From the agora to the algorithm: Aristotle’s rhetoric as a theoretical framework for understanding social media persuasion

Historically, media have been one of the key networks of power and influence in societies largely as a consequence of their utility in channelling information flows and, in doing so, persuading populations. However, the rapid expansion of social media platforms has revolutionised how such mediated persuasive power is wielded. Many nation states have engaged in sophisticated social media campaigns to influence how others understand economic, social, political, and, importantly, security issues. In some cases, these campaigns have undermined the legitimacy of democratically elected governments and threatened security at local, national, and global levels. Developing theoretical understandings of how these campaigns are undertaken is, therefore, essential. While there has been some excellent research undertaken towards advancing understandings of such campaigns, conceptual challenges remain in theorizing persuasion in contemporary social mediascapes. We propose that, although social media provide innovative and unique features that enable revolutionary changes in how communication and persuasion occur, a look to the past can be instructive in conceptualising contemporary acts of persuasion. More specifically, we argue that drawing on Aristotle’s rhetorical framework and reframing its canons of invention, arrangement, style, memory, and delivery to contemporary mediated worlds can deliver new insights into the theoretical processes of persuasion via social media.