If you've read my posting on the rhetorical situation, then you know that when we talk about the rhetorical situation, we talk about those factors that affect what we say and how we say it in a professional context. While it is certainly important that you deliver the message clearly and unambiguously, You also need to factor in the questions of what message to deliver and how to deliver it. Words not only convey information; they also project an image about the organization for which one is writing. When one writes, then, one has to take into account what image one wants to project about the organization as part of the rhetorical situation.
Let me try to break this down for you by analyzing two pieces of professional writing. An important element to take into account when composing a professional document is corporate culture. Since organizations involve human interaction, human behavior and hierarchical structures, organizations are societies, and as such they develop a culture: a set of values and beliefs by which all members of the organization are supposed to abide, or at least use as guidelines for their behavior within an organization. This is not necessarily an unspoken thing. In fact, one of the major written professional documents in an organization is a touchstone for those values and beliefs: the mission statement. The mission statement is a written document that conveys both information and image. It often is the public face for the organization.
To get us started thinking and discussing this, I've included below two links to a common type of professional writing--corporate mission statements. Most (though not all) organizations have one, particularly organizations that have a significant public presence. One of the statements comes from our own organization (Clarion), another from a smaller, less well known organization with a small but very devoted consumer base (Rogue). First, read the mission statements by clicking on the links (once you've clicked on the Clarion link, you'll then have to click on "Mission"). Then return here, where I'll give you a rhetorical reading of both statements and the image both statements attempt to convey about their respective organizations.
To get us started thinking and discussing this, I've included below two links to a common type of professional writing--corporate mission statements. Most (though not all) organizations have one, particularly organizations that have a significant public presence. One of the statements comes from our own organization (Clarion), another from a smaller, less well known organization with a small but very devoted consumer base (Rogue). First, read the mission statements by clicking on the links (once you've clicked on the Clarion link, you'll then have to click on "Mission"). Then return here, where I'll give you a rhetorical reading of both statements and the image both statements attempt to convey about their respective organizations.
As you read these statements, first keep in mind that different readers will filter a message in different ways--which is something that can make writing for a large audience (as is often the case in organizational writing) tricky.
Second, note that none of the mission statements offer any hard information--and that's what makes them so meaningful to the organization. Mission statements are indeed marketing tools, but they're not intended to market a product or a service--they're intended to market an image of the organization--a personality, if you will. The audience for that marketing is both the consumers and the employees. To a large degree this reflects the current state of communication, where everything seems to be available to anyone who wants it. Before the advent of the internet, mission statements were typically in-house. That is, they were guidelines for employees to follow so that they could fit into and adhere to the "rules" of corporate culture. So I believe that now mission statements serve both as marketing tools and as cultural standards for the organization.
First, follow the links below to read the statements:
- Clarion University (http://www.clarion.edu/1174/)
- Rogue (http://www.rogue.com/about/rogue-credo.php)
Clarion University's Mission Statement
First, notice that the writer never uses personal pronouns. The writer never refers to Clarion as "we," or refer to the readers as "you." The writer always refers to Clarion in institutional terms. So what? Well, for one thing, that kind of language creates distance between the author (or in this case, who the author is representing--Clarion) and the reader. This can effectively send the message that while the reader can become part of the institution, the institution will always be bigger than the individual. This also creates a highly formal and structured relationship between the writer and reader. As part of this, also notice that it's not a particularly emotional piece. This is solemn and controlled. One can get the sense that this statement was carefully constructed.
Second, notice that the writer has a tendency to use long, complex sentences--though not so complex that we can't understand them--and a relatively elevated vocabulary (NOT an incomprehensible vocabulary; just an elevated one. Note, for example, how many words the writer uses that are more than three syllables long). Again, so what? These kinds of sentences and this kind of vocabulary signals to the reader that the writer (and by extension, Clarion) is intelligent and capable of handling complex thought.
Both of these elements would seem to nicely fit the image that a university would want to project. This is likely the kind of place one would depend upon to give one the tools to get a job: a place that was in control, serious, intelligent. Now, if you're wondering whether this would be the kind of image that would appeal to a 17 year old with a short attention span, sore thumbs from texting and an urge to break free, you'd be right to wonder that. But I would suggest that's not the target audience. I think the target audience is parents. And I think if Clarion were to compose a document targeted specifically to recruit high school students, the structure and language would change dramatically. And that's the point.
Rogue's Mission Statement
First, notice that Rogue refers to its statement as a Creed rather than a Mission. A creed is a belief, and a mission is a goal. So Rogue is not out to convert, meaning that it likely thinks those reading the statement are already converted. "Creed," however, does have religious undertones, so it's not just a belief--it's a fervid belief.
Second, while Rogue does refer to itself as Rogue, it also uses personal pronouns, referring to itself as "we." This helps create a more personal connection to the reader. Rogues also uses a less elevated, more casual vocabulary and sentence structure. Note, for example, that while Clarion uses no contractions, Rogue does. Also notice that at least three times--including the very first sentence--Rogue uses the word "revolution" or a variant. This would seem to coincide well with the name of the company itself. Rogues is also not above using humor ("even if it means going against the grain," which acts as a pun, since the company makes beer). Rogue even uses language that might typically be unacceptable in a standard piece of professional writing ("B.S.," and we all know what that stands for). Its bulleted list of principles are short and pithy.
As with the first statement, Rogue's words project a particular image about the company, one that is, of course, quite different from Clarion. But then, both organizations have different purposes and different audiences. Whereas Clarion wants to project solidness, control and intellect, Rogue wants to be perceived as a maverick thumbing its nose at convention, a David fighting against Goliath corporations more concerned with profit than quality of product (one of Rogue's common targets is Budweiser). And if this sounds almost--Marxist--well, perhaps it is.
For discussion I'd like you to try for yourself what I've done above. Below is a link to another mission statement, for a company I'm guessing you're quite familiar with. Think about and discuss the image this organization wants to convey. The organization wants to come across as having a particular "personality," and most importantly for our purposes, uses written language to do that. Write your thoughts in the Discussion component associated with this blog post in D2L. |
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