Corporate E-Rhetoric: Blogs

Blogging is becoming increasingly popular among corporations using E-Rhetoric. It is very common to see companies using blogs through their websites as a means of advertising or communicating with consumers. Blogs serve as a forum for corporate rhetoric, but they also allow discourse between the company and consumers. Many blogs have comment sections, or reader polls that allow companies to see how effective their rhetoric is on an informal basis. Blogging also allows corporations to quickly upload information or advertisements to the consumer or to employees. This allows for the quick dispersing of information and rhetoric to a large audience.

Using blogs is a quick and effective forum for corporations to talk about company trends, and product news; however they must follow certain guidelines in order to broadcast rhetoric in a clear and concise manner:

  1. Explain it with an established vocabulary that is transferable in formal educational settings.
  2. Enable it by helping bloggers to perform more effectively.
  3. Embed it so that the site of Aristotle (or fill in the blank) and its embeddedness is rehearsed so that it can be recognized in a uniform way.
  4. Enthymeme it so that one’s conclusions are more carefully understood.  (Welch)

It is essential for companies to make sure they clearly organize their rhetoric and properly explain to their intended audience. If it is not understood, rhetoric could do more harm than good. Companies must clearly understand the message they want to convey before blogging about it.  Many of today’s fortune 500 companies use blogs externally or internally such as Amazon, Starbucks, New York Times, and Motorola. Blogging has become a successful and helpful way for companies to advertise, communicate, and discuss product developments and company trends.  Blogging allows for tremendous accessibility, and has become one of the central tools of Corporate E-Rhetoric.


  • Welch, Kathleen “Power Surge: Writing-Rhetoric Studies, Blogs, and Embedded Whiteness.”