ABSTRACT

This chapter provides a few brief examples, drawn from corporate use of social media, to illustrate how communication in the digital age has changed, and reflect on what difference that makes. It outlines framework and describes the methodology used to conduct this inquiry. Digital technologies are now part of the networks of professional communication—and that changes everything. The characteristics of dyadic and interactive, viral and spreadable, public and archived, fast and mobile, and enabling of virtual presence weave through, in various ways, all networks of digital communications and are characteristics that any framework for the analysis and production of professional communication in a digital age must consider. The rhetoric framework one offer as suited for digital communication sees rhetoric from a different frame: as intertwined with ethics, as phatic, as multimodal, as global and intercultural, as performative action, and as networked.