THE INTERPLAY OF CULTURE AND RHETORIC: THEORETICAL ASPECTS AND CONTEMPORARY RESEARCH APPROACHES

Abstract

This article examines the complex and dialectical relationship between culture and rhetoric. It analyzes key theoretical approaches, particularly Rhetoric Culture Theory (RCT), which posits that rhetoric is not merely employed within a culture but is deeply embedded in its practices, while culture, in turn, is shaped and modified through rhetorical processes. Special attention is given to the concepts of intercultural and comparative rhetoric, which investigate culturally contingent argumentative strategies, communication styles, and the varying applications of ethos, pathos, and logos. The paper explores how cultural norms (e.g., individualism vs. collectivism) determine the choice of rhetorical devices and how rhetoric serves as a critical tool for constructing social reality and identity.