مشخصات پژوهش

Business discourse is not completely motivated by pedagogical concerns but mostly with realization of how people communicate strategically in an organizational context. An important issue with regard to business discourse is its cross disciplinarity, i.e. its relation with the number of areas and fields of studies such as genre theory, organizational communication, discourse analysis and applied linguistics. In the present study 30 business tweets from multiple companies were analyzed in order to determine the means of rhetorical influence in the field of business. Tweeter was selected for analysis because recently it has become one of the significant means for providing information in the electronic (online) marketing. The method is descriptive, and the theoretical framework is based on Burke (1945) who introduced the notion of dramatism. This notion considers the human activity as theatrical, detectable in a pentad of interrelated elements; namely, act, scene, agency and purpose. These five elements are present in any situation. However, when one or more terms is emphasized in a message, that particular element which a speaker emphasizes determines his perspective or viewpoint. The results of the study revealed that there was not a direct relationship between reality and language but alternatively filters and selects were noticed. These results indicated, in general, that various rhetorical strategies derived from Kenneth Burke's pentad differ in interest value.