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In this paper we will describe a curriculum of Rhetoric included in a Business
Communication Undergraduate Program Studies at ISCAP. This curriculum includes the
designing of arguments and the identification of fallacies applied to the industries of
persuasion and to social media, analyzing how the success of brands depends upon the use
of a strategic communication, where rhetoric plays an important role. It also emphasizes the
importance of teaching and exploring the ethos, pathos and logos theory for building cogent
arguments in a social media context. In addition, based on the new communication model
done via various electronic formats, and considering that the internet and social media have
“changed the way communicate, turning writing into conversation”, we will reflect on Paul
Graham’s hierarchy of disagreement, proposing a new pyramid for ad hominem fallacies.
Finally, we draw a basic collection of competencies, in order to become a more effective
writer and communicator in a digitally mediated space.
Descrição
Palavras-chave
Rhetoric Social media Logos Argumentation theory Fallacies Ethos Pathos
Contexto Educativo
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Editora
Instituto Politécnico do Porto, Instituto Superior de Contabilidade e Administração do Porto, Edição própria