Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations

IF 1.8 2区文学 Q3 BUSINESS

Journal of Business and Technical Communication Pub Date : 2021-03-15 DOI:10.1177/10506519211001123

Huiyu Zhang, Yinxiong Song, Yuanhong Wei, Jingjiang Liu

引用次数: 1

Abstract

In the information age, discourse plays an increasingly important role in promoting innovative products. But how language works in the innovation process remains underexplored. This study explores the discursive communication strategies used to introduce innovation by analyzing the content, cohesion, and coherence of product launch presentations by Steve Jobs. It reveals that such discursive communication strategies improve the audience’s understanding, recognition, and acceptance of innovative products. This study contributes to both business communication studies in general and research on innovation communication in product launches in particular.

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引入创新产品的话语传播策略:产品发布演讲的内容、衔接和连贯性

在信息时代，话语对创新产品的推动作用越来越重要。但是语言在创新过程中是如何起作用的仍未得到充分探索。本研究通过分析史蒂夫·乔布斯产品发布演讲的内容、衔接和连贯性，探讨了引入创新的话语传播策略。研究表明，这种话语传播策略提高了受众对创新产品的理解、认可和接受程度。本研究对一般的商业传播研究和产品发布中的创新传播研究都有贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business and Technical Communication Multiple-

CiteScore

5.10

自引率

18.20%

发文量

期刊介绍： JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.