Retoriku

Retoriku is a field of study and practice that concerns rhetoric—the strategic use of language to persuade, inform, or entertain. The term is derived from Latin retorica, which in turn comes from Greek rhetorike, meaning the art of oratory.

Core concepts include ethos, pathos, logos; audience analysis; purpose and context; genre and medium. Retoriku examines how arguments are crafted to fit specific audiences and aims, and how language choices affect credibility, emotional engagement, and logical appeal.

Historically, retoriku has its roots in ancient Greece with Aristotle's framework; refined by Roman scholars such as Cicero and Quintilian; later medieval and modern theories broadened to include delivery, style, and critical analysis of persuasive texts. In contemporary practice, it integrates traditional techniques with media studies and discourse analysis to address spoken, written, and visual communication.

Practices include constructing arguments, selecting evidence, adapting style to audience, and deploying figures of speech; with digital media, rhetoric extends to social media, video, and branding. Retoriku thus encompasses public speaking, writing, argumentation, and analysis of communication across contexts from politics to advertising.

Education and evaluation: retoriku is taught in schools and universities and assessed by clarity, coherence, ethical justification, and effectiveness. Contemporary discussions often address the balance between persuasive power and ethical considerations, emphasizing critical thinking and democratic deliberation.

See also: rhetoric, persuasion, discourse analysis, rhetorical devices.