The objective of this research is to track the evolution of the concept of rhetoric among Arabic scholars spanning from Al-Jahiz to Al-Qazwini, highlighting its growth and transformation across historical epochs influenced by various factors such as aesthetic preferences, philosophical ideologies, logical frameworks, and linguistic nuances. Through an analysis of critical readings and interpretations, the study illuminates the intellectual frameworks underpinning these transformations. Furthermore, it explores the cognitive foundations shaping the understanding and significance of rhetoric within its disciplinary context. The research segments its analysis by focusing on key figures in Arabic rhetoric, including Al-Jahiz, Al-Mubarrad, Al-Rummani, Al-Askari, Abd al-Qahir al-Jurjani, Fakhr Al-Din Al-Razi, Al-Sakaki, and Al-Qazwini, whose contributions played pivotal roles in shaping the discourse surrounding rhetoric. The findings reveal a spectrum of interpretations, from an initial association with brevity to more nuanced conceptions involving the fusion of influence and pleasure, communicative dynamics, and contextual adaptability. Notably, Al-Qazwini's definition emphasizing the alignment of speech with situational demands became particularly influential, enduring as a standard in rhetorical teachings well into the thirteenth century AH.
