Most operator's manuals are examples of failed rhetoric: discourse that fails to inform, to persuade, or even to be read. By moving from a tacit reliance on a modernist model of communication that emphasizes the transfer of information to a postmodem model that emphasizes the communication of understanding, and by applying two principles of negotiating understanding—encouraging users to denaturalize their common sense and encouraging users to take their share of responsibility for the safe and effective use of technologies—technical writers can construct manuals that are more likely to succeed rhetorically and legally.

This article extends the discussion of visual hetoric to the writing spaces and iconic representations of computer interfaces. An examination of the interfaces of a word-processing and a page layout program for desktop publishing reveals the visual nature of the interface. This visual writing space, different from the blank piece of paper, can encourage and foster a writer's consideration of options for integrating visual and verbal elements into a text.

A growing body of literature defines a rhetoric of visible text based on page layout, typography, and the various design features afforded by page composition tools buitt into word processors and page design programs. Little has been written, however, about what a wriier needs to know about design and in what order. This article describes and demonstrates a scope and sequence of learning that encourages writers to develop their skills as text designers. It introduces relevant liierature that is helpful for such learning and it does so in an evolving format that displays visually what the essay discusses verbally.

Supra-textual design encompasses the global visual language of a document and operates in three modes: textual, spatial, and graphic. The rhetoric of supra-textual design includes structural functions that provide global organization and cohesion and stylistic functions that affect credibility, tone, emphasis, interest, and usability. Supra-textual rhetoric extends to other documents through conventional codes and through sets and series. Because writers may not control the end product of supra-textual design, intention may also be a rhetorical factor.

Understanding the relationship between culture and language has become a requisite for successful business enterprises in the developing global economy. Cultural conventions inform language, often creating differences in the content, organizational pattern, presentation of argument, style, and format of business documents. Differences in conventions can lead to readers' misinterpretation or failure to understand a message. International business communication is evolving along with the global economy in four distinct patterns: as a hybridized language, as a business interlanguage, as a multiconventional language, and as an international language. The present workforce and those about to enter it need to become sensitized to the effects of multicultural conventions on their business communication.

One meaning of postmodernism is the recognition and inclusion of the previously excluded and suppressed. Recent developments of a generally humanistic nature in technical communication—the rhetoric of science, social constructionism, and feminist and ethicist critiques of science—are instances of such recognition. These developments deflate some traditional assumptions about and privileges associated with scientific and technical knowledge and practice, while they elevate previously denied aspects. Thus, surprisingly, postmodernism reveals itself in technical communication as the resurgence of humanism.

This article analyzes the ideological assumptions that have driven the conception and development of hypertext, demonstrating how it has developed from an apractical romantic viewpoint that remains a very strong driving force. The article argues that technical communicators must critique and subsequently design hypertexts that are rhetorically sound, refiguring hypertext as user‐centered, historically situated, and practical.

This article discusses collaborative design in the context of developing a Toolbook hypertext intended to introduce graduate students to the fields of rhetoric and professional communication. It examines the new grammar and rhetoric of hypertext, discusses the importance of document planning within an emergent design, and argues for a functional aesthetic.

The Construction of Negotiated Meaning. A Social Cognitive Theory of Writing. Linda Flower. Carbondale: Southern Illinois UP, 1994. 334 pp. Theory and Practice in the Teaching of Writing: Rethinking the Discipline. Lee Odell, ed. Carbondale: Southern Illinois UP, 1993. 329 pp. Audience and Rhetoric: An Archaeological Composition of the Discourse Community. James A. Porter. Englewood Cliffs, NJ: Prentice Hall, 1992. 185 pp. Approaches to Computer Writing Classrooms: Learning from Practical Experience. Ed. Linda Myers. Albany: State U of New York P, 1993. 225 pp. The Digital Word: Text‐Based Computing in the Humanities. Ed. George P. Landow and Paul Delany. Cambridge: MIT P, 1993. 362 pp. Electronic Quills: A Situated Evaluation of Using Computers for Writing in Classrooms. Bertram C. Bruce and Andee Rubin. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993. 232 pp. The Tech Writing Game. Janet Van Wicklen. New York: Facts on File, 1992. Marketing Yourself with Technical Writing: A Guide for Today's Professionals. William M. Vatavuk. Boca Raton, FL: Lewis Publishers, 1992. Technical Writer's Freelancing Guide. Peter Kent. New York: Sterling Publishing Co., 1992. 160 pp.

