Rhetoric in the Digital Age: Concepts, Methods, Perspectives and Challenges

Abstract: This article presents findings from the international conference “Rhetoric in Society 9. Rhetoric in the Digital Age” organized by the Rhetoric Society of Europe (RSE) and the University of Zagreb, Croatia. The objective is to identify emerging concepts and terminology, trace the evolving rhetorical lexicon, and explore new avenues for interdisciplinary research. The methodological approach integrates literature review, qualitative analysis, and participatory observation by the authors. The first hypothesis posits that oratory continues to evolve within traditional domains such as politics, education, media, and the judiciary, while simultaneously manifesting in virtual environments through digital tools and artificial intelligence. The second hypothesis suggests that rhetorical studies now employ both established analytical frameworks and computational tools, facilitating interdisciplinary integration. Keywords: rhetoric, oratory, digital age, artificial intelligence, ethos.