Fluid and organic content

Writing for the web, moreover, has its own unique rhetorical devices.

The use of hyperlinks, for example, effects the overall visual impression of a web document, the bits of coloured text adding credibility and suggesting further avenues of exploration, thus adding depth and authority to the document. The invitation for the reader to interact with the content creator or author is another rhetorical device unique to this medium; it suggests that content is fluid and organic, quite the opposite in fact, to content set in permanent type or print, and subtly suggests the potential for intimate interactive dialogue with the author.

And further rhetorical devices such as visual clues, icons, and typographic effects are utilised to aid in navigation, and allow the author some degree of control over where the user is likely to visit. (M.Milton)

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