The instructor and students in a technical writing class constitute a complex organizational unit with an array of interests, needs, values, and agendas. The need to negotiate and define both shared and conflicting goals and assumptions presents a richly problematical rhetorical situation. In this context, we can use the old standard organizational genre, the memo, in ways that are both rhetorically and pedagogically rich, helping students to write themselves—and their instructors—into a more vital, satisfying, and effective learning environment.

Power, determined by rank, can be a primary determinant of how communication acts are structured by the writer and perceived by the reader. The sales model underpinning traditional business communication principles does not consider the effect of such power in memos written by managers to subordinates. Three rhetorical and linguistic strategies that reflect the construct of power in managerial communication are projecting leadership, assuming commonality, and controlling information. These strategies, which have not been sufficiently considered in theoretical and applied research, suggest the need to consider new ways of articulating principles for management communication.

This essay develops a conception of science as a complex series of cultural practices mediated in and through discourse. This conception requires attention to discourses typically considered non‐scientific, such as those resulting in funding decisions. A case study of the cold fusion controversy demonstrates that internal scientific practices cannot explain adequately the eventual closure of the debate, and that we must look to the rhetorical practices of Congressional committees and government agencies for those explanations.

When writers communicate risks about hazardous technologies, they need to realize that their persuasive purposes cannot be to resolve debate but rather to evoke consensus and to encourage new ways of talking about risk issues. To gain insight into achieving such purposes, rhetoricians can learn from theories in the social science subdisciplines of risk perception and communication. Theorists in these fields identify various psychological, social, political, and cultural dynamics that risk communicators must address in order to generate new processes of debate. I apply many of these theoretical principles to a sample risk communication on nuclear energy to determine realistic expectations for persuasive risk communications. My conclusions stress that rhetorical researchers need to explore and test the extent to which written rhetorical forms can facilitate consensus.

Critics may fail to appreciate the rhetorical significance of scientific texts that do not fit within the dominant genre of truth‐forming argument. Only by identifying Schrödinger's text as inspirational community‐forming discourse do we come to recognize the rhetorical artistry of his negotiation between two audiences, a negotiation that includes a subtle building of common ground, the application of productive ambiguity at a key point of collision, and a skillful _ reversal of language expectations to relocate audience loyalties.

A Rhetoric of Doing: Essays on Written Discourse in Honor of James L. Kinneavy. Ed. Stephen P. Witte, Neil Nakadate, and Roger D. Cherry. Carbondale: Southern Illinois UP, 1992. 376 pp. Professional Communication: The Social Perspective. Ed. Nancy Roundy Blyler and Charlotte Thralls. Newbury Park: Sage, 1993. 292 pp. Business & Managerial Communication: New Perspectives. Linda Driskill, with June Ferrill and Marda Steffey. Fort Worth: Dryden, 1992. 810 pp. Business and Administrative Communication. 2nd ed. Kitty O. Locker. Homewood: Irwin, 1992. 775 pp. Contemporary Business Communication: From Thought to Expression. Joan Vesper and Vincent Ryan Ruggiero. New York: HarperCollins, 1993. 565 pp. Impact: A Guide to Business Communication. Ann Fischer and Margot Northey. Englewood Cliffs: Prentice‐Hall, 1993. 247 pp. Teaching Technical Writing: A Pragmatic Approach. Rev. ed. John S. Harris, St. Paul: ATTW Anthology Series, 1992. 191 pp.

New Visions of Collaborative Writing. Ed. Janis Forman. Portsmouth: Boynton/Cook, 1992. 197 pp. (Inter)views: Cross‐Disciplinary Perspectives on Rhetoric and Literacy. Ed. Gary A. Olson and Irene Gale. Carbondale: Southern Illinois UP, 1991. 269 pp. Constructing Rhetorical Education. Ed. Marie Secor and Davida Charney. Carbondale: Southern Illinois UP, 1992. 452 pp. Nineteenth‐Century Rhetoric in North America. Nan Johnson. Carbondale: Southern Illinois UP, 1991. 313 pp. The Interpretive Turn. Ed. David R. Hiley, James F. Bohman, and Richard Shusterman. Ithaca: Cornell UP, 1991. 322 pp. Technical Writing: Student Samples and Teacher Responses. Ed. by Sam Dragga. St. Paul: University of Minnesota, Department of Rhetoric/Association of Teachers of Technical Writing, 1992. 326 pp.

