As the further development of globalization in economics and politics, especially the popularization of Internet, the global process of rhetorical communication and its acdemic studies is being accelerated. In this case, it becomes an academic topic for how to eliminate conflicts in international rhetorical communications and promote the amalgamation of regional rhetoric studies.
The retoric of eastern Asia especially China, Korea and Japan and its studies formed their own tradition and showed different charactristics in the history before the 20th century which can be summarized as “individual rhetoric”, but it showed a new trend since 1990s which can be summarized as “public rhetoric”. In this paper, the author compares the different rhetorical tradition between the east and the west, investigates the new rhetorical phenomena and its new challenges in eastern Asia especially in China, Korea and Japan. He thinks that “public rhetoric” is the trend of retorical communication and its studies of eastern Asia especially China, Korea and Japan in the global and multiple-media times. This paper analyzes the definition, connotation, forms and significance of “public rhetoric”, and also point out the developmental currents of rhetoric studies in eastern Asia.
“Public rhetoric” aims to deal with public policies, public interests and public affairs by gathering public opinions. The speakers of public rhetoric enjoy fair and free speech rights and democratic social system. “Individual rhetoric” mainly aims to deal with the individual interests and fates even though it induces the changes of public policies, public interests and public affairs. “Individual rhetoric” and “public rhetoric” are not only two forms of rhetorical phenomena, but also two traditions of rhetorical studies, two forms of culture, two forms of communicative system and social system. The currents of rhetoric studies in eastern Asia will develop from individual rhetoric to public rhetoric, from linguistic rhetoric to communicative rhetoric, from traditional media rhetoric to new media rhetoric, from people rhetoric to national rhetoric and also from domestic rhetoric to international rhetoric.