TELEVISION AS A RHETORICAL ARENA: THE MANIFESTATIONOF CLASSICAL RHETORICAL CANONS IN MODERN TV GENRES

This article examines television as a rhetorical arena, focusing on the manifestation of classical rhetorical canons in modern TV genres. The first part of the study analyzes three central canons: invention, arrangement, and style, and explores how they are reinterpreted in contemporary broadcasting. Special attention is given to the way television news structures its content through headlines, detailed reports, and summaries, reflecting rhetorical principles of exordium, narratio, and peroratio. The study highlights the interplay of verbal and visual elements, demonstrating how ethos, pathos, and logos are manifested in news discourse. Examples from British and American television illustrate differences in rhetorical strategies, with American broadcasts emphasizing pathos and immediacy, while British broadcasts foreground ethos and institutional credibility. The analysis shows that classical rhetoric continues to shape television communication, adapting ancient principles to a multimodal and technologically mediated context.