The workplace is becoming increasingly diverse in ways that are changing our understanding of who our readers are and how we can make effective communication choices to bridge the gaps between us. Communication problems arise because of differences in world experience, in the amount of common knowledge shared within cultures, in the structure of societies and the workplace, in culturally specific rhetorical strategies, and even in differences in processing graphics. Most textbooks provide little information on these topics, so the technical writing teacher needs to find ways to incorporate issues of international and multicultural communication into the classroom.

Rhetoric, Innovation, Technology: Case Studies of Technical Communication in Technology Transfers. Stephen Doheny‐Farina. Cambridge: MIT, 1992. 279 pp. Ecospeak: Rhetoric and Environmental Politics in America. M. Jimmie Killingsworth and Jacqueline S. Palmer. Carbondale and Edwardsville: Southern Illinois UP, 1992. 312 pp. Connections: New Ways of Working in the Networked Organization. Lee Sproull and Sara Kiesler. Cambridge: MIT P, 1991. 212 pp. Objectivity, Relativism, and Truth. Richard Rorty. Cambridge UP, 1991. 226 pp. Color for the Electronic Age: What Every Desktop Publisher Needs To Know About Using Color Effectively in Charts, Graphs, Typography and Pictures. Jan V. White. New York: Watson‐Guptill Publications, 1990. 208 pp. Eye on the News. Mario R. Garcia and Pegie Stark. St. Petersburg: The Poynter Institute for Media Studies, 1991. 86 pp. Looking Good in Print: A Guide to Basic Design for Desktop Publishing. Roger C. Parker. 2nd ed. Chapel Hill: Ventana, 1990. 371 pp. The Makeover Book. Roger C. Parker. Chapel Hill: Ventana, 1989. 278 pp. Graphic Design for the Electronic Age: The Manual for Traditional and Desktop Publishing. Jan V. White. New York: Watson Guptill, 1988. 212 pp. Technical Editing. Joseph C. Mancuso. Englewood Cliffs: Prentice Hall, 1992. 191pp.

More than ever before, workplace professionals are facing the challenge of collaborating regularly and effectively with those situated in social contexts quite different from their own. Yet, knowledge of the rhetorical processes and social dimensions characterizing this type of collaboration remains scant and inadequate. This essay takes the stance that if rhetoricians hope to make significant strides forward in understanding writing that takes place both within and external to a single workplace culture, they will need to develop a much more expansive, complex, and sophisticated vision of collaboration across multiple organizational cultures. It suggests how, to accomplish this goal, rhetoricians might build on the strengths and overcome the limitations of past scholarship in organizational and related studies and in rhetoric, and it introduces new directions these scholars might take and new questions they might explore in future investigations in this area of inquiry.

Although “community”; is an important concept for writing, writers have been unclear about how a sense of community relates to the writing process or to the documents produced. This study reports a comparison of several technical reports showing the influences of a writer's identification with a community on features of the resulting document. Features most affected were personal and community references within the document, writer's stance toward the reader, and definition of the rhetorical problem.

Rhetorical studies of audience have portrayed readers as fictionalized constructs and as concrete realities. In contrast to such static portrayals, the actions and concerns of three physicists presenting their work to biologists, chemists, and physicists suggest a conception of audience that is social and dynamic. By entering into frequent collaborations with their readers, the physicists acquired knowledge that helped them to construct a persuasive account of their work.

Over the past decade researchers, instructors, and people in industry and academia have begun to understand the value of teaching people how to collaborate. This selected annotated bibliography compiles some of the theories and research on collaboration from disciplines such as small group management, composition, scientific and technical communication, computer science, speech communication, and rhetoric. It also includes relevant sources from the popular press.

Writing in the Academic Disciplines, 1870–1990: A Curricular History. David R. Russell. Carbondale and Edwardsville: Southern Illinois UP, 1991. 383 pp. The Politics of Writing Instruction: Postsecondary. Ed. Richard Bullock and John Trimbur. Gen. Ed. Charles Schuster. Portsmouth: Boynton/Cook, 1991. 311 pp. Rereading the Sophists: Classical Rhetoric Refigured. Susan Jarratt. Carbondale: Southern Illinois UP, 1991. 154 pp. Gender in the Classroom: Power and Pedagogy. Ed. Susan L. Gabriel and Isaiah Smithson. Urbana: U of Illinois P, 1990. 196 pp. Technology Transfer: A Communication Perspective. Ed. Frederick Williams and David V. Gibson. New York: Sage, 1990. 302 pp. Writing Strategies: Reaching Diverse Audiences. Laurel Richardson. Beverly Hills: Sage, 1990. 65 pp. Computers and Writing. Ed. Deborah H. Holdstein and Cynthia L. Selfe. New York: MLA, 1990. 150 pp. Perspectives on Software Documentation: Inquiries and Innovation. Ed. Thomas T. Barker. Amityville: Baywood, 1991. 279 pp. Writing Space: The Computer, Hypertext, and the History of Writing. Jay David Bolter. Hillsdale: Lawrence Erlbaum, 1991. 258 pp. Design of Business Communications: The Process and the Product. Elizabeth Tebeaux. New York: Macmillan, 1990. 516 pp.

