This thesis introduces public relations scholars and practitioners to the benefits of using an invitational rhetoric approach to the corporate voice instead of relying on traditional rhetorical approaches that are grounded in persuasive, authoritative intent. Because of societal changes inspired by changing gender norms, the traditional masculine corporate voice may no longer be the most effective corporate communication style. Traditional approaches to corporate communication are being challenged by more inclusive approaches that emphasize meaning co-creation with the public over purely persuasive approaches. This thesis conducts a case study of the Bud Light brand's use of Twitter. The purpose of this thesis is to determine if the brand uses an invitational rhetoric approach, and, if so, explore how Bud Light uses this approach. The thesis also analyzes the implications of this approach for corporate public relations practice. I argue an invitational rhetoric approach to corporate public relations may encourage more equitable communication between organizations and publics rather than privilege one authoritative, persuasive corporate voice over other voices involved in the conversation. / Master of Arts / This thesis introduces public relations scholars and practitioners to the benefits of using a more inclusive approach to their corporate voice on social media through an approach called invitational rhetoric. Invitational rhetoric is defined by Foss and Griffin (1995) as an "invitation to understanding as a means to create a relationship rooted in equality, immanent value, and self-determination" (p. 5). Because of societal changes inspired by changing gender norms, the traditional masculine corporate voice that is grounded in persuasive, authoritative intent may no longer be the most effective corporate communication style. Traditional approaches to corporate communication are being challenged by more inclusive approaches that emphasize interaction and understanding with the public over purely persuasive approaches. This thesis conducts a case study of the Bud Light brand's use of Twitter. The purpose of this thesis is to determine if the brand makes use of an invitational rhetoric approach, and, if so, explore how Bud Light uses invitational rhetoric. The thesis also analyzes the implications of an invitational rhetoric approach for corporate public relations practice. I argue an invitational rhetoric approach to corporate public relations may encourage more equitable communication between organizations and publics rather than privilege one authoritative, persuasive corporate voice over other voices involved in the conversation.
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/98577 |
| Date | 27 May 2020 |
| Creators | Davis, Jeannette Katherine |
| Contributors | Communication, Logan, Nneka, Tedesco, John C., Waggenspack, Beth M. |
| Publisher | Virginia Tech |
| Source Sets | Virginia Tech Theses and Dissertation |
| Detected Language | English |
| Type | Thesis |
| Format | ETD, application/pdf |
| Rights | In Copyright, http://rightsstatements.org/vocab/InC/1.0/ |
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