Enretórica

Enretórica is a term used to describe a discipline or approach that analyzes rhetorical practices within contemporary online and networked communication. It focuses on how arguments are constructed, delivered, and received in digital environments, including social media, forums, blogs, and messaging platforms.

Origin and usage: The term has appeared in Spanish-language academic discussions since the early 2000s as part of broader debates about digital rhetoric. It is not universally defined, and different scholars emphasize different aspects, such as argumentation, persuasion, and audience adaptation.

Core concepts: Enretórica emphasizes the role of platform affordances, multimodality (text, image, video, audio), and the social dynamics of online communities. It studies how rhetorical choices are shaped by algorithms, moderation policies, and the performative nature of online identities.

Methods and objects of study: Researchers analyze social media posts, memes, comments, advertisements, and online political content using discourse analysis, content analysis, digital ethnography, and computational approaches.

Relation to other fields and criticisms: Enretórica is closely related to digital rhetoric and media studies but seeks a more systematized attention to online contexts. Critics argue that the term can be vague and overlapping with existing categories; advocates call for clearer definitions and cross-disciplinary methodology.

See also: Digital rhetoric, Rhetoric, Media studies, Semiotics.