Genre Analysis, Rhetorical Analysis, and Business Communication Genres

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 top2. “Memo” written at top, occasionally with a separating line. Always

leave at least 1 space before “to” line3. 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_SMG_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.