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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Pre-print #33, July-December 2021


Luis Núñez Ladevéze. Universidad CEU San Pablo, Madrid, España
Margarita Núnez Canal ESIC Business & Marketing School, Madrid, Spain
María Navarro Robles Universidad CEU San Pablo, Madrid, España
Title Restoring rhetoric. From the regressive progress of the masses to tribal servitude on the Internet Summary The unlimited range of face-to-face relationships agglomerated with varying degrees of cohesion on social networks, with interactive dynamics that are highly analogous to what Cooley called “primary groups”, has fostered an infinite variety of communicative practices. The most muddled excesses have become everyday means of persuasion. Fake news and post-truth are novel anglicisms that have leaped into everyday language. The Internet has become a rhetorical stage for long-distance interaction as complex as it is sometimes fleeting, in which the distinction between truthful information, hearsay, chicanery, and reliable opinion has been blurred. We have set out to review The Revolt of the Masses (La rebelión de las masas), as well as McLuhan’s notion of the “global village”, by contrasting them with Bauman’s posthumous work, Retrotopia, in which he describes the Internet environment as a “return to the tribes” in which the user accepts “voluntary servitude”. This review also serves as a phenomenological framework for deliberating the importance of a social revival of the classic art of rhetoric on the Internet. Keywords Primary groups; rhetoric; revolt of the masses; populism; global village; voluntary servitude.

Edita: Universidad CEU San Pablo

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