Positioning AT&T: A rhetorical analysis of Arthur W. Page speeches

Abstract

While many American businesses were losing consumer trust during the 1920s and 1930s, American Telephone & Telegraph Company (AT&T) maintained a solid reputation. Much of the credit is due to Arthur W. Page, the first vice president of public relations at the mammoth telephone company. Little attention has been paid to the rhetorical strategies Page utilized to construct a compelling image of AT&T in company during that timeframe. In this rhetorical analysis of previously unpublished speeches, we assert that Page shaped company discourse through strategic use of rhetoric. Analysis of his unpublished speeches yielded five themes: conveying company capabilities, embracing societal connectedness, distinguishing AT&T, managing public opinion, and repurposing public relations. Corporate communicators who are currently struggling to gain consumer trust can benefit from understanding the rhetorical strategies that Page employed during a tumultuous time for American business.

Keywords

Arthur W. Page business discourse corporate communications corporate public relations rhetorical analysis rhetorical theory

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