Organizational rhetoric in the prospectuses of elite private schools: unpacking strategies of persuasion
Organizational rhetoric in the prospectuses of elite private schools: unpacking strategies of persuasion
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精英私立学校招股说明书中的组织修辞：解读说服策略
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
Robyn Mayes
中科院分区：
文献类型：
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作者：
Paula McDonald;Barbara Pini;Robyn Mayes
私立学校在交流中使用修辞的方式为这些组织网站如何说服受众并在当代教育平台的背景下利用市场优势提供了重要的见解。本文通过对澳大利亚65所精英学校招生说明书中使用的修辞策略的系统分析，有助于理解学校如何利用更广泛的文化政治来塑造意义和组织行为者之间的互动。为了达到这一目的，我们确定了学校一贯使用的六种策略：认同、并列、支持或自我推广、部分报告、自我扩展以及重组或逆转。我们认为，在21世纪西方教育市场化和私有化话语的背景下，这些策略试图颠覆潜在的威胁话语，在这个过程中积极地再现更广泛的经济和社会特权和不平等。
The way in which private schools use rhetoric in their communications offers important insights into how these organizational sites persuade audiences and leverage marketplace advantage in the context of contemporary educational platforms. Through systemic analysis of rhetorical strategies employed in 65 ‘elite’ school prospectuses in Australia, this paper contributes to understandings of the ways schools’ communications draw on broader cultural politics in order to shape meanings and interactions among organizational actors. We identify six strategies consistently used by schools to this end: identification, juxtapositioning, bolstering or self-promotion, partial reporting, self-expansion, and reframing or reversal. We argue that, in the context of marketization and privatization discourses in twenty-first-century western education, these strategies attempt to subvert potentially threatening discourses, in the process actively reproducing broader economic and social privilege and inequalities.