In constructing an argument, one must carefully choose precise words to ensure the argument carries a professional and valid essence. When forming an argument, it's not only about how many facts can be included, but also about the aesthetic fluency of delivering and crafting words to achieve effective communication. An argument should be crafted to effectively influence, convince, or motivate the audience.

As we know, communication that feels flat can cause a listener to lose interest. People have varying levels of retention when it comes to staying focused in a conversation. Rhetoric serves as an art to “guide” the listener toward a unified agreement, particularly in policy-making and negotiation.

To build cohesion in an argument, one needs the linguistic and communication science known as rhetoric. Rhetoric encompasses the methods of communication through structured language. It teaches individuals how to arrange words and effectively execute them in conversation without boring the listener.

When creating an argument using rhetoric, the speaker can persuade by considering three aspects: logic, emotion, and ethics/credibility of the speaker delivering the argument or speech.

Fundamentally, a speaker attempting to persuade an audience should use words with certain aesthetic qualities. This is because wordplay can create a certain “weight” in communication, ensuring that the mood or vibe of the conversation appears professional yet not rigid. Rhetoric can also reflect how deeply someone understands the topic they are discussing, whether in arguments, speeches, or persuasion.

In relation to communication studies and linguistics, rhetoric is typically examined in a limited context of communication. In reality, rhetoric extends beyond small-scale interactions and significantly impacts public speaking or delivering speeches.

Although rhetoric may appear to be merely wordplay, it certainly has several foundational elements that support the development of language used in rhetoric, ensuring that speeches or presentations are effective through available persuasive tools. Some of these include:

1. Effective rhetoric must consider the listener's perspective. In debates or persuasion, two-way communication occurs. To ensure the conversation is effective, an analysis of the listener’s preferences should be conducted, allowing the speech to be tailored so that the audience responds as expected.

2. An effective speaker using rhetoric can provide evidence to strengthen their presentation.

3. In a presentation, the speaker often aims to leave a “long-lasting effect” on the listeners. A presentation can incorporate wordplay to create this enduring effect.

As a way to equip oneself with the ability to communicate effectively and engagingly, rhetoric is one of the most important tools, particularly in communication and language studies. Universitas Dian Nusantara offers a communication studies program designed to prepare graduates to be competent, especially in a world where communication is a priority in the 4.0 and 5.0 industrial eras. With Universitas Dian Nusantara’s educational methods that integrate the development of graduates with vision, integrity, and professionalism, supported by communication and language studies, graduates not only excel academically but also develop strong character.