This article draws on the principles of linguistic theorist Mikhail Bakhtin to analyze and explain discursive diversity in organizational Web pages. Organizational Web sites must typically appeal to multiple audiences, a condition that often results in different discourses being juxtaposed within the same interface. To analyze and explain the effects of such juxtapositions, this article adapts to the Web the principles that Bakhtin developed to conceptualize discursive diversity in the novel, in particular his concept of dialogism. To illustrate their efficacy, the article applies these principles to analyze a pair of government Web sites about forests, the forest industry, and the environment. Whereas the homepages of the two sites project divergent approaches to the discourses of their diverse audiences, a dialogic analysis of the new site's deeper levels reveals how the government's discursive strategy appears to favor one audience at the expense of others. Drawing on this case study, this article discusses how an approach informed by Bakhtin's principles can illuminate our analysis of organizational Web discourse.

This article identifies and assesses the effectiveness of communicating expectations, listening, delegating, and providing feedback in relation to the Hersey-Blanchard Situational Leadership model. It reviews the correlation between task versus relationship behavior that forms the basis of the Situational Leadership model. Then the article summarizes information found in literature on effective techniques for the four skills stated above. As these techniques are identified, they are discussed in relation to their effective use in the Situational Leadership model. To understand the application of the model in businesses and its impact on managers' communication effectiveness, we conducted a study of an operational department of a Fortune 500 financial services company. The results and content analysis of a survey we administered by random selection of the managers in this department indicate that successful use of the Situational Leadership model relies on effectiveness in four communication components: communicating expectations, listening, delegating, and providing feedback. Finally, we recommend areas of future research such as comparison analysis of surveys, interviews, and focus groups with subordinates of managers who have been trained on the Situational Leadership model and those who have not.

Although rhetoricians have studied the discourse practices of engineers, little is known about the production workers who must assemble engineering knowledge into functional products. This case study examines what happens when a production worker tried to improve manufacturing documentation, and how her success depended upon both her craft knowledge and the rhetorical skills she attributes to a Writing Across the Curriculum program she experienced in college. … although the goal of engineering may be to produce useful objects, engineers do not construct such objects themselves. Rather, they aim to generate knowledge that will allow such objects to be built [1, p. 5].

As proposed in the classic work by Hervey Cleckley, M.D.— The Mask of Sanity—a psychopath typically meets sixteen diagnostic criteria. Every one of them applies to Richard Hickock as he is revealed by Truman Capote's In Cold Blood, a nonfiction novel about the murder of Kansas farmer Herbert W. Clutter and his family forty years ago. It transcends the boundaries of traditional journalism by closely examining the entire constellation of antisocial personality traits that Hickock exhibits. Drawn in large part from jailhouse interviews, Capote's portrait of Hickock breathes life into the psychiatric literature, thus rendering intelligible the mental evaluation provided by the physician who examined the accused in preparation for his upcoming trial. In so doing, Capote's best-selling masterpiece serves as a case study of a psychopath, one that conforms to established medical authority while maintaining its popular appeal.

The only way to judge a product's acceptance in the workplace is through its use. However, before a product is released into the marketplace, its developers would like to predict its acceptability in the target market. One predictor of acceptability is usability test results. Typically, usability testing takes place outside of the user's natural environment in a usability test lab, an artificial environment. This article suggest ways in which ethnographic principles, historically used to describe a culture from the point of view of someone within that culture, can be used along with traditional usability testing to predict a product's acceptability in the marketplace.

The purpose of this qualitative study was to describe the use of the Black communication style by African Americans in an organized environment. The research method which was used involved a multimethod approach of data collection in the field using direct observation, and obtrusive observations, as well as semi-structured interviews. This investigation has shown that although the Black employees in this organization felt, in general, as if they were changing their communication style to fit the organizational norms, they continued to rely on the cultural norms underlying the Black communication style. U.S. demographics are foretelling a future that will require innovative organizational communication strategies. According to Fine, two facts about the U.S. corporate environment which are uncovered by demographic trends are that the workforce will be comprised of a “greater diversity of gender, race, age, culture, and language” and that the demand for qualified workers will exceed the supply thereby “creating intense competition among organizations for workers” [1]. These changing demographics are not going unnoticed by the U.S. corporate leaders. Specifically, the issues of most concern to organizational executives, according to Workforce 2000, center around linguistic and cultural differences. Most organizations have no innovative strategies for meeting the demands of a diverse workforce. Traditional programs, such as day-care provisions, flexible work times, and hiring and recruiting more people of color are being implemented by corporate America in an effort to meet the demand for diversity. However, organizations are often lacking in creative programs which will provide for this emerging diverse workforce an environment that will accept and nurture their diversity. Certainly these corporate executives are receiving little in the way of guidance from organizational researchers.

