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Article: Exploring corporate rhetoric: Metadiscourse in the CEO's letter

TitleExploring corporate rhetoric: Metadiscourse in the CEO's letter
Authors
Issue Date1998
PublisherSage Publications, Inc. The Journal's web site is located at http://www.sagepub.com/journal.aspx?pid=9888
Citation
Journal Of Business Communication, 1998, v. 35 n. 2, p. 224-244 How to Cite?
AbstractThis article explores how CEOs attempt to influence readers and project a positive personal and corporate image in company annual reports. It examines the role of metadiscourse, as a manifestation of the writer's linguistic and rhetorical presence in a text, to show how CEOs use non-propositional material to realize rational, credible, and affective appeals. The findings are based on a close textual and linguistic analysis of 137 CEOs' letters drawn from a range of international and Hong Kong companies, representing a mix of high- and medium-performing corporations from various business sectors and registered with the three major Chambers of Commerce in Hong Kong. Metadiscourse allows CEOs to control the information they provide by using expressions that organize and evaluate that information in order to direct readers how they should understand and appraise the subject matter. The analysis reveals the essentially rhetorical nature of CEOs' letters by comparing the frequency and distribution of metadiscourse in CEOs' letters and directors' reports taken from the same annual reports. The study suggests a descriptive framework for metadiscourse in business communication and points to the need for a rhetorical awareness of this persuasive genre. © 1998 by the Association for Business Communication.
Persistent Identifierhttp://hdl.handle.net/10722/130148
ISSN
2015 SCImago Journal Rankings: 0.312
References

 

DC FieldValueLanguage
dc.contributor.authorHyland, Ken_HK
dc.date.accessioned2010-12-23T08:47:32Z-
dc.date.available2010-12-23T08:47:32Z-
dc.date.issued1998en_HK
dc.identifier.citationJournal Of Business Communication, 1998, v. 35 n. 2, p. 224-244en_HK
dc.identifier.issn0021-9436en_HK
dc.identifier.urihttp://hdl.handle.net/10722/130148-
dc.description.abstractThis article explores how CEOs attempt to influence readers and project a positive personal and corporate image in company annual reports. It examines the role of metadiscourse, as a manifestation of the writer's linguistic and rhetorical presence in a text, to show how CEOs use non-propositional material to realize rational, credible, and affective appeals. The findings are based on a close textual and linguistic analysis of 137 CEOs' letters drawn from a range of international and Hong Kong companies, representing a mix of high- and medium-performing corporations from various business sectors and registered with the three major Chambers of Commerce in Hong Kong. Metadiscourse allows CEOs to control the information they provide by using expressions that organize and evaluate that information in order to direct readers how they should understand and appraise the subject matter. The analysis reveals the essentially rhetorical nature of CEOs' letters by comparing the frequency and distribution of metadiscourse in CEOs' letters and directors' reports taken from the same annual reports. The study suggests a descriptive framework for metadiscourse in business communication and points to the need for a rhetorical awareness of this persuasive genre. © 1998 by the Association for Business Communication.en_HK
dc.languageengen_US
dc.publisherSage Publications, Inc. The Journal's web site is located at http://www.sagepub.com/journal.aspx?pid=9888en_HK
dc.relation.ispartofJournal of Business Communicationen_HK
dc.titleExploring corporate rhetoric: Metadiscourse in the CEO's letteren_HK
dc.typeArticleen_HK
dc.identifier.emailHyland, K:khyland@hku.hken_HK
dc.identifier.authorityHyland, K=rp01133en_HK
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.scopuseid_2-s2.0-54649083125en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-54649083125&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume35en_HK
dc.identifier.issue2en_HK
dc.identifier.spage224en_HK
dc.identifier.epage244en_HK
dc.identifier.eissn1552-4582-
dc.publisher.placeUnited Statesen_HK

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