Internal Press as Dialogue-Unison

Abstract

Research argues that the rhetorical dialogue theory (Yu.V. Rozhdestvensky) is a sound approach to the analysis of corporate media. The first part of the research briefly outlines the evolution of corporate media and dwells on communication technologies used in magazines for employees today. Digital technologies have reinforced the emotional impact produced by the multimodality of media texts and made the narration which embodies various corporate values more explicit. Then the discussion addresses the rhetorical dialogue theory underscoring three main types of dialogue which manifest themselves in management: dialogue-difference, dialogue-unison and dialogue-theatre. In the third part the focus moves to some features of magazines for employees, refracted through the lens of the dialogue-unison perspective. It is shown that in-house magazines do not communicate any new knowledge and demonstrate no opposition between personnel and management. Thus, due to a new media environment, a full accord of the board and employees results in a dialogue-unison.

Keywords

• rhetorical dialogue theory
• digital technologies