Persuasion in social media
Keywords:trust, internet, Rhetoric, Orality, Bodily turn
With this paper I aim to deal with the theme of trust on the Internet by associating it to the invention of classical rhetoric in Aristotle’s thought. I argue that the latest technical developments of the Internet, which have provided a progressive introduction of orality and bodily performance to the Web, aspire to make the Internet a more trustworthy place than it was before. Aristotle had already discovered the tight nexus between trust and bodily-oral performance. This connection was indeed one of the fundamental tasks of the classical rhetor. I claim that this Aristotelian nexus has been maintained through modernity and employed in the Web 2.0 bodily turn, or in its use as an oral register of communication. In conclusion, I refer to Instagram celebrities (“influencers”) to examine their use of the bodily performance to promote purchases or ideas, and to gain the trust of the users in order to gain real leverage over their on- and offline life.
LicenseAuthors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication, with the work five (5) years after publication licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- After five years from first publication, Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.