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The purpose of this paper is to demonstrate the utility of systemic functional linguistics (SFL) as an underlying model to examine the similarities/differences between spoken and written peer-to-peer (P2P) communication.

An embedded mixed methods experimental design with linguistically standardized experimental stimuli was used to expose the basic linguistic differences between P2P communications that can be attributed to communication medium (spoken/written) and product type (hedonic/utilitarian).

The findings show, empirically, that consumer’s spoken language is not linguistically equivalent to that of written language. This confirms that the capability of language to convey semantic meaning in spoken communication differs from written communication. This study extends the characteristics that differentiate hedonic from utilitarian products to include lexical density (i.e. hedonic) vs lexical sparsity (i.e. utilitarian).

The findings of this study are not wholly relevant to other forms of consumer communication (e.g. viral marketing). This research used a few SFL resources.

This research shows that marketers should ideally apply a semantic approach to the analysis of communications, given that communication meaning can vary across channels. Marketers may also want to focus on specific feedback channels (e.g. review site vs telephone) depending on the depth of product’s details that need to be captured. This study also offers metrics that advertisers could use to classify media and to characterize consumer segments.

This research shows the relevance of SFL for understanding P2P communications and has potential applications to other marketing communications.

Building and maintaining strong customer relationships has been suggested as a means for gaining a competitive advantage. Despite this, few studies have examined the link between written communication and relationship perceptions. Yet understanding the establishment of this link is a necessary precursor for the development of concrete relationship management strategies. This paper aims to test the effectiveness of well‐known and cited written communication elements in enhancing relationship perceptions. The paper specifically seeks to identify which elements of written communication are relationally conducive by examining the impact of these elements on customers' perceptions of the relationship they have with their service provider.

The paper reports the results of an empirical survey of 422 distance education customers in which customers were asked to assess relationally conducive written communication elements and the importance of these elements on relationship development.

It was found that four components of written communication – message clarity, aesthetics, accuracy and physical features – were perceived by customers as relational cues that influence their relationship with the service organisation.

These findings are of value to service managers developing written communication that is conducive to relationship development. The contribution of the paper is that it empirically establishes a link between written communication and service relationships; an untested link that has been presumed in the literature. This basic empirical foundation is a necessary first step in the development of this research area.

Both accounting professionals and accounting academics have noted the importance of communication skills for the career success of students. Further, the general consensus from the academic and practitioner literature is that these communication skills are an area in which many students could use improvement. One factor that has been shown to impact the improvement and development of these skills is communication apprehension.

In this chapter, we describe a combination of pedagogical methods we employed in tax classes at two universities to reduce written communication apprehension among students. More specifically, we draw ideas from communications research which suggest that increased writing opportunities, progressively increasing the weighting of the assignments, using models and examples for study and comparison, and trying to make feedback more effective may help to reduce written communication apprehension. We implemented this suggested approach by using a series of assignments that incorporated writing components.

Results suggest that writing apprehension reduced from the beginning of the semester to the end of the semester. Further, the reduction in writing apprehension was even greater for those students who began the semester with high written communication apprehension. In addition, the results of the survey questions at the end of the semester suggest that the methods also improved students’ confidence in preparing tax-related written communication.

Speculations on the possibility of computers displaying intelligence are usually traced to Turing's 1950 paper, ‘Computing machinery and intelligence’. Claims for the literal intelligence of an appropriately programmed computer were publicly refuted by Searle in 1980. Optimism about the adequate simulation of intelligence is now further diminished. Analogies between the computer and the brain or mind have persisted. A contrasting perspective which links computers with documents through writing and through the faculty for constructing socially shared systems of signs has also been developed. From this perspective it can be shown that (i) claims for the literal intelligence of a computer rest on a similar basis to claims for the intelligence of a document, the production of depersonalised linguistic output, and (ii) that such claims are subject to an identical objection, that linguistic output is made available without a prior act of comprehension by the artefact. This paper places the Turing test in its intellectual and historical context. A claim that written words can give the appearance of intelligence, without the human capacity for dialectic response, is found in Plato's Phaedrus. This, too, must be placed in its historical context of a transition from predominantly oral to oral and written communication. Demonstrating that there are extensive similarities between the claims of computers and documents to literal intelligence is part of a progressive demystification of the computer.

Building on the “Great Divide” thesis (Goody, 1977; Ong, 1982), this study analyzes the conceptual relationships between the two main communication modes (orality/literacy) and cultural values.

The study adopts a purely conceptual approach to connect orality and literacy with nine cultural dimensions adopted from Kluckhohn and Strodtbeck’s (1961), Hall’s (1976) and Inglehart’s (1997) frameworks.

