Rhetoric and Rational Enterprises

Abstract

Commentary: It is easier to articulate the issues addressed in this piece today than it was when Written Communication first published it in 1985; we now have the familiar idioms of postmodernism, cultural studies, and reception theory to help illuminate the paradigm that we were arguing governs everyday communication behavior in organizations. In particular, while terms such as contingency, intersubjectivity, shared understandings, social construction of meaning, and discourse communities were familiar enough at the time in the fields of philosophy and critical theory, they had not yet influenced textbooks in organizational communication. Instead, these textbooks were dominated by the human resource and social systems models of the organization at work and by prescriptive approaches to writing. We drew on the work of contemporary theorists (Polanyi, Popper, Kuhn, Toulmin, Perelman, and others) to support the notion that, like scientific communities, organizational communities are “rational enterprises” that develop rules and protocols for the admission and analysis of evidence—criteria which individual practitioners internalize unevenly, imperfectly, and tacitly, and which evolve over time in response to new situations, but which govern the construction of meaning. Through the analysis of a particular case of strategic communication (and one that was deliberately ordinary, not exceptional), we were interested in demonstrating how important the larger context is in shaping communication, how meaning is negotiated by writer and audience, how “good writing” depends less on transmitting a “message” or even adapting a specific format than on tapping (or reenvisioning) shared but tacit recognitions about what is important in the organizational context. Looking back, we are gratified that these observations now seem commonplace, and also that we addressed them in humanistic, cognitive, and philosophical terms to argue the centrality—and complexity—of consensus making. One of the closing sentences still seems like an appropriate call to continue such an inquiry: “In a world marked by divergent values, galloping change, and the need for ethical approaches to problem solving, a rhetoric that both acknowledges the human complexity of decision making and suggests a practical rationale for producing consensus is needed.”