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Abstract: The article analyzes the current state of rhetoric as an academic discipline and the prospects for its study. Rhetorical skills and skills of the student are one of the significant results of educational achievements. However, in Russia, their formation is hampered by the absence of the majority of native speakers of ideas about the logical, stylistic and ethical laws of public speech. Purpose of article – based on the analysis of works devoted to modern rhetoric, to characterize the state of rhetorical education in modern society and the place of rhetorical (communication) disciplines in the system of school and university education. The causes of the decline of rhetoric, the ways of its development as a factor in the education of a rhetorical person are considered, the problem of speech influence and its study in a higher educational institution is touched upon. On the basis of a long-term experimental study of the communicative (rhetorical) competence of modern youth, the hypothesis of conditionality of the effective use of manipulative technologies in the field of communications by a low level of communicative (rhetorical) competence of the audience is put forward. The consequences of the so-called rhetorical lacunae (lack of knowledge and skills in the field of correct public communication), the authors consider an increase in the number of native speakers who are not able to use the regulatory function of the language, while maintaining an environmentally friendly speech environment. It proves the view that the use of manipulative tactics in media texts is a consequence of the low level of rhetorical competence. It is concluded that, if the situation does not change, elite marginals will inevitably appear in society (university graduates who have a good command of the language, but reject the rhetorical ethos and purposefully study the ways of speech influence with the aim of manipulation). For a constructive solution of the problem, proven techniques for the development of rhetorical competence at the university, focused on the formation of knowledge and skills in the field of speech influence, are proposed.