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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.
Sommario
Introduction
Corporate Advocacy: A Powerful Persuasive Strategy by Judith D. Hoover
Rhetorical TheoryThe Barbecue on the Mount: The Robber Barons' Gospel of Self-Reliance by Kathleen Ann Lawrence
Tycoons, Lumberjacks, and the Notion of "Corporate Hero" in the American Timber Industry by Mark P. Moore
The Evolution of the Shareholder's Voice in American Capitalism by James Gaut Ragsdale
The Rhetoric of the Money Changers: Corporate America Responds to the Great Depression by C. Brant Short and Michael R. Tracy
Straight Talk: Lee Iacocca as Corporate Rhetor by Matthew W. Seeger
Cultural TheoryReconstructing Corporate Culture: Corporate Advocacy in Fred Meyer's Newsletter, The Q-municator by Helen Tate
Expatriate/Repatriate Training: Corporate Advocacy of Interculturalism by Cecile W. Garmon
Beyond Argumentative Corporate Advocacy: Natural Advocacy by Roger D. Vincent
Critical TheoryWall Street as Main Street: A Narrative Approach by Barry Alan Morris
Consumerism: Advocacy in the Interest of Consumers by Robert L. Heath
Investigating Commissions as External Advocates: The National Transportation Safety Board and the Airline Industry by Sally J. Ray
Union Advocacy: Power, Organizing, and Change by Tricia Hansen-Horn and Gabriel M. Vasquez
Poetics and Petrochemicals: Organizational Performances of the Mississippi River by Leigh Anne Howard
"Not Worth the Money I Paid For It": Dialogue, Diversity, and the Rhetoric of Organizational Advocacy by Mark Lawrence McPhail
Argumentation TheoryArgumentation and Corporate Advocacy: A Synthesis by Janice E. Schuetz
Conclusion
Index
Info autore
JUDITH D. HOOVER is Professor of Communication at Western Kentucky University./e She has published widely in the field and has authored chapters in various other contributed books.
