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Genre Analysis, Rhetorical Analysis, and Business Communication

Genre Analysis, Rhetorical Analysis, and Business Communication. January 14, 2013. Genre: Definition. Put simply, a genre is a class or category of communication. It typically is understood in the same way by members of the same discipline, organization, etc.

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Genre Analysis, Rhetorical Analysis, and Business Communication

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  1. Genre Analysis, Rhetorical Analysis, and Business Communication January 14, 2013

  2. Genre: Definition • Put simply, a genre is a class or category of communication. It typically is understood in the same way by members of the same discipline, organization, etc. • Genres are not fixed and can change over time

  3. Then…what is genre analysis? • Analyzing a text for its structural and linguisticfeatures as well as its social context • Use genre analysis to figure out WHY certain textual approaches are taken • Must take into consideration the rhetorical situation

  4. Rhetorical situation • To analyze a genre, you must be able to understand its rhetorical situation: AUDIENCE, CONTEXT, and PURPOSE (the genre is dependent on these notions) • Describe the audience, context, and purpose of the following genre: http://www.youtube.com/watch?v=VBvBqfB977w

  5. Purpose in Business Communication • What are the three main purposes in business writing? • To create a record, to persuade, to request/provide information • Once determined, try summarizing in one sentence using 5 W’s

  6. Audience in Business Writing • Who will read what I’ve written? • What do they need to know? • Consider jargon and tone, details needed, level of formality

  7. Context & Tone in Business Writing • Context: the circumstances that surround an event • Your hierarchical relationship with your reader will determine your tone • Use a reader-centered perspective

  8. Rhetorical Strategies • Once you have analyzed the audience, context, and purpose of a genre, you can discover its rhetorical strategies. • Rhetorical strategies are any textual or visual approach that persuades the audience. • Some rhetorical strategies you may be familiar with are logos, ethos, and pathos. • http://www.youtube.com/watch?v=IO9d2PpP7tQ

  9. Activity • Genres can be almost anything—brochures, advertisements, movies, books, etc.—and they are all defined by the rhetorical situation. • In this activity, we’re going to consider the genre of a PSA. Jot down the: • Audience • Context • Purpose • Rhetorical strategies used

  10. PSA – strong4life.com

  11. Activity Continued: • Get into groups of three • Open Microsoft Word • Imagine you work for an advertising agency and have been assigned the task of marketing a new energy drink. Open a new document and decide on a name and slogan for the drink for a target audience of: • teenage boys • Create an advertisement geared towards this audience. Remember to consider the genre of a print ad, and use rhetorical strategies.

  12. Activity Cont’d • Now imagine you are a journalist who has to write an article about how the same drink has a high sugar content to appear in a magazine aimed at: • health professionals • Write one paragraph of this article. • Email both documents to packj@email.arizona.edu

  13. Activity Cont’d • Share your documents with the class • How did your language and style change to suit your different audiences and purposes in the different activities above? • How will these notions relate to writing an effective memo?

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