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TAVARES, Monica. The procedural rhetoric as an articulatory agent between identity and alterlty. ARS (São Paulo) [online]. 2014, vol.12, n.24, pp.82-97. ISSN 1678-5320.

This article has as purpose to verify how procedural rhetoric serves as a basis for the dialectic of embodiment-disembodiment processes, which is responsible for the successive exchanges between the self and the other. Firstly, it presents the notion of procedural rhetoric, understood as an argumentation and persuasion technique established on the basis of computing systems. Secondly, it examines how the dialectic of embodiment-disembodiment becomes important source of influence for the construction of the meaning of self and other. Thirdly, it discusses how the notion of interface can be considered as procedural and computational maps, which seductively and ideologically influence the behavior of the receivers. Finally, it introduces Alter Ego, by Alexa Wright & Alf Linney, as an example of work, which in a critical and reflexive way discusses the elements that form the embodiment-disembodiment experiences and explains how such experiences increase the number of successive exchanges between identity and alterity.

Palavras-chave : procedural rhetoric; actualization-virtualization dialectic; identity and alterity; digital embodiment.

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