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ERIC Number: ED355577
Record Type: Non-Journal
Publication Date: 1992
Pages: 42
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Encouraging Shared Identity: USAir's Message to Employees.
Lanham, Marion L.
Noting that the encouragement of employee commitment to the organization is a top-priority item across much of corporate America, this paper focuses on numerous rhetorical employee identification strategies utilized by USAir, one of America's largest airlines. After a brief synopsis of the history of USAir, the paper first reports on an examination of the company's employee newsletter between December 1986 and January 1992 to collect data. The paper then analyzes the rhetoric used in the newspaper to encourage employee identification, in particular, and by implication, their commitment. The paper pinpoints the rhetorical strategies of (1) antithesis, (2) the family metaphor, (3) the transcendental "we," and (4) common ground--all found in the writing printed in the employee newspaper--and discusses these strategies in detail. The paper concludes that the study is a rich source of material for teaching and instruction in many aspects of communication (including business and professional speaking and organization communication), and also that the research is germane for any course dealing with communication theory and rhetorical analysis. A repeated theme of the paper is that identification with targets, such as workplace organizations, is natural and highly functional for both employees and their companies. (NKA)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A