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This conceptual study analyzes two commencement speeches by global business icons Ratan Tata and Steve Jobs to reconstruct rhetorical strategies mediated by a discourse-analytical framework. It demonstrates through textual analysis how the persuasive content of these texts is framed by the business personas’ modification of business-centric discourse as a brandbuilding exercise through strategic engagement with the audience’s discursive situation.
Journal | IUP Journal of Soft Skills |
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Publisher | IUP Publications |
ISSN | 0973-8479 |
Open Access | No |