Rhetorical voice is rarely discussed in business, professional, or technical communication textbooks, despite its strategic importance in aligning writer and audience so that persuasion can occur. This article identifies those aspects of the rhetorical situation that shape voice and presents a heuristic that writers can use to identify the components of voice and to construct their personae.

A study of forty current business/technical/professional writing textbooks suggests that little disciplinary agreement exists about what proposals are and how they differ from some kinds of reports; how the various types of proposals should be classified; and what structural features characterize the genre. Though many texts blur the distinction between proposals and internal recommendation reports, the two are never the same. The textbooks present a bewildering array of classification systems, often failing to distinguish between situation and function. A function-based system could divide all proposals into two categories-analytic (research proposals, R&D proposals, and consulting proposals) and service/product, with bids representing a special case. The lack of disciplinary agreement also makes it difficult for textbook users to internalize a generic structure that will serve for all proposal-writing tasks. Such a structure would include the following: situation, objectives, methods, qualifications, costs, and benefits. The major advantages of such a generic structure are its slots, which make it like a schema; its event sequence, which makes it like a script; and its ability to help writers and teachers understand the relationship among the macropropositions that exist explicitly or implicitly in all proposals.

Preview this article: Discourse Communities, Sacred Texts, and Institutional Norms, Page 1 of 1 < Previous page | Next page > /docserver/preview/fulltext/ccc/38/2/collegecompositionandcommunication11202-1.gif

Based upon several years of research on proposal writing in large management consulting firms, this article attempts to define the proposal genre and argue the importance of the background section, especially in the management consulting environment. Because the background is the first major section in these proposals, it offers writers the opportunity to demonstrate implicitly their qualifications as problem solvers long before a qualifications section does so explicitly. That demonstration, the projection of image and ethos, can occur logically—through an argument that responds to the generic requirements of proposals, and psychologically—through the incorporation of themes that respond to the rhetorical situation.

Writing is written within and for discourse communities, whose values, traditions, and beliefs condition the writer s own values and influence both the process of composition and the products issuing from that process.To understand how writers compose and revise within the business and industry community Broadhead and Freed examine the revision practices of proposal writers in a management-consulting firm. They describe the writers motives and intentions in changing a text. This study provides a firmly based theory of composing and revising that will enable business writers to achieve a balanced perspective by focusing on the ends as well as the means of composingthat is, by focusing on the interplay of product and process.