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Power, Persuasion and Manipulation in Specialised Genres

Providing Keys to the Rhetoric of Professional Communities

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Edited By María Ángeles Orts Llopis, Ruth Breeze and Maurizio Gotti

This volume focuses on the study of linguistic manipulation, persuasion and power in the written texts of professional communication, to go further into the understanding of how they are constructed, interpreted, used and exploited in the achievement of specific goals. Such texts are here contemplated from the stance of genre theory, which starts from the premise that specialised communities have a high level of rhetorical sophistication, the keys to which are offered solely to their members. In particular, the book investigates the communicative devices that serve the need of such professions to exert power and manipulation, and to use persuasion. The perspective adopted in this work does not envisage power simply as a distant, alienated and alienating supremacy from above, but as an everyday, socialized and embodied phenomenon. To attain its goal, the volume brings forth studies on the language of several professions belonging to various specialised fields such as law and arbitration, engineering, economics, advertising, business, politics, medicine, social work, education and the media.

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Showing Power and Persuasion in Business Communication: The Corporate News Section in Websites and Social Media (Juan C. Palmer-Silveira)

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JUAN C. PALMER-SILVEIRA

Showing Power and Persuasion in Business Communication: The Corporate News Section in Websites and Social Media

1.   Introduction

The turn of the century modified the way people understood the world and, among many other developments, this implied a major change in how firms undertake commercial relations internationally. As a result, the concept of business has changed enormously. It is now almost impossible to think of a corporation that only sells products or endorses services in its own country of origin. While in the past many companies used to deal only in their national markets, the new millennium has brought in a new concept: a market without borders, without limits, where any firm can implement its customers in a globalized market (Bhatia/Bremner 2012). In fact, globalization allows companies to open new doors to many possibilities and has been greeted with considerable enthusiasm by the business community (Fischer 2003; Crane/Matten 2007).

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