The analyses suggest that orality is associated with values such as high-context communication, poly-chronic time, public space proxemics, collectivism, hierarchical social structure, subjugation, past orientation, religiousness/traditionalism and survival cultural dimensions. Literacy is associated with opposing values, including low-context communication, mono-chronic time, private space proxemics, individualism, egalitarian social structure, dominance, future orientation, secularity/rationality, and self-expression cultural dimensions. The paper relies on modernization theory to explain the socio-economic implications and organizes the nine pairs of cultural dimensions according to the great divide between orality and literacy.

Theoretically, this study conceptualizes orality and literacy, analyzes their salient differences and examines their relationships with cultural values. While many studies have tried to explain the differences in cultural values from an economic perspective, this study offers an alternative view of cultural values’ variations across the world.

Empirically compares the emphasis given to writing topics by business communication textbooks and business communication professors with the writing topics that accounting practitioners believe are most important. Addresses the questions: (1) Is there an agreement between the perceptions of accounting executives concerning the importance of certain written communication topics and the space devoted to those topics in the business communication textbooks most commonly used by undergraduate accounting students? (2) Are business communication professors teaching accounting students the writing skills that accounting executives perceive to be the most important? Findings indicate that the business communication courses taken by accounting majors are not emphasizing the writing topics that accounting practitioners believe to be most vital to accountants. The implication is that these courses may not be teaching accounting students the practical writing skills they will need on the job.

This paper aims to analyze the implications of orality for management practices in a developing country such as Iran.

This paper relies on the seminal theory of Walter Ong (1982) and a leading line of anthropological research to analyze the implications of orality/literacy for management practices in Iran. The authors first define orality and literacy as distinct modes of communication and examine their conceptual properties. Then, the authors draw on the existing literature to analyze the five main management functions impacted by orality.

The analyses suggest that the predominance of orality in Iran is associated with a wide range of management practices, including short-term or unstructured planning, spontaneous decision-making, fluid organizational structure, the prevalence of interpersonal relations, authoritarian and traditional leadership and behavior-based controlling mechanisms.

While most studies have focused on the impacts of cultural dimensions and economic variables, this paper offers a novel approach to analyzing management practices. More specifically, the paper suggests that in addition to the implications of cultural dimensions and economic variables, the mode of communication, namely, orality/literacy, could have significant implications for management practices.

PhD graduates are increasingly taking non-academic roles outside and inside universities. While effective communication is a frequently mentioned concern among employers, little is known about what actual communication PhD graduates do as part of their work. The purpose of this study is to examine the nature of work-related communication activities by PhDs in non-academic sectors.

The conceptual framework presented in this paper focused on the intersection between individual day-to-day experience and work structures through the analytic lens of genre knowledge. Using a narrative approach, attending to both individual experience and cross-case patterns, the authors conducted semi-structured interviews with 11 PhD holders in non-academic careers. Interviews and related documents were analyzed inductively for emerging themes and deductively for cross-case patterns.

In pursuing organizational goals, PhD graduates undertook diverse writing and other communication work and developed a rich tapestry of genre knowledge. This knowledge enabled them to negotiate different encounters with specific genres, undertake new genres and mediate among different genres.

This study highlighted the value of framing future research around a) the intersection between individual communication experience and organizational factors; and b) the analytic lens of genre knowledge to understand how organizational roles and goals lead to diverse communication practices. As for practical implications, the organizationally bounded roles and goals influencing participants’ communication practices also hold true for those doing PhDs where success requires mastering a limited academic set of genres. While the authors cannot prepare PhD graduates for all the genres they may need, the authors could explicitly teach how genres work in the PhD context.

The development of electronic publishing heralds a new period in scientific communications. Besides the obvious advantages of an almost endless storage and transport capacity, many new features come to the fore. As each technology finds its own expressions in the ways scientific communications take form, we analyse print on paper scientific articles in order to obtain the necessary ingredients for shaping a new model for electronic communications. A short historical overview shows that the typical form of the present‐day linear (essay‐type) scientific article is the result of a technological development over the centuries. The various characteristics of print on paper are discussed and the foreseeable changes to a more modular form of communication in an electronic environment are postulated. Subsequently we take the functions of the present‐day scientific article vis‐à‐vis the author and the reader as starting points. We then focus on the process of scientific information transfer and deal essentially with the information consumption by the reader. Different types of information, at present intermingled in the linear article, can be separated and stored in well‐defined, cognitive, textual modules. To serve the scientists better in finding their way through the information overload of today, we conclude that the electronic information transfer of the future will be, in essence, a transfer of well‐defined, cognitive information modules. In the last part of this article we outline the first steps towards a new heuristic model for such scientific information transfer.