The four papers in this compilation were drawn from a conference designed to encourage scholars to continue the rhetorical tradition. The first paper, by Robert S. Cathcart, was the opening address of the conference and discusses the "technologization" of rhetoric. Specifically, the paper discusses the application of rhetorical analysis to the mass media. The remaining three papers in the compilation were those most highly commended by a panel of critics at the conference. The first, by Nancy Garabedian, discusses the techniques used by the television news program "60 Minutes" to build a visual ethos. The second paper, by Sharon Occhipinti, examines the attorney's final argument to a jury as a genre of discourse; and the third paper, by Sean O'Rourke, presents situational analysis of the Senate confirmation hearing for Secretary of the Interior-designate James Watt. (FL)