COMPOSITION AND RHETORICAL STRATEGIES OF THE AUTHOR'S COLUMN: ¿RES NON VERBA?

This article examines the Spanish author's newspaper column in key of basic concepts classical rhetoric as an interdisciplinary science, which at present stage allows to combine "linguistics expressiveness" with consideration linguistic material light communicative-discursive paradigm. The is example "journalism opinions", where thematic diversity, stylistic originality, creativity due figure journalist his thoughts, ideas, positions and ultimate goal, determines nature selection rhetorical strategies, arguments, compositional organization order influence reader's perception create a discourse persuasion. time illustrative was short columns by Manuel Vicente, famous contemporary writer long-time "El País". It revealed that production analytical text there interpenetration intention, arguments inventio, presentation materials dispositio help appropriate discursive-expressive means elocutio. Just it impossible distinguish these three operations purely sequential linear creative process, so res verba are not absolutely separate concepts, they can be variably combined, since built according coordinates integration into heterogeneous network texts, planes often woven one, common fabric. publications demanded modern demanding reader, who no longer "passive recipient" information. has appeal mind, emotions, feelings, memory "surprise" him, elocutio goes beyond simple "decoration" speech, returns us words, process their logical, contextual selection, combination, merging context its integrity strength, effectiveness persuasiveness article.