Retórica, argumentación y comunicación

Abstract

The present article is an historic rebuilding and research project exercise concerning to rethoric tradition and critic argumentation. In a first step we follow the beginnings of rethoric greeks art, the systematic aristotelic studies about the available persuasive means to each situation and the main subjects that involve the asking about the argumentatives techniques of persuasive comunication. In a second step we argue and comment the studies of new rethoric or argumentation theory consider itself as a neo-aristotelism that pretend reestablish the wide field of the antique rethoric, showing its reaches and limits. Finally, we trace some possible research lines and application of new rethoric to the mass communication and the publicity reasoning. The main thesis in the article says that rethoric is not only an ornament and figures study, but it is not a argumentation study and reasonig logic neither. Rethoric is the name for an possible hermeneutic (hermeneutik) from a social praxis that is the main feature of the language games (sprachspiele ) in the field of a interactive communicative in the ordinary life in the context of occidental culture.