ERIC Number: ED339054
Record Type: RIE
Publication Date: 1991-Oct
Reference Count: 0
Whittle Communications and Channel One: Rhetorical Strategies of Innovation.
A study examined the message features that influence an innovation's acceptance by a mass audience. The study looked at three strategies of innovational rhetoric (denial of controversy, subtle criticism of existing institutions, and projection of a rhetorical vision) used by a commercial broadcasting company, called Whittle Communications in 1989, in an attempt to gain acceptance for the "Channel One" programming which Whittle was attempting to place into the New York State school system. Corporate discourse of Whittle Communications immediately prior to the June 1989 meeting of the New York State Board of Regents was examined to illuminate the use of innovative rhetoric as a response to a social institution's actions. Advertisements sponsored by Whittle Communications that appeared in "The New York Times" from June 7-15, 1989, were also analyzed. Results indicated that although the use of innovational strategies was not a total success for Whittle Communications, Whittle did, however, shape much of the public debate surrounding the issue of commercially sponsored news broadcasts in the nation's public schools, and says that it has persuaded 5,761 schools in 45 states to use Channel One. (Copies of the advertisements analysed and 63 references are attached.) (PRA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Channel One; Issues Management; New York; Rhetorical Strategies
Note: Paper presented at the Annual Meeting of the Speech Communication Association (77th, Atlanta, GA, October 31-November 3, 1991).