Modern Rhetoric. An Introduction -- General Rhetoric -- 1 Rhetorical Fallacies and the Foundations of Intercultural Contrastive Research in Rhetoric -- 2 Rhetoric between Historicism and Modern Science -- 3 Oratorical Image, Prestige, Reputation and Ethos in Aristotelian Rhetoric -- 4 Language or Rhetoric? A Dialog -- Dialog -- 5 A Rhetoric of Conversation -- Rhetoric of Verbal Texts -- 6 Historiography as Rhetoric in Medieval Times -- 7 On the Problems of Literary Rhetoric -- 8 Paratexts and the Rhetorical Factor in Literature -- 9 New Rhetoric and the Rhetoric of Deconstruction -- Intersemiotic Rhetoric -- 10 The Rhetoric of Music -- 11 A Rhetoric of Images -- 12 On a Theory of the Rhetoric of Feature Films -- Media Rhetoric -- 13 The Concept of Medium in Rhetoric -- Bibliography -- Index.