Participants in a qualitative case study of nonacademic R&D authors were uncomfortable with the idea of persuasion in their writing. The participants thought their reports were more informative than persuasive. Three definitions for “persuasion” emerged: discourse intended to push a reader toward an action; discourse written in a clear, compelling style; and shady, manipulative discourse. When asked whether they owed a greater debt to their audience or to their subject matter, most participants chose subject matter. However, some participants argued that my question posed a false dichotomy, in that serving subject matter was the best way to serve audience.

Two groups of university students, approximately half with work experience, read one of two versions of the same case study narrative—a traditional, printed version or a computer version. Afterwards, both groups selected from a list of paragraphs to compose a memorandum needed to resolve the conflict in the case, and, two days later, completed a questionnaire to determine retention of the narrative. The researchers hypothesized that the subjects using the computer version would perform better and rate their version as more realistic because of this version's visuals and decision paths. The subjects using the computer version did perform somewhat better at selecting the correct final memo paragraph, but overall, the results did not show either method to be superior. The subject's previous off-campus work experience, however, did produce an impact on both the results and acceptability of the case method.

This article is a case study of a small controversy involving a 1983 government research report on gender biases in naval officer fitness reports. The research at issue indicated that male commanding officers customarily wrote differently in naval fitness reports about women than in fitness reports they wrote about men, and the researchers concluded that the commanding officers needed to change their writing habits. But the objectivity of the researchers was soon challenged. In this survey of the controversy, the writing of several groups—male commanding officers, female naval officers, male newspaper editors, and female personnel researchers—is both illustrated and critiqued. The main focus here is rhetorical credibility in professional communications when gender is the issue at hand.

The customary approach to classifying multiple audiences for written discourse is to recognize primary, secondary, and immediate audiences, and, in some cases, gatekeeping audiences. Based on findings from an ethnographic case study of engineering authors in an R&D setting, this article suggests that authors should also attend to watchdog audiences as they write. A watchdog audience pays close attention to the written transaction between the author and the primary audience. Authors must direct their discourse toward the primary audience, but they must also keep the motives and purposes of the watchdog audience in mind as they write and revise. The watchdog audience in my case study, while it had no direct leverage or other organizational power over the authors, still influenced the authors extensively as they revised their text. Evidence indicates that, beyond the apparent and traditional sources of power, there are more contextual, hidden, socially mediated power relationships equally capable of shaping written discourse.

This article describes the design and evaluation of a formal writing assessment program within a technical writing course. Our purpose in this base-line study was to evaluate student writing at the conclusion of the course. In implementing this evaluation, we addressed fundamental issues of sound assessment: reliability and validity. Our program may encourage others seeking to assess educational outcomes in technical writing courses.

The case method of teaching is increasingly utilized as a tool for the teaching of business communication and technical writing. In addition to providing students with meaningful exposure to actual companies and written products, the use of cases challenge students to assume one or many various positions within an organization where effective communication with myriad publics is essential in meeting organizational goals and objectives.

To make informed decisions about ethical issues, technical communicators need to understand how to apply general ethical principles to the kinds of dilemmas they will face routinely, concerning such issues as plagiarism, trade secrets, and misrepresentation of text and graphics. This article reviews the controversy about the relationship between ethics and rhetoric among the Greeks, provides basic definitions of ethics, and applies the literature of business and professional ethics to the concerns of technical communicators and other professionals who communicate, showing how they must think through the conflicts of obligations to their employer, the public, and the environment. It provides a case study that can be used to reinforce a student's understanding of the relationship between technical communication and ethics.

John White was England's first important ethnographic illustrator. Collaborating with one of the Renaissance's most innovative scientists, Thomas Hariot, while working as an expedition artist on Sir Walter Raleigh's 1585 attempt to colonize Virginia, White produced influential illustrations of American Indians that were published as etchings and widely distributed in Theodor de Bry's America (1590). Apprenticed as an artist in Elizabethan England, White redirected this traditional training as a limnist and a costume painter to scientific, ethnographic purposes.

