What contemporary term refers to the humanistic study of communication?

The term "rhetoric" specifically refers to the art of persuasion and the study of effective communication, which is deeply rooted in humanistic traditions. It encompasses the analysis of how language, symbols, and messages can influence people and convey meaning within various contexts. By examining the methods used to adapt communication styles to different audiences, rhetoric highlights the complexity of human interaction, making it a central focus in the study of communication.

While the interpretive approach emphasizes understanding and meaning-making through subjective experiences, and the critical approach focuses on the critique of societal structures and power dynamics as they relate to communication, these do not capture the essence of the humanistic orientation in the same way. Cultural communication, on the other hand, looks at how communication is shaped and informed by cultural contexts but does not primarily focus on the humanistic aspects of rhetoric itself. Thus, "rhetoric" stands out as the contemporary term that best reflects the humanistic study of communication and its impact on society and individuals.