Rhetorical dynamics of corporate communication in cyberspace: the protest over Lotus MarketPlace

Author

Gurak, Laura J.

Author_Institution

Dept. of Rhetoric, Minnesota Univ., St. Paul, MN, USA

Volume

38

Issue

1

fYear

1995

fDate

3/1/1995 12:00:00 AM

Firstpage

2

Lastpage

10

Abstract

Computer mediated communication (CMC) via the Internet is fast becoming a significant communication medium for technical and professional communicators. Research emerging from a number of disciplines is beginning to articulate the numerous social and organizational factors involved in the use of CMC. A significant question for communicators to ask is how organizations, which traditionally prefer structured and accountable communication, can exist in the open ended and unregulated world of the Internet. A rhetorical analysis of the protest over Lotus MarketPlace illustrates the complexity of traditional corporate communication in the nonhierarchical and often highly emotive forum of the Internet. Organizations can interact within this complexity more successfully by changing their rhetorical strategies

Keywords

DP industry; Internet; business communication; economics; internetworking; professional communication; American consumers; CMC; Internet; Lotus MarketPlace; Macintosh computers; communication medium; computer mediated communication; computer privacy; corporate communication; cyberspace; direct mail marketing database; organizational factors; professional communicators; rhetorical dynamics; rhetorical strategies; traditional corporate communication; unregulated world; Buildings; Business communication; Communications technology; Discussion forums; Educational institutions; Electronic mail; Internet; Professional communication; Space technology; Web server;

fLanguage

English

Journal_Title

Professional Communication, IEEE Transactions on

Publisher

ieee

ISSN

0361-1434

Type

jour

DOI

10.1109/47.372386

Filename

372386