Choose Sunwest: One Airline's Organizational Communication Strategies in A Campaign Against the Teamsters Union
http://baywood.metapress.com/link.asp?target=contribution&id=B1JJ43XMK6156833
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  peer-reviewed

Ortiz, Lorelei A. and Julie Dyke Ford
Journal of Technical Writing and Communication
2007

Abstract:

This article presents a qualitative text analysis of persuasive documents written by a major U.S. airline in a 2004 counter-campaign against the Teamsters union. The methodology for this study is based on Stephen Toulmin's argument model, including his "double triad" and his interpretation of artistic proofs, which parallel the three classical rhetorical appeals. Actual corporate documents are featured in this article, supported by content from management conference calls that were attended by the researchers. The article concludes with implications for teaching and research in the field of technical and professional communication.