<?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>0253-9276</journal-id>
<journal-title><![CDATA[Universidad de La Habana]]></journal-title>
<abbrev-journal-title><![CDATA[UH]]></abbrev-journal-title>
<issn>0253-9276</issn>
<publisher>
<publisher-name><![CDATA[Dirección de Publicaciones Académicas de la Universidad de La Habana (Editorial UH) ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0253-92762023000200022</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La retórica clásica hoy: en busca de la palabra perdida]]></article-title>
<article-title xml:lang="en"><![CDATA[Classical Rhetoric Today: In Search of the Lost Word]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Suárez Piñeiro]]></surname>
<given-names><![CDATA[Ana M.ª]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade de Santiago de Compostela  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<numero>297</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S0253-92762023000200022&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S0253-92762023000200022&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S0253-92762023000200022&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Se indaga en la importancia que la retórica clásica ha tenido y sigue teniendo en la actualidad, en los diversos ámbitos de la vida a los que afecta el uso de la palabra, y en la argumentación en el discurso político; de modo particular, se atiende a los cambios que las nuevas tecnologías imponen en los medios de comunicación de masas. En ese sentido, se plantean y responden varias interrogantes: ¿Resulta o no anacrónico apelar a la orientación ofrecida por los autores clásicos para tomar conciencia del poder de las palabras? ¿Se pueden utilizar los planteamientos teóricos y metodológicos de la retórica para el estudio de un discurso surgido en un nuevo mundo digital?]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The importance that classical rhetoric has had and continues to have today in the various areas of life affected by the use of words, and in argumentation in political discourse, is explored; in particular, the changes that new technologies impose on the mass media are addressed. In this sense, several questions are raised and answered: Is it anachronistic or not to appeal to the guidance offered by classical authors to become aware of the power of words? Can the theoretical and methodological approaches of rhetoric be used for the study of a discourse that has emerged in a new digital world?]]></p></abstract>
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<kwd lng="es"><![CDATA[ciberretórica]]></kwd>
<kwd lng="es"><![CDATA[Cicerón]]></kwd>
<kwd lng="es"><![CDATA[discurso]]></kwd>
<kwd lng="es"><![CDATA[Quintiliano]]></kwd>
<kwd lng="es"><![CDATA[retórica]]></kwd>
<kwd lng="en"><![CDATA[cyber-rhetoric]]></kwd>
<kwd lng="en"><![CDATA[Cicero]]></kwd>
<kwd lng="en"><![CDATA[discourse]]></kwd>
<kwd lng="en"><![CDATA[Quintilian]]></kwd>
<kwd lng="en"><![CDATA[rhetoric]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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