Beteiligte: | , |
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In: | Journal of Business and Technical Communication, 32, 2018, 4, S. 447-479 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 447-479 |
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ISSN: |
1050-6519
1552-4574 |
DOI: | 10.1177/1050651918780196 |
veröffentlicht in: | Journal of Business and Technical Communication |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> This study investigates the themes that drive persuasive recruiting appeals, or stories, designed to attract new, entrepreneurial workers in the direct selling industry. It offers a rhetorical perspective informed by fantasy theme analysis on the themes present in the recruiting content on the corporate Web sites of three direct selling companies (Mary Kay, Stella & Dot, and Scentsy). The analysis indicates that rhetorical agency is a core theme in the persuasive recruiting stories for these companies. Offering a means for business and technical communication scholars to explore agency or other persuasive story themes in context, this study addresses how a rhetorical perspective is useful to assess recruiting appeals in shifting, entrepreneurial work contexts. </jats:p> |