Studies in honor of Eddo Rigotti
Edited By Giovanni Gobber and Andrea Rocci
Sabrina Mazzali-Lurati, Peter Schulz: Attention in context: from Ancient rhetoric to contemporary communication sciences
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Attention in context: from Ancient rhetoric to contemporary communication sciences
SABRINA MAZZALI-LURATI & PETER SCHULZ, University of Lugano
A constitutive trait of Eddo Rigotti’s approach to communication (one of the traits which manifest its profound correspondence to the real human stature) is the accent set on desire and interest as central factors of the communicative dynamism (cf. Rigotti 2009: 85, 88; Rigotti and Cigada 2013: 18). Without desire and interest we, as human beings, do not move or act, we fall into ataraxia and we do not communicate. Communication is sharing a munus, a good, which is a gift that carries a task, a duty. Therefore, communication happens only when we acknowledge that a given object is a good that it is worth sharing with others (cf. Rigotti 2009: 92–93; Rigotti and Cigada 2013: 2–3). Such acknowledgment rises in relationship to a lived desire and interest, that the subject experiences and puts forward in her/his relationship to reality. Interest and desire rise in relationship to an object that enters the human horizon, the human perception and cognition, thus human beings are presented with this object. This object, thanks to the desire and the interest it stirs up, captures human attention, i.e. it exercises such an attractiveness that we, first, notice and perceive it and, second, direct ourselves to a relationship with it, in that we intensely apply our mind to it and put all our psychic activity into that object.1 The...
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