Organizational Rhetoric

Abstract

An image is a picture, and a picture is a picture ‘of’. But a picture can be many things. It can be realistic, impressionistic or symbolist. Which it is depends on the sender’s purpose. For an organization, there is always an intent to draw a picture and, therefore, it is not enough without more that the picture looks like something, gives an impression, or symbolizes. The picture’s success depends on its effect on the receiver and, therefore, the sender must be familiar with his receiver and his desire. Here, we encounter the pragmatics of communication, which since Antiquity has been explored within the rhetorical tradition. Its aim is not just to decide what is true or false but to influence an audience from an interest. Beyond the question of truth, it encounters the question of who the audience is, what topics are up for debate, and whether an appeal is to be made to reason, feelings or senses.