"Digital Rhetoric: Toward an Integrated Theory" by James P. Zappen

== Abstract (Lorenzo Martino) ==
This article explores the current literature on digital rhetoric and attempts to form a single integrated theory on digital rhetoric with regards to the adaptation of "a rhetorical tradition more than 2,000 years old to the conditions and constraints of the new digital media" (Zappen, p. 319). The article attempts "to explain how traditional rhetorical strategies of persuasion function and how they are being reconfigured in digital spaces" (Zappen, p. 319).
== Key Concepts ==
The author claims that many of the characteristics of digital media serve as affordances and constraints simultaneously. The four basic characteristics of digital media are speed, reach, anonymity, and interactivity. 
Speed - Speed allows users of digital media to create, consume, and digest media quickly and with much ease, thus "encouraging an oral and casual style". However, the authors claim that such speed "encourages redundant and repetitive postings" (Zappen, p. 321), thus damaging the integrity and quality of the media as a whole.
Reach - The capabilities of digital media allow for users to be connected from long distances, thus promoting "communication among multiple participants in an array of media and thus the development of communities of interest on a global scale" (Zappen, p. 321). However, with such a far reach, controlling and enforcing rules become more difficult.
Anonymity - The anonymous nature of digital media allows users to be treated equally and fairly without any bias, and "encourages experiments in self and gender identities". However, with such anonymity, there comes the problem of "notions of authorship and ownership and encourages “flaming”—the hostile expression of strong emotions" (Zappen, p. 321). 
Interactivity - Digital media allows users to become closer to one another within the medium itself, it "permits closer access to other people with increased opportunities for discussion and feedback". However "it also permits increased opportunities for intrusions upon personal privacy" (Zappen, p. 321).
== Critical Conversation ==
According to Google Scholar, this article has been cited 8 times. 
== Keywords ==
Digital Technologies
Media
Media ideology
== Citations ==
Zappen, James P. “Digital Rhetoric: Toward an Integrated Theory.”
 Technical Communication
Quarterly. Summer2005, Vol. 14 Issue 3, p319-325.