The Conflict of Genre: Disciplinary Terminology and Conceptual Overlap in the Context of the Annual Report
This article explores the annual report genre in light of what scholars in the field of conflict management might refer to as “intrapersonal conflict” and, alternatively, what scholars in the field of communication might refer to as “cognitive dissonance.” Based on reports published by Ford and Toyota, we use lenses within the fields of rhetorical and communication studies to explore automobile companies’ use of discourse in the annual report, a genre with multiple and diverse stakeholders. Striving to adapt this genre to reflect an awareness of readers’ inner tensions regarding the company, or even to temporarily heighten readers’ doubts concerning, in this case, whether to remain a customer, may, we argue, improve transparency, enhance trust, and in the end strengthen the bond between organization and stakeholder.
KeywordsConflict transformation Professional communication Technical writing Genre Rhetoric Annual report
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