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The Dual Positioning of Commencement Rhetoric: Discursive Markers in Speeches by Ratan Tata and Steve Jobs
Published in IUP Publications
2014
Volume: 8
   
Pages: 37 - 49
Abstract

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.

About the journal
JournalIUP Journal of Soft Skills
PublisherIUP Publications
ISSN0973-8479
Open AccessNo