Contemporary rhetoric: approaches and principle of integration

The article highlights the problems of the modern rhetoric, which are relevant due to the increasing interest to the communicative practices in a poly-cultural interactions and ideological pluralism. On the other hand, the methodological pluralism is characterized as an obstacle to creation of a unified approach to the general theory of rhetoric. The proposed principle of integration is based on the activity approach, that takes into account both cognitive argumentative (verbal) and sensual (nonverbal) components in the coordination of collective activities. The author specifies such categories, as coordination, functioning, and management.