<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082023000200001</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v5i2.3011</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[¿Por qué estudiar la comunicación actual desde la perspectiva de la retórica digital?]]></article-title>
<article-title xml:lang="en"><![CDATA[Why study contemporary communication from the perspective of digital rhetoric?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Aguirre]]></surname>
<given-names><![CDATA[José Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández Fernández]]></surname>
<given-names><![CDATA[Eduardo José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez Aguilera]]></surname>
<given-names><![CDATA[Blanca Nahayeli]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Panamericana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Coahuila  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>5</volume>
<numero>2</numero>
<fpage>1</fpage>
<lpage>13</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082023000200001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082023000200001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082023000200001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen. Este artículo presenta el concepto de retórica digital como un término novedoso y esencial para el estudio teórico y metodológico de los usos y aplicaciones actuales del discurso que discurre en la era digital y que es expresado en entornos populares como las redes sociodigitales. Asimismo, se explica al lector la concepción de este constructo interdisciplinar y su contribución al campo de estudio, se ofrece una reflexión crítica sobre los estudios de la retórica en distintas capas que comprenden desde su trascendencia histórica, conceptual, técnica y multidisciplinar en el análisis de los discursos y prácticas humanas y sociales mediadas por los distintos lenguajes, hasta su posibilidad de reinvención para motivar otras interrogantes sobre las nuevas funciones retóricas en la actualidad, que son aplicadas a los distintos mensajes y niveles de la comunicación digital.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract. This article introduces the concept of digital rhetoric as a novel and essential term for the theoretical and methodological study of current discourse in the digital era, expressed in popular environments such as social digital networks. It also elucidates the reader on the conception of this interdisciplinary construct and its contribution to the field of study. Furthermore, it offers a critical reflection on rhetoric studies across various layers, encompassing its historical, conceptual, technical, and multidisciplinary significance in the analysis of human and social discourses and practices mediated by different languages. It explores the potential for reinvention to stimulate further inquiries into the contemporary functions of rhetoric, which are applied to various messages and digital communication levels.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Retórica]]></kwd>
<kwd lng="es"><![CDATA[retórica digital]]></kwd>
<kwd lng="es"><![CDATA[comunicación digital]]></kwd>
<kwd lng="es"><![CDATA[discurso]]></kwd>
<kwd lng="es"><![CDATA[redes sociodigitales]]></kwd>
<kwd lng="en"><![CDATA[Rhetoric]]></kwd>
<kwd lng="en"><![CDATA[digital rhetoric]]></kwd>
<kwd lng="en"><![CDATA[digital communication]]></kwd>
<kwd lng="en"><![CDATA[discourse]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
</kwd-group>
</article-meta>
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<source><![CDATA[La palabra en la vida y la palabra en la poesía]]></source>
<year>1973</year>
<publisher-name><![CDATA[Ediciones Siglo XXI]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
