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An exploration of digital rhetoric in a social network environment

Charmaine du Plessis
University of South Africa
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An exploration of digital rhetoric in a social network environment. (2022). Communicare: Journal for Communication Studies in Africa, 32(1), 1-20. https://doi.org/10.36615/jcsa.v32i1.1620
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  • Submited: October 15, 2022
  • Published: October 17, 2022

Abstract

This article explores the use of digital rhetoric in a social network environment with a view to
obtaining greater insight into how traditional rhetoric may be applied. In this article, digital rhetoric
refers to persuasive communication in different electronic formats. The article focuses on an
inductive logos communication technique used in a popular microblogging site to promote the
2011 Rugby World Cup event held in New Zealand. Sport readily lends itself to the viral spread
of information by means of electronic word of mouth (eWOM) because it generates excitement
among sport enthusiasts. Big sporting events thus provide an ideal medium for marketers of sports
events to use different marketing communication tools to communicate persuasive messages
regarding sport to a large target audience. The findings of the study on which this article is based
shed more light on digital rhetoric and can also serve as a heuristic tool for other researchers
analysing sports-marketing communication messages in social network environments.

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How to Cite
An exploration of digital rhetoric in a social network environment. (2022). Communicare: Journal for Communication Studies in Africa, 32(1), 1-20. https://doi.org/10.36615/jcsa.v32i1.1620

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