Singular Texts/Plural Authors: Perspectives on Collaborative Writing, Lisa Ede and Andrea Lunsford. Carbondale: Southern Illinois UP, 1990. 285 pp. Shared Minds: The New Technologies of Collaboration. Michael Schrage. New York: Random House, 1990. 227pp. Collaborative Writing in Industry: Investigations in Theory and Practice. Ed. Mary M. Lay and William M. Karis. Amityville: Baywood, 1991. 284 pp. Cooperative Learning: Theory and Research. Ed. Shlomo Sharan. New York: Praeger, 1990. 314 pp. The Methodical Memory: Invention in Current‐Traditional Rhetoric, Sharon Crowley. Carbondale: Southern Illinois UP, 1990. 169 pp. Balancing Acts: Essays on the Teaching of Writing in Honor of William F. Irmscher. Ed. Virginia A. Chappell, Mary Louise Buley‐Meissner, and Chris Anderson. Carbondale: Southern Illinois UP, 1991. 199 pp. Reclaiming Pedagogy: The Rhetoric of the Classroom. Ed. Patricia Donahue and Ellen Quandahl. Carbondale: Southern Illinois UP, 1989. 179 pp. Editing: The Design of Rhetoric, Sam Dragga and Gwendolyn Gong. Amityville: Baywood, 1989. 232 pp. Technical Editing, Carolyn D. Rude. Belmont: Wadsworth, 1991. 430 pp. Interviewing Practices for Technical Writers. Earl E. McDowell. Amityville: Baywood, 1991. 251pp. Internships in Technical Communication: A Guide for Students, Faculty Supervisors, and Internship Sponsors. Ed. Bege K. Bowers and Chuck Nelson. Washington, DC: Society for Technical Communication, 1991. 85 pp.

Classical rhetoric's ability to inform and empower the teaching of technical writing has been for the most part ignored in technical writing textbooks. This absence is curious, given the enormous body of scholarly material affirming classical rhetoric's usefulness for that purpose. While teachers wait for textbooks with explicitly classical roots, three key concepts can provide the basic framework for incorporating classical rhetorical theory into contemporary technical writing studies.

Developing alliances with industry may be one of the primary factors in creating a technical communication program that blends sound rhetorical theory and pedagogy with the discourse knowledge of technical communication practitioners. Creating an Advisory Board is one way to forge this alliance. This article describes how such a board was created, the influence it had upon program development, and the insights both industry and academia gained from this alliance. Although industry and academia are not the same, both had overlapping goals: to develop a symbiotic relationship that would provide students and faculty with the technological expertise practicing technical communicators could offer, but, at the same time, to provide a construct true to the missions of a liberal education.

Traditional textbook rationales for the technical writing course locate the essence of technical writing in objectivity, clarity, and neutrality, and the need for teaching it in its usefulness to employers. Such rationales, however, are unable to accommodate a notion of ethics and responsibility: if the writer merely serves the interests that employ her by reporting facts in an objective way, how can she exercise choice when ethical problems arise? An alternative view is to see technical writing as always rhetorical and involved with potentially conflicting agendas and interests, with objectivity, clarity, and neutrality serving merely as stylistic devices in the writer's rhetorical toolbox. Technical writers are rhetoricians who continually make ethical choices in serving diverse interests and negotiating between conflicting demands. The recognition of the fundamental rhetoricity of technical writing is the first step towards accommodating a meaningful notion of ethics into the technical writing curriculum.

This article discusses some of the ethical dilemmas faced by writers who prepare marketing materials in engineering organizations; such writers include traditional technical writers whose documents are influenced by the marketing interests of the company and “boundary spanners” who write both technical and promotional materials. The article describes social, political, economic, and legal changes in the professions during the last 30 years and the growing influence of market‐driven decisions on ethical decision‐making. It briefly surveys the marketing literature that engineering marketers are reading. Finally, it suggests a question that marketing writers should ask themselves in examining rhetorical choices.