Editor Words

In its 64 issue, the scholarly Rhetoric and Communications journal continues its tradition of publishing in-depth research by established scholars and emerging researchers from Bulgaria and abroad. In doing so, Rhetoric and Communications offers readers insights into current trends in three key areas: Rhetoric and Political Communication, Media and Digital Communication, and Communication in Education and Society. This issue features research findings from scholars affiliated with the Bulgarian Academy of Sciences, the University of National and World Economy, and Sofia University “St. Kliment Ohridski,” alongside contributions from their international colleagues from Romania, Lithuania, Kenya, Nigeria, and Greece. Thus, Rhetoric and Communications further strengthens its reputation as an international academic platform in the fields of rhetoric and communication. The “Rhetoric and Political Communication” section comprises five scientific articles. Of particular research significance in issue 64 is the contribution by Prof. DSc Ivanka Mavrodieva and Dr. Foteini Egglezou, which presents the outcomes of the international conference “Rhetoric in Society 9: Rhetoric in the Digital Age” (organized by the Rhetoric Society of Europe and the University of Zagreb, Croatia). The article offers a synthesis of the most current trends in rhetorical studies and provides an in-depth analysis of the prospects for expanding research through collaboration among scholars from the humanities, social sciences, and natural sciences. Special emphasis is placed on the updating of the conceptual and categorical framework of rhetoric, particularly in light of the rapid advancement of artificial intelligence. The authors outline emerging fields and opportunities for interdisciplinary rhetorical research. Their conclusion affirms that rhetoric remains a vital and evolving discipline, one that not only adapts to contemporary challenges but also advances dynamically while preserving its rich scholarly traditions. Atanas Zhdrebev presents the results of a qualitative content analysis of populist parliamentary rhetoric in Bulgaria. Elena Tsvetkova investigates the slogans used during the 2024 election campaign in Bulgaria analyzing their messages through the case study method. George Ezekiel examines rhetorical strategies for persuading Generation Z by analyzing speeches delivered by President Ruto of Kenya. Wisdom Iheanyichukwu Okezie and Kelvin Inobemhe analyze an online cartoon by Maddtimes, addressing a political conflict in Nigeria. The section entitled “Media and Digital Communication” centers on the themes of digitalization, disinformation, artificial intelligence, and their manifestations across various spheres. Roland Impuscatu from the University of Bucharest, Romania, investigates the contemporary phenomenon of emotional engagement in short-form video content, focusing on Samsung’s strategic use of emotional technologies. Edgaras Dambrauskas of Vytautas Magnus University (VMU), Kaunas, Lithuania, introduces the online platform LITUND – the Lithuanian Corpus – designed to detect and analyze disinformation in digital media. Tihomira Doncheva presents the findings of a comprehensive review on disinformation and artificial intelligence, aiming to achieve greater terminological precision in the field. Lyubomir Kolarov examines the use of artificial intelligence and the associated challenges it poses to different generational cohorts. Rumen Skrinski examines the communication strategy of the Macedonia newspaper (1866–1872), published by Petko Rachov Slaveykov, offering a contribution to the history of Bulgarian journalism and the country’s cultural heritage. Section Three focuses on communication in education and society. Viktoria Lekova analyzes Bulgarian-French scientific collaboration, drawing conclusions regarding the communicative and scholarly dimensions of academic diplomacy. In the context of education, Gergana Ilcheva examines the “European Universities” Initiative as a model for a transnational European university and shared academic spaces. Teodor Petkov explores the theoretical foundations and communicative aspects of ethics and the prevention of discrimination within organizational settings.