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Designing a frame: rhetorical strategies of architects

✍ Scribed by Candace Jones; Reut Livne-Tarandach

Publisher
John Wiley and Sons
Year
2008
Tongue
English
Weight
374 KB
Volume
29
Category
Article
ISSN
0894-3796

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✦ Synopsis

Abstract

We examine the rhetorical strategy of architects in widely available architectural texts, to identify what words are available for use in the cultural register. Our results show that these cultural register texts use distinct but related rhetorics; vocabularies of competency that are revealed through clusters of keywords and which capture institutional logics of business, profession and state. We then examine how architect firms use these keywords as rhetorical strategies when competing for projects from clients. Our results reveal that architect firms deploy multivalent keywordsβ€”keywords that bridge institutional logics with the same word having multiple meaningsβ€”and combine pragmatically unique keywords from distinct logics, allowing them to appeal to multiple, diverse interests in their audiences. Copyright Β© 2008 John Wiley & Sons, Ltd.

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