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Will Mitchell
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believing combinations” that are “ways of being in the world,” demonstrating tools necessary for
helping people make meaning and get things done (citation). He purposefully capitalizes the
letter “D” to differentiate from discourse, which denotes everyday communication. According to
Gee, every individual is a member of a Discourse community—some that they are even born
into. These communities are simply groups of people who are united in their involvement in a
topic or in their shared possession of an idea, whether that be in the form of knowledge, goals, or
basic values. Their connection lies in their communication about their subject matter. Discourses
are used “to do something, to make meaning,” and to “mediate meaningful activities” (citation).
Within them are a plethora of unwritten rules regarding conduct and communication, as
lexis and various platforms and methods of communication are fundamental to these groups and
their operation. The Business Marketing field works as an example of a discourse community
with distinctive and particular communication forms that are utilized by its members to facilitate
growth and development. Through my research of the Business Marketing Discourse, the
importance of transforming and utilizing language to spread knowledge, learn new tools, or
by both individuals and larger organizations that can be utilized to explore communication in
Discourse communities. It occurs whenever a business markets its goods to another organization
of business. These products or services exchanged could be utilized in manufacturing, to help run
the business, or quickly resold by the consumer. Marketing can also take place over a variety of
platforms and is not limited to specific trade or merchandise; for example, advertising is a form
of marketing utilized by businesses that is employed by a variety of different sellers and is seen
Marketing differs from other forms of business because of its emphasis on personal, direct
relationships between businesses. Individuals within the organization often act on behalf of the
needs of the organization of a whole, illustrating the necessity of good communication and
My interests in Business marketing first manifested through my familial ties to the field; I
have many close family members who majored in business in college and now have careers in
the Business Marketing field. Their study and profession of the field established their
membership in the Business Marketing discourse, and from helping out around their offices and
with work tasks, I developed an interest in both the field as a whole, and how individuals
contribute to the expansion and discussion of the subject. From this introduction, I made a point
of choosing classes in college that would give me more insight into the discipline. I found the
interaction between businesses and their influence on various aspects of society to be interesting.
I wanted to find out how members of the Business Marketing discourse communicate and work
knowledge of the field and understanding of how it operates. I wanted to create questions that,
when answered, gave the most concrete information regarding subgenres and their
communication in the business community. I intended to ask these questions to a member of the
Business Marketing field, and fill in the blanks with research. These questions ranged from what
made them get involved with the field to the different languages they had to employ when
communicating between students, colleagues, and external peers. A pattern of language and its
importance stood out as a common theme amongst my inquiries. I wanted to explore the various
languages within the Business Marketing discourse and understand their differences and how
My first dive into understanding the purposeful styles and forms of communication in the
field came from my interview with professor Kopp. As a self-proclaimed marketing academic,
Professor Kopp has been apart of the scholarly discourse community of business marketing in
Arkansas for over thirty-nine years. To begin the interview, I asked him to first tell me how he
came to be involved with the field, he said that he “took some courses in marketing as a master-
student as part of [his] MBA program and [he] had also taken economics,” where his interests in
business and finance grew (Kopp). I then asked how he communicates with other individuals in
his field. He told me that between his colleagues, he primarily talks through emails and has
occasional phone calls. His students, however, he gives lectures to or has written communication
in the form of handouts and assignments. “I’m primarily a teacher educator,” he continued, “but
a big part of my job is to do research that could be published in academic journals” (Kopp).
These academic journals serve as an example of the overlap in communication that can exist in
Discourses; they act as communication with both the broader Business Marketing Discourse
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community to share his findings, and as a conversation between closer colleagues to get
feedback on his methods and arguments. His published journals were important to our discussion
about communication, as he had to be clear in the writing and publishing of the academic
journals geared toward the public because he still had to communicate to people that were not
marketing scholars or technically inclined. Near the close of the interview, I asked how his
communication may have transformed or changed since becoming involved with the discourse.
He spoke about how he began to use new platforms to better communicate with other members:
“I began to use social media communications more because I communicate with people in other
countries and that’s faster than email, and some countries don’t have access to computers”
(Kopp).
Professor Kopps interview gave me more topics to research and understand regarding
finance, marketing, or accounting) that require communication to grow and advance, as well as
the broader communities in different areas of the world, that each subgroup has to be able to
communicate their information and data clearly. This was touched on by Kopp, and introduces
There are specific lexis that marketers must learn and utilize to quickly and efficiently
communicate amongst peers and scholars. It is a requirement to learn acronyms and basic
abbreviations when sharing data amongst peers and scholars. Without learning the specific
vocabulary of the field, one would struggle to not only understand what was being shared, but
take much longer explaining and writing out topics and ideas that could otherwise be quickly
summarized. I conducted research on common lexicon for the Business Marketing field. One
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commonly used term is an HTML code. This refers to “the lines of code that an affiliate places
on their web page(s) for linking to the merchant's site. This HTML code contains the unique
identifier that identifies the traffic as coming from the Affiliate's web site” (Affiliate Wiz). CPA
is another term that means cost per action, referring to the amount of a cost for a conversion
(Affiliate Wiz). Another term, click-through, is the action that occurs when a user clicks on a
link and continues on to the seller’s website (Affiliate Wiz). Finally, co-branding is a term that
delineates a “situation where affiliates are able include their own logo and branding on the pages
to which they send visitors through affiliate links” (Affiliate Wiz). Since these terms are not
common knowledge and would not be understood out of context, they illustrate the importance
of being well versed in the lexicon of a Discourse to be able to participate in discussion and
communication. In addition, this illustrates the different languages one must possess in their
involvement with the Business Management discourse; one would not be able to use these same
Professor Kopp also introduced the idea of sharing his research, which acts as another
journals garnered feedback from his colleagues regarding his research surrounding various topics
in the field. This feedback is important, because researchers need to know what people think
about their ideas, how to improve them, and how to be more effective in both their
communication and in the execution of their studies. This also highlights the changes in
communication styles between subgenres of the Discourse. While with his colleagues, he
communicates and shares his findings in search of feedback to be more effective, he has different
intentions when communicating and sharing with his students, as he hopes to simply impart
knowledge and broaden their understanding of the field. With peers he communicates with on
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social media platforms and online, he switches gears in communication and instead hopes to
learn from them and garner information he can implement in his own studies and work. Finally,
though Professor Kobb himself did not discuss his involvement with this side of business
marketing, were he to also share his findings through advertisements to consumers, this would
Marketing. He talked about how in his meetings and group interactions with his colleagues, he
finds that is less of a conversation where each individual contributes and shares, but more so one
person sharing their ideas while others listen and take notes, trying to understand the strategy of
the speaker and possibly implement it themselves. This illustrates the various roles one could
take in communication in Professor Kobb’s Discourse. These roles are important because each
member wants to get the most out of the discussion and not waste time. It goes against our
commonsense ideas of what communication should be, as he pointedly contrasts the discussions
in his discourse from the typical conversations other discourses might have in their meetings and
interactions.
From my interview with Professor Kobb and further research on Business Marketing, it is
clear that the field and its members adopt specific communication styles and habits to best fit the
goals and priorities of the group. The focus of all their expression choices and forms of
knowledge to various groups and individuals in the fastest and clearest way possible. The
intricate ways members of the Discourse go about this and master their communication forms
only furthers my interest in the field and appreciation for those devoted to the continued