From rhetoric to code: Humanities perspectives on computational communication

This study examines the rhetorical strategies (ethos, pathos, logos) in face-to-face, written, and digital communication in South China. It explores how cultural and contextual factors influence these strategies and employs a mixed-methods approach to analyze rhetorical patterns. Data were collected from 200 participants through semi-structured interviews, written narratives, and digital communications. The findings indicate that Digital communication primarily appeals to emotions (pathos) through platforms such as social media and online messaging, while face-to-face and written communication prioritize credibility (ethos) and logic (logos). This research highlights the role of communication mediums and cultural contexts in shaping persuasive communication, providing new insights for the study of digital rhetoric and computational communication.