An invitation to understand: An alternative approach to the corporate voice in public relations

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.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Communication

Department dc:contributor.department

Communication

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2020

Author dc:creator

• Davis, Jeannette Katherine

Chair dc:contributor.committeechair

• Logan, Nneka

Committee members dc:contributor.committeemember

• Tedesco, John C.
• Waggenspack, Beth M.

• invitational rhetoric
• public relations
• corporate voice
• Bud Light
• Twitter
• case study

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

vt_gsexam:25661

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/98577