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 – strong4life.com

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: ?
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 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: Notes:
Often, the name of the company/organization at top
“Memo” written at top, occasionally with a separating line. Always leave at least 1 space before “to” line
TO: (full name and job title OR “all employees”, etc.)
FROM: (full name and job title)
DATE:
SUBJECT:
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/Walters_Persuasive_Letter.pdf
nt%20Center/Free%20Model%20Documents/Marting_appropriate_ .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 ”
There are at least 5 errors that need to be corrected. Find these and correct them.
*Finally, suggest at least one way that the or memo above could better attend to the rhetorical situation.