In the study of argumentation there is a sharp and ideological separation between dialectical and rhetorical approaches, which needs to be remedied. The authors show how the pragma-dialectical theory of argumentation can be instrumental in bridging the gap. By adopting a research programme that involves engaging in ‘normative pragmatics’, not only the critical normative and the empirical descriptive dimensions of the study of argumentation can be brought together, but also the dialectical and the rhetorical perspectives. In the research programme, which includes philosophical, theoretical, analytical, empirical and practical components, dialectical and rhetorical perspectives are articulated in each component. The authors make clear that the two perspectives can be reconciled with the help of the notion of ‘strategic manoeuvring’. Strategic manoeuvring, which is inherent in argumentative discourse, is aimed at reconciling the simultaneous pursuit of dialectical and rhetorical aims.