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The paper applies rhetorical framework of three styles (genera dicendi) to highlight some of the communicative practices within the academic discourse. By using persuasive resources of the low style, the authors focus on the rhetorical goal of docere/probare, i.e. to teach/to prove. Ascetic sobriety of the low style suggests no stylization to the readers, which further implies that the content mirrors reality without any rhetorical mediation. In opting for the persuasive resources of the medium style, researchers combine epistemic and aesthetic goals – trying to achieve the rhetorical aim of delectare, i.e. to delight. This intriguing style attracts reader's attention to the intellectual complexities of the academic text. The high style suits best rhetorical goal of movere, i.e. to move, to 'call to action'. It presents scientific research as a useful resource and it helps readers while making decisions; hence it is likely to be used by engaged scholars and public intellectuals.

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