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Rhétorique numérique

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Digital rhetoric is a term that was first introduced by Richard A. Lanham in 1989. As a field, it has evolved to encompass the interconnected, collective construction of knowledge, as advocated by Doug Brent, and the integration of hypertext and visual rhetoric, as outlined by Gary Heba. More recently, scholars Douglas Eyman and Angela Haas have highlighted its application in digital texts and its interdisciplinary nature. Digital rhetoric involves the circulation and delivery of rhetoric in participatory cultures and new electronic forms. It also requires critical literacy and interactive skills to identify bias in media and promote interactivity[2] in digital texts. In digital spaces, it involves procedural rhetoric, the impact of visuals, and the modeling of reality and fiction. Finally, it is closely tied to online communities, digital activism[3], marketing d'influence[1], and shaping of norms and culture.

Définitions des termes
1. marketing d'influence. Le marketing d'influence est une stratégie promotionnelle dans laquelle les spécialistes du marketing identifient des individus qui ont une influence significative sur les décisions des acheteurs potentiels. Ces influenceurs, qui peuvent aller de célébrités connues à des experts de niche, sont utilisés pour communiquer indirectement avec le public cible, souvent par le biais de plateformes de médias sociaux. L'objectif principal du marketing d'influence est de tirer parti de l'audience d'un influenceur pour influencer les comportements d'achat et étendre la portée d'une marque. La rémunération des influenceurs peut varier considérablement, les influenceurs de premier plan percevant des honoraires substantiels pour leurs messages promotionnels. Outre ses avantages, le marketing d'influence est également soumis à des lignes directrices et à des réglementations, notamment de la part de la Federal Trade Commission (FTC), qui assimile le marketing d'influence à de l'endossement rémunéré. Malgré son efficacité, les critiques mettent en garde contre le fait de négliger l'apport des influenceurs hors ligne, et les plateformes comme Instagram sont vigilantes face aux activités frauduleuses des influenceurs. En outre, des études continuent d'explorer l'impact des influenceurs sur le comportement des consommateurs et l'efficacité du marketing d'influence.
2. interactivity. Interactivity is a term used to describe the symbiosis between humans and technology, or humans and other humans, through exchange of information. This concept is fundamental in various fields such as human communication, computing science, web design, and artifact communication. It includes human interactions like exchanging messages and understanding body language. In the technology realm, interactivity implies how systems like computers respond to human actions and tasks. For example, a website might have features like hyperlinks and multimedia displays to facilitate user interaction. In artifact communication, interactivity is the relationship between the user and the functionality of the artifact. Therefore, interactivity is a central component in creating a dynamic exchange of information in both human and technological interactions.

Rhétorique numérique can be generally defined as communication that exists in the digital sphere. As such, digital rhetoric can be expressed in many different forms, including text, images, videos, and logiciel. Due to the increasingly mediated nature of our contemporary society, there are no longer clear distinctions between digital and non-digital environments. This has expanded the scope of digital rhetoric to account for the increased fluidity with which humans interact with technologie.

Digital rhetoric is an extension of human communication—taking place in a digital sphere.

The field of digital rhetoric has not yet become well-established. Digital rhetoric largely draws its theory and practices from the tradition of rhetoric as both an analytical tool and a production guide. As a whole, it can be structured as a type of meta-discipline.

Due to evolving study, digital rhetoric has held various meanings to different scholars over time. Similarly, digital rhetoric can take on a variety of meanings based on what is being analyzed—which depends on the concept, forms or objects of study, or rhetorical approach. Digital rhetoric can also be analyzed through the lenses of different social movements. This approach allows the reach of digital rhetoric to expand our understanding of its influence.

The term "digital rhetoric" differs from the term "rhetoric" because the latter term has been debated amongst many scholars. Only a few scholars like Elizabeth Losh et Ian Bogost have taken the time to come up with a definition for digital rhetoric. One of the most straightforward definitions for "digital rhetoric" is that it is the application of rhetorical theory.

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