns 1. Purpose and Audience : Classical Orators (Ancient Speeches ): Purpose : Persuasion, public discourse, and political advocacy . Audience : Generally, a live audience of citizens, soldiers, or council members gathered in a public space like the agora (Ancient Greece) or the Roman Forum . Example : Demosthenes in Greece or Cicero in Rome would speak to the public on matters of civic importance. b. Modern Digital Rhetorics (Social Media Campaigns ): Purpose : Persuasion, promotion, information dissemination, advocacy for causes, or product marketing . Audience : A global, dispersed, and often segmented audience that engages with content digitally via platforms such as Twitter, Instagram , or Facebook . Example : Political campaigns, hashtag activism (# MeToo , # BlackLivesMatter ), or brand campaigns (Nike’s "Just Do It" with Colin Kaepernick ). 6

7. 2. Medium of Delivery : Classical Orators : Medium : Spoken word in a live, physical setting. Voice projection, gestures, and bodily presence were critical in establishing ethos and logos . Rhetoric relied on the orator’s voice, memory, and the ability to connect emotionally (pathos) with the crowd. b. Modern Digital Rhetorics : Medium : Text, video, images, and multimedia distributed via digital platforms, allowing asynchronous and instant communication . Social media campaigns use visual and textual elements, hashtags , algorithms, and interactive components (comments, likes, shares) to influence. 7

8. 3. Distribution and Reach : Classical Orators : Distribution was limited to a specific geographical area, with speeches reaching only those present at the moment . Information dissemination relied on word of mouth or written transcriptions (manuscripts) shared afterward, typically among elite classes . b. Modern Digital Rhetorics : Speeches or campaigns can go viral globally in seconds, reaching millions . Social media platforms enable instant sharing, reposting, and interaction, creating exponential growth in reach and engagement. 8

9. Technological Impact on Rhetorical Techniques Memory: Classical rhetoricians relied heavily on memory techniques (the "art of memory"), while digital rhetors leverage data storage and retrieval systems (archives, social media history ). Delivery : Ancient speeches required a mastery of vocal projection and body language. Modern digital rhetoricians focus on optimizing their visual appeal, crafting concise messages, and leveraging trends for visibility . Engagement : Classical oratory was one-directional (speaker to audience), while digital rhetoric enables interactive discourse with real-time feedback (comments, likes, shares), radically altering the relationship between the rhetor and their audience. 9

10. Conclusion