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Genre Analysis, Rhetorical Analysis, and Business Communication Genres August 28, 2013.

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Presentation on theme: "Genre Analysis, Rhetorical Analysis, and Business Communication Genres August 28, 2013."— Presentation transcript:

1 Genre Analysis, Rhetorical Analysis, and Business Communication Genres August 28, 2013

2 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

3 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

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:

5 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. 

6 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

7 PSA –

8 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?

9 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

10 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

11 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

12 Memos  When?  Why?  Do people really still write them??

13 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)

14 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.)

15 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

16 Letters  Why?  When?  Full-block vs. half-block (pp. 301-302)  1-inch margins

17 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

18 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)

19 Sample memos & letters  First, let’s quickly review these sample documents. Then we’ll complete a short activity.  The documents are located here:  nt%20Center/Free%20Model%20Documents/Thomas_Telecommuting_Memo_Final_Draft.pdf nt%20Center/Free%20Model%20Documents/Thomas_Telecommuting_Memo_Final_Draft.pdf  nt%20Center/Free%20Model%20Documents/Walters_Persuasive_Letter.pdf nt%20Center/Free%20Model%20Documents/Walters_Persuasive_Letter.pdf  nt%20Center/Free%20Model%20Documents/Marting_appropriate_e-mail.pdf nt%20Center/Free%20Model%20Documents/Marting_appropriate_e-mail.pdf

20 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.

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