Goncharova O. Ancient rhetoric as a phenomenon of European culture

This thesis examines the formation of ancient rhetoric as polydiscursive practice (theoretical and academic discourse). The exclusive role of a spoken word was encouraged by the phenomenon of ancient Greek multiversum - existence of one linguocultural community in polymorphic state formations. The conversion of "amateur" situational eloquence into profession took place in the late IX - early VIII cent. BC, predetermined by the transition to monetary system. As for personalization of the process of rhetoric formation, the earliest data concerns Pythagoras. It is ascertained that the genre of excursive lectures appeared in Hellenistic eloquence with its first record considered to be "Pictures" by Filostarat Sr. (late II cent. AD - early III cent. AD). The hypothesis is proposed that Dionysius Halicarnassus (I cent. BC) may be regarded as the founder of Phonosemantics since he was the first to describe perceptual features of letters in Greek alphabet as phonemes. The thesis has been grounded that a talk - whether during a meal or a walk - was a form of academic discourse in antiquity.