Rescatar la retórica: Del progreso regresivo de las masas a la servidumbre tribal en red

Luis Núñez Ladevéze; Margarita Núnez Canal; María Navarro Robles

doi:10.31921/doxacom.n33a925

Authors

Luis Núñez Ladevéze CEU San Pablo University, Madrid, Spain http://orcid.org/0000-0002-5684-9885
Margarita Núnez Canal ESIC Business & Marketing School, Spain https://orcid.org/0000-0002-5377-1592
María Navarro Robles CEU San Pablo University, Madrid, Spain https://orcid.org/0000-0002-7813-539X

DOI:

https://doi.org/10.31921/doxacom.n33a925

Keywords:

Primary groups, rhetoric, revolt of the masses, populism, global village, voluntary servitude

Abstract

The unlimited range of face-to-face relationships agglomerated with varying degrees of cohesion on social networks, with interactive dynamics that are highly analogous to what Cooley called “primary groups”, has fostered an infinite variety of communicative practices. The most muddled excesses have become everyday means of persuasion. Fake news and post-truth are novel anglicisms that have leaped into everyday language. The Internet has become a rhetorical stage for longdistance interaction as complex as it is sometimes fleeting, in which the distinction between truthful information, hearsay, chicanery, and reliable opinion has been blurred. We have set out to review The Revolt of the Masses (La rebelión de las masas), as well as McLuhan’s notion of the “global village”, by contrasting them with Bauman’s posthumous
work, Retrotopia, in which he describes the Internet environment as a “return to the tribes” in which the user accepts “voluntary servitude”. This review also serves as a phenomenological framework for deliberating the importance of a social revival of the classic art of rhetoric on the Internet.

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Author Biographies

Luis Núñez Ladevéze, CEU San Pablo University, Madrid, Spain

Full Professor at Complutense University (now retired). He is currently Professor Emeritus of CEU San Pablo University and Coordinator of the Doctoral Programme in Social Communication at CEINDO as well. Professor Núñez Ladeveze has completed a total of six, 6-year research terms, and has held the position of PI on six R&D projects since the year 2000. Moreover, he currently serves as the honorary president and founder of the International Association of Researchers and is the founder and president of the editorial board of Doxa Comunicación, which has an i10 index of 81 and an h-index of 22, according to Google Scholar Metrics. Other posts have included Chairman of the
Advisory Board of the Institute of Communication Arts (TRACOR) and Advisor to the Council of Universities. Professor Núñez Ladeveze is a member of the following organisations as well: ANECA, ACAP, ACADEMIA, ANEP, CENAI, AQU, ACSUG, ACSUCYL, and ICMEDIANET. He holds a PhD in Law, a Bachelor’s Degree and Doctorate in Philosophy and Arts, and a BA in Information Science. He has also directed 25 doctoral theses
Margarita Núnez Canal, ESIC Business & Marketing School, Spain

PhD in Communication from CEU San Pablo University (2013), Professor Núñez Canal is a research professor at ESIC Business & Marketing School in Spain as well. Moreover, she is also a researcher on the CONVERED project (CSO2016-74980-C2-1-R) which is entitled “From mass culture to social networks: media convergence in the digital society”. Professor Núñez Canal is also Director of Excellence in Teaching & Learning at ESIC Business & Marketing School in Spain as well.
María Navarro Robles, CEU San Pablo University, Madrid, Spain

In addition to being an award winner of a university teacher training fellowship (UTT) as part of the CEINDO Doctorate Programme in Social Communication, she is a researcher in training of the aforementioned programme as well. Ms. Navarro Robles has a Bachelor’s Degree in Advertising and Public Relations from the University of San Antonio in Murcia, Spain, as well as a Master’s Degree in Integrated Advertising Management from Antonio de Nebrija University. Currently, she is part of the work team of the CONVERED project (CSO2016-74980-C2-1-R) which is entitled “From mass culture to social networks: media convergence in the digital society”. Moreover, she gave a presentation at the IV Congreso Comunicación y Pensamiento (4th Conference on Communication and Thought) in
Seville, which took place from 10-12 April, 2019.

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