Genre Analysis, Rhetorical Analysis, and Business

Communication GenresAugust 28, 2013

Genre: Definition

Put simply, a genre is a class or category of communication. It is understood in the same way by members of the same discipline, organization, etc.

Genres are not fixed and can change over time

Then…what is genre analysis?

Analyzing a text for its structural and linguistic features 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

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=r2EcgNfK3PA

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 familiar strategies: logos, ethos, and

pathos.

http://www.youtube.com/watch?v=IO9d2PpP7tQ

Activity

Genres can be almost anything—brochures, advertisements, movies, books, memos 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

PSA – strong4life.com

Selecting the medium (WTW 15-16)

Consider the rhetorical situation and the best genre for a particular rhetorical strategy

Consider audience preferences, range of distribution, urgency, confidentiality

What situations would be best for: Email? Memos? Letters?

Writing Business Emails: Content & Design

Formal greeting (“Dear” or “Hi” with at least first name) Follow with a colon Greeting depends on rhetorical situation!

Formal sign-off with signature block What is a good sign-off? Sincerely? Best?

Use a SPECIFIC subject line, but not too long

Avoid text language, abbreviations, and emoticons

Must be concise, so can be difficult to communicate important info (use highlighting strategies!)

Short paragraphs

Consider an overview, depending on length

Writing Emails: Additional Considerations

Subject to legal disclosure

Carefully consider CC; be aware of BCC

Never send an attachment without message in the body

RE-READ BEFORE SENDING! and avoid ALL CAPS

Avoid if a phone or meeting would be more efficient

State if you are expecting a response (and possibly what that response might entail)

State your follow-up policy

Emails: The Signature Block

Provides contact information that would normally reside in company letterhead

Lines 60 characters or less

Use cue to separate from message

How To: I’ll show you briefly in class; your job to complete if you choose

email as your genre Use the “canned responses” gmail lab if you only want to use

your signature for certain situations

Remember, for the PCSA, you’d need to create a “fake” signature line as the individual who is responding to the prompt

Memos

When?

Why?

Do people really still write them??

Memos: Format/Design

Format includes:1. Often, the name of the company/organization at top

2. “Memo” written at top, occasionally with a separating line. Always leave at least 1 space before “to” line

3. TO: (full name and job title OR “all employees”, etc.)

4. FROM: (full name and job title)

5. DATE:

6. SUBJECT:

7. Content starts one full space below subject

Notes: CC if appropriate (bottom) Detailed subject line Initials near from line (genre analysis—why are initials important?) If your memo reaches a second page, use an appropriate header for

the second page (see WTW pg. 300)

Memos: Format/Design

Following the Subject line, include: Introduction/overview

This is the PURPOSE of the memo Bolded headings Context Task Closing segment with call to action or summary “Enclosures” listed at bottom NO sign-off (Sincerely…etc.)

Memos: Tips

Be CONCISE

Use highlighting strategies

Think carefully about your audience. This is a public document!

Use block formatting (i.e., no paragraph indentations and left align) Single space within paragraphs Double space between paragraphs

Letters

Why?

When?

Full-block vs. half-block (pp. 301-302)

1-inch margins

Letters: Format/Design

HEADING: WRITER’s ADDRESS (no name; no abbreviations) DATE (one full space below writer’s address) INSIDE ADDRESS: recipient’s full name, title,

address (2-6 lines below date) SALUTATION: formal greeting (2 lines below inside

address) Use “Dear,” full name or title, and a colon

SUBJECT LINE: optional

Letters: Format/Design

Body Two lines below salutation Single space within paragraphs Double space between paragraphs

Closing Two spaces below the body “Sincerely,” “Best Regards,” followed by comma Use signature block (see pg 301)

Sample memos & letters

First, let’s quickly review these sample documents. Then we’ll complete a short activity.

The documents are located here: http://content.bfwpub.com/webroot_pubcontent/Content/BCS_2/axelrod_S

MG_9E/Student%20Center/Free%20Model%20Documents/Thomas_Telecommuting_Memo_Final_Draft.pdf

http://content.bfwpub.com/webroot_pubcontent/Content/BCS_2/axelrod_SMG_9E/Student%20Center/Free%20Model%20Documents/Walters_Persuasive_Letter.pdf

http://content.bfwpub.com/webroot_pubcontent/Content/BCS_2/axelrod_SMG_9E/Student%20Center/Free%20Model%20Documents/Marting_appropriate_e-mail.pdf

Find the errors

Working with the person next to you, open the document on our course website titled “Sample Memo” There are at least 8 items that need to be corrected. Find

these errors and correct them.

Next, working with the person next to you, open the document on our course website titled “Sample Email” There are at least 5 errors that need to be corrected. Find

these and correct them.

*Finally, suggest at least one way that the email or memo above could better attend to the rhetorical situation.