Due to intense competition, world’s leading technology companies try to offer the most innovative solutions to potential customers on a constant basis. While some companies strive to improve the design and functionality of their products, others invest in innovative technical solutions. The common technological project of the two leading companies – Samsung and Verizon – was designed to win potential customers. The news about launching their innovative device, which was presented on September 10, 2015 in Las Vegas (“Samsung and Verizon,” 2015), is an example of a public communication strategy. In the paper, this strategy will be analyzed in a scope of the dramatistic pentad framework. The second example of a public communication strategy is the review of the Samsung Galaxy S6 Edge smartphone (Kypreos, 2015). This communication message will be analyzed within the Aristotelian framework. The analysis will define the elements and characteristic features of both communication messages.
The essay analyzes the communication messages of the world’s leading electronic manufacturer Samsung that are meant to advertise Samsung smartphones. Samsung is the South Korean multinational company that was founded more than 70 years ago as a trading company. The company has several large divisions, including Samsung Electronics, Samsung Heavy Industries, Samsung Life Insurance, Renault Samsung Motors, and others, that operate under the common brand name Samsung. Today, the notable area of the company’s activity is the smartphones manufacturing sphere (Grobart, 2013). Samsung is dedicated to innovations and introduces new solutions to customers. The latest release of the company was the Samsung S6 Edge.
The analysis of the news and introducing video requires using certain tools. The news regarding the launch of new LTE-U small cells will be analyzed within the dramatistic pentad framework. This framework supposes that every action is the result of a certain motive (West & Turner, 2010). The motive underlying any action can be split into five main areas of the analysis. The rhetorical elements of the dramatistic pentad are the act, the scene, the agency, the purpose, and the agent. Each of the rhetorical elements answers particular questions. The agent answers the question “who?”; the scene is associated with the questions “where” and “when?”; the purpose answers the question “why?”; the agency aims to answer the questions “how?” or “by what means?”; and the act is the event under analysis, and it answers the question “what?”. Thus, the five elements of the dramatistic pentad give the possibility to detect the real motive of the action and evaluate the quality of the message.
According to the dramatistic pentad, the agent of the news about launching new LTE-U small cells is the partnership of the two leaders, Samsung and Verizon, in the communication sphere. The article contains all the necessary information for understanding the agent. That is because the news provides a succinct overview of the stories of the two companies. The act of the article, in its turn, is not clear. In the news, the two companies anounce that they work on the development of the LTE Femto model that will operate in an unlicensed network. A particular presentation of the act may be apparent for the people who have a relevant IT-technologies, electronics, or engineering background. However, the majority of readers may find this act obscure. The specialized knowledge regarding the licensed and unlicensed spectrum is required to understand the message of the article. The authors of the news could have added more explanation of the terminology used in order to make the article understandable for the mass audience. The scene of the article is represented by the LTE-U Forum, where Samsung and Verizon introduced their plans and achievements in the sphere. The two companies promised that the result of their common work would be available for customers in 2016. However, the article does not mention the markets for which the LTE-U small cells are aimed. The news does not specify whether the new product will be introduced to the US market, Korean market, Chinese market, or Eastern Europe market. Thus, the scene of the artifact gives a general idea about the product, but it fails to provide detailed information. The agency of the artifact is the utilization of the unlicensed spectrum for the LTE model along with the usage of this spectrum for Wi-Fi and Bluetooth purposes. The article explains that the new LTE-U technology makes it possible to use the already existing spectrum for other purposes. The artifact provides the general understanding of the agency, while the technological side of the question is left aside. On the one hand, this information may be quite helpful to those readers who have specialized knowledge in a particular topic. On the other hand, the additional information regarding the technological process may make the article even more complicated for the mass audience. Thus, the cursory explanation of the process would help an average reader who wants to understand the idea without diving into the technological details of the innovation. The purpose of the artifact is to inform the potential and existing customers about the technological advancements offered by Samsung. The company strives to create and maintain the image of the leader and innovator in the sphere of electronics, especially its communication division (smartphones, cell phones, etc.). Thus, the participation in the LTE-U Forum and the presentation of the innovative development are the logical steps in building and sustaining the strategy of Samsung Electronics.
The tool utilized in the analysis of the review of the Samsung Galaxy S6 Edge by Evan Kypreos is the rhetoric Aristotelian framework. This type of analysis aims to critique the various aspects of an artifact, including the speaker’s personality, the response of the audience, the ideas and motives of the artifact, the credibility of the proof, the literature aspects (mode of expression, the arrangement of the thoughts, the level of preparation, the delivery tools), and the effect of the artifact on the audience (West & Turner, 2010). A comprehensive look at every aspect of an artifact allows evaluating its quality.
The author of the review is an educated person with experience in technology, publishing, design, IT-sphere, and computers. Thus, he has a good understanding of the key components of the smartphone from the technological point of view. The target audience of the artifact are the online readers who are interested in the purchase of the new smartphone Samsung Galaxy S6 Edge or just in the review of the device. There are both positive and negative attitudes towards the review from the readers. Some readers find the review useful and accurate, while others see the signs of bias in it. The review consists of eight navigated parts. Six parts are dedicated to certain features of the phone, namely design, performance benchmarks, battery life, camera, screen, and speaker. Additional parts are the user reviews and the photos of the phone. The preface of the review is the table with the pros and cons of the new smartphone followed by the key features of the model and a succinct explanation of the smartphone’s peculiarities. The review has a logical structure. The major idea of the entire review is that the Samsung Galaxy S6 Edge is the flagman of the Samsung brand which wins the competition against the iPhone 6 in most categories, including processor performance, design, and camera. The message of the author is supported by relevant evidence. The analysis is credible as it is based on proofs and figures. The author provides the results of benchmarks that can be compared to the performance of other leading brands’ devices, such as iPhone, HTC, and Sony. In order to evaluate the screen of the phone, the author compares the technical characteristics of the Samsung Galaxy S6 Edge with other brands and concludes that the Samsung’s screen is better. Besides, the reviewer provides some distinct arguments in favor of the functionality of the phone. The arguments are not determined by the attitude of the author to the brand; they are the results of the comparison and tests of the technical characteristics of the reviewed gadgets. The reviewer appeals to the utilitarian motives of the audience and does not use emotional catchers. He presents an honest review of both advantages and shortcomings of the gadget. Besides, the author makes an appropriate comment on the purchasing decision, stating the proportion of price and quality and naming cheaper alternatives.
The analysis of the two artifacts within the Aristotelian and dramatistic pentad frameworks allowed to detect the motives of the messages, the credibility of the arguments, the intentions of the authors, and the effects on the readers.
In conclusion, the two artifacts were analyzed from various perspectives of mass communication. The results of the dramatistic pentad analysis suggest that the news regarding the LTE-U small cells development targets the limited audience with a special knowledge in the sphere of IT and electronics as it uses complicated terms without explaining them. The article is brief, and it contains limited information regarding the market orientation of the product and characteristics of the phone. On the other hand, the evaluation of the second artifact in the scope of the rhetoric Aristotelian analysis reveals that the review of the Samsung S6 Edge is quite detailed, consistent, and targets the mass audience. The author provides a comprehensive overview of the phone features, uses credible evidence to support his ideas, and presents information is a fluent manner.