An exploration of digital rhetoric in a social network environment
This article explores the use of digital rhetoric in a social network environment with a view to obtaining greater insight into how traditional rhetoric may be applied. In this article, digital rhetoric refers to persuasive communication in different electronic formats. The article focuses on an in...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1620 |
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| _version_ | 1832593809821663232 |
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| author | Charmaine du Plessis |
| author_facet | Charmaine du Plessis |
| author_sort | Charmaine du Plessis |
| collection | DOAJ |
| description |
This article explores the use of digital rhetoric in a social network environment with a view to
obtaining greater insight into how traditional rhetoric may be applied. In this article, digital rhetoric
refers to persuasive communication in different electronic formats. The article focuses on an
inductive logos communication technique used in a popular microblogging site to promote the
2011 Rugby World Cup event held in New Zealand. Sport readily lends itself to the viral spread
of information by means of electronic word of mouth (eWOM) because it generates excitement
among sport enthusiasts. Big sporting events thus provide an ideal medium for marketers of sports
events to use different marketing communication tools to communicate persuasive messages
regarding sport to a large target audience. The findings of the study on which this article is based
shed more light on digital rhetoric and can also serve as a heuristic tool for other researchers
analysing sports-marketing communication messages in social network environments.
|
| format | Article |
| id | doaj-art-eeadf9cdbfa841e9b800543793bd74cb |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-eeadf9cdbfa841e9b800543793bd74cb2025-01-20T08:55:03ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0132110.36615/jcsa.v32i1.1620An exploration of digital rhetoric in a social network environmentCharmaine du Plessis 0https://orcid.org/0000-0001-9977-8987University of South Africa This article explores the use of digital rhetoric in a social network environment with a view to obtaining greater insight into how traditional rhetoric may be applied. In this article, digital rhetoric refers to persuasive communication in different electronic formats. The article focuses on an inductive logos communication technique used in a popular microblogging site to promote the 2011 Rugby World Cup event held in New Zealand. Sport readily lends itself to the viral spread of information by means of electronic word of mouth (eWOM) because it generates excitement among sport enthusiasts. Big sporting events thus provide an ideal medium for marketers of sports events to use different marketing communication tools to communicate persuasive messages regarding sport to a large target audience. The findings of the study on which this article is based shed more light on digital rhetoric and can also serve as a heuristic tool for other researchers analysing sports-marketing communication messages in social network environments. https://journals.uj.ac.za/index.php/jcsa/article/view/1620digital rhetorictraditional rhetoricpersuasive communicationelectronic formatsinductive logos communication techniquemicroblogging |
| spellingShingle | Charmaine du Plessis An exploration of digital rhetoric in a social network environment Communicare digital rhetoric traditional rhetoric persuasive communication electronic formats inductive logos communication technique microblogging |
| title | An exploration of digital rhetoric in a social network environment |
| title_full | An exploration of digital rhetoric in a social network environment |
| title_fullStr | An exploration of digital rhetoric in a social network environment |
| title_full_unstemmed | An exploration of digital rhetoric in a social network environment |
| title_short | An exploration of digital rhetoric in a social network environment |
| title_sort | exploration of digital rhetoric in a social network environment |
| topic | digital rhetoric traditional rhetoric persuasive communication electronic formats inductive logos communication technique microblogging |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1620 |
| work_keys_str_mv | AT charmaineduplessis anexplorationofdigitalrhetoricinasocialnetworkenvironment AT charmaineduplessis explorationofdigitalrhetoricinasocialnetworkenvironment |