The visual dimension of meaning is widely accepted in technical communication. But theories (and pedagogies) that direct the making of visual meaning are still under development. A guidelines approach, a design decisions approach, and an information/reader model approach are applied as lenses for viewing the marking of meaning on an instructional page. A case study invokes these approaches to describe the visual markers students employ as they write descriptive and instructional text. Although neither group described marked their texts thoroughly, beginning technical writing majors enrolled in a writing class used fewer illustrations and visual markers than technical majors used. The difference in beginning students' performance may be due to prior reading patterns, since the difference is more pronounced in the descriptions than in the instructions. Thus, the paper proposes a longitudinal approach to sensitizing writing majors to visual cues.

Because of the recent emphasis on rhetorical context in business and technical writing (BTW) instruction, the problem-solving case has become a staple in BTW classrooms. However, a number of critics have voiced concerns about the use of the rhetorical case. These concerns recall an ancient debate among Roman rhetoricians over an early case-study method called declamation. For contemporary theorists, the debate over case study revolves around its value as a stimulant to problem-solving skills, its ability to imitate the realistic circumstances of professional BTW, and its emphasis on persona and audience along with its deemphasis of the teacher. A full spectrum of arguments on these and other issues in the case-study debate indicates that the discipline is entering a new phase in its deliberations over the role of problem-solving and pragmatics in the BTW classroom.

A qualitative study using reading protocols suggests that when readers of informative documents understand conveyed information satisfactorily, they make direct confirmations and positive comprehension evaluations. When readers are uncertain about the accuracy of their understanding, they guess, make assumptions, or render the text's language into their own words. When readers' understanding is impaired, they ask for more clearly established links or relationships in the text, or they pinpoint some ambiguity or lack of resolution. When readers' understanding is unsatisfactory but not impaired, they request additional information. In addition, readers make evaluative suggestions that introduce, focus, emphasize, or reiterate their other comprehension-related responses. The response patterns isolated in this qualitative study indicate the need for specific quantitative research and suggest some directions for developing reader-based heuristics for informative writing.

Modern professionals commonly write documents to be signed by superiors, but are seldom taught how to do this. If students are successfully to fulfill everyday organizational writing tasks, they must learn to master skills of impersonating viewpoint, style and even personality. To teach such skills, we can adapt the ancient exercise of prosopopoeia or impersonation, either by varying the personas of standard textbook exercises, or by making use of the technical writing case study, or by having students impersonate professionals who were involved in famous (or infamous) current events.

A current assumption is that “one best system” can be devised to develop and test user documentation. In-house documentation, however, demands approaches that do not fit into a generic system. Specifically, an in-house manual needs a special type of usability testing, one that measures if and how a manual is used to meet the goals of its organization. Along with quality testing, in-house writers must also run studies on how their manuals actually function in the workplace. This article describes a three-pronged design for actual use testing: user logs; observations; and surveys. In my case study, this testing revealed that users did not use their manuals for reasons other than quality — for instance, reliance on social interactions for acquiring information. My findings show that writing an effective manual requires more than composing skills; it demands writers' involvement in the organizational dynamics that motivate workers to use or not use their manuals.

Field study, using an ethnographic approach, offers a potentially powerful methodology for the technical communication researcher, a methodology that provides a useful balance to the strengths and weaknesses of experiments and surveys. Technical communication studies, however, exhibit not only the typical constraints of field research but several additional constraints inherent to research conducted on-the-job in business, industry, and government, which deserve consideration when designing research.

Government writing has often been called gobbledygook—vague, windy, and pretentious prose thrust on unwilling readers [1]. Nowhere, it seems would a writing course hold such rich promise as in a state or a federal agency. While many of these programs have been conducted [2], there is little in print on designing them or on dealing with the management or course development problems unique to them.1 This case study will document the effort to design and conduct such an in-house writing program. It will provide resource materials and strategies for those who, in the future, will be faced with developing and delivering such courses.

A brief overview of methods relating language education to psychological theories and models is provided. Strengths and weaknesses of behaviorist and mentalist approaches are surveyed, followed by an outline of a recently developing cognitive-process approach. The approach is then illustrated with an individual case study from the University of Florida writing program, with special consideration of the concerns of technical writing on the topic of automobile repair instructions. It is argued that specific tendencies carry over from speech habits that are partly supportive and partly contrary to success in learning the skills of technical writing. Consequently, appropriate training should be able to alleviate the contrary tendencies, provided we take into account the operations of writing.

Communication systems serving the needs of modern organizations are complex. In a bureaucratic, hierarchically structured organization, the typical communication system will be a closed one. In a democratic, egalitarian organization, the communication system will tend to be an open one.