Subject: Rhetoric and Communication
Scientific, Cultural, Social and Ethical Formation
Number of ECTS:
1 - Understand the system of classical rhetoric;
2 - Understand the evolutionary processes of the system of communication;
3 - Explain the use of techniques of rhetoric in the new media;
4 - Know how to apply argumentative strategies in different contexts of communication.
1 - 1.Theoretical and Methodological approaches: a) Characterization of Course; b)Definition of teaching and learning methodology.
2 - Classical rhetoric: a) Background and theoretical framework; b) Rhetoric, sophistry and politics; c) Fall of rhetoric; d) elements of classical rhetoric and its application in contemporary communication;
3 - New rhetoric: a) evidence and argument; b) Assent of the auditorium: strategies and techniques c) Everyday use of argumentation; d) argumentative text;
4 - Rhetoric in the new media; a) The rise of mass communication; b) theories and models of communication; c) Media and advertising d) The language of persuasion on the Internet;
5 - Rhetoric as public discourse. a) Processes of public opinion formation; b) The rise and the role of opinion leaders. c) Public opinion and digital society; d) The political discourse; e) rhetoric of humanistic and scientific knowledge.
6 - Rhetoric and manipulation of information: democracy, manipulation and propaganda.
BERLO, David K. , 1999 , O processo da comunicação ? Introdução à Teoria e à Prática , São Paulo: Martins Fontes
BRETON, Philippe , A Argumentação na Comunicação , Dom Quixote
McQUAIL, Denis e WINDAHL, Sven , Modelos de Comunicação para o Estudo da Comunicação de Massas , Ed. Notícias
RAMONET, Ignacio , A Tirania da Comunicação , Campo das Letras
ARISTÓTELES , Retórica , INCM
AA.VV , BOCC Biblioteca Online de Ciências da Comunicação, www.bocc.ubi.pt ,
Stephen E. Toulmin , 1958 , The uses of Argument , Cambridge University Press
Dominique Wolton , 2000 , E depois da Internet? Para uma teoria crítica dos novos médias , Difel
G. KENNEDY , 1994 , A New History of Classical Rhetoric , Princeton University Press
C. PERELMAN& L. OLBRECHTS-TYTECA , 2000 , Tratado da Argumentação: A Nova Retórica , Inst. Piaget
Barbosa, E. & Granado, A. , 2004 , Weblogs: Diário de Bordo , Porto Editora
LYON, David , 1992 , A Sociedade da Informação: Questões e Ilusões , Celta Editora
ZENGOTITA, Th. , 2006 , Como os Média Moldam o Nosso Mundo e o Modo como Vivemos Mediatizados , Bizâncio
Assesssment methods and criteria:
Classification Type: Quantitativa (0-20)
The teaching methodology is centered on the exhibition and discussion of the syllabus, preferably in the first lesson of the week. From the second lesson onward knowledge is to be applied in the form of debates on topics of interest to students, focusing on the development of communication skills. They must particularly develop the skills and forms of effective argumentative discourse. In class, students are expected to present the results of research developed at home and topics covered in class work are to be discussed in subordination to the program contents and to the objectives of the course.The evaluation consists of written tests (80% of the evaluation; 40% each) for the application of skills related to writing, and an oral presentation to the class (20%) for oral application skills.