Corporate Advocacy: Rhetoric in the Information Age / Edition 1

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Internal and external advocacy is a complex communication process, with many interwoven purposes, methods, and expected (or unexpected) outcomes. Judith Hoover and her contributors show what the advocacy processes are, using a fascinating set of case histories, and then analyze and evaluate them by means of rhetorical, cultural, critical, and argumentation theories. In doing so they blend organizational communication and classical rhetorical theory, and thus extend the concept of corporate advocacy into new areas of study. An important resource for teachers and students of communication theory and practice, and an unusual insight for corporate communication specialists.

In fourteen case studies analyzed through three significant communication theory perspectives, Hoover and her contributors examine the concept of advocacy by looking at corporate rhetoric, corporate cultures, and the hidden sources of power inherent in both. We listen to the messages of corporate spokespersons such as Lee Iacocca. We observe the internal cultures of business and industry. We investigate the meanings of such terms as Wall Street and consumerism. We broaden our view to include not only union advocacy, but also the role of language in the organizational distribution of power. By synthesizing these cases through yet a fourth perspective, the book not only extends the concept to recognize internal advocacy processes but also reveals the complexity of advocacy strategies that must be designed to accomplish multiple purposes and that must respond to multilayered and interconnected contexts.

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Editorial Reviews

Comprises 16 essays analyzing the processes and products of corporate America with an emphasis on the inocuous-seeming yet persuasive language and rhetoric used in the corporate world. Topics include the notion of the corporate hero in the American timber industry; Lee Iacocca as corporate rhetor; advocacy in the interest of consumers; the National Transportation Safety Board and the airline industry; and union advocacy. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9781567200669
  • Publisher: Greenwood Publishing Group, Incorporated
  • Publication date: 3/25/1997
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 6.42 (w) x 9.54 (h) x 1.00 (d)

Meet the Author

JUDITH D. HOOVER is Professor of Communication at Western Kentucky University.

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Table of Contents

Introduction 1
1 Corporate Advocacy: A Powerful Persuasive Strategy 3
2 The Barbecue on the Mount: The Robber Barons' Gospel of Self-Reliance 19
3 Tycoons, Lumberjacks, and the Notion of "Corporate Hero" in the American Timber Industry 32
4 The Evolution of the Shareholder's Voice in American Capitalism 48
5 The Rhetoric of the Money Changers: Corporate America Responds to the Great Depression 61
6 Straight Talk: Lee Iacocca as Corporate Rhetor 73
7 Reconstructing Corporate Culture: Corporate Advocacy in Fred Meyer's Newsletter, The Q-municator 91
8 Expatriate/Repatriate Training: Corporate Advocacy of Interculturalism 105
9 Beyond Argumentative Corporate Advocacy: Natural Advocacy 120
10 Wall Street as Main Street: A Narrative Approach to Organizational Crisis 131
11 Consumerism: Advocacy in the Interest of Consumers 148
12 Investigating Commissions as External Advocates: The National Transportation Safety Board and the Airline Industry 170
13 Union Advocacy: Power, Organizing, and Change 187
14 Poetics and Petrochemicals: Organizational Performances of the Mississippi River 204
15 "Not Worth the Money I Paid for It": Dialogue, Diversity, and the Rhetoric of Organizational Advocacy 220
16 Argumentation and Corporate Advocacy: A Synthesis 237
Conclusion 253
Index 257
About the Editor and Contributors 261
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