A fundamental reappraisal of Plutarch's attitude towards rhetoric. Plutarch was not only a skilled writer, but also lived during the Second Sophistic, a period of cultural renaissance. This book offers new insights into Plutarch's seemingly moderate attitude towards rhetoric. The hypothesis explored in this study introduces, for the first time, the broader literary and cultural contexts that influenced and restricted the scope of Plutarch's message. When these contexts are considered, a new perspective emerges that differs from that found in earlier studies. It paints a picture of a philosopher who may not regard rhetoric as a lesser means of persuasion, but who faces challenges in openly articulating this stance in his public discourse. Ebook available in Open Access. This publication is GPRC-labeled (Guaranteed Peer-Reviewed Content).