“THE NEW RHETORIC” IN THE NEW HISTORICAL REALITY

The article was prepared within the framework of the interdisciplinary approach. Philosophical aspects of the emergence of neo-rhetoric in the 20th century are intertwined with a sociological view of the transformation of communication, the emergence of the socio-psychological phenomenon of the public in the second half of the 19th century. The authors of the article consider the principles of the new rhetoric published in the book “The New Rhetoric: A Treatise on Argumentation” by C. Perelman and L. Olbrechts-Tyteca. All methodological possibilities of the new rhetoric for the analysis of topical issues of our time are analysed.