The reading on rhetoric titled "The Rhetorical Turn" explained that rhetorical communication has four defining characteristics. Does the assigned reading argue that rhetoric is communication that's "merely rhetorical" and lacking of importance or consequence?

No, the reading argues that rhetoric is consequential communication that has affects social relationships and political realities.

Yes, the reading argues that rhetoric is largely communication designed to influence people, but has a limited relationship with the truth and doesn't have much pratical effect.