1. Introductions MCM Writing Workshop 3 Spring 2015 cmgt.writing@usc.edu cmgtwriting.uscannenberg.org

2. General goals/functions (APA)  Create interest in the topic  Use of opener encouraged  Set up the topic  Background info (think: 5 W’s)  Convey the topic’s importance  Describe the research project  Clear statement at end of intro  Anticipate/clear up potential confusion  What similar studies or related topics are not relevant?

3. The APA says an intro should contain:  Review of relevant literature  Purpose of the study  Theoretical implications  Definitions of variables  Statement of hypotheses and their rationales Note: these are the official guidelines. Course requirements may differ

4. APA recommends that the intro include:  Review of relevant literature  Purpose of the study  Theoretical implications (significance or contribution)  Definitions of variables (or terms)*  Statement of hypotheses** and their rationales (or argument/thesis) What if my project isn’t an experiment? *For 540, if a term is potentially confusing, you don’t need to define it in the intro. Instead, say it has multiple definitions that will be discussed later. ** For 540, you don’t need a hypothesis. A research question is enough.

5. The Order of Things Note: introductions almost always contain openers.  Opener – always first (if present)  Scholarly review of relevant literature – usually second  Purpose of the study  Theoretical implications (significance or contribution)  Definitions of variables (definitions of terms)  Statement of hypothesis and their rationales (argument/thesis) – usually last order may vary

6. An opener is:  Strategic.  A first impression.  A test of the author. (The reader: testing your seriousness, competence)  An opportunity to create interest in your work. (Not to be wasted)  An opportunity to clarify the stakes, convey the urgency of the issue.  The introduction to your introduction.  Brief -- only a few sentences.

7. Types of opener to use: 1. Recent, compelling event or trend (e.g., a trend in the literature) 2. Brief anecdote (e.g., a documented story from life) 3. Arresting quotation (use with ) RECENT TRENDANECDOTEQUOTE

8. Don’t open your paper with  A dictionary definition (hackneyed strategy)  Facts that would be very obvious to an expert  A “funnel” opener (very broad context) Funnel opener: “For as long as anyone can remember, managers have struggled to maximize efficiency.”

9. Recent event/trend opener  Relevant, recent trend in the scholarship on your topic (w/ citations where needed)  Surprising pattern of behavior (w/ citations where needed)  Pro tip: reference a trend in the lit that your research bucks or complicates. Research topic: current US smoking cessation campaigns Weak opener idea: smoking is unhealthy Stronger: % of people who still smoke Research topic: benefits of health marketing Weak opener concept: historically, health marketing is untraditional Stronger: scholars tend to criticize health marketing Note: conflict is inherently interesting.

10. Reliable opener type: anecdote  A real-life story retold in your own words that illustrates the issue  Better: example taken from the news (w/ proper citation)  Better: example taken from the literature (w/ proper citation)  Tip: avoid hypotheticals Topic: cyber-bullying of American teens Anecdote: paraphrased NYT story about cyber-bullying victim including details and a properly cited quote from the story Tip: to find an anecdote, search the New York Times with 1-2 of your topic KW Topic: rebranding of Western products in China Anecdote: story behind Coke’s decision to call itself Happiness Power in China

11. Arresting quotation opener  Never, ever use a dictionary definition  Option: quote a public figure whose statement illustrates a problem or development that is central to the topic  Always frame the quote with context that helps the reader see why the quote is relevant and significant. (style issue: no naked quotes!)  Tip: use this opener style in conjunction with an anecdote Topic: tech-company management styles Weak opener: quote from a scholar about Steve Jobs Strong opener: Jobs quote that illustrates the strengths & weaknesses of his style Topic: cyber-bullying of teens Weak opener: def. of cyber-bullying Strong opener: quote from a cyber- bully from a documented case (in the context of an anecdote from the news)

12. Myrick, J. G., Willoughby, J. F., Noar, S. M., & Brown, J. (2013). Reactions of Young Adults to the Death of Apple CEO Steve Jobs: Implications for Cancer Communication. Communication Research Reports, 30(2), 115-126. doi:10.1080/08824096.2012.762906

13. Ivic, R. K., & Green, R. J. (2012). Developing Charismatic Delivery through Transformational Presentations: Modeling the Persona of Steve Jobs. Communication Teacher, 26(2), 65-68. doi:10.1080/17404622.2011.643808

14. Framing your research question  Save this for the end of your intro.  Be efficient: try to make your question literally 1 question.  An actual master’s thesis introduction would include:  Hypothesis or position  Rationale/“hunch”  Avoid:  Overstating your case  Anthropomorphism (“The study will address...”)

15. Exercise 1: locating model openers 1. Locate 2 or more full-text journal articles from a database such as Communication Source. Look for a source with “journal” in the title. (Tip: search using 2 keywords, like “branding” and “China”) 2. Compare and contrast the different ways that the authors chose to open their articles. 3. Is the opener:  telling a story?  describing a situation or problem?  describing a disagreement or consensus among scholars?  doing something else? 4. Why do you think the author made the choice he/she did?

16. Exercise 2: locating intro. structure models 1. Return to one of your articles, or find a new one (make sure it’s a scholarly source with volume and issue numbers). 2. See if you can identify the following in the first few paragraphs:  Opener  Survey of scholarly literature  Definitions of variables/terms  Discussion of theoretical implications/significance of project  Statement of hypothesis or argument AND the rationale/“hunch” 3. How many citations do you find? What purpose do the sources serve in the intro? How does the author transition from one part to the next? On number of quotations, APA advises 1-2 sources per key point (chapter 6).

17. Exercise 3: critiquing your own work  Now, apply what you know about introductions to your own draft.  Look for:  Opener  Survey of scholarly literature  Research question  Consider the following:  Is the opener attention-grabbing but not trite?  Does the opener assume a specialist audience or a general one?  How clear is the topic?