A retórica na interação

Abstract

Interactive digital pieces, as any other communication piece, are loaded with rhetoric. They can convince users to purchase a product or contract a service, to identify themselves with a brand, to believe content is accurate, to stay connected for a longer time. They can lead users into filling registration forms, clicking on buttons, exploring sections, playing games. The study of rhetoric has considered persuasion in words, images, objects and audiovisual pieces. But how does rhetoric function when it comes to interaction? This work examines rhetorical possibilities, using two approaches: theoretical, applying concepts related to Aristotelian appeals (ethos, logos and pathos), to B. J. Fogg s Functional Triad and to interaction in social networks; and empirical, with analyses of interaction in digital pieces. In such manner, this exploratory research proposes a problematization of rhetoric in interaction, in order to contribute to the still young theory of this field and to its professional practice.