From rhetoric to rhetorical communication. A shift in term and content

The term Rhetorische Kommunikation (engl. rhetorical communication, vgl. McCroskey 1968 „An Introduction to Rhetorical Communication“) was introduced into German–language scholarship by Brigitte Frank-Bohringer in her 1963 book of the same title and was subsequently firmly established by Helmut Geißner. It is currently used in a variety of contexts when the rhetorical dimensions of language are the focus of interest. It appears both in rhetoric manuals as well as in academic texts on the topic, including those with an empirical perspective. This contribution aims to illuminate the epistemological background to this terminology by focusing on a number of linguistically relevant communication approaches. Underlying this discussion is the differentiated use of the concept as outlined here, as well as a holistic view of spoken language, grounded in a theory of action. Finally, the practical value of the term Rhetorische Kommunikation, will be emphasized, underlining the fact that its content serves as a provable basis for the systematic and goal–oriented use of rhetoric as a theme in the teaching of German as a foreign language. The following discussion proceeds from the concept of Rhetorische Kommunikation