I agree with these three recommendations. The discussion concerning McLuhan is highly misleading and belongs somewhere else. A more reasonable history of modern rhetoric might look more like this: 1. Wichelns and the neo-Aristotelian tradition; 2. Burke (especially identification); 3. Perelman and Olbrechts-Tyteca; 4. Edwin Black and the break w/neo-Aristotelianism; 5. the 1960's and social movements; 6. postmodern trends and influences (Raymie McKerrow, Foucault, Derrida, etc.)7. recent prominent developments ("the rhetoric of ..."; McGee and ideographs; Marxist influences (Althusser, Cloud, etc.), prophetic rhetoric (Darsey), etc.